Fab india

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Jittu Varghese

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Fabindia - “A Fabric of Our Lives” 1/12

Historic Perspective


John .L. Bissell

"Fabindia was founded with strong belief that there

was a need for a vehicle to market the vast diverse

craft tradition of India and thereby help fulfill the

need to provide an sustain rural employment"

Timeline

1960


Early

80’s1990 1998 2001 2004 2006 20141960

John Bissell

starts Fabindia

as a whole sale

export

company.

Added ready

to wear

garments to

the retail

offering.

Marketing

focus shifts

from exports

to local Indian

retails.

John Bissell

Passes away,

William

Bissell takes

over as MD a

year later

Has 6

Stores

in

Metros

175 Retail

Stores across

India

Food products

range launched.

And started

Expanding to

Tier II and Tier

III Cities

Body Care

product

range

launched,

Fabindia

Sana

Fabindia Product Range

Organics (2%)


Personal Products (3%)

Ho

me

Lin

enA

cces

sori

es

Rangasutra, Savior of Local

Artisans


AMFPL

(Artisans Microfinance

. Pvt. Ltd.)Community Owned Companies

. (Rangasutra)

Funds Flow

26% Equity

49% Equity

25% Equity

Shareholding Pattern

Fund Raising

How it Works ?


The SRC calls the designers; they approve the fabric, work with the weaver to develop some samples.

The SRC Replenishes the stock by getting more of fabric from the weaver.

The weaver weaves some yardage and shows it to a regional supplier region company (SRC).

The Weaver brings the completed order to SRC warehouse.

Through an online order booking system, the store manager books the quantity needed. From SRC Warehouse stock moves to the Fabindia regional warehouse.

Designer’s show samples to Fabindia’s selection committee, the price is finalized and a order is placed with weaver.

1

The SRC Replenishes the stock by getting more of fabric from the weaver.

The weaver weaves some yardage and shows it to a regional supplier region company (SRC).

The SRC calls the designers; they approve the fabric, work with the weaver to develop some samples.

Designer’s show samples to Fabindia’s selection committee, the price is finalized and a order is placed with weaver.

Through an online order booking system, the store manager books the quantity needed. From SRC Warehouse stock moves to the Fabindia regional warehouse.

The Weaver brings the completed order to SRC warehouse.

Competition


Unorganized Sector

Organized Sector

Local tailors who provide

customized garments to

the customer at an

reasonable price.

Local NGO’s Selling

wares like Dilly, hats etc.

Garments Based (Shoppers

Stop, Westside, Globus,

Reliance Trends Max etc.)

Government Handloom

Initiatives. (Khadi

Gramadyog. Cottage

Industries emporium Stat

Government Department)

Designer Boutiques:

Ethnic wear Retailer like

Khaddar Good things and

Stand Alone Store Like

Shirti, Biba, Prapti, Sadka

etc.

Brand Strategy


Customer Profile

RepeatCustomer

Other

85%

15%

A delighted customer is Our Best Brand Ambassador

USP : Quality of the fabric and the cultivated image of

“Indianness”

Does not follow any Customer acquisition strategy, focuses on

Customer retention.

Key Element : Word of Mouth Publicity. (Zero advertising

except print ads during promotion )

Mystery Shopper program : to Check the customer satisfaction

level.

Motivation factor for the Customer: Quality and consistency of the product and service

Over 83% of Fabindia customer go back satisfied with 58% being highly satisfied with the brand and its

offerings.

Philanthropy


The Fabindia School In 1992 in Bali, in Pali District of . Rajasthan.

The school subsidized tuition . fees of the girl students and . . offers them scholarships, in . . partnership with "The John . . . Bissell Scholars Fund", . . . . . . . . . established in 2000.

Today there are over 900 . . . . . . students with near 45% female . . . .enrollment

Some Factoid to Understand

Fabindia


95

5

RevenueDomestic Sales

InternationalSales

Vital Stats

17 Supplier Region Companies.

850 direct employees and 1000 consultants.

Wholesale exports to 33 countries.

1100

400

Employee Strength

Fabindia

Employees

Contracted

Staff

175

43

Fabindia Stores

In India

Outside India

76% of the management Position are held by women's.

Awards & Recognition


• 2004 : “Best Retail Brand” by The Economic Times.

• 2006 : “Designer Promoting Indian Craft or Technique” by The Idea Zee Fashion Awards.

• 2008 : “Most Admired Indian Fashion Retailer”

• 2010 : TIE Retail Innovation Award for “Excellence in Supply Chain Management”

• 2011 : “Outstanding Achievement in Promotion of Cotton by a Brand’ by Cotton Council of

India at Cottonscape.

• 2011 : Fabindia rated amongst India’s Best Companies to Work– A study by

Economic Times and Great Places to Work.

Fab india

Business

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