Internship Report on

Khaadi

Salauddin Ghani

Submitted in partial fulfillment of the requirements for the degree of Bachelor of Business
Administration

at

National University of Modern Languages

Islamabad, Pakistan
November 2023

© Copyright by Salauddin Ghani, November 2023

 NATIONAL UNIVERSITY OF MODERN LANGUAGES
Faculty of Management Sciences

It is hereby certified that the report has been thoroughly and carefully read and recommended to
the Faculty of Management Sciences for acceptance of Final Internship Report. By Salauddin
Ghani, Roll No. S22-1026 Session (Sep 2021 to June 2023) Mor/Eve, in partial fulfillment of
the requirements for the degree of Bachelor of Business Administration of National University of
Modern Languages Islamabad.

Dated:

Supervisor Name

Supervisor Signature

Head of Department:
Acknowledgment

I would like to express my deepest gratitude and appreciation to all those who have
contributed to the successful completion of this project. Your unwavering support, guidance,
and encouragement have been invaluable throughout this journey.

First and foremost, I extend my heartfelt thanks to my supervisor/advisor Mr. Haneef

Shehzad, whose expertise and mentorship have played a pivotal role in shaping this work.
Your dedication, patience, and insightful feedback have been instrumental in refining my
ideas and pushing me to achieve my best.

I would also like to express my appreciation for the various challenges and tasks assigned to
me during my internship. These responsibilities have allowed me to develop new skills, gain
hands- on experience, and enhance my problem-solving abilities. The trust bestowed upon me
to contribute to meaningful projects has been both motivating and rewarding.

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Executive Summary

Internship at Khaadi's Marketing Department

The internship at Khaadi's Marketing Department was a transformative journey within the
dynamic landscape of a globally recognized fashion brand. Founded in 1998, Khaadi seamlessly
merges traditional Pakistani craftsmanship with contemporary design, earning strong brand
recognition and a diverse product portfolio. The internship, spanning diverse tasks over several
weeks, encompassed market research, campaign planning, social media management, and cross-
functional collaboration.

Strengths of Khaadi include brand recognition, a diverse product range, and a global presence,
while challenges involve potential dependencies on traditional methods and limited online
visibility. Opportunities lie in e-commerce expansion and international market growth, with
threats including intense competition and evolving consumer preferences.

The internship experience at Khaadi aligned and enriched theoretical knowledge gained at
NUML, fostering skills in analytics, communication, teamwork, and adaptability. Key observed
attitudes included proactiveness, attention to detail, and a collaborative mindset. The most
challenging task involved leading a time-sensitive marketing campaign, showcasing resilience
and effective problem-solving.

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Table of Contents
Acknowledgment..............................................................................................................................i

Executive Summary.........................................................................................................................ii

Introduction to Khaadi:................................................................................................................1

Background and History...............................................................................................................1

Mission and Vision...................................................................................................................1

Organizational Structure...........................................................................................................1

Overview of Khaadi.....................................................................................................................1

a. Brief History......................................................................................................................1

b. Competitors.......................................................................................................................2

c. Brief Summary of All Departments..................................................................................2

Plan of My Internship Program....................................................................................................3

a. Brief Introduction of the Marketing Department at Khaadi..............................................3

b. Starting and Ending Dates of the Internship...................................................................10

c. Departments and Duration of Training...........................................................................10

Internship Weekly Schedule.........................................................................................................4

Week 1: Orientation & Introduction........................................................................................11

Week 2-3 Market Research & Analysis...................................................................................12
Week 4-6 Campaign Planning & Execution............................................................................12
Week 7-9 Social Media Management......................................................................................12
Week 10-12 Collaboration with other Department..................................................................12
Learning Experience.................................................................................................................6

a. Knowledge Acquired:........................................................................................................6

b. Skills Learned:...................................................................................................................7

c. Observed Attitudes and Gained Values:...........................................................................7

d. The Most Challenging Task Performed:...........................................................................7

 SWOT Analysis for Khaadi:........................................................................................................8

Strengths:..................................................................................................................................8

Weaknesses:..............................................................................................................................8

Opportunities:...........................................................................................................................8

Threats:.....................................................................................................................................9

Problem Identification and Solution:........................................................................................9

a. Problem Identification...........................................................................................................9

b. Consequences of the Current Problem:................................................................................9

c. Solution:................................................................................................................................9

Conculsion................................................................................................................................6

References and Sources Used.....................................................................................................11

Appendices:....................................................................................................................................11

Evaluation Performa.......................................................................................................................12

Internship Certificate.....................................................................................................................19
Resume..........................................................................................................................................20
Introduction to Khaadi:

Background and History

Khaadi, founded in 1998, has evolved into a globally recognized fashion brand. The company is
renowned for its diverse range of products, combining traditional Pakistani craftsmanship with
contemporary design.

