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Introduction
 KHAADI

Khaadi first opened its doors in 1998 in Karachi, Pakistan offering customers kurtas and
loose fabric made from hand-woven fabric. Shamoon Sultan, the chairman and founder,
had the intent of reviving the ancient craft of the handloom and popularizing the
traditional medium in a contemporary manner. 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.

Khaadi defines its lines as Concepts and initially had Prêt (Ready-to-Wear), Unstitched
(Fabric) and Man (Eastern Wear). Over the years, Khaadi 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).

In 2010, Khaadi expanded internationally by opening its doors in the United Arab
Emirates, first in Dubai and later in Abu Dhabi. In 2013, stores opened in Kuala
Lumpur, Malaysia and London, England. The company continues on its aggressive
expansion strategy by opening several retail stores in smaller cities of Pakistan. The
online store was launched in Pakistan in 2014 and Khaadi will look to open its digital
doors to various countries throughout the year

Khaadi has a fully equipped design studio, with a team of highly trained designers,
who make sure they bring out their best in their work, in order to make their products
stand out.

All the designers are graduates of Indus Valley School of Art & Architecture, majoring in
Textile Design. Since they are all acquainted with each other, because of the school
itself, the working environment of the design studio is quite welcoming.
 KHAADI- It’s Inception

Every individual’s dream is to be able to make his simple idea into a successful actuality.
Khaadi represents this success story. Shamon Sultan is the name behind the idea. A former
student of textile design at the Indus Valley School of Art and Architecture, class of ‘96, Mr.
Shamon chose to work with handloom weaving.

Mr. Shamon spent a lot of time learning about handloom weaving and also about the textile
business while he was working with several renowned designers for two years before starting
his own business. He worked with Noorjehan Bilgrami for a year and later with a textile mill for
a couple of months before he set up Khaadi on his own, he held a number of exhibitions, which
were very successful.

It was on the basis of this positive response that he eventually decided and recruited four
handloom weavers and thus the foundations were laid for Mr. Shamon to work on advancing
his idea. While he thought of going into a venture like Khaadi, Mr. Shamon knew that he had a
long way to go in teaching himself about the art itself. In order to do this he had to find these
people. This is an art form that was slowly disappearing and Khaadi was to bring about its
revival. This idea was a challenge as there was no precedent to go by.

Where you have Deepak Perwani, Maria B. and Mantra, Khaadi has successfully made its own
comfortable place in the market within a relatively short period of time. However, like any new
venture there were some glitches and hurdles. Finally in 1998, Khaadi opened its doors on
Karachi’s Zamzama Boulevard, and the rest is history. Mr. Shamon's designs were something
new and unseen on the market and caught on immediately. Just four years later there are three
Khaadi outlets in Karachi, one in Lahore and another one in Islamabad. Mr. Shamon started
with six handlooms and now Khaadi is producing quality products with about four hundred
handlooms.

It is commonly heard that Shamon goes back to his roots and brings on board more people
from the Indus school of Fashion from where he graduated. Starting out on a relatively less-
tread path, somewhere along the way, it turned from a mere work into a passion and a desire to
transform clothes into individual statement of style. This fueled him for 5 years and this passion
has led him to become a symbol of all that is innovative and exclusive in Pakistan fashion scene.
Today the Khaadi label is synonymous with originality, sharp aesthetics and simplistic value.
Khaadi story imparts the attitude and talent, which the clothes exude.
 KHAADI-Mission-Statement

As the organization is still in early years of its life and quite juvenile they don’t have a
formalized mission statement as yet. Khaadi believes that:

“Growth and Innovation is important

and you have to grow at all times;
once you stop growing and innovating,
you will be extinct”

However, K h a a d i does have a number of goals that it wants to achieve. The first would be
that it does not want to be treated like any normal, off the shelf designer boutique, but rather a
fashion house, where the core idea of the business is not emphasized by the design but rather
the quality of the product itself. That is the base of the existence of K h a a d i’s present success.
Another goal to be accomplished is to be the first to offer any product that can be made by the
actual handloom process. K h a a d i is eventually becoming a pioneer in the handloom
industry.
 Khaadi- The Past, Present & Future
Khaadi defines its lines as Concepts and initially had

o Prêt (Ready-to-Wear)

o Unstitched (Fabric)

o Man (Eastern Wear)

Over the years, Khaadi 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).

In 2010, Khaadi expanded internationally by opening its doors in the United Arab
Emirates, first in Dubai and later in Abu Dhabi. In 2013, stores opened in Kuala
Lumpur, Malaysia and London, England. The company continues on its aggressive
expansion strategy by opening several retail stores in smaller cities of Pakistan. The
online store was launched in Pakistan in 2014 and Khaadi will look to open its digital
doors to various countries throughout the year.

Khaadi’s Retail network spans four countries, namely:

• UAE

• UK

• Malaysia

• Pakistan

• In Pakistan it covers 14 cities with a total of 33 stores.

In UK has 3 stores, and covers 3 cities. In Malaysia it covers 1 city and 1 store. In UAE it
covers 2 cities with a total of 6 stores.

