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Fab india
Fabindia was founded in 1960 by John Bissell to market the diverse crafts of India and provide rural employment. It began as a wholesale export company and later shifted focus to the domestic Indian retail market. Over the decades, Fabindia expanded its product range and retail footprint across India while maintaining its mission of supporting artisans. A key aspect of Fabindia's business model is working with regional supplier companies that place orders from artisans and supply products to Fabindia stores.
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Fab india
- 1. PowerPoint's By JittuVarghese Fabindia - “A Fabric of Our Lives” 1/12
- 2. 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" Fabindia - “A Fabric of Our Lives” 2/12
- 3. Timeline 1960 JohnBissell starts Fabindia as a whole sale export company. Marketing focus shifts from exports to local Indian retails. Has 6 Stores in Metros Body Care product range launched, Fabindia Sana Early 80’s 1990 1960 1998 2001 2004 2006 2014 Added ready to wear garments to the retail offering. John Bissell Passes away, William Bissell takes over as MD a year later 175 Retail Stores across India Food products range launched. And started Expanding to Tier II and Tier III Cities Fabindia - “A Fabric of Our Lives” 3/12
- 4. Fabindia Product Range Organics (2%) Personal Products (3%) Accessories Home Linen Fabindia - “A Fabric of Our Lives” 4/12
- 5. Rangasutra, Savior ofLocal Artisans AMFPL (Artisans Microfinance . Pvt. Ltd.) 49% Equity 25% Equity Shareholding Pattern Community Owned Companies . (Rangasutra) Funds Flow 26% Equity Fund Raising Fabindia - “A Fabric of Our Lives” 5/12
- 6. 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. 1 The weaver weaves some yardage and shows it to a regional supplier region company (SRC). The weaver weaves some yardage and shows it to a regional supplier region company (SRC). The Weaver brings the completed order to SRC warehouse. 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. 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. Fabindia - “A Fabric of Our Lives” 6/12
- 7. 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. Fabindia - “A Fabric of Our Lives” 7/12
- 8. Brand Strategy CustomerProfile Repeat Customer 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. Fabindia - “A Fabric of Our Lives” 8/12
- 9. Philanthropy In1992 in Bali, in Pali District of . The Fabindia School 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 Fabindia - “A Fabric of Our Lives” 9/12
- 10. Some Factoid toUnderstand Fabindia Revenue 95 5 Domestic Sales International Sales Vital Stats Employee Strength 1100 400 Fabindia Employees Contracted Staff 76% of the management Position are held by women's. 17 Supplier Region Companies. Fabindia Stores 850 direct employees and 1000 consultants. Wholesale exports to 33 countries. 175 43 In India Outside India Fabindia - “A Fabric of Our Lives” 10/12
- 11. 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. Fabindia - “A Fabric of Our Lives” 11/12
- 12. Fabindia - “AFabric of Our Lives” 12/12
Editor's Notes
- #3 "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" In1958, 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 and this led to the genesis of Fabindia in 1960, Primarily as an export house in order or provide equitable employment traditional artisans and fuse the best aspect if East-West Culture 976 the first Fabindia outlet was Opened in New Delhi.
- #6 FabIndia creates with those who are helping him to create it. FabIndia floated a wholly-owned subsidiary, Artisans Micro Finance, which will create community-owned companies. For each company, a calculation is done of how much working capital it needs, then this is financed two-thirds through debt and one-third through equity. FabIndia is working with Indian private sector bank, Axis Bank (the erstwhile UTI Bank), to provide the debt. The craftsmen will own 26% of the equity in the company and will buy in at a price cheaper than external investors. Of the balance, 49% will be owned by Artisans Micro Finance and the rest by financial investors and FabIndia employees.
- #10 William and John Bissell established "The Fabindia School" in 1992 in Bali, in Pali district of Rajasthan, today it is co-educational, senior secondary school with 600 students including 40% girls. The school subsidized tuition fees of the girl students and offers them scholarships, in partnership with "The John Bissell Scholars Fund", established in 2000 he Fabindia School is a co-ed private school for pre-school through Class XII, located in Bali, Rajasthan. Starting with 11 students in 1992, today there are over 800 students with near 45% female enrollment. The school emphasizes a holistic approach to education, offering extensive extra curricular programs along with comprehensive academic courses. While focusing on the local culture, the school frequently welcomes visitors, trained specialists and volunteers from across India and overseas.