single buying decision of ours is impacting the planet and fashion plays a critical role in this scenario consumers are slowly realising exactly how expensive a cheap tshirt is for the environmentthis is khadis second coming because it is made entirely by hand its carbon footprint is negligible its equally stingy with natural resources a metre of khadi fabric uses up just 3 litres of water while a metre of mill cloth 55 litres in addition 70 of artisans who make khadi in india are women as the world reacts to the mindless use and throw habits of fast fashion khadi offers a slower more measured and more thoughtful way to clothe ourselvesbesides being indian is now fashionable even on social media the barometer of everything cool and expressing ones roots gets as many likes and shares now as the latest dance trend we are now much more comfortable in our own skin and not as easily tempted by the lure of foreign brands a while ago the 100sareepact had ladies proudly displaying their handloom sarees on social media and while it lasted it generated as much fervour as jumping out of a running car to perform a dance designers have been quick to ride this trend and khadi now forms an important part of many collectionsfrom freedom fighter to forgotten hero to fashion icon khadi has had quite the journey so what does it all have to do with brand building khadi ticks off all the requirements of a thriving modern brandbrand purpose check what could be a more inspiring purpose than fighting for indias freedomgreat brand ambassador check the father of the nation himselfthe resilience to thrive for more than a century check khadi is now building a new generation of fans and this time it is helping to fight the challenge of the century climate changewhat is truly great is that all this is not just some brand story its history and its the futurehappy independence daythe author is creative partner at daiko fho communications