Branding: KHAADI

Brand Story:
Introduced by Shamoon Sultan. Purpose was to change the trend by introducing Pret. It
specializes in "hand-woven" technique products. The traditional is merging with a renewed sense
of pride. Khadi took initiative with retailing the hand loomed fabric. Khadi defines its lines as
Concepts and initially had Prêt (Ready-to-Wear), Unstitched (Fabric) and Man (Eastern Wear).
Over the years, Khadi has introduced a number of new Concepts including Khaas (featuring
exclusive and limited-edition pieces), Kids (for 2-12 year olds), Accessories (jewelry, stoles and
handbags) and Home (featuring furniture, bedding and bath items).
BRAND PERSONALITY:
Brand Name & logo:

Gender: Female
Genre: Clothing
Industry: Consumer Goods
Age: 16 years founded in December 13, 1999
Meaning: Khaadi means ‘’HAND-WOVEN’’
Type: private
No. of locations: 40 outlets
Representation: Khadi tries to reflect itself as holistic brand which provides a diverse range of
all handcrafted products under one roof, in a very simple yet traditional atmosphere. The
communication of the brand over the years has also been very traditional, the TV commercials
that are being telecasted on Doordarshan still portrays Khadi as a traditional brand which keeps
in mind the sustainability factor

Segmentation:
1. Demographic:
Today, khadi has outlets in regions where most fashion boutiques don’t venture; Mandi
Bahauddin and Mirpur, for instance. Do the stores in smaller cities manage to make ends meet?
“A lot of them do very well,” There is a definite demand in smaller regions but it’s just that
many retailers haven’t realized it yet. It doesn’t believe in flashy stores in urban centers and
dingy store-rooms in other parts of the country. Stores all over have similar interiors. However,
they do modulate their stock. In bigger cities, prêt sells very well while in smaller regions, the
demand for unstitched fabric is huge.”
2. Psychological impact:
Khaadi, is one of the leading lawn brands of Pakistan who do not need a celebrity face from
across the border for the promotion of their brand. They have 40 outlets with in the country and
areas served outside country are ASIA, Europe, Australia, Northern America and Middle East.
It’s the prove of customer satisfaction and brand loyalty of customers with khadi that it has won
Best Achievement in Fashion Design – Prѐt award several times in Lux Style Awards.
3. Pricing strategy:
Price is important but at the moment it is not a major factor for khaadi. Even if it were to start
retailing an unstitched suit for Rs 2,500 and a women’s kurta for Rs 300, people would still go
for the former. It’s very important to match the prices in such competitive market. It is about
making things affordable for everyone.
Brand Equity Khaadi has an edge over its substitutes and popular among customers.The ready
to wear market has real potential and customers, despite having at least 15 to 20 good brands to
choose from, are eager for more options. However, khadi succeeded in creating an individual
identity for themselves instead of just following the market leaders. it offers such suits that
whenever there is any occasion and anyone can get a new dress just going to Khaadi for its
unstitched or even stitched collection
Brand Positioning:
Pleasure and Brand Value: The main source of pleasure for users of Khaadi is that it offers suits
at reasonable prices. it offers such suits that whenever there is any occasion and anyone can get
a new dress just going to Khaadi for its unstitched or even stitched collection. Price is justifiable
and everyone get appreciation from peers when wearing it.
Emotion and Brand Value: Khaadi affected emotional state of respondents because it is a
feeling of satisfaction that everybody knows if some has worn branded clothes. It provides
greater satisfaction and confidence to the people. Its quality is impeccable. It is light, breezy and
soft and at the same time doesn’t cling to the body
Beauty and Brand Value: Different style and prints of this brand provide grace in the clothes.
Moreover, colors and updated prints make people looking up to dated and the style makes it
unique over others. It adds up to their beauty so it looks status symbol for them. Durable Fabric,
Unique prints make it differentiated from others.
BRAND PROMISE:-
Khaadi first opened its doors in 1998 in Karachi, Pakistan offering customers kurtas and loose
fabric made from hand-woven fabric. 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 using hand-woven fabrics on select products.
Brand Promotion: In 2010, Khaadi entered into the international arena by exporting to various
regions. The online store was launched in Pakistan in 2014 and Khaadi will look to open its
digital doors to various countries going forward. : Concepts – such as visual merchandising (the
use of attractive, seasonal themed shop windows to attract potential customers), creating
attractive, color coordinated store displays to catch the customer’s eye and using smaller aisles to
continually engage the shopper’s interest (all in line with international practices) are being
adopted by khaadi to stand out from the competition
Brand Association:
For a long time khadi was associated with the country’s freedom struggle and politics. The
fabric is known for its rugged texture, comfortable feel. The name was there in ancient times of
indus valley civilization and Mughal Empire. The East India Company encouraged cotton
farming, and mill-produced fabrics flooded Indian markets, thus, starting a downward spiral for
handwoven khadi. Khadi owes its revival to the Father of the Nation, Mahatma Gandhi.at the
time of Azadi (1947) Introduced with the intention of boycotting foreign goods, khadi became a
national movement under Gandhiji. The concept of Charkha (spinning wheel) again arose.
Since independence, the journey of khadi has been about maintaining a balance between
traditions and modernity.

People don’t need to know about me, they need to know about my brand, says Khaadi
kingpin Shamoon Sultan