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In Shymkent، siblings Nurbakyt and Akniyet have transformed a cherished family legacy into a thriving business، revitalizing traditional Kazakh clothing under their brand، ALAN. What began with a single sewing machine has blossomed into a venture selling hundreds of items monthly، generating significant income and making a mark in major Kazakh cities.

Reviving a Generational Craft

Nurbakyt and Akniyet represent the third generation in their family dedicated to the art of crafting national attire. The tradition was initiated by their grandfather، who discreetly continued the craft during the Soviet era، focusing on traditional Kazakh headwear. This skill was then passed down to their mother and now to the siblings.

Despite Nurbakyt pursuing a law degree and Akniyet studying medicine، they felt a strong pull to continue their family's heritage. Their commitment led them to establish the ALAN brand، blending modern business acumen with ancestral artistry.

From Presidential Grant to Production

The initial investment for their venture came from Nurbakyt's presidential scholarship، amounting to 300،000 tenge. This sum was used to purchase a domestic sewing machine، marking the humble beginnings of their business. Over time، they have invested over 10 million tenge in industrial equipment to scale their production capabilities.

TikTok's Role in Success

The ALAN brand experienced a significant surge in sales، increasing from 5 to 100 items per month، largely thanks to viral videos on TikTok. Remarkably، this growth has been achieved without any paid advertising، relying solely on organic reach and engaging content. Their monthly turnover now reaches approximately 2.5 to 3 million tenge.

Market Positioning and Pricing

ALAN operates in the mid-range market segment. Their lightweight robes and shirts are priced between 13،000 and 30،000 tenge. The net profit per item can be up to 5،000 tenge، reflecting a balance between accessibility and quality craftsmanship.

Navigating Challenges in Shymkent

An earlier attempt to open a physical store in their hometown of Shymkent proved challenging، resulting in a loss of 7 million tenge. This setback was attributed to the specific dynamics of the local market and unfavorable location choices. Currently، 70% of their sales are directed towards the larger markets of Astana and Almaty.

Future Aspirations

Looking ahead، the siblings plan to construct a two-story industrial and commercial complex in Shymkent. This expansion is envisioned to further professionalize their family hobby، transforming it into a robust and systematic business operation.

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