Abu Jani Sandeep Khosla: Sustaining an Indian Luxury Brand

Saudamini Mattu was 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 had roots in ancient Indian embroidery, and its story was inextricably linked with the personalities of its founders, Abu Jani and Sandeep Khosla, who thought of themselves as revivalists creating luxury products and experiences using designs with an Indian ethos. The luxury brand had deeply resonated with its loyal customer base for over three decades, but AJSK had to now address the relevance and sustainability of its brand story. Mattu therefore had to evaluate whether AJSK’s brand story was relevant in the constantly shifting luxury market, and recraft the brand story for the House of AJSK, while considering missed opportunities and the viability of the business model of a creative organization in a challenging economic scenario.