Mission and Vision

Khaadi's mission is to revive and promote the ancient craft traditions of Pakistan by providing
aesthetically pleasing, high-quality products. The vision is to be a global leader in fashion,
recognized for creativity and commitment to authenticity.

Organizational Structure
Khaadi follows a hierarchical organizational structure with various departments, each
contributing to the overall success of the brand. The structure promotes efficient communication
and collaboration among teams.

Overview of Khaadi

a. Brief History:
Founded in 1998, Khaadi has emerged as a leading fashion brand with deep roots in Pakistani
culture and craftsmanship. The brand's journey began with a single store in Karachi, showcasing
hand-woven fabrics and intricately embroidered designs. Over the years, Khaadi has expanded
its footprint globally, becoming synonymous with contemporary fashion that seamlessly blends
tradition with modern aesthetics.

Khaadi's commitment to preserving and promoting the rich heritage of Pakistan is reflected in its
diverse product range, encompassing clothing, accessories, and home goods. The brand's
emphasis on quality craftsmanship, unique designs, and ethical practices has contributed to its
success in the fashion industry.

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 b. Competitors
In the highly competitive fashion landscape, Khaadi faces competition from both local and
international brands. Key competitors include:

a) Gul Ahmed: A prominent Pakistani brand known for its wide range of textiles and
ready- to-wear collections.

b) Sapphire: A contemporary fashion brand offering a mix of traditional and modern

clothing, targeting a similar demographic.

c) Élan: Positioned as a luxury brand, Élan competes with Khaadi in the high-end fashion
segment, particularly in the formal and bridal wear category.

d) Alkaram Studio: Another major player in the Pakistani fashion industry, Alkaram
Studio offers a diverse range of fabrics and ready-to-wear apparel.

Understanding the strategies and offerings of these competitors is crucial for Khaadi to maintain a
competitive edge and continually innovate in response to market trends.

c. Brief Summary of All Departments

Khaadi's organizational structure is designed to facilitate seamless operations and collaboration
across various departments. Each department plays a vital role in contributing to the overall
success of the brand:

1. Design and Product Development: This department is responsible for creating

innovative and culturally inspired designs for Khaadi's diverse product range. It involves
a collaborative process that incorporates traditional techniques into modern fashion.

2. Manufacturing and Quality Control: Ensuring the highest standards of craftsmanship,

the manufacturing and quality control department oversees the production process to
maintain product quality and consistency.

3. Supply Chain and Logistics: This department manages the end-to-end supply chain,
from sourcing raw materials to delivering finished products to stores. Efficient logistics
are crucial for timely and cost-effective distribution.

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 4. Marketing and Brand Management: The marketing department focuses on creating
brand awareness, developing promotional strategies, and engaging with the target
audience. It plays a pivotal role in shaping the brand image and driving customer loyalty.

5. Sales and Retail Operations: Responsible for the brand's retail presence, this
department manages sales strategies, customer service, and the overall retail experience.
It involves coordination with both physical stores and e-commerce platforms.

6. Finance and Administration: Ensuring financial stability and operational efficiency, the
finance and administration department manages budgeting, financial reporting, and
administrative functions to support the organization's overall goals.

7. Human Resources: The HR department is integral in recruiting, developing, and

retaining talent. It fosters a positive work environment and ensures the well-being of
employees.

Plan of My Internship Program

a. Brief Introduction of the Marketing Department at Khaadi

I had the privilege of conducting my internship at the Marketing Department of Khaadi, a
dynamic and innovative segment crucial to the brand's success. The Marketing Department is
responsible for creating brand awareness, developing and executing marketing campaigns, and
engaging with the target audience through various channels. This includes market research,
social media management, and collaboration with other departments to ensure a cohesive and
effective marketing strategy.

b. Starting and Ending Dates of the Internship

My internship at Khaadi's Marketing Department commenced on 08-08-2023 and concluded on

08-11-2023 spanning a duration of 12 Weeks.

c. Departments and Duration of Training

1. Market Research and Analysis (Weeks 1-3): The initial phase of my internship focused
on market research and analysis. I worked closely with the market research team to
understand consumer behavior, industry trends, and competitor strategies. This phase
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 equipped me with valuable insights into the market dynamics that influence Khaadi's
marketing decisions.

2. Campaign Planning and Execution (Weeks 4-6): During this period, I was actively
involved in the planning and execution of marketing campaigns. Collaborating with the
campaign management team, I contributed to the development of strategies to enhance
brand visibility and engagement. This phase provided hands-on experience in translating
marketing concepts into actionable campaigns.

3. Social Media Management (Weeks 7-9): The subsequent weeks were dedicated to
social media management. I took on responsibilities such as content creation, scheduling
posts, and analyzing engagement metrics. This hands-on experience in managing
Khaadi's social media presence allowed me to understand the significance of digital
platforms in contemporary marketing.

