Table of Contents

Introduction ..................................................................................................................................... 2
Zardozi ........................................................................................................................................ 2
History............................................................................................................................................. 2
Zari work practiced in India ........................................................................................................ 2
Making of embroidery ................................................................................................................ 2
ABOUT BRAND ............................................................................................................................ 3
MARKETING MIX ........................................................................................................................ 4
Product ........................................................................................................................................ 4
Price ............................................................................................................................................ 4
Place ............................................................................................................................................ 4
Promotion.................................................................................................................................... 4
Zarokha brand strategy ................................................................................................................... 5
Brand communication of Zarokha .............................................................................................. 5
Brand Extension .............................................................................................................................. 6
Future Line Extension in Zarokha .................................................................................................. 7
ZAROKHA CUSTOMER- BASED BRAND EQUITY (CBBE) MODEL................................. 10
Brand Salience: ......................................................................................................................... 10
Brand Performance: .................................................................................................................. 10
Brand Imagery: ......................................................................................................................... 10
Brand Judgment: ....................................................................................................................... 10
Brand Feelings: ......................................................................................................................... 10
Brand Resonance: ..................................................................................................................... 11
BRAND CHARTER ..................................................................................................................... 12
Brand Equity ................................................................................................................................. 13

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Introduction
Zardozi
Zari work embroidery which is often woven on fabrics like cotton, silk, velvet or brocade for a
finer finish and glorious outlook. It is considered to be one of the richest forms of embroidery in
the Indian subcontinent because it involves threading actual fibers of gold or silver onto fabrics to
create the embroidery and patterns. Usually, silk, cotton, brocade and velvet are some of the most
prominently used fabrics for this work, although lighter fabrics like chiffon can also be used.

History
Zari embroidery done with metal wire and metal pieces or sequins on velvet, satin and heavy silk
bases, Kasab is one of the most famous and elaborate techniques in metal embroidery. The original
embroidery of zari was done with pure silver wires coated with real gold. Though silver and gold
wires have now been replaced with synthetic threads, the art remains the same. The use of metal
embroidery in Indian textiles and costumes, especially those used for ritual or ceremonial purposes,
demonstrates the importance of gold and silver within the culture.
This type of embroidery was widely prominent in the royal families and their court and eventually
trickled down to the common folk as women in the royal family were used to discard clothes after
wearing them just one time. These discarded clothes were then given to handmaids and servants,
who then created replicas, keeping the trend in the realm alive. The craftsmen create embroidery
using the actual fibers of gold or silver metallic threads on fibers. These rich and elite looking
embroideries instantly uplift the flamboyance of the royal aesthetic.
At that time, the priceless and exquisite embroidery was created with real gold leaves and silver
wires on the attires. Pure gold was beaten into the fine metal thread that was used to embroider
motifs on the fabric. Kasab involved making elaborate designs wherein precious gems such as
diamonds, emeralds, pearls, and precious stones were sewn into the fabric as part of the embroidery
which further enhanced the look of the garment.”
Zari work practiced in India
Surat is the home of zari Industry in India. Other states producing Kasab zari are Varanasi, Agra,
Hyderabad, Lucknow, Lathur, Jaipur, Kolkata, Delhi etc. Surat caters about 55% of the total zari
demand, has over 15,700 zari units, employing about 1.05 lakh artisans. Furthermore, 50,000
artisans provide support service to the cluster.
Making of embroidery
Zardozi is created with the help of a metallic thread, usually in the form of real gold or silver.
Ingots of the metal are first melted to make the metal more malleable. Once they are melted, then
pressed between steel sheets that are perforated as this helps with turning them into small, thin
wires. These wires are then hammered further so that the required amount of thinness can be
achieved for the embroidery.
Zari work can often be confused with another kind of metallic thread embroidery known as Badla,
although there is a distinct difference between the two. When the plain wire is used for embroidery,

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it is known as Badla and when this wire is wrapped around a thread for the embroidery, it is known
as zardozi.

