Business and Marketing Strategy

Ahujasons built its brand identity on three strong pillars — heritage, craftsmanship, and authenticity.
Their storytelling emphasizes “Made in India” as a mark of pride, not just a label.

Core Strategies:

• Focusing on premium quality and handcrafted exclusivity rather than mass production.

• Participating in global exhibitions to connect with importers and designers.

• Maintaining high transparency in fibre sourcing and craftsmanship.

Marketing Approach:
Ahujasons markets itself as a luxury heritage brand rather than just a textile manufacturer. The brand uses elegant imagery, heritage-inspired packaging, and limited-edition collections to target high-end customers globally.

While not celebrity-driven, Ahujasons’ success lies in its word-of-mouth reputation and award-winning export performance.

5. Quality and Certifications

Certifications and Standards:

• Wildlife Institute of India Certification – ensures genuine, legal, and cruelty-free Pashmina wool.

• Geographical Indication (GI) Tag for Kashmir Pashmina – verifies the authenticity and regional origin of their handwoven shawls.

• Woolmark Certification – global recognition for fibre purity and textile quality.

What These Mean for Buyers:
These certifications assure both Indian and international buyers that every Ahujasons product is authentic, ethically sourced, and compliant with international textile standards.

Quality Control:
Each product undergoes multiple rounds of inspection, washing, finishing, and packaging tests before it is approved for retail or export. The brand’s reputation relies on maintaining unmatched softness, durability, and purity.

6. Manufacturing and Supply Chain

Ahujasons’ administrative and packaging facilities are based in Noida, India, while their weaving operations collaborate with artisans in Kashmir and northern India.

Innovations:

• Introducing contemporary designs while keeping handloom authenticity intact.

• Using advanced finishing and dyeing technologies for colorfastness and longevity.

Export-Ready Packaging:
Ahujasons products are packed with premium materials to ensure they remain moisture-free, hygienic, and presentation-ready for global shipping. Their logistics team handles international freight, customs, and documentation efficiently — a major plus for importers.

7. Sustainability and Ethical Practices

Sustainability forms the heart of Ahujasons’ business model.

• Eco-friendly sourcing: Their cashmere and pashmina wool are obtained through natural shedding, ensuring no harm to animals.

• Empowering artisans: The brand works closely with weaving communities in Kashmir, providing training, stable income, and fair wages.

• Heritage revival: Every collection contributes to preserving 600-year-old Indian weaving traditions.

By combining eco-friendly materials with social responsibility, Ahujasons stands out as a conscious luxury brand.

8. Employee Strength and HR Policies

Ahujasons employs 500–1,000 people, including artisans, designers, weavers, quality controllers, and retail professionals.

Work Culture:
The company promotes a family-oriented, ethical, and employee-first environment.
Many employees have been with the brand for decades — a testament to its respectful HR policies and supportive culture.

Ahujasons believes in “growing together,” offering skill-development programs and stability to craftsmen and staff.

9. Leadership and Vision

Founder: Mr. Kulbhushan Ahuja
Current Leadership: Mr. Karan Ahuja & Mr. Bhuvan Ahuja

Their vision is to “keep India’s shawl-making heritage alive and share it with the world.”

Ahujasons’ leadership continues to strengthen export partnerships, invest in retail expansion, and maintain uncompromising quality standards. Their ₹140-crore retail expansion plan demonstrates long-term confidence in India’s luxury fashion potential.

10. Financials and Market Presence

• Annual Turnover: ₹100–500 crore (as per company data)

• Exports: Contribute nearly 60% of total revenue

• Domestic Dealers: Over 600 across India

• Global Network: 200+ international dealers in 35+ countries

Ahujasons has positioned itself among the top Indian luxury textile exporters, balancing heritage artistry with modern scalability.

11. Challenges and Controversies

Ahujasons has maintained a clean reputation with no major legal or product controversies.
Its main challenge has been competing with mass-produced, low-cost textiles from other countries.
By focusing on authenticity, handwork, and sustainable sourcing, the brand continues to outshine imitation products and retain global credibility.