VERTICAL MARKETING SYSTEMS:

A vertical marketing system comprises the producer, wholesalers, and retailers acting as a
unified system. One channel member, the channel captain owns the others or franchises them or
has so much power that they all cooperate. The channel captain can be the producer, the
wholesaler or the retailer. They achieve economies through size, bargaining, power, and
elimination of duplicated services.
In case of KHAADI, it follows a corporate vertical marketing system, as the successive stages of
production and distribution is under single ownership. They do their manufacturing
themselves and have got their own warehouses and retail outlets and so they directly deals with
their customers. KHAADI itself directs the manufacturers i.e. the labor force which weaves the
cloth, etc, work for KHAADI, and depend on it to give them instructions and guide them. It has
its own retail outlets, located at different locations of major cities of Pakistan. And from these
outlets, customers buy their products.
KHAADI-Product Categories
KHAADI- Product Line (Women)
KHAADI- Product Category & Line (Women)
 KHAADI- Value To Customer

It is the difference between the total customer benefits and total customer cost.

Value to the customer

Khaadi guarantees its customers definitive quality and value; they also offer services
consequently.

They don’t want to keep any customer dissatisfied hence if one has a problem with a
particular piece of merchandise bought from here, they offer exchanges. Special
attention is paid to such consequences so that such incidences do not repeat in the
future.

In the area of Kurtaa’s and shirts etc, they also offer custom made, made to order
products specially designed to fulfill individual needs. A customer has the option to
choose from the wide range of materials available, and personal choices are satisfied.
Khaadi believes that the female sex is more inclined towards fashion and they know
where to spend and what to expect in turn for their money. This belief is evident as
Khaadi’s designers focus more on feminine merchandise. It not only offers feminine
patterns and motifs but female handbags, short kurtas, and other accessories such as
wallets and folders.

Khaadi’s management comprises of textile designers rather than dress designers. Their
focus is on the Khaadi designs rather than the cuts and shapes of their shirts and kurtas.

Kurta’s are the specialty at Khaadi. Each design at Khaadi is produced in a limited
quantity and then discontinued for individuality.
 Khaadi’s – Value Delivery Network

KHAADI’S raw materials for cotton are obtained from international sources that are
China and Dubai. In order to maintain the high quality of their products, Khaadi
emphasizes on purchasing only high graded cotton threads. Khaadi is on a look out for
an optimum deal that offers both, quality and affordability. Thus, they do not have links
with permanent suppliers. As for silk, Khaadi also turns to China for replenishment of
its silk resources.

From a small number of weavers, Khaadi has now expanded manifold, with numerous
able hands crafting a wide array of products. Khaadi has its own dyeing unit, where all
the thread is dyed to keep the quality of the thread up to the mark. Khaadi has an in-
house stitching unit as well, which facilitates the designers to create new designs in the
products.

After the product is ready, it is distributed in the outlets of Khaadi for final purchase.
This is how Khaadi’s value delivery chain is a representation of their value delivery
system.
Value Delivery Network

Cotton Yarn (fabric) and

Cotton Threads (fiber)

imported from China

Local weavers

and crafters

Khaadi’s dyeing unit

Khaadi’s

In-house stitching

Khaadi’s retail outlets

Consumers
 Khaadi - Segmentation
Demographic segmentation

Psychographic segmentation

Khaadi Service Delivery

Over the years Khaadi has come a long way and created a niche for it self in the textile
industry of Pakistan. Khaadi started as brand that revived our Pakistani culture and
initially they promoted the hand Woven clothes and arts and crafts of Pakistan in a
modern way. But one thing that differentiates Khaadi from its competitors is their
service quality. Khaadi is one Pakistani brand that has focused on customer service as it
is one of the most important aspects of building a brand and to able create long-term
relationship with their customers. Over the years the have provided customers with top
quality service and has maintained till date.

Khaadi has a very well-trained staff in every store that not only behave in a very
humble manner with all the customers but also helps them in picking up things.
According to customers, Khaadi has a very good staff that deals with customer in a
humble manner. They even give advice to customers if they ask for one. Khaadi staff
clearly stands out if we compare to other brands like Junaid Jamshed. Junaid Jamshed is
a brand that offers clothing for men and women both the only have male staff which
creates problem for women sometimes. According to consumer perception that it is
very important for every clothing brand to have women staff because the large number
of buyers are women.

Khaadi not only through its quality and design they have created a big place for it in the
market but through it service it has made a special place in the minds of the consumers.
They have carved their own niche by serving customers in an efficient manner.