The embroidery itself was created by hand, with craftsmen pouring over fabrics to create the
required designs. However, with modern innovations in technology, almost all forms of
embroidery are undertaken by machines with craftsmen supervising the design and working the
machine.
Style and Variety

Zardozi can be classified into different styles based on the threads used to create them; however,
no set term or name is used to identify them. On a broad spectrum, they are classified as follows:
Zardozi with real gold or silver
Kasab's work can be found in real gold or silver threads on various garments and fabrics. More
often than not, these are found in higher-end markets and can be quite expensive due to the
authenticity of the metal used.
Zardozi with plastic wires
A less expensive variant of Kasab embroidery is created by using wires that are made of plastic
which are later painted gold or silver to give it the required sheen. They may even have versions
of coiled wires on the edges of the garment with thinner couched versions towards the other sides.
In terms of base fabric variants, zari embroidery is undertaken on a plethora of fabrics and
ensembles. It is almost customary for this embroidery to be created on velvet, silk, brocade and, at
times, cotton, and can be used for almost any type of outfit successfully such as salwar
kameez sets, anarkalis, lehenga choli sets, sarees, and Kurtis.

ABOUT BRAND
Zarokha based out in Delhi is an online and offline fashion destination for taste-makers and trend-
breakers all over the country. Zarokha started in 2019 as an online apparel store selling a highly
curated collection clothing for women.
The shop has grown to become a legit style source for fashion-forward apparel and accessories.
The name was inspired by all the rebellious, fashion-forward girls in India who shy away from the
mainstream and shop at offbeat alleys, indie-chic nooks and quirky boutiques.
Zarokha is an apparel retail store. It is the destination store which is built to provide nearly
everything that a woman needs to look & feel good. The store offers experience through its elegant
ambience, personal stylist, plush trial rooms with lounge area along with a curated collection in
apparel and beauty. The store offers beauty products, Accessories and Footwear apart from
clothing Zarokha is crafted especially around women - to celebrate her. Every aspect of the store
will be design that speaks loudly for women. It will be the size-inclusive brand offering
womenswear clothing for skinny to curvy women ranging in the size bracket of 2XS (32) –
4XL(48).
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Targeting audience comprises of young, discerning and fashion “forward women. Target market
is the existing customers who are wealthy upper class customer who would like a specific and
designer weeding dress.The brand ensure that the lead time from trend-mining to production is
really short so that the brand can always reach out to her with fresh new wares every week.

MARKETING MIX

Product: The product strategy and mix in Store Stylista marketing strategy can be explained as
follows:
Clothing Accessories
Kurtis and Kurta sets Handbags
Gowns Clutches
Sarees Footwear
Lehnga
Tunings

Price: Average product is priced between Rs.50,000-Rs.10,00,000+. And the starting price of
products are:
• Gowns: Rs.50,00,000+
• Lehnga: Rs.50,00,000/-
• Tunings: Rs.,000/-
• Kurtis and kurta sets: Rs.20,000 /-
• Accessories: Rs.3999/-

Place: Zarokha based out in Delhi is an online and offline fashion destination for taste-makers and
trend-breakers all over the country. Zarokha started in 2019 as an online and offline apparel store
selling a highly curated collection clothing for women. The company is one of the private label
brands whose products can be found across all other marketplaces.

Promotion: Promotions refer to the entire set of activities, which communicate the product, brand
or service to the user. The idea is to make people aware, attract and induce to buy the product, in
preference over others. Zarokha fashion is a growing brand that needs to water every day, to make
it strong. On the same note, the firm asked to perform certain promotional activities and events to
boost the visibility and sales of the brand. The brand mainly focused on online marketing to bring
in the eyes of potential consumers. It organized events to generate consumer’s interest in the brand.
People are very used to online marketing; they seek updates through it and keeping the same in
mind the brand made initiatives to pop in between people’s updates. Online marketing is a set of
powerful tools and methodologies used for promoting products and services.
Why Zarokha product is luxury product?

