FabIndia is an Indian retailer known for ethnic Indian clothing and lifestyle products. They are revamping their online marketing plan to better target customers aged 18-35 in metro and tier 2/3 cities. The summary proposes enhancing their website with customization tools, increasing social media presence, and hosting cultural events to educate customers and strengthen the brand.

1. FABRIC OF INDIA“ A delighted Customer is our Best Brand ”Revamping Online Marketing Plan-

2. RuhiJhunjhunwala (197)

3. Robin Raju (064)

4. Parvathi Om (025)Retail Sector: IndiaIntegration of real estate in the business model

5. Creating and maintaining effective and scalable supply chain

6. Increasing average basket size of customers by shaping and influencing the consumption pattern

7. Talent retention and De-risk margins Market potential for Indian ethnic wear of the retail market is estimated to be around Rs. 9,000 CroresConsultants tips for a profitable retail operating model for the new market :

8. Retail Sector: IndiaConsultants recommendation for a profitable retail operating model for the new market :Revamp based on points 4 and 5

9. Fab India: timelineEarly 80’s 1990’s199920012004200620091960

10. The FabIndia marketing outlookUSP : quality of the fabric and the cultivated image of ‘Indianness’

11. Does not follow any customer acquisition strategy: focuses on customer retention

12. Key element: word of mouth publicity ( Zero advertising except print ads during promotions )85%FabIndia Store FormatMotivating factor for the customer: quality and consistency of product and the service

13. Over 83% of Fabindia’ s customers go back satisfied, with 58% being highly satisfied with the brand and its offerings

14. Metros

15. Posh locality

16. All product lines

17. Tier II cities

18. Specific products retailingCompetitionGarments Based (Shoppers Stop, Westside, Reliance Trends, Globus)

19. Government Handloom Initiatives (KhadiGramodyog, Cottage Industries Emporium, State Government departments)

20. Designer BoutiquesEthnic wear retailers like Khadder, W and Good Things, and Stand alone stores like Shristi, Biba, Prapti, Sadka, and ShomaLocal tailors who provide customised garments to the customers at reasonable prices

21. Local NGOs selling wares, like dillihaat, etcSurvey ResultsSurvey of 23 urban Indian in the 18 – 35 age groupMen:- 8

22. Women :- 15Click here for Survey questionnaire

23. Survey ResultsSurvey of 23 urban Indian in the 18 – 35 age groupMen:- 8

24. Women :- 15Click here for Survey questionnaire

25. Target Passion Group ProfilesDemographicSEC – A&B