The Loyalty Card:

Khaadi offers a loyalty card to their customers who shop for more than Rs. 10,000 which
allow customers to get points every time they shop and which they can redeem later.
Each point equals to Rs.100. According to the customers who are loyal to the brand,
loyalty card provides them the chance to redeem points and it also differentiates brand
loyal customers from switchers. The name that is given to the card is Khaadi stars so
that the customer using it should feel that the brand cares for them and values them.
Khaadi Branding
 Brand Identity:

Establish in the 1998, Khaadi is a Pakistani clothing brand, popular for it’s hand-woven clothing material
called “Khaddar” and then mixed with Pakistan’s latest fashion trends. Today Khaadi is counted as one
of the top selling clothing brands in the country. Khaadi stands out of the crowd because of its vivid
patterns, unique palette and cuts. The brand has also launched “Khaadi Khass” which is an exclusive
luxury clothing line, targeting the elite of society. Recently, Khaadi collaborated with Sunsilk to establish
a co-brand shampoo, working towards brand association and a positive outlook of Khaadi.

Khaadi today represents an exquisite heritage and it’s handcrafted products are traditional ethnic and
cultural.

A brand should have 3 kinds of associations essentially, which are.

1) Differentiable- Khaadi certainly possess that, as it offers a unique product which is culturally very
strong and presents traditional form of clothing in a contemporary way. It has positioned itself being
made of handspun cotton, which in the sub-continent is almost an art form that dates back centuries.

2) Favorable- Khaadi has a favorable image in the consumer’s mind as it is offering a unique clothing
option. The fact that Khaadi is manufactured by the manual loom by craftsman gives it the perceived
value of being high quality fabric, that coupled with the fact that it is very eastern in it’s product offering
and uniquely fashionable helps Khaadi get a favorable position in the consumer’s mind.

3) Strong- Khaadi is a strong brand and has a high recall, and has been able to make a place in the
consumer’s mind in a very short span of time.

4) Strong Personality- Khaadi has a strong personality which is traditional and eastern, yet fashionable.

BRAND POSITION:
 1) Target Market:

KHAADI believes in modern marketing with a purpose to discover needs of their target audience and
satisfy them. In order to do so, KHAADI identifies shifts in the market segments and attempts to fill the
gaps caused by them. This in turn gives KHAADI the opportunity to develop strong segments. They have
positioned themselves in a way that provides them with superior as well as unique outlook in the
consumers’ mind.Khaadi has made its own niche with its large palette of colors, finesse of the hand-
woven fabric itself and an overwhelming range of products. Khaadi only works with natural fibers such
as Cotton and Silk.

2) Frame of Reference:

Khaadi’s Strategy from day one has been to take the ethnic medium and use it in a contemporary way
through its outfits and accessories. There frame of reference is fashionable clothing.

3) Point of Difference:

KHAADI enjoys a market share of 90%, since it is a pioneer in hand woven khaddar and hand loom fabric.
It has differentiated itself, in the market, in the following way:

a) Product differentiation:

Khaadi’s hand woven fabric provides unmatched quality and reliability. Every fabric is unique in its own
way, distinctive on the basis of:

b) Form:

Khaadi deals with apparel, shoes, hand bags and other accessories such as bed sheets, and made to
order jewellery, of which, the fabric has many forms which can majorly be classified as:

a) Khaddar

b) Cotton

c) Silk

d) Jamavar

With the following sub-divisions:

i) Stitched Fabric
ii) Unstitched Fabric

iii) Kurta Shalwar

iv) Kurtis

v) Pants

vi) Shawls

vii) Stoles

c) Features:

KHAADI can be differentiated by the art of redefining Khaddar completely and by using specific hand
woven fabric that is used as the main product.

d) Durability:

The products available at KHAADI are durable in terms of the product’s operating life. The colors and the
fabric, both remain intact even after frequent washing.

e) Design:

KHAADI’s fabrics are available in a wide range of colors with different attractive, striking and attention-
grabbing designs and motifs, which, apparently makes it different from all its competitors. Catering to
the adult section of the society KHAADI has the mature and urbane looks that the corporate class needs
and craves for. At KHAADI jacquard looms give the facility to create unique motifs and designs.

f) Style:

KHAADI provides its customers with elegance and style and as mentioned earlier, its products are said to
be classy and unique, which gives its customers self-confidence.

4) Reason to Believe:

KHAADI’S raw materials for cotton are obtained from international sources that are China and Dubai. In
order to maintain the high quality of their products, Khaadi emphasizes on purchasing only high graded
cotton threads. Khaadi is on a look out for an optimum deal that offers both, quality and affordability.
Thus, they do not have links with permanent suppliers. As for silk, Khaadi also turns to China for
replenishment of its silk resources.

BRAND COMMUNICATION
The word Khaadi is derived from an Urdu word “Khaadar” which is a type of cloth considered “Not Very
Precious”. In the cultural context of Pakistan “Silk” is considered as a precious form of fabric. For the
upcoming generation, who do not have a deep lingual understanding of the brand the adaptation is
easy. On the other hand, the rest of the target segment is suspicious about the brand identity.

Logos:

The KHAADI’s logo depicts a true image of the products they sell, as it identifies thread work
from which Khaddar is made.

Catalogues:

KHAADI publishes a yearly catalogue featuring all its designs in all the
products, their pricing, availability details. And it also covers
interviews and details of KHAADI’s future plans.

