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The Visionary
You dont just exist- you have to be involved and you have to live a life where YOU are making things better.
In addition to making profits, our aims are constant development of new hand-woven products, a fair, equitable and helpful relationship with our producers, and the maintenance of quality on which our reputation rests.
Our endeavor is to provide customers with hand crafted products which help support and encourage good craftsmanship.
William Bissell MD
History
In 1958, John Bissell left New York, to work as a consultant for the Ford Foundation. Highly impressed with the Indian handloom textiles, he decided to exhibit this craft to the outside world . This led to the genesis of Fabindia in 1960, primarily as an export house, in order to provide equitable employment to traditional . In1975, the first Fabindia retail outlet was opened in Greater Kailash, New Delhi. By the early eighties,Fabindia had forayed into the production of garments made from hand-woven and hand block printed fabrics. conti
CONTD..
Fabindia started dealing in a wide range of upholstery fabrics, durries, home linens, furniture, lights and lamps, stationery, home accessories, pottery and cutlery. In 2004, their food products range and in 2006, Fabindia Sana, their authentic body care products range was launched. Recently, they have also ventured into the jewellery segment. However, the major chunk of Fabindias product range is textile-based
Philosophy
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 fulfill the need to provide and sustain rural employment. They blend indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to todays consumers
which help support and encourage good craftsmanship. Their products are sourced from villages all over India.
including design, quality control, access to raw materials and production coordination. The vision continues to be to maximize the hand made element in our products, whether it is hand woven textiles, hand block printing, hand embroidery or handcrafting home products.
according to inventory,past sales and budget given. Each store is given its own wallet based on the budget that is planned by marketing and finance people at the headquarters. Buying is done after each week after checking the inventory for the replenshing stock. Each garment style has a code called style no. and to replenish that style the style no. and quantity are fed into their system.
Contd..
Then the stock is replenished from the warehouse of
fabindia headquarters in Delhi to the respective stores. The warehouse at Delhi orders the quantity to its suppliers who sends them the finished goods. The fabindia warehouse has its suppliers in Delhi,Jaipur,Bikaner and Bhuj. Fabindia offers 2 types of apparel category with different price ranges. Premium apparel category-it includes silk,cotton,chanderi and party wear.it forms 20% of total buying Core apparel category-it includes printed and woven cotton.it forms 80% of total buying.
Timeline
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 2013: 169 stores 8 overseas (3 stores in Mauritius,2 stores in Dubai and 1 store each in Italy,Nepal and Singapore)
Retail
Fabindia is in these cities: Agra, Ahmedabad, Allahabad, Amritsar, Aurangabad, Bangalore, Baroda, Bhatinda, Bhopal, Bhubaneshwar, Calicut, Chandigarh, Chennai, Coimbatore, Coonoor, Dehradun, Delhi & NCR, Durgapur, Ghaziabad, Goa, Gwalior, Guwahati, Hyderabad, Indore, Jabalpur, Jaipur, Jalandhar, Jammu, Jamshedpur, Jodhpur, Kanpur, Karnal, Kochi, Kolkata, Kolhapur, Kottayam, Lucknow, Ludhiana, Mangalore, Mumbai, Mysore, Nasik, Nellore, Panchkula, Patiala, Patna, Pondicherry, Pune, Raipur, Rishikesh, Secunderabad, Siliguri, Surat, Thrissur, Trichy, Trivandrum, Varanasi, Vellore & Vizag.
Fabindia strategies
Multiple procurement sources (private, NGOs, farmers groups
and individual farmers) (Networking):It has 122 products from 16 suppliers with 220 product packs
Training and financial support to suppliers Partnership with small producers No direct working with producers Partnership in Community owned companies of producers
MERCHANDISING POLICY
Exhibitions play a crucial role in promoting the new products
launched by fabindia in different seasons. They use advertising in the form of print media, mobile networking and posters and hoardings Fabindia promoted its products, mostly through posters, word of mouth and events. The youth leaders who patronized Fabindia garments were like brand ambassadors for Fabindia. The news reports also to a certain extent worked as advertisement for Fabindia. Managers regularly go for field visits to explore new possibilities. The mystery shopper technique is used to keep a watch on operations in stores. Their main motif is to promote the art of rural India in the fast moving fashion industry.
Kurtas: 1)Mini full sleeves 2)Mini half sleeves 3)Mini sleevless 4)Short full sleeves 5)Short half sleeves 6)Medium full sleeves 7)Medium half sleeves
DRESSES
kaftan Jump-suit
SKIRT
SAREE
quantities
40
53
50
60
12
60
73
38
84
16
14
500
sizes
XS-XL
XS-XXL
S-L
S-L
28-36
28-36
XS-L
S/M-L/XL
XS-L
S-L
colors
15
18
11
Prize range
5993,5oo
9995,000
299699
4801,100
1,8005,000
799-1,200
899-900
1,8002,500
8001,800
5801,250
8501,300
1,1001,600
999-2800 890-22,000
dresses
kaftans Jump-suits
skirts
sarees
quantities
22 XS-XL
41 XS-XXL
40
54
20 S-L
23 S-L
11 28-36
40 XS-L
12 S/M-L/XL
2 M
12 S-L
220
sizes
colours
3 5993,000
4 9994,200
12 299699
15 4801,100
6 7,991,200
6 8991,300
4 1,8002,500
3 8001,300
3 5801,250
4 8501,300
1 1,100
5 9992,200
9 89019,000
Prize range
Marketing strategies
Home delivery
Deepavali gift packs Free samples Promotional literature (brochures, pamphlets) focus on generic promotion of organic Participation in organic/traditional food festivals/rural exhibitions/melas
part of a CNBC special TV report on India. Fabindia brand does not advertise, and largely works through word of mouth publicity. then in 2007 the craft-conscious enterprise concept of Fabindia became a Harvard Business School (HBS) case study. 2010 marked 50 years of the foundation of Fabindia, and release of the book, The Fabric of Our Lives: The Story of Fabindia, by Radhika Singh
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