Khaadi, Pakistan’s premier fashion brand in an unprecedented gesture, has committed to donate its Independence Day proceeds to Pakistan. The proceeds would be divided equally between the Supreme Court of Pakistan Diamer Basha and Mohmand Dam Fund and a trust for the betterment of Pakistan.
Khaadi’s founder and CEO, Shamoon Sultan announced on the Independence Day: “As long as Khaadi exists, 14th August sales will go back to Pakistan. We have no right to the money earned on this day, it belongs to Pakistan.”
Building on last year’s #MeinBhiPakistanHoon tagline which celebrated the spirit of inclusiveness, the brand focused this year’s Independence Day Campaign on giving back to Pakistan, changing the hashtag to #HumBhiPakistanHain.
Customers had the the freedom to choose from five sectors crucial for national development- water, health, education, sanitation, and environment through a poll. Results revealed water to be the most popular sector.
Khaadi subsequently announced that it would give half the proceeds towards the building of the Supreme Court of Pakistan Diamer Basha and Mohmand Dam Fund and the remaining half will be kept in trust to be used for the betterment of Pakistan.