4. Collaboration with Other Departments (Weeks 10-12): In the final phase of my

internship, I actively collaborated with other departments, including Sales and Design.
This experience provided insights into how marketing integrates with different facets of
the organization, ensuring a holistic approach to brand management.

Internship Weekly Schedule

Week 1: Orientation and Introduction

● Responsibilities:

● Orientation to the company's policies, culture, and the Marketing Department.

● Introduction to the team members and understanding their roles.

● Familiarization with the ongoing projects and marketing strategies.

Week 2-3: Market Research and Analysis

● Responsibilities:

● Conducted market research to identify consumer trends, preferences, and

competitor strategies.

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 ● Assisted in analyzing data to extract meaningful insights for strategic decision-
making.

● Compiled comprehensive reports on market findings to support future marketing

initiatives.

Week 4-6: Campaign Planning and Execution

● Responsibilities:

● Participated in brainstorming sessions for upcoming marketing campaigns.

● Contributed to the development of campaign strategies and creative concepts.

● Assisted in coordinating the execution of marketing campaigns across various

channels.

● Monitored and analyzed the performance of campaigns, making real-time

adjustments as needed.

Week 7-9: Social Media Management

● Responsibilities:

● Managed social media accounts, including content creation and scheduling.

● Engaged with the audience by responding to comments, messages, and inquiries.

● Monitored social media analytics to track the performance of posts and campaigns.

● Collaborated with the design team to create visually appealing and on-brand
content.

Week 10-12: Collaboration with Other Departments

● Responsibilities:

● Coordinated with the Sales Department to align marketing strategies with sales
goals.

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 ● Collaborated with the Design Department to ensure marketing materials were
consistent with brand aesthetics.

● Attended cross-functional meetings to understand the interdependencies between

departments.

● Contributed insights from a marketing perspective to enhance overall

organizational effectiveness.

Throughout the Internship: Continuous Learning and Adaptation

● Responsibilities:

● Engaged in continuous learning sessions and workshops organized by the company.

● Adapted to the dynamic nature of the fashion industry by staying updated on

industry trends.

● Participated in feedback sessions with the supervisor to refine skills and enhance
performance.

● Maintained effective

Learning Experiences

a. Knowledge Acquired:

Through my internship at Khaadi's Marketing Department, I gained valuable knowledge that

complemented and expanded upon the concepts I learned in specific courses at NUML. The
courses in marketing and business management at NUML provided a theoretical foundation, and
the internship allowed me to apply and enhance this knowledge in a real-world setting. Topics
such as market research, campaign planning, and social media management, which were covered
in NUML courses, became tangible and applicable in the dynamic environment of a leading
fashion brand.

The practical application of marketing strategies, understanding consumer behavior through

market research, and executing campaigns aligned seamlessly with the theories learned in
courses at NUML. This hands-on experience not only solidified my academic knowledge but
also provided a deeper appreciation for the nuances and complexities of the fashion industry.
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 b. Skills Learned:

a) Analytical Skills: NUML courses, particularly those in business analytics, equipped me

with analytical skills that were crucial during market research and campaign analysis. I
could interpret data effectively to derive meaningful insights for decision-making.

b) Communication Skills: NUML's emphasis on communication skills, both written and

verbal, played a vital role in my ability to interact with team members, present ideas, and
engage with the audience on social media platforms.

c) Teamwork and Collaboration: Group projects and activities in NUML courses honed my
teamwork skills. This was particularly beneficial during collaborative efforts with other
departments at Khaadi, where effective communication and cooperation were essential.

d) Adaptability: NUML's focus on adaptability in various business scenarios prepared me to

navigate the fast-paced environment of the fashion industry. The ability to adapt quickly
to changing tasks and priorities was essential during the internship.

c. Observed Attitudes and Gained Values:

Throughout the internship, I observed and embraced attitudes and values that are crucial for a
successful career:

● Proactiveness: Taking initiative and being proactive in identifying and addressing tasks
without constant supervision was highly valued in the workplace.

● Attention to Detail: The significance of attention to detail in marketing became evident,

emphasizing the need for precision in creating content, analyzing data, and executing
campaigns.

● Collaborative Mindset: The importance of collaboration and a collaborative mindset

emerged as a key value. Successful projects often resulted from effective teamwork and
open communication.

d. The Most Challenging Task Performed:

The most challenging task assigned during my internship was leading the execution of a time-
sensitive marketing campaign. The challenge involved coordinating with multiple teams,

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adhering

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to strict deadlines, and adapting to unforeseen changes in the campaign's direction. To overcome
these challenges, I prioritized tasks, maintained open communication with team members, and
sought guidance from experienced colleagues. The experience enhanced my project management
skills, resilience, and ability to thrive under pressure, contributing significantly to my overall
professional development.

