A Comparative Study Between

&

GUIDED BY:

MR. PRABHAT KUMAR (Assistant Professor)

SUBMITTED BY:

ANAND KUMAR

KHUSBOO KUMARI

SONAL

DEPARTMENT OF FASHION TECHNOLOGY 2017-2021

NIFT PATNA

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 CERTIFICATE

This is to certify that Anand Kumar, Khusboo Kumari and Sonal student of Semester-VI,
Bachelor of Fashion Technology, NIFT Patna, has worked under my guidance and
supervision. This Assignment has the requisite standard and to the best of my knowledge,
no part of it has been reproduced from any other project, monograph, report or book.

Mr. Prabhat Kumar

Assistant Professor
Department of fashion technology
Nift Patna

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 ACKNOWLEDGEMENT

We would like to thank National Institute of Fashion Technology for giving us

opportunity to take up this assignment in the subject apparel merchandising.

Foremost, We would like to thank our subject faculty, Mr. Prabhat Kumar, for
giving their invaluable feedback and guidance on this assignment throughout
the semester. This could not have been achieved without their support.

We acknowledge with a deep sense of gratitude, the encouragement and

inspiration received from our faculty providing us relevant information.

-ANAND KUMAR

KHUSBOO KUMARI

SONAL

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CONTENTS
S.NO. TOPICS PAGE NO.

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CERTIFICATE
1.
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2. ACKNOWLEDGEMENT

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3. ABOUT THE COMPANY AND CATEGORY- FABINDIA

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ABOUT THE COMPANY AND CATEGORY- BIBA
4.

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BRAND POSITIONING
5.
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6. RETAIL STORE IMAGE

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7. SWOT ANALYSIS
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8. BIBLIOGRAPHY

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About the company

• 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.

CATEGORY

Women Men Kids Home Home decor Beauty Food

linen

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 WOMEN
Clothing

Kurtas

Tunics

Tops & shirts

Saris

Dupattas & stoles

Pants & palazzos

Salwars

Shawls & mufflers

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Collection

Ajrakh

Rajwada collection

Indigo collection

Malhar collection

Summer collection

Chikankari collection

Woolen collection

Hand block print

Ikat collection

Kalamkari

Banarsi

Maternity wear

Tops

Dresses

Bottoms

Accessories

Jewellery

Bags

Footwear

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 MEN

Clothing

Kurtas

Shirts

Nehru jackets & blazer

Payjamas & churidars

Salwar & dhotis

Trouser & shorts

Stoles & mufflers

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Collection

Rajwada collection

Malhar collection

Summer collection

Chikankari collection

Woolen collection

Hand block print

Ikat collection

Kalamkari

Accessories

Footwear

Bags & accessories

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About the company

BIBA Apparels Private Limited ("BIBA"), the Indian fashion giant, stands true to its name. The
brand has been dressing and embellishing demure maidens from every corner of India since
1986. Contemporary ethnic fashion at an affordable price is BIBA's commitment to fashion
enthusiasts, offering ladies' churidars and dupatta sets in cotton, in shades of every color,
and with irresistible color combinations and patterns. Mix-and-match kurta pieces from
BIBA are available in different lengths, so you can experience the joys of traditional Indian
wear regardless of your body type.

The word "BIBA" is a Punjabi endearment for a young and pretty girl. It implies sublime
qualities, compelling Mrs. Meena Bindra, the founder of BIBA, to use the name for the line
of salwar kameez, and dupattas that she launched in 1986. What began as a fashionable and
affordable line remains the brand's ethos today: fashion at an affordable price. In time, new
range collections were introduced. Today, the mix-and-match range has a very
contemporary sensibility, and the salwar-kameez range is very ethnic, defined by an Indian
crafted look, hand-block prints, and vegetable dyes. Indian handlooms with traditional
embroideries and other techniques are applied in producing the garments. Unstitched suits
and a festive collection for two-to-12-year-old girls cater to the full demands of a woman.

CATEGORY

MIX- SUIT JEWELLERY

MATCH SETS
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 MIX & MATCH COLLECTION

TOPS

Kurtas

DRESSES

jackets

KURTIS

SRUGS

BOTTOM

KNITTED CHURIDARS

PANTS

PALAZZO

SKIRTS

SHORT

SALWAR

LEGGING

 DUPPATTAS

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 SUIT SETS

A-LINE

ANARKALI

ASYMMETRIC

KALIDAR

FUSION WEAR

LEHENGA SET

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 JEWELLERY

NECKLACES

EARRINGS

BRACELETS

BANGLES

RINGS

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 COMPETITIVE EDGES

FABINDIA BIBA

● Works is sustainability unlike most ● Its relationship with the consumer is

other brands and caters to the to style the consumer in a modern
environment-aware consumers. yet in a contemporary way.
● Ethically more profound than other ● Serves in the modernization of
brands. traditional Indian clothing.
● The handcrafted products are more
authentic and appeal to a well aware
section of society.
● There is a need for better
merchandise variety which they lack,
where as it's competition set Zara
and Mango, Marks and Spencers are
racing ahead in variety.
● Prices are higher compared to other
brands because of sustainable
handmade products.
● Does not spread awareness like other
brands.

MANUFACTURER NAME AND IMAGE

FabIndia
● John Bissell is the founder of Fabindia.
● With over Rs.1500 Crores valuation,
along with 90,000+ artisans and
craftspeople, Fabindia today is widely
known to be and has successfully
managed to boost rural employment
across villages in India.
● Due to such a unique business model,
the craft-conscious enterprise concept of
Fabindia has also become a Harvard
Business School case study.
Biba
• Founded by Meena Bindra in 1988
from her home in New Delhi.
• Its reflection on consumer and its
personality is that it is reliable,
unique, inspiring, conservative,
traditional and feminine.
• Its self-image is that it is Indian, soft
spoken, sublime, shy, mature and
down to earth.

