In the partial fulfillment of course

“IT IN BUSINESS”
“KHAADI”
(Tremendous success of Khaadi)
Submitted to:
SIR TARIQ NAJAM
Submitted by:
SYEDA FALAK ALI ( 133-2022)
MUHAMMAD ANNAS (33-2022)
MUHAMMAD SHAHZAIB (34-2022)
TALHA ASGHAR (116-2022)
NIMRA IMTIAZ (57-2022)
SYEDA AFZA FATIMA (352-2022)
Submitted on: 20 JULY 2022
“REPORT ON KHAADI”
 SUMMARY

Shamoon sultan started Khaadi in 1998. The Fabric use by

Khaadi is hand woven. His wife worked with him as his
designer. Shamoon sultan wanted to promote the Indus valley
culture. By 2015, Khaadi was known as an international brand.
Khaadi has 40 outlets in Pakistan, 4 outlets in Dubai, 2 in USA.
Khaadi is currently competing with all of the intentional brands.
 Table Of Content

S.No Contents

1 Summary

Introduction
2

Background of the story

3

4 Changing company behaviours due to social media

5 Business environment

6 Impact on business shifting on virtual platform

7 Competitors analysis

Target Marketing
8

* Objectives and functions

 Mission and Vision
10

11 Advertising strategy

12 Recommendations

13 Reference

14 Conclusion
 INTRODUCTION
In 1998, founder and Chief Executive Officer, Shamon Sultan, set out to
revive the ancient craft of the handloom. What began as a single store
start-up in Karachi, Pakistan has quickly transformed in to robust brand
with International presence. Khaadi was built on drive and passion and
that same energy is passed on to all new talent joining out team. Khaadi
is an Urdu word which means “hand-woven” Weaving, an intricate
process requiring patience and attention to detail, create fabrics whose
characteristics are depended on the threads and the method in which
those thread are woven. The same ideology is not only applied to all
Khaadi products, but also the institution we are continuously building.
Our success today attributed to the collaborative efforts of out team
and individuality each employee brings to the organization. Khaadi is
now a household name in Pakistan, with 52 stores at almost every
notable location and it all major malls across the country. We employee
over 1,500 people in Pakistan. Today, we can proudly say Khaadi was a
game changer in fast fashion retailing landscape in Pakistan. By
investing in the overall retail experience, we ensure our customers have
access to the latest fashion trend and receive the best service while
shopping in out stores. We are also the first Pakistani fashion retail
brand to establish a successful international presence with stores in
United Arab Emirates and United Kingdom. Our online stores has made
it possible to customers around the world to order a Khaadi product
with the click of a button and this is just the beginning.
BACKGROUND OF THE STUDY:
The first store was opened in Karachi Zamzama in 1999.
Khaadi than expends to multi stores within 2 years of its inception and
introduce wide range of projects product line. Leading architecture firm
ASA SERVED AS THE INTERIOR designer for Khaadi stores at Pakistan,
UK and UAE until 2017. It currently operates 46 stores and
internationally with stores in Dubai, Abu Dhabi, Birmingham,
Leicester, Bradford and London. Khaadi is targeting rapid
expansion through new store openings and by going to large
scale retail formats. The company is also transforming itself as a
process driven organization through development of existing
talent and by inducting the right people.
The first store was opened in Karachi's Zamzama in 1999.
Khaadi then expands to multi-stores within two years of its
inception and introduced wide range of product lines. Leading
architecture firm ASA served as the interior designer
for Khaadi stores at Pakistan, UK and UAE until 2017.It currently
operates 46 stores, in 17 cities across Pakistan and 17 stores
across UK and the GCC, offering a wide range of products from
apparel for women, men and kids to home-textiles, in both printed
and hand-woven fabrics.
In 2010, Khaadi expanded internationally by opening stores in
the UAE first in Dubai and later in Abu Dhabi. In 2013 store
launches were planned for the UK
In 2014, Khaadi opened a 1,630 sq. ft. store in Bull Ring,
Birmingham at Bull Ring shopping center and other locations
include Westfield London and Westfield Stratford
City, Birmingham, Accompany also opened a store in High cross,
UK in September 2015. A 22,000-square-feet of Khaadi store was
opened in September 2015 at Karachi’s Dolmen Mall Clifton.
Khaadi have built more than 40 stores in Pakistan as well as
stores in United Arab Emirates and United Kingdom.
In 2017, Nasir Mansour, a respected figure in labor rights circles
and the deputy general secretary at the National Trade Union
Federation in Pakistan, rejected a defensive statement issued by
Khaadi HQ in response to accusations by Khaadi factory workers
that the clothing company had abused a multitude of workers’
rights ranging from not providing workers official written
appointment letters to not issuing mandatory SSI (Social Security
Institution) deposits, thereby compromising employee job security
and well-being
 “CHANGING COMPANY BEHAVIOURS DUE TO
SOCIAL MEDIA”
Social media is a successful dynamic and practical platform for
branding and for commercial outreach, absolutely from brands
related to fashion and retail industry. There are several brands
to post picture of their products on social media sites with
updated in order to promote their brand and get the desired
frame. In Pakistan, the fashion industry relies only on social
media to create awareness and establish strong links to their
clients. The retail sectors such as clothing brand in Pakistan are
majorly dependent ok social media for branding purposes in
order to reach maximum audience in a short span of time. The
objective of this study is to assess the possible influence of
social media channels to Khaadi brand in Pakistan and
consequently build an evaluation criteria regarding the usage of
social media channels to the branding strategies of fashing
brands. Khaadi belongs to the business field engaged in
retailing and fashion clothing. This research implements
qualitative research design with content research method
followed by case study analysis approach. Therefore, this is a
desktop research that QS JD 2019.
 BUSINESS ENVIRONMENT
Departmentalization: It refers to the division of organization in

