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Fabindia is India's largest private platform for products that are made from traditional
techniques, skills and hand-based processes.
Fabindia links over 55,000 craft based rural producers to modern urban markets,
thereby creating a base for skilled, sustainable rural employment, and preserving
India's traditional handicrafts in the process.
Fabindia's products are natural, craft based, contemporary, and affordable.
Sustainability is chanted as the business mantra for today, but back in the 1960s ,
profitability and social mission were looked upon as conflicting by most Indian
businesses. Much like Amul, going against the tide, Fabindia worked on forming
sustainable business relationships by creating sustainable livelihoods in the rural
sector in India. They empowered the suppliers , and enabled their growth, along with
the growth of the company.

Marketing Mix
Once developing marketing strategy, there is a Seven P Formula , and
the formula is applied in the FabIndia strategy as well :
Product :

FabIndia is Indias largest private platform forproducts that are made from
traditional techniques, skills, and hand- based processes. IT offers has a large
portfolio of products. Its merchandise offers an assortment of grocery
products as well as a wide variety of other goods.

FabIndia products are natural, craft based, contemporary and affordable.

Product Strategy
Sourcing system

Provide a wide platform to raise the visibility of traditional Indian textiles

Generate Employment for craft workers and artisans


All over India


At least one handmade element

No returning of goods to supplier


Utilizing it for other products

Place :

Today, FabIndia has 141 retail stores across India and 1 store each in Dubai,
Nepal and Italy.

FabIndia has decided not to expand through the franchisee route in the
domestic market as it feels that it will dilute the brand.

Price :

FabIndia does not offer sale or discounts on the products.

However, after the launch of high ticket items such as furniture, it offers easy
EMI options.

Promotion :

The company never advertises aggressively but makes people talk about the
product and shopping experience.


Adds with Film stars

Should use CRM
Online Trial Room : mix n match clothes and design a new look on a 3D
simulated trial room
Should use Google Adwords
Exhibitions + workshops on ground
Diwali- make your own gift bag for your family/friend buy them a new look
and get it home delivered!
CSR promotion: showcase craftsmen and there conditions
Improve SCM

Strategy based on the vision and mission of the retailer


Grow revenues of Rs 8.6 billion from 200 stores by 2011

At Fabindia we celebrate India, and endeavour to bring all that we love about
India to customers around the world.


Growth of company along with growth of suppliers. And to provide more

employment opportunities.
We will harness the transformative power of a well-run business committed to
profitable growth in support of Fabindias Vision.
We will strengthen and support our community of customers, designers,
artisans, farmers, makers and entrepreneurs inspired by India.
We will give our customers products that delight them by interpreting our rich
heritage and traditional knowledge, while protecting the natural environment.

Target Group
Fabindia started as a wholesale export company and is still active in the wholesale
sector. The target customers in each segment:
Retail :
Fabindia initially focussed on providing an indian experience to the foreign buyer. In
the 80s , the realised there is an untapped market among the upper and higher
middle class. With the economic boom in the 90s, the focus has shifted to the
upwardly mobile consumers in metros who like Indian prints. They are now focusing
on tier 2 and tier3 cities. The target audience is college going youth and young
professionals and just married couples in the higher middle class category.
Institutional Buyers:
It has a dedicated team to handle institution buyers like heritage hotels, resorts and
corporate houses. They target organisation which want to portray Indian roots and
eco-friendly culture.

Marketing Mix


-List Price

-Affordable and quality products

-99 Outlets across India
of MouthProduct

-Outlets at
on Customer

Fabindias Marketing Mix can be defined under the following parameters:



BIBA, a synonym for pretty women in Punjabi, is literally a home grown ethnic wear
brand, started by Mrs. Meena Bindra from her house in Bombay with a partly sum of
eight thousand, way back in 1988. Soon, the brand started spreading its wings in
and around the city as the products styling and beautiful hand block prints started
getting fantastic response from the local communities, including many filmstars as
well. The retail revolution in the country gave the brand the desired recognition and
an opportunity to grow across the country. Symbolizing the strength and the spirit of
todays woman, BIBA today is the most loved ethnic wear brand in the country. With
a prime objective of providing trend setting and fashionable Indian attire at an
affordable price, BIBA products are available in all three categories of SKD (Salwar
Kameez Dupatta), M&M (Mix & Match) and Unstitched Fabric. The popular demand
from its avid patrons, led the company to introduce BIBA Girls, a dedicated range for
kids between 2 to 12 years. With an aim to tap the burgeoning premium ethnic and
bridal wear segment in the country, BIBA joined hands with designers- Manish Arora;
by taking up 51% stake in Indian by Manish Arora brand in 2012 and recently
acquired a substantial minority stake in the designer label- Anju Modi. Biba also
collaborated with RohitBal and launched a collection BIBA by Rohit Bal, that is
retailed at select BIBA stores.

BIBA products are available through 197 stores in 78 cities, apart from presence in
all the major retail chains in the country like Shoppers Stop, Lifestyle, Pantaloons
and Central. Over the years, the brand has received awards & recognition from
various organizations, the most recent one being the Most Admired Womens Indian
wear Brand by Image Group, for the fourth time, credited to its innovative designs,
fit, silhouettes and varied color palette. The brand is guided by the vision of
Siddharth Bindra, who as Managing Director is responsible for overall growth of the

BIBA - the leading ethnic apparel brand has always been a pioneer in setting trends
in ethnic wear and now the brand has taken a step ahead and is seen addressing a
social issue with a full-fledged digital marketing campaign. The brand has come up
with a powerful digital film showcasing the wide spread gender prejudices in our
culture when it comes to arranged marriages.