ABSTRACT
Khadi is a nature friendly handloom fabric with less carbon foot print. The main aim of this research is to analyze the knowledge and awareness level of khadi consumers and to study that is youth satisfied with khadi clothing and on what parameters. Consumers are having positive attitude towards khadi but according to surveys and responses it was understood that youth demand more of stylish and fashionable clothing with comfort. Khadi makes wearer comfortable in every season but to target youth it needs to explore trendy side of khadi. The study was carried out in Panipat with sample size of 50 which included convenient sampling. Khadi represents itself as a symbol of self-reliance and youth is quiet sensitive to this and are ready to accept khadi but they are not ready to compromise with latest fashionable looks. KVIC has gone online and has launched e-portal and is targeting youth by exploring in different products also other than the clothing. Awareness of khadi cloth among youth is there but brand consciousness about khadi is definitely need to be built among youth