a summery of fabindia history and a SWOT,BCG,STP analysis

1. Introduction
One of the post-independent India’s oldest organized retailers
“If you were a Fabindia person , you were alright”
30000+ Artisans
155000+ SKU’S(Stock Keeping Units)
188 Stores(180+7(International)+1(Online))
17 SRC(Supplier Region Companies)
Sustainable livelihood for rural artisans
Market Handloom Tradition of India

2. • John Bissel started FABINDIA(As a export company)1960
• Tie up with HABITAT(UK Based Company)1965
• Tie up with BCM(Bharat carpet Manufacturers)1966
• Introduced small line of clothing for export1970
• Open first RETAIL Shop In New Delhi1976
• Introduced Khadi Kurtas + Shirts + Women’s wear1977
• Created Bhadrajun Artisan’s Trust(BAT),Rajasthan1988
• BAT to Desert Artisans Handicraft Pvt. Ltd.(DAH)1991
• Break up with HABITAT1993
• William Bissel became MD of FABINDIA1999
History

3. • Sunil Chainani joins as consultant.2002
• Established AIACA, launched Craftmark Initiaive2003
• Completed Vision I (Sales target 20 to 80 million)2005
• Introduced Fabindia Sana(Bodycare products)
• Succeded in attracting equity capital2006
• Completed Vision II(Sales rose by 40% every year)
• Vision III{4 verticals introduced(DS & PS, SRC,MR,GSP)}2007
• Invested in UK-based East Limited.(25%)2009
• Fabindia 50th Anniversary2010
• 100% takeover of East limited2012
History

4. The Brand Study
Visits
Purchases

5. Strengths S
• Oldest Ethnic organized retailer
• Autonomy given to employees
• Provided sustainable emp.
• High visit to purchase conversion.
• 4 verticals structure.
Weakness W
• Very less marketing
• Not enough experienced personnel.
• Limited Global Penetration
• Delays in delivery from artisans
Opportunities O
• Increasing no. of multi brand retail
outlets and household buildings.
• Apps and websites
• Latent potential of organic food
market
Threats T
• Unorganized local operators
• Tilt towards foreign brands
• Rising prices of real estate
• Development of government co-
operatives
• Changing customer nature
InternalFactorsExternalFactors
SWOT

6. BCG
9% •Ethnic wear industry growth rate
16.4% •Fabindia Market Share
10.7% •Khadigram Udyog
8% •Manyavar
5.5% •BIBA Apparels

7. Manyavar
 Established in 1999,Manyavar plans to have 600
doors by 2016.
 The brand also leverages on social media for
marketing purposes. Its offi cial Facebook page has
a fan base of over 1 lakh people. The brand has
also joined forces with India’s biggest sporting
event, the Indian Premier League.
 RAVI Modi shares, “As part of our brand promotion
strategy, we have tied up with cricket teams of
Delhi, Hyderabad and Kolkata. Some of the most
recognisable players from the cricketing world wear
Manyavar’s logo on the field.”

8. BIBA Apparels
 Emergence of a successful brand in the ethnic wear category
with several awards like the Golden Seale trophy and
consistently rated as the most admired ethnic wear brand
 Pioneer of Bollywood merchandising in India with several
successful film projects
 Strong presence in over 40 cities with over 90 stores and in
several MBO’s like Shopper’s Stop, Pantaloon, Lifestyle,
Central etc.
 BIBA pioneered Bollywood merchandising in India by
providing costumes for Na Tum Jano Na Hum in 2004. It
covered ten more projects, including blockbusters such as
Devdas, Hulchul, and Baghban.
 Strong product mix which includes mix-match and unstitched
fabrics
 Done effective youth marketing on social media with
campaigns like Quirky closet, guess the look

9. Khadigram Udyog
 Source of finances is fixed and subsidies boost
these initiatives over time
 Tie-ups with foreign governments facilitating
permanent trade of national handicrafts.
 Government Initiation.

10. STP
Segmentation
• Psychographic
• Occasional
Behavior
• Urban and
middle class
families
Targeting
• It should remain
as niche.
Positioning
• Should show
itself as a brand
of Indian
Festivals. ”India
mein har din
tyohar, celebrate
India!”

11. Strategy
• Adds with Film stars
• Should use CRM
• Online Trial Room: mix n match clothes and design a
new look on a 3D simulated trialroom
• Should use Google Adwords
• Exhibition + workshops on ground
• Diwali – make your own gift bag for your
family/friend – buy them a new look and get it home
delivered!
• CSR promotion: showcase craftsmen and there
conditions
• Improve SCM

12. STP Strategy
• http://www.iamwire.com/2013/07/ethnic-wear-is-a-inr-7k-crore-plus-market-
and-we-are-only-100-crore-pradeep-katyal-ceo-utsavfashion/17126
• http://articles.economictimes.indiatimes.com/2016-01-
19/news/69900677_1_apparel-brand-william-bissell-crore
• http://www.indiafashionforum.in/ifa-2015-awardees/
• http://articles.economictimes.indiatimes.com/2014-12-
26/news/57420421_1_crore-apparel-ethnic-wear-brand
• http://www.vccircle.com/news/consumer/2016/01/06/biba-maintained-high-
sales-growth-margins-shrank-last-fiscal

13. By:-
Abhishek sharma
Anuj sharma
Nikhil gupta.
Rajat kumar