Submitted to

Dr. Waqas Farooq

Submitted by
• Saher fatima M20MBA148
• Mishaal Afzal M20MBA099
• Zainab Farooq M20MBA121
• Mahnoor M20MBA137
• Zainab Shafiq M20MBA127
Shamoon Sultan

Khaadi
 Shamoon Sultan
Introduction
• He is a Pakistani textile designer, businessman and founder of khaadi.
• Khaadi produces hand woven clothing material for men women and
children.
• Shamoon Sultan has won numerous awards including lux style award for
High Street Brand thrice.
• Khaadi is regarded as one of the best Fashion brand in Pakistan
• Shamoon considered Zara as his inspiration

Early life and education

• Shamoon sultan was born in karachi pakistan
• He has done graduation from Indus Valley School of Art and Architecture
 Early Jobs
• After graduation in 1996, shamoon started working for
Noor Jehan Bilgrami for a year and few months in a
textile mill
• After resigning he set up his own clothing line
• During that period he also did TV shows with Shahnaz
Siddiq
• In 1997, Shamoon visited India for projects and saw
craft promotion through retails. That was turning
point for him he identified the gap and develop a retail
store in Pakistan.
 Brand Story
(KHAADI)
• In December 1997, he opened his first shop in Zamzama karachi
• Brand specialize in hand woven technique products
• Within the first two weeks of opening, store went out of stock
• They have to shut down the store for restocking
• They started getting feedback from day one
• khaadi bring innovation through their revolutionary style of weaving cloth
• They spread their branches in less than two years
• Now there are 45 plus outlets globally.
• In 2010 khaadi expanded internationally by opening stores in Dubai and Abu
Dhabi
• Now their stores are present in UK , London, Dubai and many other
countries.
• Besides clothing stores , company has 5 home stores which offers bedding,
cushion covers, tableware, and other related items.
 Objectives
• Customer expectation should be fulfilled
• Experiment with new ideas
• Business must make a sound profit
• Constantly strive to reduce costs
• Competent and ethical management
• Fulfilling needs of national and international
customers.
 Products
• Textiles
• Apparels
 Pret (ready to wear)
 Unstitched Fabric
 Men eastern wear
 Kids clothing
 Accessories (jewelry ,stoles and handbags)
 Home(bedding, furniture and bath items)
 Strategies
Intensive strategy

Market development
• Khaadi implements the strategy of market development as
one of the intensive strategy for growth.
• It includes creating new markets for the existing products .
• They wants to improve their competitive position
• Khaadi introduce their products to new geographic areas like
UK, UAE.
• Khaadi has excess production capacity and their channel of
distribution are reliable so they decided to expand globally
 Product Development
• Khaadi increases their product line by adding
values in their brands
• They have increased their sales through
delivering quality products
• Hand woven clothes add a value in customer
mind they get attraction in them
• Besides clothing stores , company has 5 home
stores which offers bedding, cushion covers,
tableware, and other related items.
Market penetration
• khaadi increase their market share for their present products
• by doing great efforts in marketing.

Visual merchandising
• They created attractive colors coordinated stores display to catch
customers
• Modern architecture
• Decent Interior
• Eye catching overall environment
• Different styles and design provide grace to clothes
 Pricing strategy
• They provide high quality products
• They makes clothes which everyone can afford
• Prices are important but not the major factor
for them
• They earn 100million $per year
• They have zero debts.
 Distribution channel
• They have a strong distribution channel
• There ware house , retail store stay in
sync automatically which gives them, a
complete picture of their business
• That was a game changer for them
• They established a well setup of
ecommerce
 Technological benefit
• They have a strong ERP system
• They switched to dynamic 365
• Their stores ,ware houses, retail outlets
globally are connected through Microsoft
dynamic 365.
• They have benefitted from technology
• Their profits raise through this development in
technology