Brand study Submitted to :

by Paritosh Sharma Prof. Vinesh Tapre

BD/19/95
ABOUT THE BRAND :
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 In-
dia’s traditional handicrafts in the process.

Fabindia’s products are natural, craft based, contempo-

rary, and affordable.
FabIndia is a well-known retail brand that sells various hand made
products through its stores across India and overseas. They are
probably the best-known urban middle class brand in India. It
would not be wrong to say that they define the middle class look
for Indians. Though they are best known for home linen and gar-
ments, they have expanded into organic food, personal care prod-
ucts, furniture and Jewellery. This 50-year-old company started as
an export house, exporting Indian hand woven fabric to the de-
veloped markets in the west. In last 15-20 years the company has
completely transformed itself into a chain of retail stores with more
than 90% of its revenues coming from domestic markets. The com-
pany has been able to turn around and achieve rapid growth due
and its innovations are worth exploring.
 How the Company works
To understand how FabIndia operates, we need to understand the community-based businesses. • In this
model companies source products from communities that are traditionally well versed in a craft and make
products using this skill. They are not formally trained, but they inherit this knowledge from their families and
continue to pass it to the next generations.
• They usually operate in a small geography and have very limited access to the broader markets. •Companies
like FabIndia act as intermediary and take their products to the urban markets worldwide.
•The brand was built on hand made products, which could not be changed. For a large-scale supply of
products, not only you need to work with many more communities in rural areas, but also ensure a consistent
quality of products. Quality assurance in hand made products is a big challenge as each item is unique and
since it is not coming out of a standard machine, there is no way to embed quality in the production process.
Challenge was to have an orchestrated supply chain, which not only caters to the need for large volume of
supplies but the quality and type of supply had to be market driven.
• The suppliers were based across the length and breadth of the country and specialized in products fromc
their region, one central agency may not have been enough to deal with them. At the same time FabIndia also
wanted to keep its well established partnership with the craftsmen and make them own a piece of enterprise
that they work for.
• FabIndia came out with an Innovative re-organization of company. It created 17 supplier region
companies (SRC) that covered the entire country, divided by geographies.
 Inception of the Company
John Bissel started FabIndia in 1960 in New Delhi
as a company that worked with various weavers
across the country and developed fabrics that
were sold to retail stores in western markets. For
almost 30 years they kept growing at a steady pace
adding both the suppliers and customers to their
kitty. They started their first store in 1975 on an
experimental basis which was a big hit, but the
focus of the business still remained exports and
that is where the maximum revenue came from.
 Furthur footsteps of the
Company
In early 90s when the Indian economy was liberalized and India
opened itself to the world, the scenario began to change for
FabIndia. Their customers now wanted to work directly with their
suppliers. This was because they had an easier access to these
suppliers, suppliers by now well versed to weave for the western
tastes and also the volumes needed made sense for them to set up
their own shops in India. On the other hand, Indians started making
more money and were willing on spend on the merchandise sold in
FabIndia stores, which till then was one of the few organized retail
stores selling products made out of Indian hand woven fabrics. After
this time, Mr. William Bissel became the chief of the company and
he still runs it.
The major components in the
history of : febindia
Founded in 1960
•1975: First retail store in Delhi
•1993: Second retail store in Delhi
•1996: Third retail store in Bangalore
•2000: Non-textile range started
•2004: Organic Food introduced
•2006: Personal Care products, ~60 Stores
•2008: Handcrafted Jewellery
•2010: 120+ stores including 6 overseas
 The necessary stats to be
known
•Revenue Rs 350 Crores
•200,000+ SKUs
•40,000+ rural producers
•95% revenue from domestic sales
•Wholesale exports to 33 countries
•850 direct employees and 1000 consultants
•17 Supplier Region Companies
 Philosophy behind the Brand
Fabindia was founded with the strong belief that there was a need for a vehicle for
marketing the vast and diverse craft traditions of India and thereby help fulfil the
need to provide and sustain employment. It blend indigenous craft techniques with
contemporary designs to bring aesthetic and affordable products to today’s consum-
ers.

It’s endeavour is to provide customers with hand crafted products which help support
and encourage good craftsmanship.

