Founded in 2014, the brand has been recording year-on-year revenue growth of 5%
Bengaluru: Aks is one of the pioneer omnichannel brands in India that have experienced profitable growth across all formats. The brand began in a small warehouse with the idea to give a new lease of life to the ethnic fashion market by creating unique fusion themes and infusing comfort in order to satisfy the everyday needs of modern Indian women. Under the aegis of Yuvdhi Apparels and a small seed capital of Rs 3.5 lakh, Aks was brought to life in May 2014.
Inching ahead
Every marketer nowadays uses digital platforms to expand their brands, and Aks has established a strong presence there. People are more interested in internet buying in today’s rapidly expanding globe since it is quick and simple.
Since Aks is completely customer-friendly, our availability, styles, and competitive pricing have helped them gain prominence in the digital industry. The brand’s strategy was to address both indoor and outdoor fashion needs of contemporary working women who played multiple roles in different walks of life. Every 15-20 days, they introduce new styles and collections to meet the wants and requirements of these brave women.
“I was always drawn towards clothing brands and their stories. So while pursuing a fashion designing course in Italy, I studied the business model of many iconic fashion brands. Inspired by their success, I decided to replicate it in Aks,” says Nidhi Yadav, Founder, Aks Clothings.
Growing with the trend
Team Aks works to deliver fashion that suits the rapidly changing times and ensures both high-quality standards and pocket-friendly rates. Though it began as a brand catering to the fashion needs of college-going girls and working women who wanted to look fashionable and in trend, AKS soon broadened its target audience with the introduction of new lines. It now has apparel that caters to mothers. “We offer fashionable outfits at affordable prices and launch a new collection every 15 days so our customers can stay up-to-date with the trend,” adds Nidhi.
Customer-first approach
Aks began with its primary marketing strategy focused on being available on all digital platforms. “Retail marketing was not my priority. We know how powerful digital marketing platforms are and how quickly they are growing.
Therefore, instead of the offline market, we jumped into the digital market and that’s how we’ve managed to establish a strong footprint. We know what our customers want and we always try to satisfy their needs with quality, fashionable and trendy clothes at affordable prices. We’ve broadened our target audience as well and that has helped us greatly in terms of growth,” the founder states.
Aks adopted the omnichannel approach quite early on in the day. Today, most organisations are entering digital platforms to grow their brand; Aks was established on digital platforms. “We believe that in today’s fast-growing world, people are more into online shopping because it’s easy and convenient. Aks has built itself completely on the digital platform and we have achieved recognition in the market in a very short period of time because of our availability, styles, and affordable pricing. We are growing and expanding our business day-by-day,” shares Satpal Yadav, Co-Founder, Aks Clothings.
The clothing brand has brought many tech-enabled changes in its production processes, such as using CAD for pattern making and 3D for sampling. Its factories, too, are tech-enabled.
They also use CAD for production, which has reduced wastage. Since Aks is only available on digital platforms, technology is a key factor for the brand. From designing the outfits to manufacturing them, the company uses different kinds of technologies and machinery.
They also employ tracking technology to ensure the safe delivery of the product, developing it each day to match the modern demands in the market. The brand has broadened its horizons to diversify its products over the years by extending its online presence to other internet platforms. They have also begun doing business in the Middle East.
Brownie Points
- Aks Clothings has developed a special unit for women so they can get better employment. This also involves the presence of more than 50% of outsourcing firms working for Aks that are either founded or led by women.
- Since the expansion of its clothing range, its revenue has shot up vividly. The brand has been recording year-on-year revenue growth of 5%.
- Today, the brand is available on Nykafashion, Ajio, Jabong, Flipkart, and AKS’s own website. The company also ships products across India, Singapore, and Malaysia. It also has a couple of offline stores in Nagaland.
- Aks has worked with Neha Dhupia on their Maternity & Nursing collection. The plan on adding more celebrity collections.
First appeared in The India D2C Yearbook 2022