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Constructing a zari work pattern is quite expensive even now, not only because of the high-priced
raw material but also because embroiderers are paid on an hourly basis for doing delicate and
intricate work. One small motif takes a lot of time, depending on the complexity of the design.
Very few people can afford to purchase zarokha products.

Zarokha brand strategy

The strategy that the company follows and adopts ensures the aura of exclusivity remains tightly
woven around its products. Some of the examples below illustrate the differentiating
characteristics of the Zarokha brand strategy:
• All new employees and artisans are carefully selected and go through a three-day in-house
training session called “Inside the Golden Box” that traces the company’s origins back to its
founders and the history of development of each of its product categories. The objective of this
training is to make every Zarokha employee feel close, involved in and identify with the
company’s culture, philosophy and values.
• Zarokha does not look at celebrity endorsements as a brand-building tactic and has actively
stayed away from this form of marketing. The very fact that only A-list celebrities and the
ultra-wealthy can afford and get access to their most premium and exclusive products is an
authentic endorsement of the brand.
• Zarokha does not follow strategies of launching region-specific collections or product offers.
The same product collections are sold everywhere in the world.
• Zarokha has always being a significant proponent and user of the “limited edition” strategy
and also limits distribution of its products in its stores.
• Zarokha products are never offered on discounts.
Brand communication of Zarokha
Brand communication and marketing strategies of Zarokha always remain consistent with the
principles of “heritage” and “exclusivity” of the company. Marketing campaigns celebrate the
Zarokha lifestyle and do not aim to directly sell products from the various ateliers. The company
also sponsors events that have a direct fit with the image and the legacy of the company. In addition
to these, Zarokha uses strategic collaborations with independent artists and designers to raise
visibility of its products. The primary aim of collaborations is to strengthen the aura of exclusivity
around specific product portfolios. This is done through the classic “limited edition” strategy, but
in the case of Zarokha, it puts a higher degree of exclusivity to the portfolio, because Zarokha
products in themselves are exclusive.

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Brand Extension
Brand extension is an influential marketing strategy and introduces the new product category to
the customers within a short period of time and with very fewer efforts. Brand extension involves
using an existing brand name in order to promote a new product or a service in a different category.
It is a successful branding strategy to enter into a different product category with low promotional
costs and high success rate.
Why Brand Extension?
Mass-Luxury Fashion Houses offers affordable luxury. Their strategy is based on market
optimization by maximizing the umbrella brand image to enable brand extension and
diversification. Zarokha brand extension is represented by a so called galaxy model, in fact
Zarokha sell clothes and accessories.
Line Extension in Zarokha
• During the festive 2018 season, chief creative officer, introduced one of his first handbag
styles, the Zari bag. Zari Bag is available in a range colors and styles, including small and
medium bag, bum bag and envelope clutch, which all feature.

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 • Luxury is a growing trend in the industry and offering personalized products such as
footwear that would continue to reach the sophisticated luxury consumer.

Future Line Extension in

Zarokha
• In staying with the heritage of the brand, luxury traditional bride and groom set wedding
dress with footwear in the Zarokha brand would continue to reach the target market.

OBJECTIVES

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 • "Zarokha has always stood for quality products,
creating worlds and inviting people to take part in
our dream".
• Launch Zarokha Bride and groom dress and
Footwear.
• Ensure High Quality and ethnic element of
Zarokha brand is at the forefront of Zarokha
extension
• Communication channels through a online
website, social media sites and a customer facing
environment within Zarokha stores.
• Online store and affiliations with existing
businesses to provide top class experience.
• This wedding dress target market is the existing
customers who are wealthy upper class customer
who would like a specific and designer weeding
dress.
• Marketing Campaign through existing social media channels targeting specific audience.
• Billboard campaigns in major cities across the world.
• Sporting celebrity endorsement.

BRAND IDENTITY
Brand Identity is defined as: “a unique set of brand associations that the brand strategist aspires to
create or maintain.” These associations represent what the brand stands for and imply a promise
to customers from the members of an organization.