different departments according to tasks. • Functional

Departmentalization

• Geographical Departmentalization

• Process Departmentalization

Work Specialization: In Khaadi manager train the staff and

assign a duty to everyone which is he/she is responsible

according to their skills and for disadvantages this duties changes

every month.

• Divisions of labor

• Monthly Training

• Efficient use of employee skills

• Greater efficiency and lower cost

Chain Of Command: Chain of command” refers to a company's

hierarchy of reporting relationship form the button to the top of

an organization who must answer to whom.

CEO -> Country Manager -> Business Head -> Regional Manager

-> Branch Manager -> Staff.

Span Of Control:
• Span of control refers to the numbers of subordinates a
manager can effectively manage.
• The higher number of subordinates to a manager, the wider of
span of control.
• CEO-> Company Manager-> 4 Business Head -> 19 Regional
Manager -> 60 Branch Manager ->25-50 Staff.

Outcome Orientation:
• Manage pressure
• Incentive
• Promotion
• Focus On Customer
People Orientation: People orientated innovation is a
business approach opposite of a task – driven mentality. By
focusing on treating employees right and valuing the qualities of
fairness, respect, dignity and support, companies are able to
build relationship with employees and create a culture of trust.
• Friendly Behavior
• Friendly Atmosphere
• Pleasant and Happy
• Cooperate with each other
Formalization: Formalization is the process of creating a
formalized structure and include the maintenance of that formal
structure over time through.
• Rules
• Procedures
• Formal training
Team Orientation:
• One team One dream
• Organizing team
• Work burden
• Time saving
Innovation and Risk Taking: It is the degree to which
employee are encouraged to be innovative and take risk. In
Khaadi this factor is very much important because the
management appreciates the workers at this point and
encourage to take risk and innovation.
• Motivation
• Encourage to do
• Bold thinking
• Acceptance
• Reward
 IMPACT ON BUSINESS SHIFTING ON VIRTUAL
PLATFORM
Positive Impact: By focusing on customer experience, agility and
technology, Khaadi, a Pakistani fast fashioned brand, was able to adapt
quickly during the pandemic, tap into new opportunities, and drive
triple-digit growth. The pandemic has been a hard time for e-commerce
business. But many brand used this unexpected and extra ordinary
change to adapt their strategy quickly, identify chances to grow, and
successfully get ahead. Khaadi is one such brant that was able to turn the
pandemic into an opportunity. Alavi.ai recently spoke to the Head of E-
Commerce at Khaadi, Raja Naveed, to learn how to the fashion and retail
brand adapted its strategy and succeeded in growing despite the large
changes brought on by the pandemic. Negative Impact: One of the
largest brand in Pakistan’s apparel industry, Khaadi, has found itself at a
center of growing civil campaign against in humane workplace condition
and worker's right. Several protest demonstration have been held in
Karachi and Lahore over the last week by workers and activist alleging
high-handedness and unfair labor practices by Khaadi’s management.
The allegation against the company include the charge that its
management terminated the score of workers who works for its factories
after officially promising that it would not do so; and an accusation that
it's officially are responsible for driving a female worker to attempt
suicide after allegedly penalized severely for taking an unscheduled
lunch break.
 COMPETITOR’S ANALYSIS

