Khaadi Info:

About:

Pakistan’s leading high street brand and winner of countless Lux Style Awards, Khaadi is the most
quintessentially the country’s brand.

Khaadi opened its doors back during 1998 with hand woven fabric, its signature lawn was a much later
induction but one that was wholeheartedly embraced by all lawn fanatics. While Khaadi has been rising
from strength to strength, this year’s lawn collection left the company a tad bit underwhelmed.

Khaadi, which means hand-woven, has stayed true to its name and continues to produce a fusion of
styles to complement both the east and west, while still utilizing hand-woven fabrics on select products.

The company defines its lines as concepts and primarily had Prêt (Ready-to-Wear), Unstitched (Fabric)
and Man (Eastern Wear). Over the eras, the company has launched a number of new concepts counting
Kids (for 2-12 year olds), Khaas (featuring exclusive and limited-edition pieces), accessories (jewellery,
stoles and handbags) and home (featuring furniture, bedding and bath items).

No doubt, Khaadi lawn is one of the most refined lawns available in the country. Its quality is
impeccable. It is light, breezy and soft and at the same time doesn’t cling to the body. The best thing
about Khaadi lawn is that it manages to take customers through the day without wrinkling out horribly.
It’s durable and can hold its own while being breathable in the scorching summer heat.

The company has always been one of the most-anticipated Khaadi lawns of the year and the price range
is what pushes women into frenzy, year after year.

The only thing that takes away from Khaadi’s wow factor is how common the prints become. The
management has mentioned that the volumes are high and given the popularity, there is a 90 percent
chance that customers would bump into another woman wearing the same print as customers, one day
or the other.

During 2010, Khaadi entered into the global arena through exporting to numerous regions. The online
store was introduced in the country in 2014 and it is in the company’s policy to open outlets
internationally.

Presently, Khaadi has taken a 2,281 sq ft unit at intu Trafford Centre, after being advised by global real
estate advisors Colliers International.

Khaadi continues on its aggressive expansion policy by opening several retail stores in smaller cities of
the country. In order to further grow and expand the business in a sustainable manner, the company has
corporatized its business and for this purpose have setup Khaadi (SMC – Private) Limited (formally K-
Clothing (SMC – Private) Limited) with effect from 1 May 2016.
Significance of the study:

Why are we conducting this study?

We’re conducting this study because we need to identify how many people are there that aren’t
purchasing Khaadi jewelry and why aren’t they purchasing the jewelry .We need to improve Khaadi’s
marketing strategy that how we can help them to improve their promotions so that more customers can
purchase their products and through that we can know the customers purchasing intentions . We can be
able to divert and change their intentions and perception plus we can improve khaadi’s overall sales that
people not only visit Khaadi to shop for clothes but also visit Khaadi for the intentions of buying jewelry.