2. ABOUT
• Fabindia is India's largest private platform for products
that are made from traditional techniques, skills and
hand-based processes.
• Fabindia links over 80,000 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.
• Overall Revenue =$65 million.
3. The Vision
At Fabindia they celebrate India, and endeavor to bring all that they love
about India to customers around the world.
The Mission
• To harness the transformative power of a well-run business committed to
profitable growth in support of Fabindia’s Vision.
• To strengthen and support their community of customers, designers,
artisans, farmers, makers and entrepreneurs inspired by India.
• To give their customers, products that delight them by interpreting their
rich heritage and traditional knowledge, while protecting the natural
environment.
4. • Today, with a pan-India presence, Fabindia is the
largest private platform for products that derive from
traditional crafts and knowledge.
• A large proportion of these are sourced from villages
across India where the company works closely with the
artisans, providing various inputs including design,
quality control, access to finance and raw materials.
• Fabindia’s endeavor is to bring customers a choice of
products – and lifestyle – that offers an alternative to
the mass-produced, while creating sustainable
livelihoods in the rural sector.
Today’s Scenario
5. • Fabindia's Head Office is Located in New Delhi,India
• Over the next two decades Fabindia, emerged as a successful retail business in India, with 271 retail
outlets within the country and 11 abroad.
STORES
8. Merchandise Available
Apparel- Women, Men, Kids and Maternity Wear
Accessories- Earrings, Neckpieces, Bags
Personal Care Products
Organic Food
Home Furnishings
9. STP
SEMENTATION
• Psychographic
• Men, women who want to buy complete Indian products.
• Occasional
• Urban and middle class families.
TARGETTING
• It should remain as niche.
POSITIONING
• Shows itself as a brand of Indian Festivals.
• Lifestyle brand which is Indian at heart.
10. • FabIndia’s relentless focus on effective direct supply chain
management(SCM) forms the core of its business model.
• Its strategy is to procure products directly from rural
weavers and also making them direct shareholders in the
company.
• SCM model consist of two levels of suppliers :
National and regional based.
• As they procure directly from rural artisans hence profit
margins are higher.
Business Model
11. Store Display
• Color wise assortment of garments
• Most of the racks are attached to the walls
• In the middle there are separate tables for displaying garments to the
customers.
16. • Each FabIndia Store has its own Buying Plan according to
Inventory, past sales.
• Each Store is allotted with wallet based on the budget that
is planned by Marketing People and Finance People at the
Headquarters.
• Buying is done after each week after checking the
inventory for replenishing the stock.
• Each Garment style has a code called style no. and to
replenish that style the style no. and quantity is fed into
their systems.
.
Assortment Planning
17. Contd…
• No goods are supplied to the suppliers even if the supplied good do not
match with the demand.
• Payment mostly done in form of cash.
• Helps in arranging micro-finance for the artisans.
• Store managers and staff continuously give feedback about customer
preferences and feedback to supply chain and design team.
18. • Believe in endorsement through their customers rather than
celebrity endorsements.
Customer Experience
20. • Company will give bonus and incentives, once
your store target achieved.
• Company offers health insurance and maternity
leave.
• Insurance, Health & Wellness
• Health Care & Insurance
• Family & Parenting
• Work From Home
• Maternity & Paternity Leave
• Flexible Hours
Employee Benefits
21. Promotion
• Fabindia is a great believer in mouth publicity and depends on its
loyal customers to become its advertising agents.
• They allows EMI options in some high-priced items to its loyal
customers.
• The company has taken help of print media to advertise its products
through in-store posters, mobile marketing and advertorials.
24. What's New?
• Fabindia to open 10 experience center's by 2018.
• Ethnic lifestyle retailer Fabindia has launched a new
retail format called the 'Fabindia Experience Centre',
and plans to open 10 such stores by the end of 2018,
according to a senior company professional.
