Digital & Social Media Impressions in Khadi Industries: An Effective Tool for Global Reach, Sales and Awareness of Khadi
Keywords:
Digitalization, Social media, E-commerce, Khadi, Swadeshi, SustainabilityAbstract
Purpose – The paper aims to indicate the importance of accommodating the incumbent legacy khadi institutions by using the digital social media platforms for E-commerce solutions. The paper gives an in-depth study of the various leading fashion industry brands which have incorporated the social media platform for their growth success in e-commerce marketing and wider reach. The research paper studies the significant features of the digital marketing and aims to assist Khadi industries and Khadi Institutions to integrate digital advertising and marketing in their business models to recognize the usefulness of social media marketing platforms. This paper focuses on the inherent usage of digitalisation in the khadi industries.
Design/methodology/approach – The paper draws references from the Karnataka zonal khadi institutions which have incorporated E-commerce. The paper studies the Digital Mark Impressions of the KVIC in social platforms. The paper analyses a deep study about the social media platform reaches and success of some popular fashion brands. And concludes that the digital mark in the social media platforms progressively assist for the higher growth in sales and popularity of the Khadi product.
Findings – In the Research Exploration process of digitalization, the study concludes that there is a progressive interrelation exists between the Digital Mark of KVIC in social platforms and the Performance Growth of the Zonal Khadi Institutions with relation to sales and popularity. The comparative study concludes that the performance of the Karnataka Zonal Khadi Institutions increased and the Swadeshi Khadi fabric achieved higher sales performance and popularity due to the predominance mark of MSME, KVIC on the Digital Social Media Platform. The paper gives an in-depth study of the various leading fashion industry brands which have incorporated the social media platform for their growth success in e-commerce marketing and wider reach.
Originality/Value – The paper suggests that Digital Social Platforms and Digital Operations in Khadi Institutions acts as successful factors on the higher performance and higher awareness about the Heritage Fabric. The study adds new evidence on the policy approaches for expanding the access to the digital websites and social platform for all the Khadi Institutions. The study suggests for the government policies on the compulsory production and purchases of the Khadi Fabric across PAN India by all retail, wholesale, online and offline store outlets to showcase Khadi for sales in their catalogues.
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