SWOT Analysis for Khaadi:

Strengths:

a) Brand Recognition: Khaadi enjoys strong brand recognition, both locally and
internationally, due to its commitment to quality and traditional craftsmanship.
b) Diverse Product Portfolio: The brand's diverse range of products, including clothing,
accessories, and home goods, contributes to its competitiveness in the market.
c) Innovative Designs: Khaadi is known for its innovative and culturally inspired designs,
attracting a wide customer base.
d) Global Presence: With a presence in multiple countries, Khaadi has successfully
expanded its reach, tapping into diverse consumer markets.

Weaknesses:

a) Dependency on Traditional Methods: While Khaadi's traditional craftsmanship is a

strength, there is a risk of dependency, and the brand needs to balance tradition with
contemporary trends to stay relevant.
b) Supply Chain Challenges: The intricacy of handmade products may lead to supply
chain challenges, affecting timely delivery and inventory management.
c) Limited Online Presence: Despite the growing importance of e-commerce, Khaadi's
online presence could be enhanced to capture a larger share of the digital market.

Opportunities:

a) E-commerce Expansion: There is an opportunity for Khaadi to further expand its e-

commerce platform, reaching a wider audience and capitalizing on the growing trend of
online shopping.
b) International Market Growth: Khaadi can explore untapped international markets and
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 strategically expand its footprint in regions with a growing demand for culturally inspired
fashion.
c) Collaborations and Partnerships: Collaborating with international designers or
influencers can open up new avenues for creative partnerships and global brand exposure.

Threats:

a) Intense Competition: The fashion industry is highly competitive, and Khaadi faces the
constant threat of losing market share to competitors offering similar products.
b) Changing Consumer Preferences: Shifts in consumer preferences and trends pose a
threat, requiring Khaadi to stay agile and adapt quickly to changing market dynamics.
c) Economic Instability: Economic uncertainties in the global and local markets can
impact consumer spending, affecting Khaadi's sales and revenue.7. Problem Identification
and Solution:

Problem Identification and Solution:

a. Problem Identification:

One identified problem is the limited online presence of Khaadi, hindering its ability to fully
capitalize on the growing trend of e-commerce. The current online platform lacks certain features
and user experience elements that could enhance customer engagement and increase online sales.

b. Consequences of the Current Problem:

The limited online presence hampers Khaadi's potential to reach a broader audience, especially in markets
where physical stores may be less accessible. This impacts the company's ability to fully leverage the
digital landscape, potentially resulting in missed revenue opportunities.

c. Solution:
To address this issue, Khaadi should invest in upgrading its e-commerce platform, focusing on user
interface enhancements, seamless navigation, and incorporating features such as virtual try-ons. This
solution aligns with the global shift towards online shopping and provides a more engaging and
convenient experience for customers. Research indicates that optimizing the online shopping experience
positively impacts conversion rates (Smith, 2019), supporting the effectiveness of this proposed solution.

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Conclusion:
My internship at Khaadi has been a rich tapestry of learning experiences, providing me
with a deep understanding of the intricacies of the fashion industry and the role of marketing
within it. The combination of theoretical knowledge from NUML and practical exposure at
Khaadi has equipped me with a well-rounded skill set and a heightened sense of confidence as
I embark on the next phase of my career journey. I am grateful for the opportunities, guidance,
and mentorship provided during this internship, and I look forward to applying these
experiences in future professional endeavors.

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References and Sources Used

➢ Reference 1: Smith, A. (2019). The Impact of User Experience on E-commerce. Journal

of Business Research, 101, 478-486. doi:10.1016/j.jbusres.2019.03.059
➢ Reference 2: Khaai official website www.khaadi.com
➢ Reference 3: Wikipedia

Appendices:

 Evaluation Form
 Internship Certificate
 CV

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Evaluation Performa
Name of intern: Salauddin Ghani
This internship started on 08-08-2023 and was completed on 08-11-2023 at Khaadi,
Rawalpindi. The internship provided a holistic understanding of the fashion industry,
enriched by exposure to Khaadi's dynamic and fast-paced work environment. The
experience equipped the intern with a diverse skill set and a heightened sense of
confidence for future professional endeavors.
Evaluation of personal/professional qualities of the intern observed during theinternship.
Select one evaluation level for each area by marking “X” under that level that
represents theintern’s performance.

Excellent Good Average poor Does not apply

Ability to adapt to a variety of tasks


Decision making; judgment; setting
priorities

Persistence to complete tasks

Reliability and dependability

Enthusiasm for the experience

Attention to accuracy and details

Willingness to ask for and use guidance

Ability to cope in stressful situation

Ability to organize, classify, and deliver
information effectively

Ability to plan with and work
cooperatively with others

Professionalism; demonstrated interest in
the issues, policies, and organizations

related to the field

Additional Comments:

Signature and Stamp of concerned official and date of evaluation:

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