Case Solution for Abu Jani Sandeep Khosla Sustaining an Indian Luxury Brand
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Managerial Accounting
Institution
Managerial Accounting
Get Abu Jani Sandeep Khosla Sustaining an Indian Luxury Brand Case Study Solution Analysis Answers by Seema Khanvilkar, Veena Vohra | Case ID for this case is W25137. This is a Plagiarism free Case Solution.
ABU JANI SANDEEP KHOSLA: SUSTAINING AN INDIAN LUXURY
BRAND CASE STUDY SOLUTION
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SYNOPSIS
Saudamini Mattu is the chief executive officer of Abu Jani Sandeep Khosla (AJSK), a successful Indian
luxury brand specializing in luxe couture, interior design, and wedding decor. The brand has its roots in
ancient Indian embroidery, and its story is inextricably linked with the personalities of its founders, Abu
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Jani and Sandeep Khosla, who think of themselves as revivalists creating luxury products and experiences
using designs with an Indian ethos. The luxury brand has deeply resonated with its loyal customer base for
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over three decades, although AJSK must now address the relevance and sustainability of its brand story.
Thus, Mattu must evaluate whether AJSK’s brand story is relevant in the constantly shifting luxury market
and recraft the brand story of the House of AJSK while considering both missed opportunities and the
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,ASSIGNMENT QUESTIONS
1. How does the AJSK brand story reflect the nurturing and sustaining of the ancient craft of chikankari (shadow
work) embroidery? What elements go into the creative process behind an exclusive luxe AJSK garment?
2. What is AJSK’s brand story? What factors have led to AJSK becoming a powerful and much-loved
luxury brand in India?
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3. Do you think the creation of various brand categories and diversification into interior design and
wedding decor, albeit for only a select clientele, as well as collaborating with other brands, have worked
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well for AJSK? Why?
4. What areas of concern can you see for the brand? What are the emerging trends in the luxury market
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globally and for AJSK in particular?
5. Why did AJSK’s attempt at establishing an international presence for the brand not succeed despite
endorsements by several celebrities in the West?
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6. How would you advise Mattu in relation to crafting the AJSK brand story going forward?
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,6. How would you advise Mattu in relation to crafting the AJSK brand story going forward?
Immediate Next Steps
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Adapting to newer customer segments and online channels to create a seamless buying experience.
Creating a robust online presence with a meaningful social media strategy for building engagement
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with customers.
Focusing on pricing and positioning Gulabo and ASAL so as to take AJSK to a wider audience without
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diluting the brand image.
Making focused efforts to increase its presence in the field of interior design so as to make this vertical
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a growth engine for the organization.
Continuing to make inroads in the wedding decor space for high-profile weddings.
Partnering with an investor who can back the strategy of this creative organization.
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Preparing for the Near Future
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Building resilience within the organization by firming up processes and policies and building the next
level of leadership.
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Increasing the focus on growing geographically within India (trunk shows can become a signature style)
and exploring cross-product and cross-border alliances, keeping in mind similar sensibilities.
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, EXHIBIT -1: VALUE CREATION BY EACH BRAND FEATURE
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The Case Solution Starts From page 5
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