On December 13, 2018, Khaadi turned 20. The brand, synonymous for their value-for-money, trends, design and accessibility, is finding yet more ways to be innovative. Khaadi began their 20th year by doing what no organisation in Pakistan has done before; they removed their name from the logo. Why? Because the brand believes they have become so popular, there is no need to have their name for recognition; the simple ‘hands weaving’ symbol is enough.
Khaadi’s story started when Shamoon Sultan opened his first 400 square feet Khaadi store in 1998 with three million rupees and an ultimatum from his family that if this venture does not work, he would have to join the family business. The good news was that the brand became instantly popular and the stock sold out within days of the launch. Today, Khaadi’s outlets cover 400,000 square feet of retail space and caters to 48 stores across Pakistan as well as in Bahrain, London, Qatar and the UAE.
For Khaadi, the hands are a symbol of moving forward and of a passion that stems from the very beginning of the process. They signify the perseverance, tradition, pushing limits and hard work that go into the final product. They also symbolise the hard work of the craftsman and are stretched to the customer who feels, ‘I have a hand in this’ and a sense of being part of what has been built.
Anjum Nida Rahman, Director Corporate Communications, explains the meaning behind the logo. “What does it mean when you do something by hand? It means there is a lot of essence put into it, perseverance, harmony, synchronicity, resilience and pride that comes with a person who uses their hands to do something, whether it’s designing, creating or writing. We believe that this logo signifies who we are as a company; a very passionate, hardworking, honest sort.”