Mamun M. Adil: What were the reasons behind your recent revamp?

Mehvish Waliany: We realised that we had to evolve in order to resonate with the younger age groups, who constitute nearly 70% of the population. Overall, customers have become savvier; many of them are well-travelled and do not want a straightforward transactional relationship when they enter a store; they want an experiential experience. In some ways, we were in denial about this. This is when we commissioned Oula to research why we were not connecting with the younger generation. We didn’t just want to dive into creating experiential stores; we wanted to first make sure that our products were what the younger generation wants.

MMA: What came out of the research?

MW: A lot of very interesting facts emerged about how customers felt about us. About 60% of them said they were looking for comfort and that is the space we want to own. We want to be that brand people come to when seeking comfort.

MMA: Comfort in what sense?

MW: Comfort has many dimensions. Comfort is being accepted for one’s body type. People want the comfort of being able to find the kind of clothes they want, be it modest wear or tank tops, and in the sizes they want. They want to have versatility in terms of how a fabric can be fashioned. Comfort also means feeling welcomed in a store irrespective of one’s age or background.

MMA: What shape did the rebranding take?

MW: The essence of the rebrand is comfort. We created a new logo. It is an interplay of the letters A and K. But they are not only letters; the logo symbolises the shape of the future we envision – a woman who is not only dynamic but also forward-thinking. Like a wheel in motion, Alkaram stands for movement. We believe in the comfort of movement and self-expression, whether through the way we present ourselves or the woman we want to portray to the world. The rebrand also involved internal changes in our brand values, philosophy and corporate culture.

MMA: How has the rebrand affected your product line?

MW: Our designs are crafted so that they can be mixed and matched in different ways and can complement every body shape and size. People really welcomed this, as our stocks sold out within weeks and now within days. We have added capsule collections to both our unstitched and prêt ranges because, although prêt is the future, 70% of the market still prefers fabric, even among younger generations and we wanted to give our customers the flexibility to design their unstitched fabric in multiple ways. In store, we have introduced elements of comfort by providing seating for the people and children who accompany our shoppers. We have also improved the layout to make it easier for customers to find what they are looking for and improved store assistance. In our trial rooms, we have improved the lighting to ensure that people look authentic when they try our clothes (and not slimmer) and we introduced Instagram-worthy spots where possible.

MMA: How has the response been to the rebrand?

MW: It has been about three months and the response has been amazing, especially for the new capsule collections, which I think sell out almost every month. However, footfall trends are affected by the economic climate, which is a difficult one right now.

MMA: Is Alkaram a lifestyle brand?

MW: Absolutely. Our aim is to offer more than just products. We want to provide a holistic experience that chimes with our customers’ lifestyles. Every time we introduce new product categories, we give them more reasons to engage with our brand and visit our stores. However, before expanding our offerings, we focused on strengthening our core identity. Our commitment is to ensure that every addition to our product line aligns with our core values of comfort and enhances the overall brand experience. We are also collaborating with small-scale women entrepreneurs to create some of our products, such as hand-crocheted bags and ralli work. This is a personal passion project for me.

MMA: Has your marketing strategy also changed?

MW: It is evolving and we are concentrating on digital as we have a huge audience there. OOH is also an effective medium for people who do not watch TV anymore and are not digitally engaged. We rely less on celebrity endorsements and opt for influencers instead, as they are more relatable to the younger generation. In terms of models, I think we are one of the few brands that actively uses plus-size models and people who don’t have fair skin. Skin colour is easier to tackle and accept compared to plus-sized models and we are very proud to show body inclusivity as it tells our customers that they should be comfortable shopping with us. We want to be the first choice when someone thinks about comfort. Our products are designed to provide not just physical comfort but also the freedom of self-expression.

MMA: How important is e-commerce?

MW: We have seen e-commerce grow by 400% in the last two years. In fact, after home appliances, fashion is the second segment that people shop online for and e-commerce is a big opportunity. Even our exchange policy on e-commerce has an element of comfort, as unlike most other brands, customers can exchange at our stores even if they purchased a product online. A great deal of logistical backup was needed before we could offer this, but we knew this was something we needed to offer our customers.

MMA: What is Alkaram’s five-year plan?

MW: Five years is too long for a brand given the current economic scenario. The market needs a level playing field because there is a huge unorganised sector in terms of fabrics and prêt; in fact, possibly over 50% when compared to the organised sector. This makes it difficult for companies like ours that have to pay taxes, which makes the unorganised sector more affordable for many people. Moving on, we are also looking at having an international presence. We are also focusing on creating mid-sized experiential stores for our customers. Our vision for the future is rooted in values such as movement, freedom, and individuality. We aim to continue developing products that empower people to express themselves comfortably and confidently.

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