Seybold Report ISSN: 1533-9211
Vaishaly Bopaiah G
Research Scholar, Presidency University, Bangalore.
Dr. Senthil Kumar Ranganathan
Professor, Presidency University, Bangalore.
Vol 17, No 09 ( 2022 ) | DOI: 10.5281/zenodo.7079478 | Licensing: CC 4.0 | Pg no: 982-989 | Published on: 14-09-2022
Abstract
History of Khadi Board is twinned with Indian history as it was a part of ‘Swadeshi Andolan’ to boycott ‘Videshi’ products. It initiated home-made dress material made of cotton. Though it had a twinkling history, the burgeoning level of Khadi Board in the post-independence era was flat or down sloped due to the lukewarm attitude of bureaucratic administrators of Khadi Board. This cause decline in awareness and preference among GEN Z . It reduce both brand equity of Khadi products and market share as well. Electronic Word of Mouth (EWOM) and Local Areas Social Media ( LASM) are the two strategies prominent is social media in brand promotion and advertisement. But Khadi Board lack both to attract young generation.
Keywords:
Khadi board, Social Media, . Electronic Word of Mouth (EWOM), Local Areas Social Media ( LASM) , Gen Z