Introduction to Khaadi

Two decades ago, urban Pakistan was a pretty dull place in terms of branded
shopping. There was barely any organized retail and the ubiquitously
unflattering free size kurta was the only option available to women who
wanted reasonably priced ready to wear clothing. But then again, Pakistani
women were more than happy to buy unstitched fabric, along with buttons,
lace and piping and then take the lot to the tailor for a custommade jora, even if the process was hassle-ridden at the best of times.
Textile giants like Al-Karam, Gul Ahmed, Nishat and many others flourished in
this environment, offering a variety of designs in lawn, linen and cotton.
Then came the lawn rush of the 2000s, which elevated this humble fabric to
designer status with hoards of women thronging to lawn exhibitions, causing
traffic jams and creating urban legends in their wake. In the midst of the
frenetic pull and push of the exhibitions and frantic visits to the darzi, a
sense of weariness was creeping in and it was quickly capitalised on by a
handful of prt wear brands that had the vision to foresee that womens
wear, at least in the major cities, had the potential to become an entirely
different and more value added proposition.
A stitch in time
In 1999, a young Indus Valley graduate started small with a line of unstitched
fabric, mens kurtas and womens kurtis with one store in Zamzama. The
brands USP was a lightweight self print khaddar which came in a variety of
colours.
However, as the customer base was small and the retail sector was not very
developed, Khaadi too remained a niche brand for a time. All the while other
brands kept popping up; Chinyere by Bareez, Daaman, Ego, J Dot by Junaid
Jamshed and Sheep, to name a few; however, Khaadi kept pace with these
developments and went from strength to strength, opening stores and
offering innovative designs.

SWOT Analysis
Strengths:

Cater to large customer base

Customer Quality
Tailoring Service
New stock every 2 weeks
Innovative Culture
Brand Name (Khaadi)

Weakness:

No clothing line for men

Cost structure
Online presence

Opportunities:

Online Market
New technology
New products
New markets

Threats:

Stains easily
Recession
Intense Competition

Khaddi Direct Competitors

Junaid Jamshed
Thredz
Sana safinaz
Sapphire

Khaadi Marketing Mix

Needs to be done
Khaadi Segmentation
Needs to be done
Khaadi Vals
Needs to be done
Khaadi Brand personality & Persona
Needs to be done

Sapphire Introduction:
Sapphire Group is a Pakistani industrial conglomerate largely focused on
the textile industry. Based in Lahore, it is a vertically integrated textile
group, manufacturing cotton yarn, fabric, and finished garments. Its products
are exported to over 35 destinations around the globe, and the Group
employs more than 16,000 people.

The conceptualization of what became Sapphire started in East Bengal

Sapphires spinning plant first in Pakistan

Expansions in yarn spinning - lead it to be one of the largest yarn

producers in Pakistan

In value addition with its first weaving plant

Knit fabrics project

Woven fabrics dye house

Woven Dying and Finishing

Home textiles division