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 VISION OF THE BRAND

FabIndia Biba
● Fabindia celebrates India, and ● BIBA, a synonym for pretty women in
endeavour to bring all that they love Punjabi, is literally a home grown
about India to customers around the ethnic wear brand.
world. Biba has been an integral part of the retail
● Fabindia's products are natural, craft revolution in India and has pioneered
based, contemporary, and different forms of retail like shop-in-shop
affordable. models with Large format stores and
● It links over 55,000 craft based rural Bollywood Merchandising
producers to modern urban markets,
thereby creating a base for skilled,
sustainable rural employment, and
preserving India's traditional
handicrafts in the process.

MISSION OF THE BRAND

FabIndia Biba
● They aim to harness the They believe in growth and advancements in
transformative power of a well-run technology and style
business committed to profitable
growth in support of Fabindia’s
Vision.
● They aim to strengthen and support
their community of customers,
designers, artisans, farmers, makers
and entrepreneurs inspired by India.
● They aim to give their customers
products that delight them by
interpreting their rich heritage and
traditional knowledge, while
protecting the natural environment.

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 VALUES AND PRINCIPLES OF BRAND

FabIndia Biba
• To ensure that they delight their • With a prime objective of providing
customers with their products and trend setting and fashionable Indian
service, and always make them feel attire at an affordable price.
that they are getting great value for
their money.
• To design, make and sell products
with intrinsic worth that comes from
the original designs, knowledge, care
and skill with which these are made.
• To be true to our commitment and
history as an ethical and trustworthy
brand promoting a stakeholder based
community model of inclusive
capitalism.

BRAND-POSITIONING
FabIndia Biba

● USP : Quality of the fabric and the
cultivated image of ‘Indianness’
● Tagline- Celebrate India
● Brand, which is contemporary,
ethnic, authentic in outlook, natural,
and organic at core.
● Fabindia has the same soul as today’s
Indian do. Authentic brand with pure
Indian base. To make customers feel
indian,comfortable and cultured
when they wear Fabindia clothing..
● Modern, contemporary, of high
quality merchandise.
● USP : Trendy fashionable ethnic
wear.
● Tagline- Fashion at affordable prices.
● Positioned as good quality of
products delivered on time at an
affordable cost .
● Caters to women looking for classy
ethnic Indian wear.
● Focus on –Women in the urban
upper middle class.

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RETAIL STORE IMAGE

FABINDIA

● Type of Store

○ Stand alone

○ Online

● Location and Ambience

○ Heritage landmarks, destination stores

○ Aesthetic connection to all things natural and earthy.

● Staff

○ Uniform conveying their ideology

○ Routine visit to training programmes so that they can help and inform
customer in selecting the correct product for them.

BIBA

● Type of Store

○ EBOs

○ MBOs

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 ○ Online

● Well designed interior to enhance customer shopping experience.

SWOT ANALYSIS: FabIndia

Strengths-

● Customer Trust: The brand has maintained its authenticity of hand-woven fabric.

● Traditional positioning: The handloom is available in various products such as clothes

for men, women, and kids primarily in ethnic designs, bed linen, home furnishings,
and jewelry in traditional designs. The brand also sells lamps, lights, stationery, home
accessories, pottery, and cutlery.

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 ● Designs: FabIndia is a dealer of traditional handlooms. Some of their popular prints
such as block prints, ikat, kalmkari and pochampalli are made by people who have
practiced these for many generations.

● Good supplier relationships: The key strength of FabIndia is their traditional

craftsmen who belong to multiple villages across the country who are linked to more
than 30,000 such artisans and the company provides them trendy designs, network
support, contracts and trains them on technologies while also making necessary
investments for production.

Weaknesses-

● Expensive: Fab India is an expensive brand and their products are highly priced in
comparison to the other products in the market.

● Poor penetration in small towns: Though Fab India is an Indian brand that specializes
in ethnic and handloom wear, the company has been hugely unsuccessful in
penetrating into the smaller towns of India. Most of their showrooms are located
only in bigger cities.

● Independent stores: Fab India does not sell through other retailers but operates only
through its series of independent stores. In order to maintain the image of
exclusivity the company also does not depend on the wholesale business. This
restricts their volumes a lot.

Opportunities-

● 1.The brand needs to tap the potential of organic foods by creating awareness about
their merits.

● 2. Display of products in MBO’s and collaborating with various construction groups

would give greater visibility to the brand.

● Threats-

● State-owned cooperatives: Governments both at the center and the state are trying
to promote traditional arts and crafts and they offer incentives to these craftsmen.
These artisans thus prefer to sell their crafts to the government through incentives
are lower.

SWOT ANALYSIS: Biba

Strengths-
1. Strong presence in several MBO’s like Shopper’s Stop, Pantaloons, Lifestyle, Central etc.

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2. Strong product mix which includes mix-match and unstitched fabrics.
3. Done effective youth marketing on social media.

Weakness-

1. Strategic alliance with Future group is unstable due to financial concerns.

2. Lack of self- procuring facilities would be a problem in the long run.

Opportunities-
1.It can also take to export and showcasing the merchandise in International markets to
earn greater visibility globally.

Threats-

1. Entry of several Indian designers in the Indian Ethnic wear segment poses a serious
threat.

2. Highly fragmented fashion industry would lead to low brand loyalty.

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BIBLIOGRAPHY
https://www.biba.in/

https://www.fabindia.com/

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