Evaluating the brand Loyalty of Fabindia (including common problems that fashion brands face) through a survey including a set of questionnaire with results in form of pie charts. Also a complete brand research for Fabindia with hypothesis and problem solving solutions.

1. RESEARCH TOPIC: EVALUATING THE BRAND
LOYALTY OF FABINDIA
RESEACH TYPE: MARKET RESEARCH
BY: DISHA ANIL PAWAR
FUG STAGE 1
ACADEMIC YEAR 2017-18

2. Index
Brain storming
Fashion Brands & Problems (Clustering)
Brand loyalty and Fabindia (part of free writing)
Hypothesis
Brand study
Developing a questionnaire
Survey results
Analysis and Conclusion

3. Brain Storming
The brain storming method that I used was free writing,
clustering and listing and bulleting. I started writing
about the problems faced by fashion brands few of
them being plagiarism, consumerism, brand loyalty,
sustainability, etc.
Then I went on searching for brands facing these
problems and they were Global Desi, Fabindia and
many more.
I decided to choose Fabindia and the problem of low
brand loyalty because of having experienced it
personally. I had seen people which included my friends
and family turning away from the brand and this made
me anxious to do the research on this topic.
I researched about the brand by studying its history,
vision, principles and mottos. And also about what the
brand sold and what were the aesthetics of the brand.

4. Problems & Fashion Brands (listing, bulleting & clustering)
Problems:
Plagiarism
Sustainability
Consumerism
Brand Loyalty
Inventory
Intelligence
Zara
H & M
Global Desi
Fabindia
H & M
Fabindia
And
Sustainability is at various levels
from a fibre to the final garment.
So its huge topic and cannot be
100% sustainable.
Very common brands
and cannot find proofs
of plagiarism.
Having had personal
experience it is something
worth evaluating and genuine
proofs and data through
survey.
Almost an equal problem for each
and every brand except the ones
with low brand loyalty.
Common in all

5. Brand loyalty and Fabindia (Free-writing)
“Do what you do so well that they will want to see it
again and bring their friends.” (Anonymous) That’s
exactly what loyalty is all about. Today everyone wants
to seek attention to fulfil which the consumers are
always in search of a brand that provides them with
such designs which are nowadays triggered by online
sales and global fast fashion brands neglecting the
brands that are contrasted by being minimalistic and
handmade.
Fabindia being one of them, the Fabindia consumer
has also become an experimental shopper who keeps
migrating in an out of other brands to get the desired
attention seeking look. Also the India story that had
made Fabindia famous has become a common story of
patriotism now.

6. Hypothesis
Problem statement:
Decreasing brand loyalty of Fabindia due to lack of brand awareness and
lowering interest of people in the idea of minimalism and handmade.
Objective:
Brand loyalty is considered to be the bread and butter of what keeps a
business alive. It is an asset to evaluate. In today’s world, keeping customers
happy should be a top priority as a business or brand. Hence today, we’ll dive
into some surveys, reactions and analysis that determines the brand loyalty of
Fabindia. We will also draw some conclusions and solutions to build it back.

7.  Provide Rural Employment
 Export upholstery fabric
 1974: Fabindia’s first store in
greater Kailash was inaugurated
with ado merchandising
 Founded by
American,
John Bissell in
1960 in Delhi
to:
 Develop
market for
hand woven
products
 1977: Featured contemporary
design to attract consumers and
designers.
 1980s: Garments were introduced
after Mr. Bissell got khadi shirts
made for himself
 1998-99: John Bissell died in 1998
and in 1999 his son William Bissell
took over and became MD
2000: Fabindia launched its range
in home furniture
 2004-2005:
Fabindia
also
launched
organic
foods and
personal
care
products
 2008: Handcrafted jewellery
was also introduced
BRAND HISTORY TIMELINE

8. Today, with a pan-India presence, Fabindia is the largest private platform
for products that derive from traditional crafts and knowledge. A large
proportion of these are sourced from villages across India where the
company works closely with the artisans, providing various inputs
including design, quality control, access to finance and raw materials.
Fabindia’s endeavour 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. It is to place traditional craft
techniques within a contemporary context.
Since 1960, Fabindia has collaborated with master craft-persons across India, to
create beautiful handcrafted products using natural materials.
PRODUCTS
The product range consists of:
 Garments – kurtas, sarees and blouses, stoles,
dupattas, pants, trousers, palazzos, jackets, shirts and
tunics for men, women, children and infants;
Garment accessories
 Home furnishings – bed, bath, table and kitchen. Linen
upholstery fabric, curtains, floor coverings and a range
of non-textile products like furniture, lights, lamps and
stationery.
 In addition to handcrafted clothing and home
furnishings, Fabindia’s product line includes organic
foods and Personal care products.
STORES
Today, Fabindia has 211 retail stores across India, 2
stores in Singapore & Dubai and 1 store each in Italy,
Nepal, Malaysia
and Mauritius.

9. DEVELOPING A QUESTIONNAIRE
To make the survey possible a questionnaire was made to get an appropriate and
definite feedback keeping in mind the targeted age group. Most questions were made
such that they had a limiting and objective based answer to be given.
The questionnaire goes as follows:
1. How old are you?
2. What’s your gender?
3. How frequently do you shop?
4. What type of clothes do you usually prefer to wear?
5. What does your choice of buying clothe depend on?
6. What kind of fabric do you prefer?
7. Are you aware about Fabindia brand?
8. How did you get to know about Fabindia?
9. Do you shop at Fabindia? if yes, how often.
10. How much do you rate the range of products made available at Fabindia?
11. How much do you rate the price range offered at Fabindia?
12. Are you satisfied with the service provided by the staff in Fabindia?

10. 13. Does the ambience and display of Fabindia appeal to you? Rate it.
14. Are you aware about the history of Fabindia?
15. Do you know about traditional skills and techniques used for producing the garments in
Fabindia?
16. Would you buy clothes from Fabindia to support the handicraft in India?
17. Which occasion would you prefer to buy garments from Fabindia?
18. What have you brought from Fabindia store? If not, what will you buy?
19. What is the quality of Fabindia garments with respect to the fabric and ethnicity of the craft?
20. What handicrafts of Fabindia are you the most fond of?
21. Have you seen any advertisements for Fabindia?
22. Have you ever got any incentives of being a regular customer at Fabindia?
23. Have you ever have had any poor experience with Fabindia?
24. Which brand would you prefer over Fabindia?
25. What products would you want Fabindia to launch?

23. 5

36. Conclusion
After having studied and analysed the responses from the survey I have come to the conclusion that
Fabindia as a brand needs a strategic rethink about being a purist brand or a newer, popular contemporary
one.
According to most of the people, Fabindia as a brand lags in the range of garments made available as many
people tend to buy clothes from there only for religious functions or weddings rather than for casual use or
partying. There are almost no incentives for regular shoppers and very less advertising.
According to the survey I found that 80% people are unaware about the brand history and its aesthetics
and it is very important for people to know these for 75% people were ready to buy from the brand after
we asked them if they would do it promote Indian craftsmanship.
The best solution for the problem that I concluded was that the brand should restart a separate section,
stocking old classics that are handmade and minimal and target it towards a smaller customer base of
influencers who are fond of these classics. The rest can consist of its evolving collections. This will maintain
the vision of the brand without violating its ethnicity and principles and also provide consumers with
greater range of garments. And Fabindia will continue to remain what they call it ‘A brand bigger than the
company created it’.