Born and raised in Indore, Nidhi Yadav initially pursued a career in Computer Science and started off at Deloitte. However, her true calling lay elsewhere, ignited by the movie “The Devil Wears Prada.” Inspired to delve into the fashion industry, she embarked on a transformative journey.
Her quest for fashion expertise took her to the prestigious Polimoda Fashion School in Florence, Italy, where she specialized in Fashion Buying and Merchandising. Despite securing a coveted role at Emilio Pucci in Italy, Nidhi’s strong familial ties brought her back to India, setting the stage for her entrepreneurial endeavor.
Returning to India, she initially worked in Gurugram before resettling in Indore. Here, she meticulously studied Zara’s supply chain for six months. Armed with this knowledge and a seed capital of Rs. 3.5 lakh, she launched AKS, named meaningfully as “reflection,” in May 2014.
Building the Brand
The initial stages of AKS were challenging. Nidhi, alongside her husband and their newborn, frequently commuted from Gurugram to Jaipur to secure materials for their brand. Negotiating with manufacturers was tough, as they insisted on larger quantities. However, a few allowed them to cherry-pick about 25 parts of each pattern, enabling them to maintain the variety and quality they envisioned.
Nidhi’s strategy, supported by her co-founders Satpal Yadav and Yashdatt Yadav, involved introducing 15-30 new trendy models every two weeks. This fast replenishment of styles and capsule sets became the unique selling propositions (USPs) of AKS, along with affordable prices for the end consumers.
Expanding Horizons
AKS’s unique approach paid off. The brand expanded its reach through major e-commerce platforms such as Myntra, Jabong, Ajio, Nykaa, Flipkart, and its own website. This strategic expansion not only increased their visibility but also drove substantial revenue growth.
As per the Registrar of Companies, AKS reported a revenue of Rs. 40.97 crore from operations in FY21, which rose to Rs. 43.81 crore in FY22. Despite the challenges posed by the pandemic, the company maintained a robust performance, reporting a revenue of Rs. 36.21 crore with a profit of Rs. 83.4 lakh in FY23. Over ten years, AKS crossed Rs. 300 crore in revenue, solidifying its status as one of the biggest e-commerce successes in the Indian fashion industry.
The Road Ahead
Nidhi Yadav’s vision for AKS doesn’t stop here. She plans to transform the brand into a Rs. 500 crore enterprise in the coming years. Her journey from a computer science graduate to a successful entrepreneur in the fashion industry is a testament to her resilience, strategic thinking, and unwavering commitment to her passion.
Conclusion
Nidhi Yadav’s story is one of determination, adaptability, and entrepreneurial spirit. From her initial days at Deloitte to founding a successful fashion brand, her journey underscores the importance of following one’s passion and the impact of innovative thinking in overcoming challenges. AKS’s rise in the competitive fashion market serves as an inspiration for budding entrepreneurs, illustrating that with the right blend of passion, strategy, and hard work, success is achievable.
