Khaadi CEO reveals journey from struggles to success

Shamoon Sultan, CEO of Khaadi, opened up about the humble beginnings of his now-iconic Pakistani brand, detailing his journey from selling handwoven fabric door-to-door to establishing Khaadi’s first store in Zamzama, Karachi, in 1998.

"I didn't attend a traditional school but decided to pursue textile design at an arts school," said Sultan. His passion for fabric led him to seek initial funding from his father, promising to join the family business if his venture failed.

Starting small, Sultan set up a workshop with four handlooms in Karachi’s SITE area. "I invested 70 to 80 percent of my capital into developing one type of fabric. For six months, no one bought it," he recalled.

Facing constant rejection, Sultan travelled across Pakistan, including Lahore and Multan, to sell his products. Despite initial setbacks, he remained determined. "I realized my product was good but my idea wasn’t connecting with people," he said.

The breakthrough came when he decided to launch a store. “We rented a 450-square-foot space in Zamzama for PKR 31,500—a massive risk at the time,” he said. Within weeks of its opening in December 1998, Khaadi sold out its six-month inventory.

Over the years, Khaadi grew steadily, with six stores by 2008, including branches in Karachi, Lahore, and Islamabad. Sultan credits creativity and passion as key drivers of his brand’s success.

"Khaadi means handwoven in Persian, and our identity remains rooted in handmade fabrics,” Sultan explained, adding that the brand’s journey has always been about blending tradition with innovation.

Khaadi’s rise marks a turning point in Pakistan’s retail landscape, proving that perseverance and bold ideas can lead to global recognition.