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 Figure 1: Brand identity prism of Zarokha
Physique: The golden color of logo identify that how it connects with the golden thread used in
the product. The physique of Zarokha is women’s wear brand with the tag line of “creating a
bond of heritage” which shows the touch of Indian culture and heritage.
Relationship: The relationship with consumers is based on trusted quality, and Indian touch in the
products of Zarokha. Customer will feel more related with the brand because they relate with its
roots, the design that the brand use in their garments or accessories gives a vivid look of Indian
heritage and culture.
Reflection: Zarokha´s reflection is about heritage and individualism.
Personality: The brand personality of Zarokha is unique, beautiful and stylish. These traits make
the brand Zarokha unique and different than the other brand because its connected to Indian
heritage. The traits can be seen in its collections, where stores are located.
Culture: The culture of India is primarily of Indian culture. Zarokha focusing to provide Indian
wear clothing to create their unique clothing styles which is connected to Indian culture and
promote the zari art.
Self-image: Zarokha´s self-image is unique, elegant and luxurious. It’s unique because it is related
to Indian art which shows the culture of India.

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ZAROKHA CUSTOMER- BASED BRAND EQUITY (CBBE) MODEL
Brand Salience:
Created in Patna, Zarokha brings the sophistication and elegance derived from its Bihar heritage
to women all over the world. Zarokha offers leading-edge products that out-perform the
competition to people who care more about the way they look. Our passion for innovation,
performance, style and a sense of premium is encapsulated in the “Creating a bond of Heritage”
philosophy. The core values are supported by the heritage of zari work. Zaokha captures the
elegance of India’s vibrant culture, regal legacy and the skillful details in unique craftsmanship.
Delicately trimmed and embellished beautifully, the weaves are feminine and fluid, owing to
fabrics that drape sensually. The entire collections revel in the finest techniques of Indian textile
and craft tradition to create ensembles that transcend time and age.
Brand Performance:
Zarokha has quite a high brand performance. Zarokha sticks by its Indian identity, promising its
customers the true-Indian style, through ethnic designs and with the traditional touch in their
products. The Zarokha trademark also gives consumers the assurance of consistency in the quality
and luminous of products delivered.
In terms of service, Zarokha has been very effective in terms of receiving timely information and
help through its well-managed official website and social networking sites like Facebook. In fact,
going digital is one of Zarokha key strategies to ensure that customers’ needs can be served
efficiently and effectively.
Brand Imagery:
Zarokha has been one of the most reputed brands in the Zari work products. The brand has made
its presence felt in other countries. The brand supports a relatively strong image that is synonymous
with quality, style and elegance. Beautiful craftsmanship is contrasted with form and function, the
brand appeals to people who appreciate the Indian heritage, craft and timeless classic style. It
exudes sophistication and elegance, and at the same time, maintains modern edginess and Indian
sensibility.
Brand Judgment:
Zarokha has quite a positive brand judgment in the eyes of the general consumers. The Zarokha
brand has been known as one of the fashion brands with the touch of Indian heritage and culture.
Consumers recognize it by zari captures the elegance of India’s vibrant culture, regal legacy and
the skillful details in unique craftsmanship. Delicately trimmed and embellished beautifully, the
weaves are feminine and fluid, owing to fabrics that drape sensually. The entire collections revel
in the finest techniques of Indian textile and craft tradition to create ensembles that transcend time
and age.
Brand Feelings:
It is customer’s emotional responses and reaction with respect to the brand. “Zarokha” formed in
India, brings the sophistication and elegance consequent from its Indian heritage to women and all

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over the world. Zarokha offers leading-edge fashionable clothing that out-perform the competition
to people who care more about the way they look. The passion for innovation, performance, style
and a sense of premium is sum up in the customers money spending worth and also it’s’
philosophy. The Zarokha brand evokes more Indian and culture feelings of social approval and
self-respect. Consumers feel a great sense of social approval because they feel elite, fashionable,
elegant and attractive when people see them wearing the Zarokha brand. Consumers also have a
strong sense of self-respect because they feel confident, sophisticated and wealthy when they are
wearing the brand on themselves.
Brand Resonance:
Zarokha has a strong, loyal following who takes pride in expressing their personal styles through
the brand. As such, the brand enjoys a high repeat purchase rate from this group of consumers. By
owning a Zarokha product, consumers feel that they are a part of the elite community, almost on
par with the A-list celebrities who are often seen in Zarokha apparel or carrying Zarokha
accessories. This elite community, gathers online at Zarokha world to connect with the brand, and
with each other. The brand also actively engages its consumers through social media to give them
the latest updates, such as new product launches or campaigns.

