Khaadi1, a renowned name in the Pakistani retail fashion landscape, traces its roots back to a humble beginning in 1998 with a single store in at Zamzama, Karachi. The brand’s journey from its inception to its current stature as the market leader in the industry exemplifies a compelling narrative of growth, innovation, and commitment to cultural heritage preservation. This case study delves into Khaadi’s growth story, exploring the strategic initiatives and core governance principles that have propelled its success over the years.

In 1996, Shamoon Sultan graduated from the Indus Valley School of Art and Architecture with a degree in Textile Design, specializing in the intricate art of handloom weaving. His passion for preserving Pakistan’s textile heritage was ignited during frequent visits to India, where he witnessed the vibrant traditions of handloom craftsmanship. Armed with this inspiration and expertise, Shamoon embarked on a mission to revive the fading artistry of handloom in his homeland.