1.

Place
The store is located at Kala Ghoda, Mumbai which is a prime location and it caters to the upper
& upper middle class customers who are looking for fashionable clothes and accessories at
relatively affordable rates. The store is the second largest in India after the store in Delhi. We
also visited a much smaller store at Phoenix Mills. FabIndia has 115 retail stores across India;
Dubai, UAE; 3 stores in Bahrain; Doha, State of Qatar and Rome, Italy.

Layout:
The store design is convenient with bright and earthy colours, local motifs, spacious displays and
lots of free space for consumers to move around. The entire store has a traditional ethnic décor
and ambience. The new arrivals were displayed on the mannequins and the newly arrived
furniture was also displayed at the store window. All the products were displayed according to
sizes and colours.
 Ground Floor: The ground floor is dedicated to women’s wear, jewellery, personal care
products and organic food products. This floor is the largest as it houses the highest selling
segment of ladies garments.
 Mezzanine: A range of non textile products like furniture, lights,
lamps and stationery is displayed here. Café Moshe’s is also located on this floor.
 First Floor: The product range on this floor consists of garments for men, children and
infants; home furnishings – bed, bath, table and kitchen linen, upholstery fabric, curtains,
floor coverings and furniture.

The store at Phoenix Mills was comparatively overcrowded due to the space crunch and had a
relatively lesser variety of garments and other products. It was also difficult to find the same
garment in all sizes at this particular store.
2. Product
A major portion of FabIndia’s product range is textile based. Non- textile products are Home
Products, Organic Food Products & a range of Personal care products. The textile-based product
range include ready-to-wear garments and accessories for men, women, teenagers and children;
bed, bath, table and kitchen linen; floor coverings, upholstery fabric and curtains. Cotton, silk,
wool, grass, linen and jute are the basic fibres used. The Home Products range carries furniture,
lighting, stationery, tableware, cane baskets and a selection of handcrafted utility items. FabIndia
Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit
preserves and herbs. FabIndia's range of authentic Personal care products includes soaps,
shampoos, hair oils, pure oils, moisturisers, body scrubs, face packs, hair conditioners & special
skin care products.
All the garments and jewellery in FabIndia are hand crafted by more than 40000 craft persons
and artisans across rural India where the company works closely with the artisans, providing
various inputs including design, colour, production techniques, quality control, access to finance
and raw materials. A furniture catalogue was kept for customer’s reference in the Home products
section. They have new stock coming in store once every month. The store manager observes the
buying pattern of the customers to recognize the trends and garments which are mainly in
demand. FabIndia relies on its store managers to identify customer needs and trim the store
offerings accordingly.

3. Value Proposition
FabIndia believes: “A delighted Customer is our Best Brand Ambassador”. The Unique Selling
Proposition of FabIndia is the quality of the fabric and the traditional style, which is always in
vogue. It constantly attempts to improve the quality of the products in order to retain its
customers. FabIndia does not perceive Westside and Globus (who are the neighbouring stores at
Kala Ghoda) as their competitors as unlike these stores, FabIndia is completely into offering
ethnic and traditional style to their customers. Its makes an effort 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.
 4. People
The staff at FabIndia was unobtrusive & would not approach the customer unless the customer
asked for their assistance. There was no particular training programme that the staff needed to
undergo before they worked at the store. They were expected to learn everything on the job &
use their judgement & knowledge to deal with the customers. The staff was provided with
identity badges and wore uniforms (Churidar kurta for female staff and shirt and trousers for
male staff). The store manager was not available at the time we visited the store.

5. Communication
FabIndia does not have any end of season sales or discounts. They just have one sale which
happens once in a year and has all the rejected garments which they are sold at throw away
prices to get rid of the stock. FabIndia does not advertise and works mostly by word of mouth
publicity. Inside the store, it gives the customers a lot of information on the origin of the
products and the rural artisans etc through posters and wall hangings. FabIndia also has an online
store from where you can buy there products through online payment and delivery is done all
over the world. However, in order to increase awareness about the location of the stores, it needs
to market itself more aggressively and it also needs to develop the online store and increase
awareness about it.