Khaadi: People Stare Khaadi's Wear

Syed Zaeem Shafqat | Muhammad Saddique

Abstract: This case study is based on a success story of Khaadi that started with one store in Karachi, Pakistan where all their stock was sold out within a week, and then the biggest problem was to fill the store again with more products to continue the business but there were no supplies or production unit of their own. Gradually, the business grew internationally and today operating in more than forty countries and owned by a single owner as a private limited company. This case study also covers the strategic point of view and need for marketing mix domestically and internationally. Enterprise resource planner (ERP) and its benefits are also discussed to improve the warehousing and supply chain system. Khaadi is currently a commonly recognized name in Pakistan, with fifty-two stores in pretty much every eminent area and in all significant shopping centers the nation over. Almost fifteen hundred people are working with them as team members which plays a significant part in the economy by employing all these households. Today, they can gladly say Khaadi has been a distinct advantage in the quick style retailing scene in Pakistan. By putting resources into the general retail insight, they guarantee that their clients are approaching the most popular trend drifts and getting the most ideal help while shopping in their stores. The destination that could appear as though a mind-blowing phenomenon is a consequence of long stretches of time of arranging and difficult work. Yet, even the most pre-arranged item administrators face difficulties while entering another market. Most of Khaadi's business is operated online and production units are made locally in Pakistan. All they are doing is to open retail stores across the world to start their own fashion movement. They own all their stores completely and have no plans for collaboration which can be considered as their strength.

Keywords: Khaadi, Marketing Mix, International business and supply chain management, Enterprise resource planner

Edition: Volume 11 Issue 7, July 2022,

Pages: 1167 - 1168