MUHAMMAD ADIL SOOMRO 39894

Ayesha Siddique 40937

Shah Zohaib Farooq 40782

Chaudry Mohammad Zeeshan 40461

Preet Fatima 50837

Course: Strategic management

SUMBITED TO: DR. KASHIF MEHMOOD

Name of the Company: Khaadi

 PHASE-1
Names of the group members and their tasks
 MUHAMMAD ADIL SOOMRO
He has defined about the description of the company and assembling of all data compiled
from other members and the writing of phase 1.
 Ayesha Siddique
She has explained the reason why we have chosen this company.
 Shah Zohaib Farooq
He has defined the internal details of the company.
 Chaudry Zeeshan
He has explained about the potential competitors present in the market and the way they
generate revenue.
 Preet Fatima
She has explained the dynamics and characteristics of the textile industry.

Strategy used for completion of group tasks:

We have made a WhatsApp group so we can communicate frequently about the

assignments and projects. We all decide together on who gets to do what topic and when.
We have not meet in person due to the pandemic situation but we plan to meet if its final
project of the course. For now, we have not met with any resistance from any group
member, so we are able to work smoothly for now. If any conflict is to occur, we will
definitely work it out with in our group members.
To avoid delays in submitting work we have asked everyone to be honest and let us know
if they cannot submit their data in time. By doing that we can manage to complete our
assignments with in the given dates.
 KHAADI

Company description:
Khaadi is a clothing brand that mostly focuses on traditional clothes of women. It was founded
by 1998 by Shamoon Sultan and the main headquarters are currently present in Karachi. After
spreading through the major cities of Pakistan, it has now expanded through middle east, Europe
and north America. The first outlet store 0f Khaadi was opened in Zamzama in 1999. It is a
private owned company still owned by Shamoon Sultan and he is also the CEO of Khaadi. Logo
of Khaadi represents two hands as a symbol of moving ahead and the passion that is present from
start of any process of production.
Potential Competitor:
In Pakistan Khaadi is on the 2nd ranked of top 10 competitors in fashion industry. Khaadi Khas 1st
introduces only Preet and unstitch cloth for women but in the market they have faced a stiff
competition between 2 brands in which women clothing Sana Safinaz and in men leading brand
was J. (Junaid Jamshed).
Now Khaadi have many competitors which are; Motifz, Sana Safinaz, Junaid Jamshed, Alkaram
Textile Mills, Gulahmed Textile Mills, Warda Designer Collection [official], Chinyere, Chen
One - L L C - Abu Dhabi Branch and Amir Adnan but Khaadi has maintained his position on 2nd
ranked because of his product quality, designs and they introduce new arrivals after every 2
weeks which any of these brand are unable to compete with this.
Profit / Non Profit:
As we all know that Khaadi is fashion brand and it work to generate profit and growth for his
company and day by day Khaadi is growing bigger and popular all over the world. As per recent
records of 2018-2019 its turnover is Rs: 74,323 Crore.
In 2019 Khaadi has donated Rs: 30 million for the Diamer Basha and Mohmand Dam Fund for
Natural cause, so Khaadi is a profit and non-profit organization too
Why this company?
In Pakistan they have 43 stores ,8 stores in Dubai and 4 stores in UK. They are growing rapidly
at a fast pace. Before starting the business, he visited the India and saw their varieties of designs
and many retail stores they have and he thought that there is no concept in Pakistan. In Pakistan
there is no retailing concept and people purchased just unstitch fabrics and there is no such
concept of readymade dresses in Pakistan and there is no more quality fabrics and no designs are
available. Shamoon sultan focused on these needs and launched this business. They started their
business with 3 million and open the one single store and hand woolen dresses stich men or
women and stich men or women dress. starting first two weeks all stock was sold. They surprised
everyone ,all stock are easily sold. When they initially started their business ,they thought that
unstich dresses are competition but how he sold the stiched dresses in the market but they start
their business and sold their all stock.
We live in a digitally connected world where the company embraces new channels everyday.
They expect the brands to deliver consistently high standards of services across these channels
systems limited is in the empowerment business. They are empowering retailers by enabling
digital technologies to deliver their superior customer value and offer better customer
experiences. 20years ago shamoon sultan founded khaadi but the desire to revive the dying crafts
of hand woven fabrics. fast forward to 2018. They are the leading fashion and lifestyle brand in
Pakistan. They had completed the transformation initiatives in less than six months They
perform their rigorous cycle of manual as well as robotic process automated low testing for high
volume load sustainability and smooth rollout .They used Microsoft dynamics 365 platform for
end-to-end automated operations which led to bottom line improvements operational efficiency
as well as timely decision making .when they were planning the implement the ERP for their
company They have one goal in their mind that connected commerce, now are E commerce
,warehouse ,and point of sale ,They give the complete picture of their business our frontline team
can focus on delivering world class customer services instead of worrying about operational
details now we will be very close to our goals of connected commerce .This is a game changer in
their business for the success of khadi projects is attributed to systems deep technical capabilities
and business domain knowledge. Microsoft is absolutely proud to partners systems and jointly
emerge on a journey with khadi delivered personal, seamless, differentiated customer
experiences by empowering employees and gaining deep business inside systems limited
believes and long-lasting clients relationships. They honor their commitment by delivering
superior consulting and technology services on time with superior quality and the temperature
their global experiences in the fashion and apparel industry and four decades of diversified IT
projects their clients become the leading retailers of tomorrow.

Company internal details:

Khaadi has 700 employees including women, khadi provides most attractive platform for women
who are career oriented. Khaadi has departments because they believe in team work and want
keep their position at one direction, they support those who switch lanes and take risks to keep
adding new skills and personal development. However, the culture of this company is innovative
and ethical management based which is very suitable for the employees and company. To
motivate employees, they offer market competitive salaries, discounts on Khaadi products,
different allowances and especially shorter working hours for female employees.
Strength of Khaadi are: customer equity, tailoring service, supply chain, new stock every two
weeks, brand name and innovation culture,
While, the weaknesses are: weak clothing line for men, cost structure, online presence.
Products: Khaadi offers following products:
 Variety of men and women clothes
 Variety of kids clothes
 Accessories (variety of clutches, shoes, stoles, necklace, etc.)
 Home accessories (bed covers, furniture, cushion covers, duvet covers, crockery, etc.)

Industry dynamic:

The Pakistan textile industry is growing day by day because of modernization, maintain the
standards of high living and develop the demand for quality material at reasonable price. There
are many fabric brand for example sana safinaz, gul ahmed, bareeza lawn and khaadi there are
many others to join industry of textile in Pakistan. So as we discus above there are more 51 top
brands of fabric in Pakistan and they concerned with design, distribution and production of yarn,
clothing and cloth but in the period of this tuff competition khaadi is efficacious enough to build
the enormous share of market and profit. Khaadi has uniqueness in hand woven products and
many other textiles. Khaadi has 45 branches working across Pakistan.

Characteristics:

The unique characteristic about khaadi has been introduction of unique fusion clothing and
khaadi become the very first Pakistan fashion brand with an introduction footprint. Khaadi
opened its first store in 2010 in Dubai, 2013 in Abu Dhabi after globally brand success of brand
stores were planned UK and Malaysia. Today khaadi have open more than 41 stores in Pakistan
and UAE, Mexico, Canada, America, Australia, and UK. They did not just only introduce its
ethnic line abroad at consumers of India located there rather it evolved its masurd line to have
enough wider reach. Not just only that, but into restricted order their consumer base to the Asian
stores have also not located in area that are populous with that ethnic. This strategy to
continuously adapt khaadi in global market.