Fabindia is an Indian retail chain founded in 1960 by an American, John Bissell, to market the craft traditions of India. It has 194 stores across 7 countries and 76 cities. The company aims to provide customers with an alternative to mass-produced goods while creating sustainable livelihoods for rural craftspeople. It sells a range of natural, craft-based products including apparel, home goods, and personal care items. What makes Fabindia admirable is that it is the largest platform supporting traditional Indian crafts and techniques while protecting the environment.

1. SALONIE AGRAWAL
Apparel Design &
Merchandising

2. Fabindia (or Fabindia Overseas Pvt. Ltd.) is
an Indian chain store retailing products handmade by
craftspeople across rural India.

3. It was founded in 1960 by John Bissell, an American to
market the diverse craft traditions of India. Today, it is
managed by his son, William Bissell.

4. Unique Selling Proposition
It endeavors 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. It's products are natural,
craft based, contemporary, and affordable.

5. 7 countries
76 cities
194 stores

6. Personal Care
HomeFurnishing
Organic Products
Product Range
Accessories

7. LOOK
• Traditional yet contemporary
• Elegant
• Classy
• Colorful
• Never goes out of style
• Perfect for all occasions

8. Fabindia’s Competitors

9. What makes it admirable is :
• Being the largest private platform for products made
from traditional techniques, skills and hand-based
processes
• Interpreting our rich heritage and traditional knowledge
in products while protecting the natural environment.
• maximizing the hand made element in products, whether
it is hand woven textiles, hand block printing, hand
embroidery or handcrafting home products.
• Quality of the product and the cultivated image of
‘Indianness’