Success Factors of Fabindia

Fabindia's concept of bridging up the gap between artisans and craft-lover actually helped the
brand to segment differently from others. Still there are only countable no. of brands who are
trying to sell Indian craft in market. Fabindia had seen this opportunity at a very early stage
and hence it helped the brand to establish on such a huge level and gain love of many.
Sustainability can never go out of fashion as it is not just a fashion but a need for all of us,
and the brand has started working towards it at very early stage. Fabindia has very strong
base of artisans. Around 55,000 artisan across the India work only for Fabindia and Fabindia
also generates enough employment for them that they don't need to work somewhere else.
Many of these artisian are working with the brand for 30-40 years. Fabindia also has a low
employee turnover rate which indicates that the company actually look after their
stakeholders.
Fabindia as brand is very clear with its Vision and from starting only they are working in
same direction. No matter how much development happens in terms of fabrics, technologies,
Fabindia never distracted from its mission and still continues to sell Indian handlooms. 80%
of the its merchandise are handcrafted.
Fabindia also maintain a goof Customer relationship with their consumers which helped the
brand to gain some brand loyal customers.
Fabindia had achieved many awards some of them are
Best Retail Brand in 2004 by Economics Time. It was also featured in CNBC Special Tv.
report. Fabindia won gold in fashion apparel followed by two slivers in best UGC/Co-
creation and best use of influencers respectively. in SAMMIE2019.