Prints:

When ever a new product or an out-let is launched they advertise it in local leading newspapers
such as Dawn, The News etc.; keeping in mind the relevant target audience.

Billboards:

Their billboards are situated at selective locations. They stand out on Sahara-e-Faisal and
Khayaban-e-shamsheer (Defense).

Visual Appeal:
Cultural heritage carrying an eastern style, the visual appeal of Khaadi’s brand communication
is a hook for target audience, but its deviation from the name create some trouble for the brand.

Khaadi Brand key:

Brand Key is a method which encapsulates the past, present and future of the brand and helps in
developing the brand image, communication strategy and evaluation. Following is the brand key of
Khaadi which explains in detail that what Khaadi stands for:

6.
7.
Values
Reason
&
s to
Personal
ity Believe
1. 9. Root Strengths:

Khaadi Essen has made its own niche with its large palette
of colors,
ce finesse of the hand-woven fabric itself and
an 5. 8. overwhelming range of products. Khaadi
only
Benefits Discrimina works with natural fibers such as Cotton and
Silk and tor the main idea behind Khaadi was to revive
the art and craft of hand woven fabric and culture of
Pakistan.
4. Insight The main root strengths of Khaadi is its
quality, colors, use of natural fabrics. Its design studi
3. Target
are fully 2. equipped with large team of designers and
p e ti Audience
they have Com a dyeing unit where threads are dyed to
ensure tive the quality. Khaadi main emphasis is on
quality,
Environ s
colors, prints that are very much inspired by
Pakistani oot t Strength
. Ren
1m culture and their consistency.

2. Competitive Environment:

Khaadi has clearly develop an edge for itself over all their competitors as they have been consistent over
the period of time as far as quality of the brand is concerned and their pricing is also very competitive.
Khaadi is not a designer boutique but a complete fashion house that makes clothes for men, women and
kids and now they have also opened Khaadi home which has made Khaadi a lifestyle brand. The main
competitors of Khaadi are Gul Ahmed, Al-Karam, Junaid Jamshed. There are a lot of designer lawn
brands that have entered market and have made the competition intense but Khaadi has created their
own niche which consists of loyal customers who are not price sensitive and give more attention to the
quality of material that is being used by Khaadi. Over the years the textile industry of Pakistan has
become bigger and better and numbers of different brands which include both local and international
brands have entered market.

3. Target Audience:

The` Target audience of Khaadi include upper and upper middle class, the buying behavior of
KHAADI would be “variety seeking Buying Behavior” in which there is low involvement and
significant brand differences. The reason why it is low involvement is because, for its relevant
target audience, less is at stake. Since, in case of involvement, it’s the stake that matters and
not the price. Here, consumers often do a lot of brand switching and this is the main reason
they choose the product without doing much evaluation. But Khaadi has created its own niche
and has build a large base of loyal customers who are not at all price sensitive which has also
helped them to create a positive word-of-mouth of their brand and helps in attracting potential
customers. The target audience of Khaadi is conscious about what they wear and they are
brand conscious people who like to buy good quality fabric with beautiful designs and stylish
cuts in affordable prices. Over the priod of time they have also broaden their market segment.
Initially when Khaadi opened it catered to only upper class and was an expensive brand but
with time they came up with their ready to wear line and lawn in different price range which
has helped them to reach out different segments of market and cater to large audience from
middle class to upper class.

4. Insight:

Customers of Khaadi feel that the brand provides designs that are inspired by traditions of Pakistan and
the quality of Fabric is very high as well. They provide a range of products from unstitched material to
ready to wear line, bags, shoes and kurta for men. They think that Khaadi is one brand that has
maintained its consistency over the period of time and has made its image bigger and better. Customers
feel that Khaadi’s designs are very trendy and colorful and quality of fabric is very good. Even the prices
are very affordable compare to other brands in Pakistan.

5. Benefits:

Khaadi as a brand has made a strong standing in the market for itself since its inception and has become
one of the largest Pakistani brands which does not only provides good quality fabric but also a lot of
benefits. Usually when people buy Khaadi they feel satisfied because they know they have spent money
on a good brand. It makes people look stylish and is very affordable. The quality of fabric is so good that
the color do not fade even after several washes. The other benefit of Khaadi is that it provides excellent
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service and they also exchange the products if customers do not like it or if there is a defect. They also
make custom made clothes and design them according to the needs of the customers.

6. Values and Personality:

Khaadi is a Pakistani brand and holds all cultural values of a Pakistan. The brand was inspired by the
tradition and culture of Pakistan and has captured the essence of our culture in a modern way. The
brand embodies the culture of Pakistan and has promoted Pakistani fabric all over the world. The
Personality of brand is sophisticated, modern, colorful and full of life.

7. Reason to believe:

Khaadi has promoted Pakistani hand woven fabric which is of high quality and designs inspired by arts
and crafts of Pakistan. It has become a lifestyle brand that provides clothes stitched and unstiched, bags,
shoes, kidswear, men kurtas and now home décor in very affordable prices. The brand has maintains its
consistency since its inception and has promoted handloom fabric.

