Nidhi Yadav, Co-founder, and CEO, Aks Clothings was always drawn towards clothing brands and their stories. So while pursuing the fashion designing course in Italy, she studied the business model of many iconic fashion brands. Inspired by their success, she decided to replicate it in Aks Clothings, a brand of Yuvdhi Apparels, in May 2014 with a small seed capital of Rs 3.5 lakh.
She started Aks in a small warehouse of less than a thousand units. The sole idea was to liven up the ethnic fashion market with unique fusion themes and infuse comfort, the everyday need of a new generation of women.
“Aks headquarters is in Gurugram, and we have an integrated network of printing, dyeing, stitching, and manufacturing units in Jaipur. With a team of highly professional management, the process of continuous expansion and incorporating the latest business practice to serve customers lives on. We have grown to Rs 200 crore revenue without any external funding, and we are serving more than lakh customers in a month. We aim to reach Rs 500 crore revenue in the next three years,” Nidhi Yadav, Co-founder, and CEO, Aks Clothings asserts.
The primary aim of the brand was to be available on all digital platforms.
“We know how fast digital platforms are growing, so instead of the offline market, we jumped into the digital market and that’s how we made a powerful presence in the market. We know what our customers want and we always try to satisfy their needs with quality, fashionable, and trendy clothes at affordable prices,” she states.
“Our target audience has broadened now with the introduction of new lines. Earlier, we used to cater to college-going girls, working ladies who want to look fashionable, but now we have mothers who have joined our bandwagon and their kids. So, definitely, we have a vast customer base to cater to,” she further adds.
The brand has brought in many tech-enabled changes in the production processes, like using CAD for pattern making and using 3D for sampling. It has also made its factories tech-enabled; they also use CAD for production, which has reduced the production wastage.
“As Aks is only available on digital platforms, technology is a key factor for us. From designing the outfits to manufacturing them, we use different kinds of technology and machinery. Also, we use tracking technology to ensure the safe delivery of the product. We are developing our technology to match the modern demands in the market,” she says.
The ethnic wear brand has been growing since the day it was launched. As the brand has forayed into many categories, it has seen a pent-up demand from consumers.
“We have grown 5 percent in the industry and we plan to go deeper with the popular e-commerce portals in the country. This time, we will be focusing on our D2C along with the franchise model as well,” she concludes.