The products are sourced from all over India. Fabindia works closely with artisans
by providing various inputs including design, quality control, access to raw materials
and production coordination. The vision continues to be to maximize the handmade
element in our products, whether it is handwoven textiles, hand block printing, hand
embroidery or handcrafting home products.
 The concept of the Logo
The concpt behind he logo comes out
to be as Indian as it can be sensed,
felt and crafted. The logo font has a
bit of urdu touch that brings with it
the finesse qualities of the logo, the
the burgandy color of the font indi-
cates power, it is not any colour, it is
the darker tone of the most passion-
ate color, the font looks balanced to as
there is no use of captial letters, just in
the celebrate India.The font has a cer-
tain feel of having be written insted of
just typed to indicate the hand crafted
good this brand manufactures.
 Product Categories
This brand became more than just a clothing brand years ago and now the question arises what is something that this brand does
not sell, everything that is sold here has a peculiar Indian feel to it, a cartain style, event though the fashion is always changing,
it doesn’t mean people stop looking good in the previous concopts, this company, this brand is excellent at combining the true
efforts of the craftsmen and also bringing in new and new products for its constimers.
The brand believes, it is not only the fashion related craftsmen who are to be taken care of, there are also the ones which are
skilled in accessories, rugs, furnitures, home decor, beauty related and food related worker, those who have the slightest ability
and passion to get skilled are the ones who make wonders for the brand. So, the different product categories include.

FEMALE GARMENTS MALE GARMENTS HOME DECOR KIDS WEAR

Other categories include
Home dacor Beauty Accessories
• Dinnerware • Fregrances
• Lamps • Body, face, hands
• Drinkware and feet wash
• Serveware • Different oils,
• Fregrances shampoos,
• Candles conditioners
• Lampware • Hand sanitizers, lip
• Clocks balms, under eye gels,
• Games and Toys mosquito repellent
• Stationary

Food Accessories Home linen

• Different spices, and • Bedsheets
masalas. • Pillow covers
• Rice ,flour and • Cusion covers
pulses • Quilts
• Seeds and dry fruits • Towels
• tea and other • Napkins
beverages • Bathmats
• Sauces • Doormats
• Pasta, noodles •Table Covers
• Herbs
• Ayurvedic
suppliments
 Costomer Overview
Since, Fabindia relies largely on the word of mouth inspired maket-
ing, their loyalty towards their customers knows no bounds, their
next move is always based on various demographic studies, built on
thorough research on what is the want and the need of the customer,
so that no customer ever goes unsatisfied form the shop. They focus
largely to understand the behaviour of the customers, the different De-
mograpic study include:

•Of all the customsers 60% are felmales and 40 % are males, 70 % of respondants are above
DEMOGRAPHICS the age of 30.
• The adverisement is done majorly done thorugh the word of mouth mostly 80% and the
rest through print media.
• Among the ratings, there are 80% of delighted customers, 10% considerd the items to be
pricy, and the other 10% were not satisfied.
•only 30% shop online while the others perfer to buy in shop and liked the ambiance.
 What is the From age 5
till the elderly,
target age the age group
Where do the
group? is really vast.
customers buy
the products?

Depending on oc-
casion, any festival,
for occasion and
Most of the
customers shop
so the designs, the
aesthetics, cultural CUSTOMERS at the stores and
backgrounds, love for
handicrafts
only 30% shop
online

On what basis
they choose Why do
the products? Special occa- they buy the
sions, gifts, products?
shopping,
impulsive.
 Store Interiors
• The store interiors are of bright, royal and subtle ambiance.

•Generally there is no need for the props as most of the sellable prod-
ucts are themselves used to enhance the ambiance. everything is sell-
able, form lamps to candels, and
everything is so designed that it
makes the ambiance so engaging.

•Decorative lighting is placed so

the products and garments depict
the royalty they carry.
 Different Competitors
Fabindia has a very less number of competitors on the same scale and
niche stage where the brand operates, most of the brands sell the clothing
offered here but the craftsmanship and customer service provided here are
exceptional, with the price range a person carries a lot and as price ranges
so does the services.
• Brands like Good Earth, Chumbak, BIBA, Aurelia, W for women, Anoak
and Globla desi.

• In terms of organic food and furniture, there are brands such as Godrej’s
nature basket, organic harvest etc, in terms of furniture, there is a whole
sector available in terms for furniture, but for the customers who want
their home be more subtle and royal, they can easily find their choices at
feb India. There are toehr beauty and organic healthy products available,
which now a solid part of the giant FabIndia roster.
THANK
YOU