8. Discriminator:

Khaadi is a brand that has created its own mark in the fashion and textile industry of Pakistan and
despite of so many designers that are already present in the market, Khaadi has comfortably made a
place for itself because of its high quality products, beautiful designs and colorful. The services they
provide also differentiate them from their competitors like EGO, Maria B., Generations and many more.
Colors, prints, designs, cuts and affordable prices are something that differentiates it from others. The
procedure of weaving is very time consuming, which also includes a great deal of precision and detail
especially with natural fibers. Khaadi revived the handloom business and redefined khaddar which made
it stand out in the market.

9. Essence:

The essence of the brand is that it promotes Pakistani culture in a modern way. Variation, uniqueness
and inimitability are the factors that form the essence of Khaadi. High quality is one of the most
important factors of Khaadi’s essence. Durability, style, colors and beautiful patterns represent the
essence of Khaadi.

1. Features and Attributes:

Value Pyramid:

KHAADI can be differentiated by the art of redefining Khaddar completely and by using specific hand
woven fabric that is used as the main product. The products available at KHAADI are durable in terms of
the product’s operating life. The colors and the fabric, both remain intact even after frequent washing.
KHAADI’s fabrics are available in a wide range of colors with different attractive, striking and attention-
grabbing designs and motifs, which, apparently makes it different from all its competitors. Catering to
the adult section of the society Khaadi has the mature and urbane looks that the corporate class needs
and craves for. At KHAADI jacquard looms give the facility to create unique motifs and designs. KHAADI
provides its customers with elegance and style and as mentioned earlier, its products are said to be
classy and unique, which gives its customers self-confidence.

2. Benefits:
Khaadi fabrics are long lasting and they offer different shades of colors that never fade. The design they
offer are very trendy, stylish, traditional yet very modern. The designs are exclusive and all the products
carefully cater to the comfort of its users. Because of high quality, fabrics are long lasting, different
shades of colors never runs dry. They are easily washable and there quality and comfort
remains even after several washes. Jewelry, is beautifully crafted to suit the wants of its
customers, making them design and suggest the ideas, choose colors. Its traditional style
reflects the deepness of eastern culture. Its makes you feel beautiful. It’s expensive and of high
prestige which makes you feel highly important. KHAADI’s trends, designs and selection of
colors are one of its kind, they are never seen, heard. And this is the reason; anything bought
from the colorful stores of KHAADI stands out everywhere. KHAADI is the only brand, presently
existing in Pakistan that sales hand woven fabrics, scandals, jewelry, which is highly
comfortable. Its made to order variety carefully caters to the comfort of its customers.

3. Values and Beliefs:

Customers think that the brand has never compromised on its quality and gives them an elegant and
stylish look. It also enhances the self-confidence of customers as they feel comfortable and at the same
time very stylish as well. In essence Khaadi, is like a dependable companion for its users.
Consumer Insights
 CONSUMER INSIGHT
In order to get the consumer insight, four interviews were conducted with the Khaadi users. It
helped to find out brand associations, personality, loyalty and perception of the consumers
about the brand.

Following are the results interpreted during the interview:

BRAND ASSOCIATIONS

Respondent 1 Respondent 2 Respondent 3 Respondent 4

Quality Colorful Classy (not clichéd) Quality

Very
Color Innovative Color Color

Style Easily available Lively Design

Very Friendly
Design convenient Everyday Regular use environment

Quality(for females more

than for the male segment) Store location

Not Very Expensive Price

Product line
Findings:
o It is seen from the table above that all the respondents associated Khaadi with colors
which when laddering further all of them thought that Khaadi is all colors.
o Quality was the other association that prompted in the consumer’s mind once they
heard of Khaadi and it was seen that they were very peculiar about it and majority of
them responded that they won’t switch for cheaper and fake products.
o Other associations were innovative designs, price for which half of the respondents
thought it was fair enough and easy accessibility on convenient locations was a strong
association too shown by the consumers.
o It was also noted that although consumers associated Khaadi with quality but when
probing further into it they didn’t know where that quality came from which is one of
the main problem with Khaadi.

BRAND PERSONALITY

Respondent 1 Respondent 2 Respondent 3 Respondent 4

Charming, attractive, colorful, full of Sophisticated, Sophisticated Colorful, vibrant,

life colorful girl unique

Findings:

When consumers were asked to compare Khaadi with a person of their own choice all the
respondents related Khaadi with either,

o Having charming sophisticated personality

o Or one that is colorful, full of life, vibrant i.e. exciting.
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So as per the Brand Personality Scale, Khaadi would have either a;

Sophisticated Personality

Or

An Exciting Personality

Brand Loyalty:

Brand loyalty refers to creating long and strong relationship with customers on the basis of trust,
reliability, care and value that a brand provides to its customers for the money they pay. Khaadi over the
years has come along way and created their niche of brand loyal customer who are not price sensitive.

Khaadi's Loyalty

Respondent 1 Respondent 2 Respondent 3 Respondent 4

Khaadi Loyal-Will Khaadi Loyal- Will

Not switch not switch Not Khaadi Loyal- Hardcore loyal

WHY?? WHY?? WHY?? WHY??

