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“We Are Looking for PE/VCs Who Can Also Come on Board As a Mentor”: Nidhi Yadav

In an exclusive conversation with Nidhi Yadav, Creative Head & Founder, AKS sheds light on the journey of her brand.

Tags: AKS, ethnic, fashion, Indianwear

BY Shipra Srivastava  |  February 06, 2018  |  comments ( 0 )  | 

Nidhi Yadav

How did the brand AKS get started? Also shed light on AKS clothing so far?

During my fashion designing course in Italy, I closely studied many fashion apparel brands like Zara and H&M and was quite moved by their success stories and the seed of fast fashion was sown in my mind. I noticed that creativity and commitment to customers’ aspirations are the core strengths of these brands. Influenced by their success stories and business approach, I decided to transform my creative skills into a complete fashion brand. Besides, the booming startup culture in the e-commerce arena back at home has triggered my passion to exploit the current business opportunities in the market. AKS is for all young ladies/girls from 18 to 35 years of age, students and working women, it offers a vast range of ethnic women's wear, including Kurta/Kurtis, Palazzo, Ethnic Sets, Anarkalis, Leggings, and Mojri (traditional footwear). AKS is all about confident attitude; it's a complete fusion dressing. AKS is the recipient of Myntra’s Best Emerging Brand 2017.

How did the consumer behavior has evolved towards ethnic fashion over the years

AKS was started in May 2014 with the idea of quirking up the ethnic fashion market with unique fusion themes and bespoke comfort, the everyday need of the new woman. As the modern woman solely plays many roles - be it of 9 to 7 working women, or the trendy party maniac or the one who loves to freely move out in the sun. For these lively and outgoing women, comfort is both luxury and style. So, AKS brought fashion that suits the rapidly changing time and ensures both high-quality standards and pocket-friendly rates.

Kindly shed light on your distribution in online and offline space? And what are the strategies to scale up the distribution?

A team of high calibre people is the real strength of AKS which is in the process of continuous quality development to keep on delighting its customers. AKS takes maximum 8hrs for creating the sample product. To scale up an online customer base and increasing offline penetration via shop-in-shop and B2B business modules, AKS is working on aggressive expansion plans of its own and in association with Myntra, the online promoter.  

Kindly shed light on your product categories along with starting and exiting price point? Also shed light on your brand USP?

AKS offers a vast range of ethnic women's wear, including Kurta/Kurtis, Palazzo, Ethnic Sets, Anarkalis, Leggings, and Mojri (traditional footwear). As far as our USP is concerned, I would like to mention that Capsules Collections, quick replenishment models and price affordability for end customers are the three top USPs of brand AKS.

Do you also operate in men’s and kids’ space or plan to?

No, we are not looking to start this category any time soon.

Have you raised any sort of funds so far or plan to?

AKS is still a bootstrap brand, but we are looking for PE/VCs who can also come on board as a mentor. We are receiving offers from all parts of the country, but we are not in a hurry; hopeful for some better options.

Who do you see as your competition within the same space?

AKS is a prominent contender in a very big market and we enjoy a distinct position. And, we are more concerned in meeting our goals than chasing our competitors’ milestones.

At last, kindly highlight your growth plans?

We are looking forward to making AKS a complete women apparel brand in contemporary styles and to turn the same into reality we are all set to enhance brand’s market penetration via MBOs and Franchisees. In-house manufacturing is also a top priority amongst our future strategies. We want to be the market leader in ethnic women wears and to accomplish this mission the entire team of AKS is working day and night. High market penetration via MBOs and e-portals is our top strategy in this direction and we expect some really good results. To scale up an online customer base and increasing offline penetration via shop-in-shop and B2B business modules, AKS is working on aggressive expansion plans of its own and in association with Myntra, the online promoter. We also want to develop AKS as a complete women apparel brand in contemporary styles and to accomplish this mission; we intend to enhance brand’s market penetration via MBOs and Franchisees.

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