The Epitome of fashion cum determination –AKS, emerging brand in ethnic fashion wear

Category : Fashion

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Posted On : 15th, March 2018

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The Epitome of fashion cum determination –AKS, emerging brand in ethnic fashion wear

15th, March 2018    -    Fashion

Aks, is a Hindi word which means spitting the image or an exact replica of something. It is a clothing brand whose story truly defines the replica or a perfect image of an abstract thing ie, courage and determination. The success story of this startup is truly amazing and the determination, with which Nidhi Yadav worked to make it a successful business, is an inspiration for every woman who wishes to start their career. Aks, is not only a brand name or a clothing line, the feelings, the story connected with it, has made it an awe-inspiring, wonderful and delicate craft line and has become and the products which they are selling have become an epitome of fine quality and efficient conglomerate. It is a famous clothing brand available widely on the fashion app Myntra and has been founded by Ms. Nidhi Yadav. The start-up started with a small capital f 3.5 lacs, small warehouse and less than a thousand units. Aks has created marvel in the fashion industry, by providing trendy ethnic wear to women of age 18-35 years. The brand provides a wide range of products including Kurta/Kurtis for women, palazzos, ethnic sets, leggings, anarkalis and mojris. Within a short period of time, Aks has grown considerably with the brand name Yuvdhi Apparels under its fold and has successfully provided affordable and quality clothing across India. Aks is making considerable efforts to increase its market share by penetrating into traditional offline market and also increasing its share in the online market by collaborating with various online apps. The aim of the brand is to provide, good quality ethnic wear to young girls and women at an affordable rates and through easy accessible means. It has its head office in Gurgaon and networks of printing, dyeing, stitching processes with several tailors and shops in Jaipur, thus providing the ethnic Indian touch to the clothes. Today, Aks has been able to attract 25 employees on payroll and more than 250 tailors and workers are working in collaboration with the team.


Nidhi Yadav, the talented founder of the brand Aks, established it in May 2014 when she was just 26 years old. During her fashion designing course in Italy, she studied many famous apparel brands like Zara and H&M and got influenced by their success stories. Nidhi was able to transform her creative mind into a business strength. All the members in the business are young professionals who are expertise in their respective work, be in finance, designing, accounting etc. The brand has a two level structure having people at the bottom who have been with the team since starting and senior people at the top who were initially consultants for the start-up. Nidhi, herself check all the samples personally so as to be assured of the quality and look of the product. Having half of the team members as women, the brand aims at creating 150% growth within the next few years.


Aks, sells and promotes its products through various online fashion apps. It has excellent and talented members which helps Aks to grow at an exponential rate. For its operations, Aks tied up with various sick units which were on a verge of closure. They collaborated with them, provided them funds and gave them order. The integration proved to be very useful and the clothing brand earned a revenue of 50 crores in the last FY. Aks is gaining tremendous growth within a short period of time.


Aks has been able to carve out a market for itself despite a huge competition, both online and offline. This they have done through capsule collections, quick replenishment models and price affordability. Aks aims at creating beauty with fabrics, prints and designs. Experimentation is the thing which they love and incorporates new designs and patterns in their theme to give the customer a wider variety of choice to choose from. No doubt, the market response of Aks is truly amazing, and it is witnessing more than 100% growth in terms of revenue. Aks, even won the Myntra’s Emerging Brand Name of 2017.


Setting up a business is a very difficult task and even difficult is to make it successful. Nidhi despite of various obstacles she faced in life, proved that with sheer determination, courage and dedication, one can convert “impossible” into “I’m possible”. When she started Aks, she had the responsibility of a 7-month old baby and even had fund restraints. Despite the obstacles, she has established her brand successfully with the support she got from her family and timely tapping of the opportunity in the e-commerce sector. Aks aims to make a complete women store in contemporary styles and for this they have enhanced market penetration via MBOs and various franchises. In-house manufacturing is also an area in which they are looking forward to increase its volume of production.


Who says that women can’t establish their career after marriage? Nidhi proved everyone wrong and even having the responsibility of a 7-month old baby in hand she established a complete women centric successful clothing organization which is now able to reach across millions of buyers across India. Nidhi is an epitome of dedication and a true idol businesswoman whose life story has inspired many women to stand on their own feet and make up their career. 

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Amisha Bansal

Myself Amisha, pursuing Law from Rajasthan University, Jaipur. I love to read books, write my views and debate. I've a keen interest in politics and frequently clash with others in my opinions. Among my other interests includes cooking, listening music, travelling and painting. My aim is to become an IAS officer when I grow up.

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