 Thinks Khaadi is Prefers quality over Thinks that Khaadi has a superior Thinks Khaadi is
colorful and an price, and perceives product and good designs but representative of her
array of designs that Khaadi to have would switch if competitor tastes. (Khaadi has made an
makes it superior higher quality offered the same offering emotional connection here)

Findings:
o We took interview of 4 people out of which 3 were hardcore Khaadi brand loyal customers and
one was not brand loyal.
o The 3 customer said that they would buy Khaadi because the quality they provide is superior,
the designs are unique and the most important feature that they highlighted was color.
o The first respondent said that she would buy Khaadi even if she is given a choice to choose
between Khaadi and other brand because the designs are unique and colorful and the color
never fades no matter how many times you wash it.
o The second respondent said that she would also buy Khaadi because the quality is good and the
colors are very vibrant and she does not care about price that much. She emphasized on the
quality of the fabric.
o The third respondent said that she is not a Khaadi loyal and would easily switch to other
competing brands.
o The fourth respondent was a big Khaadi loyal customer and would buy Khaadi because it makes
her feel good. Its colorful and designs are unique.

So it can be easily concluded from the responses of all 4 respondents that quality and colors are
two main thing or features that have connected people with Khaadi because the prints and colors
are such that embodies our culture and our arts and crafts in a modern way.

Pictorial Representation

Khaadi's Pictorial Representation

Respondent 1 Respondent 2 Respondent 3 Respondent 4

 It can only be a rainbow or
you can say a hand full of
A very colorful garden, I think I would like to bunties because both of
with full of different draw a map, with lots of these things have a lot of
colored flowers, with colors in it, representing I will make a bird, with a colors. Khaadi is all about
different designs a lot of colors lot of color. colors

When respondents were asked that if they were given a choice to draw Khaadi how they would
pictorially represent Khaadi.

o The first respondent said she would draw a garden with lots of colorful flowers.
o The second respondent said that she would draw a map representing lots of colors.
o The third respondent said that she would draw a colorful bird and the fourth respondent said
that she would either draw a rainbow or colorful bunties.

Customers strongly associate colors with Khaadi which we concluded from their answers for pictorial
representation question.

Brand Equity Assessment and Suggestion.

Brand Awareness:
Creating a strong brand name is very important for every company in the market because that is the
most important thing that differentiates a brand from its competitors and especially in the market
where customers have so many options to choose from and they also have variety seeking behavior.
Khaadi has certainly established its name in the market and is a very well known brand not only in
Pakistan but in other countries as well. Khaadi has established strong standing in the market and the
features that have attributed to its success are:

1. Superior Quality.
2. Colors.
3. Comfort.

These are the attributes that we have concluded from the responses of our interviewee.
Brand Loyalty
Khaadi’s Brand Loyalty can be attributed to:

• Khaadi’s array of colorful and innovative designs.

• Khaadi’s Superior Quality

• Has an emotional appeal to them like,

 It is representative of the consumer and their tastes.

 Is dependable, like a regular partner to them.

 Khaadi makes them feel comfortable.

Perceived Quality
• Quality was one of the most prominent and consistent associations, consumer’s had with
Khaadi.

• Hence Khaadi ranks high on Perceived Quality, and the fact that Khaadi has hardcore Khaadi
loyalist, is indicative of the fact that they are delivering on that quality perception.

• Upon further inquiry from respondent 3, why did she associate quality with Khaadi, she
responded that she liked the fabric, but she didn’t know as to why or where the quality came
from.

Suggestions

o Hence Khaadi could work on making a strong link in the consumer’s mind as to where that
quality stems from.

o They could perhaps use their packaging to communicate that message to the customer.

Brand Associations
• Khaadi has very strong associations when it comes to being colorful, consumers find Khaadi to
be vibrant and full of life.

• One significant association that consumer's missed out on was Khaadi being Hand-made, upon
inquiry from Respondent 3, she did indicated she knew Khaadi was hand made but it was not
something that came to mind immediately or unless pointed out.

Suggestions
 o Quality is something that is strongly associated with Khaadi, and Khaadi should link that directly
with Hand-Loom process, even though the Khaadi symbol which are
fingers, it’s not something that is prominent in the consumer’s mind.

Khaadi was the First in Its Class , revive the age old art form of khaddar and fuse it with contemporary
fashion, they don’t aptly promote that fact.

o Khaadi is an age old art form that dates back to the ancient subcontinent; hence the process
itself has a great heritage surrounding it. Khaadi could build on that heritage .

o Khaadi can develop and associate a Tag-Line to it, since it has none which communicates the
brands position to the consumer.

Khaadi Brand Architecture

 Khaadi follows a “Brand House” Architecture.

 There brands/product lines are as:

o Khaadi Women

o Khaadi Man

o Khaadi Home

o Khaadi Khaas etc.

 In essence, Khaadi is the main driver while the other’s play a secondary role.

