MARKETING MIX OF FABINDIA

PRODUCT:

 Women clothing and accessories like Lehenga, Saris, Salwar, Kurtas, Tunics, Shawls,
Jwellery, Bags and Footwear
 Men clothing and accessories which include Kurtas Shirts, Jacket, Pyjamas, Trousers,
Footwear, Bags and Jwellery
 Kids clothing for boys, girls, and infants. The girl category has Kurtas, Churidars,
Jackets. Boys category has short kurtas, shirts, jackets. Infant category has boys and girl
accessories Home and gift segment has Table Covers, Bed Linen, Curtains, Floor
Coverings, Bath Linens, and Giftwares like Tableware.
 Furniture for living room, study room, dining room, and bedroom
 Personal Care products for hair and skin like body wash, creams, Face pack, Shampoo,
Conditioners
 The company has organic line of products such as Tea & Coffee, Oils & Ghee
 Fab India offers western dresses under Fabel brand
 Fab India keeps its product portfolio same across the geography of its operations.

PRICE:

 The target customer of company is middle class consumers in cities of India and abroad.
The market in apparel segment is competitive, so Fab India applies going rate
competitive pricing for most of its product.
 However, Fab India applies product line pricing for each of its product wherein a base
price is set for the high price sensitive consumer segment and higher quality products are
marketed to less price sensitive consumer segment at a premium over the base price.
 This strategy has helped the company to expand its middle-class base as well as in
attracting upper class of society. The company recognises the value perceived by Indian
consumers in hand made clothing and thus deploys perceived value pricing to add a slight
mark up on its products. Fab India also does promotional pricing by offering its product
at discount prices for a window of time.
 PLACE

 Fab India exports its product which are limited to garments and home linens to over 33
countries.
 The exports are done to wholesale as well as retail channels. Company had opened its
first retail store in New Delhi in 1976 and has expanded its retail channel up to 211 retail
stores across India, 2 stores in Singapore, 2 stores in Dubai, 1 store in Italy, 1 store in
Nepal, 1 store in Malaysia and 1 store in Mauritius.
 Fab India also sale its product through its online web portal. Company’s product also
available through other e-tail platforms like Amazon and Flipkart.
 Fab India also operates as wholesale supplier to other brick and mortar retail shops and
Fab India’s products are available through modern retails and through traditional
wholesale channel.

PROMOTION

 Fab India’s unique proposition lies in its institutional framework where it gives
employment to thousands of craftspeople in rural India and has protected the dying
industry of ethnic handmade clothing.
 Company put forward its work for the community in all its marketing campaigns to get
emotional connect with people of India. Its campaign also revolves around assuring
higher quality of its products which are handmade and organic.
 It organises crafts mornings where artisans speak about their art and experts are invited
to speak on importance of using organic products and environmental production.
 Company has been involved in various CSR activities and is one of the most known
brand in India for its work towards the society. Fab India has used acquired media
platforms like Facebook and Twitter where subscriber positive opinions on its page has
helped the brand in acquiring more customers in India as well as globally.
 Of lately, the brand has also started developing TV commercials and ad campaigns on
digital media platforms like YouTube. For its B2B channel, Fab India offers product
customization and interior consulting for heritage hotels, resorts, and corporate houses.
 SEGMENTATION – TARGETING- POSITIONING

SEGMENT: Men, women who want to buy complete Indian products.

TARGET GROUP: Urban upper and middle class families.
POSITIONING: Lifestyle brand which is Indian at heart.

SWOT ANALYSIS
STRENGTH
Strategy: The primary reason for the success of Fab India is its strategy where it
turns the artisans across India into assets while sharing profits amongst themselves.
This has a multitude of advantages. While it creates a livelihood for traditional
craftsmen who have left their skills for more promising jobs it also ensures that
city people have access to traditional crafts.

Traditional positioning: The company positions itself as a seller of original

Indian handloom and this is sourced from original craftsmen. 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.

Customer Trust: FabIndia is a brand that enjoys a high level of trust amongst
customers. The products are made from pure handloom which is woven and
designed as well as created by expert craftsmen from respective home markets.
The products are thus high quality and original and customers of Fab India are
highly brand loyal and hardly purchase from other companies.

Designs: FabIndia is a dealer of traditional handlooms and their designs are

original. Some of their popular prints such as block prints, ikkat, kalmkari and
pochampalli are ethnic on the origin and made by people who have practiced these
for many generations. This makes their deigns nit just unique but original.

WEAKNESS
Expensive: Fab India is a very expensive brand and their products are highly
priced in comparison to the other products on the market. The company which is a
not for profit organization reinvests their profits back into the business. However,
the high costs often prevent the customers of all income groups from buying
FabIndia products.

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
Focus on tradition: Indian handlooms are growing in prominence not just in India
and Asia but across the globe. The traditional textiles of India are even being
promoted by popular designers in world fashion events and worn by celebrities in
prestigious red carpet events. This means that there is huge scope for Fab India
products in the global market.

THREATS
Competition: The biggest competitors of Fab India are Mother Earth, Dastakar,
and Khadi Gramodyog.
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.

REFERENCE
www.wikipedia.com
www.encyclopidea.com
www.scribd.com
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