INTRODUCTION:

20 years ago, Founder and CEO, Shamoon Sultan opened the first Khaadi store in a little shop in
Zamzama. The idea for a store like Khaadi was conceived in the mind of this pioneering, pure patriot,
nostalgic about the old craft of the hand-woven material.

Khaadi, the brand, was always rooted but possessed an ambitious spirit. Ever changing, evolving and
expanding. By 2002 it was making women’s wear and soon expanded into women’s luxury wear with
Khaadi Khaas launching in 2008. The year 2012 saw Khaadi change into a mega retail brand, when it
decided to evolve with the customer and introduce colourful lawn prints. Innovative and experimental,
Khaadi introduced furniture, bedsheets, bags, accessories, shoes and soon became a complete lifestyle
brand.

In just two decades, Shamoon Sultan’s 400sqft store transformed into a 44-store enterprise stretching
across 17 cities in Pakistan. Making a mark –on-the-ground and online – Khaadi has now expanded to
four countries across the globe. Despite the brand’s rapid and colourful metamorphosis, one thing
remained constant: Khaadi’s love for craft and its effort to keep it alive.

The design philosophy was always colour, craft, culture and heritage. Khaadi drew inspiration from
across the globe to become a global ethnic brand. Every piece that carries the Khaadi label has craft and
its history ingrained and woven in the fabric of its soul.