 IDEAS
 J.
 BAREEZE
 OUTFITTERS

KHADI

Market NET
Share RANK
SALE
5.2%

dsdsdcsdfsf

COMPETITOR

IDEAS J. BAREEZE OUTFITTERS

 TARGET MARKETING:
Khaadi is targeting those customers who are more interested into READY
TO WEAR clothes. These consumers include mostly the working women.
They are not only targeting working women but also housewives by
presenting their unstitched collection. They are also targeting kids by
offering kids collection for both boys and girls. Khaadi launches men’s
collection twice every year.
Khaadi is targeting
 Women who wants unstitched clothes
 Women who wants ready to wear clothes
 Men
 Kids (Girls and boys)
DIFFERENTIATED MARKETING:
Khaadi is using differentiated marketing technique because they are
targeting specific segment that have income group more than lower
class in the society. They are offering the products that can be afforded
by upper class or middle class. Not everyone can afford their products.
MICRO MARKETING:
Khaadi has been doing individual marketing by sending text messages to
their customers regarding their new collections, their sales, their
discount offers etc.
 OBJECTIVE AND FUNCTION:

 Customers’ expectations should be fulfiled

 Responsibility to local and international community
 Experiments with new ideas
 Provide competent and ethical management
 Constantly Strive to reduce our cost
 Business must make a sound profit
 Marketing plan objective
 ROI of at least 15%
 Increase sales annually by 15%
 Open at least 2 more stores in the UAE
 Break-Even within 1 year
 Increase on sales promotion 20%,5%
 Mission
• Khaadi is deeply committed at providing high quality product
by using hand woven fabrics, each complete with absolute
finesses, and aim to pass the craftsmanship abilities of today's
weaver to their later generation.

Vision
• We want to become national brand; we don’t want to
be an elitist brand.
 KHAADI COMPETITOR’S:
Khaadi’s top five competitors are:
1. Gulahmed
2. Alkaram
3. Sanasafinaz
4. Limelight
5. Bonanzasatrangi

KHAADI’S SALES:
 RECOMMENDATION:
 Yes nice design easy to wear
 Khaadi provides one of the best fabric and value the colors , their styling
, printing , color combinations all merge to make your looks so eye
catching. Love it
 One of the best brand I have ever experienced. So! Be proud of what
you have built, it only has makes sense to you only. Love to wear Khaadi
 Khaadi has great fashion trends and fulfills customers’ expectations. In
love with Khaadi
 Just love this brand specially stitch wear amazing. I am using this from
very starting.
ADVERTISING STRETEGY:
Khaadi also promotes the brand by association of well-known
celebrities in order to upgrade the image of their brand among
customers for better brand awareness. For example, Pakistani
supermodel Amna Ilyas was incorporated as a strategy to promote
Khaadi Pret collection since she is a famous fashion icon
 REFERENCE
1. Khaadi (5 December 2020). "Khaadi X Secret Closet" (in Urdu and
English). Khaadi. 11s. Retrieved 18 February 2021 – via YouTube.

2. Khaadi (28 January 2021). "KHAADI X ESRA | BTS" (in English and
Urdu). Khaadi. 33s. Retrieved 18 February 2021 – via YouTube.

3. "Khari’s multinational ambitions-Shamoon Sultan, CEO, Khaadi, on

his vision for the brand and the future of prêt wear in
Pakistan". Marylou Andrew. Dawn News. 1 September 2015.
Retrieved 28 November 2015.

4. "Khaadi the label". BestoStyle. 10 July 2014. Retrieved 5

December 2014.

5. . Arshad Shahid Abdulla. Retrieved 28 November 2015.

6. Khaadi comes Home to Lahore". Maher Saeed. The Express

Tribune. 8 June 2015. Retrieved 28 November 2015.

7. Khaadi to open six regional stores in 2015". Drapersonaline. 5

December 2014. Retrieved 28 November 2015.

8. "Khaadi the fashion brand". Ufaq Ahfaque. Brandsynario. 2 July

2013. Retrieved 5 December 2014.
9. "Khaadi steps out in London". Aisha Jamil. 4 January 2015.
Archived from the original on 8 December 2015. Retrieved 28
November 2015.
 CONCLUSION:
 Khaadi will keep improving every year
 More emphasizes on design studio
 Experiments and focus on silks
 Keep exploring the palate

“THANK YOU”