Issue

Khaadi Home which features furniture, bedding and bath items; is remarkably successful, but is not
really in-line with Khaadi’s core identity.

Khaadi was established as essentially a hand-woven clothing line, even Khaadi’s symbol
is representative of the Handloom process.

Whereas Khaadi Home, does not fall-in line with the “HAND MADE” identity.

Khaadi & The External Perspective Trap

 Khaadi is rapidly expanding, both domestically and internationally.

 They are present in 14 cities in Pakistan, with 33 stores.

  Internationally they are present in 3 countries namely, Malaysia, UK and UAE, with stores in all
of them.

 With such rapid expansion, if Khaadi is using the franchising model to expand, they run the risk
of falling into the External Perspective Trap.

The External Perspective Trap occurs when the organization fails to realize the role the brand identity
plays in helping the firm understand its basic values and purpose.
Interview Transcripts
 Respondent 1
Jaweria: What Association comes to mind when you hear about Khaadi?

Respondent: When I think about Khaadi I think about its

o Quality
o Color
o Its Style
o Design
o Style

When you wear Khaadi, you look Different as compared to when you wear it’s competitor’s brands.

When you wear Khaadi, it shows that your wearing Khaadi; it itself speaks that it’s Khaadi.

Jaweria: Do you think if we compare quality with other brands, do you think Khaadi stands out in that??

Respondent: Obviously.

Jaweria: It Does??? In What way, like If we talk about quality and we compare Junaid Jamshed and
Khaadi??So do you in what way does it stand out from Junaid Jamshed??

Respondent: I really don’t like Junaid Jamshed first of all.

Second of all, if you talk about quality Junaid Jamshed I don’t like their clothes, I Don’t like their designs
or prices. Khaadi is itself expensive; but if you take all things in perspective of Junaid Jamshed like
quality, designs and make a comparison so it’s extra expensive.

Jaweria: If you keep price preference in mind, even if Khaadi is expensive you would go for Khaadi??In
all other Brands.

Respondent: yes.

Marium: Okay you have told us in all other brands, how you would choose Khaadi; But what do you
think makes Khaadi a superior brand??

Respondent: Khaadi has different designs, its very colorful.

If you compare it to different brands, Khaadi has more colored clothes, you know very bright colors.

Marium: Do you think Khaadi is inspired by our culture and is representative of our culture in a very
modern way or not??

Respondent: May be, I don’t think so.

Marium: Don’t you think the designs, the prints are somewhat closer to our traditional clothing, the arts
and crafts of our country??
Respondent: Yes, yes.

Jaweria: If you compare Khaadi as a person so how will you, how will you describe Khaadi as a person??

Respondent: Khaadi as a person, of my choice

Marium: Do you think it has a colorful personality?? Or it is very inspired by our culture??

Respondent: Its very charming, attractive, very colorful and very full of life.

Jaweria: If Khaadi was a room in a house, so how would you like compare it?? What would you say, it is
spacious, it is lively, you would like to you know use it again and again??

Respondent: The colors, if you say it’s a room, it appeals to my eyes, its very soothing and I love
watching it, its very bright, it’s not very bright or dull.

Marium: Okay if you know, Khaadi has extended their brand and have gone into Khaadi home??? If you
see they have become a lifestyle brand, what other products do u think they should come up with??
What would you like to see as an extension of Khaadi??

Respondent: I think, basically it is really associated with clothes, but they can may be launch as
cosmetics and perfumes.

Jaweria: If you were asked to make a pictorial representation of Khaadi what would you draw?? Like you
described it’s personality, if I asked you to draw Khaadi how would you draw it??

Respondent: A very colorful garden, with full of different colored flowers, with different designs.

Respondent 2
Marium: How you perceive Khaadi as a brand??

Respondent: Khaadi is very

o Colorful
o Very Innovative
o Easily available
o Very convenient- a ready made sort of thing for us.

Marium: What 10 associations come to your mind??

Respondent: First thing it’s very

o Colorful.
o Innovative brand- continuously improving itself
 o Readily available.
o Time saving
o Most preferable Pakistani’s consumer choice.

Marium: Nowadays, you see in the market copies are easily available??would you buy a copy or an
original Khaadi?

Respondent: Obviously Khaadi.

Marium: Sometimes, consumer gives priority of price over quality

Respondent: But I am not the one, I would prefer quality over price.

Marium: How do you see Khaadi as a person?? If Khaadi how would it be??

Respondent: Sophisticated, rugged , and colorful.

Marium: Do you think, Khaadi represents our culture or our traditions in a way??

Respondent: Yes I think, it can be used as a brand ambassador to represent our culture.

Marium: How Khaadi is different from its competitors, like Sana Safinaz, Junaid Jamshed and other lawn
brands in market?

Respondent: I think they are more stagnant, they are not as colorful as Khaadi is, I think Khaadi is more
colorful and more culturally representative.

Marium: If I asked you to draw Khaadi, how would you draw Khaadi??

Respondent: I think I would like to draw a map, with lots of colors in it, representing a lot of colors.

