1.

About the Brand:

Project Kshom (PK) is a sustainable clothing brand based in Bangalore, India. Established in 2015
by Mr. Rahul Das, PK has come a long way to prove their mission and vision of achieving a stage
of zero carbon footprint. Started with an aim to provide a sustainable lifestyle solution for its
consumers, the product portfolio of PK incorporates any and everything that makes final wardrobe
of their consumer more responsible and friendly to the planet.

Figure 1: Brand Logo for PK

Background: With the increasing impact of fashion on environment, the outcomes were becoming
clearly visible to Rahul, owner of PK. Graduate from NIFT, he had encountered these facts and
figures multiple time which derived him to take an action and be a part of the solution to global
problem by acting locally. In 2015, PK was launched with the key objective of making fashion
responsible. The brand has redefined the fashion by means of their designs, innovative fabrics, and
strong marketing and positioning in consumer’s mind.

The philosophy of PK is simple and straightforward i.e. of being sustainable by helping protect
the Earth for a better future for all. The key to this is use of 100% organic fabrics and trims. PK
puts sustainability at the center of everything they do. It is an evolving goal and definition, and
they don’t have all the answers. But they want to focus on efforts that have the biggest impact. It
influences four main areas:
 Product
 People
 Planet
 Progress

Design Process: Design aim is to make effortless silhouettes that celebrate the human figure and
at the same time being gentle on skin. The design process starts with thinking about what makes
clothing more comfortable and functional. The beautiful and sustainable natural fabrics make it
possible to bring those designs to life quickly.

Fabrics: The fabrics of PK is the core offering to their consumers. The variety of fabrics those are
organic and eco-friendly makes the brand more aligned with their vision of being sustainable. The
key fabrics used by the brand are as follow:

 Soya bean fiber fabric

2. Business model

3. Business strategy

4. Marketing mix of Project Kshom

The House of Akshar have well defined marketing mix which is used by the brand for effective
business that will be sustainable in long run. It gives a better insight into the strategies that
company will follow to achieve a business where consumers are satisfied with the offerings of the
company. The four P of the company is discussed in following sections:
Product:

The products offered by the company are of western clothing and are of limited nature. The
products mainly served the needs of consumer who wants sustainable fabrics with modern
silhouettes. The brand brings a delightful range of comfort-wear to complete consumers wardrobe.
Their collection is crafted with super light organic fabrics. The quality of the fabrics is superior
with feather like hand in fabrics like those made of milk protein and soya protein fiber. The
products have been branded mainly on the fact of being sustainable and organic which is in a way
the unique selling proposition of the fabric. The products are readily made available to the
consumers as soon as an order is placed on the website.

Price:

PK follows premium pricing strategy. The pricing of the products ranged from INR 4599 to INR
8799 which is justified by the nature of fabric from which these clothings are made. Discounts are
given to the consumer bi-annually which entails them to buy left over clothing at 20-40 %
discounted price. The payments can be made by variety of online methods like airtel money, free
charge, master card, visa, RuPay, mobikwik, netbanking, ola money and HDFC. This makes
payment easier and hassle free.

Place:

The key trade channel for the company is e-commerce and retail stores. The stock available at
retail stores is also maintained on website. Being a premium clothing label, the stock is limited
and no warehousing is required. Occasionally, pop-ups are organized in various metro cities like
Bangalore, Mumbai, Delhi and others to give a wider reach to the brand with respect to the
consumers, thus delivering an experience where they can touch and feel the fabric and make more
informed decision. It also helps in creating a visibility for the brand in mind of consumers. The
brand started with single store in Bangalore and as of on August 2019, it has 3 stores in Bangalore,
2 in Delhi and 2 in Mumbai cumulating to total of 7 stores. The stores are simple and minimalistic
as the clothing are.
 Figure 2: Indiranagar, Bangalore store of PK

Promotion:

The main promotional channel for the brand is social media marketing and rarely newspaper
advertisements. Owing to the low wastage and more reach, social media marketing is widely
accepted by PK. The products and the vision and values of company are promoted on various
social media platforms like Facebook, twitter, Instagram, LinkedIn and Pinterest. Pop-ups gives a
platform to promote the brand and its products by direct marketing and personal selling. To
promote the brand, consumers from the target group are identified, contacted and invited to the
pop-ups where they are exposed to the ideologies of the brand by the marketing team.