Figure 2: CBBE Model of Zarokha

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BRAND CHARTER
• It formalizes the company view of brand equity into a document.
• It provides relevant guidelines to marketing managers and key marketing partners.
• It should be updated on an annual basis to provide decision makers with a current brand
profile.
This document:
1) Define the firm's view of the brand equity concept and explain why it is important.
2) Describe the scope of key brands in terms of associated products and the manner by which they
have been branded and marketed (as revealed by historical company records as well as the most
recent brand inventory).
3) Specify what the actual and desired equity is for a brand at all relevant levels of the brand
hierarchy.
4) Explain how brand equity is measured in terms of the tracking study and the resulting brand
equity report.
5) Suggest how brand equity should be managed in terms of some general strategic guidelines
(e.g., stressing clarity, relevance, distinctiveness, and consistency in marketing programs over
time).
6) Outline how marketing programs should be devised in terms of some specific tactical guidelines
(e.g., ad evaluation criteria, brand name choice criteria, etc.).
7) Specify the proper treatment of the brand in terms of trademark usage, packaging, and
communications. Although parts of the brand equity charter may not change from year to year, it
should nevertheless be updated on an annual basis to provide a current brand profile and identify
new opportunities and potential risks for the brand to decision-makers.
To build a better brand charter, beginning with values
A brand’s values are key for it to become its best self. For Zarokha, brand values provide the
critical foundation to support all other strategic elements of a solid brand charter. The makeup of
a brand charter, illustrate how it can be used to help guide brand decisions, and ultimately build
equity for the brand.
A “brand charter” is what we call the version of a brand pyramid, house, diamond, or wheel. The
use of word “charter”, because it reflects the importance of this strategic document as a contract
between a brand, its stakeholders, and even its audience.
First, a little more about brand values. Define them as the foundational code by which a brand or
an organization lives. Values drive an organization’s culture, priorities, and provide a framework
in which decisions are made, influencing all aspects from product development, innovation,
partner relationships and ultimately all consumer or customer communication. They act as
benchmarks to measure behaviours and performance.

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To build a better brand charter, develop a brand personality that is true to the values
In addition to thoughtful brand values, well-defined “brand personality” attributes are an important
strategic element of a robust brand charter.
Brand Personality is the assignment of human characteristics to a brand as a way to achieve
differentiation and connectability. While values are usually things, ideas, etc., personality
attributes are descriptive. These traits are important to inform the development of the brand’s
experiential equities, such as: brand & product usage experience, how the brand behaves and
speaks (tone of voice), and especially a brand’s identity.

Brand Equity
1. Brand Awareness- It refers to the strength of a brand’s presence in the consumers’ mind.
Zarokha has been successful in building awareness. The “ZK” symbol has been appeared
everywhere, on handbags, clutches, bellies and jewellery across the globe too remarkably.
2. Brand Identity- Its tagline “Creating a bond of Heritage” focused on person wearing on
products instead of product itself.
3. Brand Loyalty- Strength of Zarokha is their brand loyalty. Zarokha carries a wide
arrangement of products with а large amount of options for personal preference.
4. Perceived Quality- Zarokha is perceived as a high-performance brand. Since its inception
considered performance as top priority, Zarokha designed its products that are durable and
attractive. It focuses on its product performance, features, conformance with specification,
reliability, durability, serviceability, fit and finish.
5. Brand Associations- Brand associations include a variety of things like product attributes,
design, handmade artisan products, emotional appeal and traditional symbols.

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