Marium: Given the option between buying a brand which is priced lesser, would you still go for Khaadi?

Respondent: I will still go for Khaadi.

Marium: What kind of emotional benefits do u think Khaadi provides you?? Or What Benefits do you get
from Khaadi??

Respondent: Whenever I wear Khaadi, I feel more different, more comfortable, more easy.

Respondent 3
Floyd: What are the first 10 words that come to your mind, when you think of Khaadi??

Respondent:

I would say;
 o Classy (not clichéd)
o Color
o Lively
o Everyday Regular use
o Quality(for females more than for the male segment)
o Not Very Expensive- as compared to like Maria B.

Floyd: Why do you think it’s classy??

Respondent: The designs they offer are sophisticated and unique, as compared to competition. It
makes you look different, and makes you stand out.

The designs they use are unique; it’s contemporary and not old fashioned.

The colors they use are more youth linked.

Floyd: Why do you say quality??

Respondent: The material they use is much better, I like the fabric, when they go for a wash they don’t
come out all faded.

Floyd: What do you have to say about color??

Respondent: They have very seasonal colors, if winter they would have dark colors like purple etc, and
when summer they have light colors. I find their colors very vibrant, very pertinent.

Floyd: If you were given a choice for something other than Khaadi, would you switch??

Respondent: I am not loyal to Khaadi, but I more loyal to their offering, so if any competitor offered the
same I may switch.

I don’t particularly like Khaadi Khaas, the fabric is not good, whatever designs that they have is not really
appealing, it’s not worth it, neither do I like the color nor the quality of the fabric, I find it overpriced.

Floyd: If you were to describe Khaadi as person, what kind of personality would it be??

Respondent: A sophisticated girl.

Floyd: If you were to describe your relationship with Khaadi, how would you describe it??

Respondent: Regular partner (dependable); it’s the number one brand in my wardrobe.

Floyd: What if Khaadi were a room in your house, how would describe it??

Respondent: Longue, because that’s where I feel most comfortable and that’s what Khaadi does for me
makes me feel comfortable.

Floyd: If you were to draw Khaadi, what would you draw??

Respondent: I will make a bird, with a lot of color.

Floyd: Why a bird??

Respondent: Because a bird does not have to think much before flying so that’s what Khaadi represents
for me, freedom.

Respondent 4
Jawaria: What 10 association comes to your mind when you think about Khaadi?

Respondent: well when I think about Khaadi first thing which comes to my mind is

o Quality
o Color
o Design
o Friendly environment
o Store location
o Price
o Product line

Jawaria: How do you associate Khaadi outlet location, how would you do that??

Respondent: well for me positive thing about outlet location is that Khaadi is readily available
everywhere, so it has made the brand very accessible whenever you are in a hurry or in a rush or you
want any stuff you don’t have to go to any end so it’s very accessible brand.

Jawaria: So do you think prices are fair with Khaadi?

Respondent: well I can’t say it for others but for me it’s quiet fair, Khaadi is my preference. I usually
donot buy from other brands so prices really doesn’t matter to me when it comes to Khaadi.

Jawaria: Will you not prefer any other brand if you get any other thing in lesser price than Khaadi?

Respondent: I think no, because nothing can do justice to the Khaadi stuff and basically its about your
preference and about your taste so what my taste is I prefer Khaadi so I wont go for anyother brand or
copies cuz nothing would do justice to my taste.

Jawaria: Okay, now if I ask about originality and fakes, as you know which is very common these days so
would you prefer any fake brand or fake Khaadi over it’s originality or anything would do for you?

Respondent: A big no. I would always prefer original Khaadi as I have mentioned before nothing could
do justice to what Khaadi is providing you and a copy I don’t think so.
Jawaria: Okay, so are you satisfied with the Khaadi product line?

Respondent: Yes, completely and if you ask me I am completely into Khaadi from head to toe like I am
completely satisfied with Khaadi.

Jawaria: what is the reason?

Respondent: Reason can be anything

Jawaria: You think they have everything?

Respondent: Yes they have everything whether you want something for kids or the man of house, or for
yourself or you want to accessorize your home or if you want to accessorize your outfit I mean Khaadi is
a one stop you don’t need to go anywhere here and there.

Jawaria: If I ask you to compare Khaadi as a brand with a person, how will you describe that person?

Respondent: Ahh, well if Khaadi has to be a person that person has to be very colorful, one of its kind,
very unique, very vibrant, ahh very thoughtful because ahh he has to be very different because Khaadi is
very different.

Jawaria: Okay that’s interesting, now how would you like to spend a day with Khaadi? If I ask you to
spend a whole day with Khaadi how would you do that?

Respondent: Well it would be a day of my dreams, it would be very colorful, very exciting I mean it
would be a kind of day I would like to be. It would be like as if I am some wonderland.

Jawaria: Now if I ask you to draw a picture of Khaadi what would that be?

Respondent: It can only be a rainbow or you can say a hand full of bunties because both of these things
have a lot of colors. Khaadi is all about colors.