Daily Times

Tell us about your foray into the field of textile design and ultimately entrepreneurship. How did it all begin for you?

My third year of college, my focus was clear. I knew I had to do something and so I set targets for myself, to make it to the Honours list, to be a valedictorian and then to work. The greatest take away from the Indus Valley School of Art & Architecture was that I developed an eye for detail, finesse, detailing and aesthetics. Initially, for me the passion was around fabric and weaving but there were no places available in the market for me to display or sell the fabric, nobody quite understood the idea. It really is always about selling the idea.

Khaadi home products are popular; however, the market is now saturated with lifestyle brands. What do you think gives Khaadi an edge over others?

There is constant innovation that goes on with the brand, it is important to always stay relevant and we are constantly trying new things, a recent example of this would be Kanteen. Our home products are being beautifully highlighted in Kanteen, through the crockery, furnishings providing an enhanced retail experience.

Considering Khaadi is not just a nationwide but an international sensation, it must employ thousands of people seeking livelihood. Tell us a bit about the recruitment policies. Is there a set quota on the number of men and women you hire or is it only merit based regardless of gender?

Over the years, I have realised that the biggest asset an organisation has are its people. When you have the right people behind you, you’re setting yourself up for success. Our success has been possible because of my team’s passion, dedication, hard work and loyalty. We recruit the most dynamic employees from across the best universities and industries in Pakistan and globally, each of whom have always contributed to the success of Khaadi. We currently have 1,350 plus people, 18 nationalities within an average age of 29 years. At Khaadi, the involvement of women in the workforce is also an essential measure for our 1300 people strong organisation’s success, accounting for 36 percent of the workforce.

What are you currently working on?

We are working towards implementing our five-year growth strategy and looking to expand our business, by recruiting a larger professional team of best in class people. The idea is to build a synergistic multi-brand organisation that inspires and motivates people to come and work for us.

What motivates you to excel no matter what?

Our people and our customers. Right now, it’s really the people around me that motivates me.

Khaadi is now an international retail fashion house. Tell us, what were some of the rules you worked by that made Khaadi into this international sensation it is now?

I feel like we have just touched the surface, it’s only just the beginning. When the non-Pakistani Diaspora recognises that we are an organisation outside Pakistan, that’s when the real success would come. I didn’t compromise on the location of our stores; we chose to open in the best places because it was important to make the brand stand out.

Tell us about a memorable moment in your career.

It’s always been about a first for me. The time I opened my first store, the first time I opened a store outside Karachi, the first time I opened a flagship store and the first time I opened a store outside Pakistan.

Over the years, I have realised that the biggest asset an organisation has are its people. When you have the right people behind you, you’re setting yourself up for success

What is your vision for Pakistan and what does it mean to be Pakistani for you?

It means everything. I’m nobody without Pakistan. We are a nation that has the people and opportunities! My vision for Pakistan is for it to flourish and prosper.

You are the proud recipient of many prestigious and highly coveted awards. What according to you has been your biggest achievement so far?

Winning awards is definitely an endorsement for my team’s hard work, dedication and passion. More than the award itself, having a fabulous team behind me, is my biggest achievement.

We at Daily Times consider you one of our national heroes. Who are some of yours?

Imran Khan – Cricketer/Captain lifting the 1992 trophy, Shahbaz Ahmed – Hockey Player Champions Trophy 1994, Javed Miandad – 1986/1992 and Jehangir Khan – 1981-1986 (555 matches consecutively).

Achievements

THE HELM OF AFFAIRS

Shamoon Sultan leads the merchandising function of Khaadi and is responsible for product innovation and costing. Khaadi is regarded as one of the best fashion brands of Pakistan.

ACE TYCOON

Shamoon Sultan started out with clothes, then home furnishings, then jewellery and accessories and now, Kanteen, which is a food space that is operated by Desi Gali Express.

GIVING JOBS TO THOUSANDS

Khaadi currently employs 1,350 plus people, of 18 nationalities within an average age of 29 years. At Khaadi, the involvement of women in the workforce is also an essential measure for the 1,300 people strong organisation’s success, accounting for 36 percent of the workforce

GOING GLOBAL

Other than Pakistan, Khaadi’s presence is now all over the world, including countries such as the United States, the United Kingdom, Canada and the United Arab Emirates.

RAKING IN THE AWARDS

Sultan has won numerous industry awards including Lux Style Award for High Street Brand thrice, Achievement in Fashion Design – Prèt and has been nominated at different occasion in several categories at Lux Style Awards.