Fabindia is an Indian retail chain established in 1960 that sells garments, home goods, and other handmade products crafted by artisans across rural India. It was founded by John Bissell and currently operates over 300 stores worldwide. Fabindia sources products from over 40,000 artisans through community-owned companies, helping provide rural employment. The brand celebrates Indian culture and aims to strengthen artisan communities while delighting customers with traditional craftsmanship.

1. Fabindia
fabindia
fabindia
fabindia
fabindia
fabindia CELEBRATE INDIA​

2. agenda
BRAND INTRO HISTORY MERCHANDISE
MIX
PRODUCT ​
Fabindia is an
Indian chain store
retailing garments,
home-decor,
furnishings, fabrics
and products
handmade by
craftspeople across
rural India.
John Bissel started
Fabindia 59 years
ago in 1960
Products ,Place
,Price Promotion,
People ,Process,
Physical evidence
textiles, garments,
stationery, furniture,
home accessories,
ceramics, organic
foods, and
bodycare products
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3. BRAND
INTRODUCTION

4. • Fabindia is an Indian chain store retailing garments,
home-decor, furnishings, fabrics and products
handmade by craftspeople across rural India
• Established in 1960 by John Bissell, an American
working for the Ford Foundation, New Delhi, Fabindia
started out exporting home furnishings, before stepping
into domestic retail in 1976, when it opened its first
retail store in Greater Kailash, New Delhi.
• The chairman of the company is John's son, William
Nanda Bissell. As of July 2020, Fabindia operated 327
stores across India and 14 international stores.
• In 2008, Fabindia had a revenue of $65 million, a 30%
increase from the previous year. Fabindia sources its
product from across India through 17 community-owned
companies; a certain percentage of the shares of which
are held by artisans and craftspersons.
• The products of Fabindia are mainly sourced from
villages helping to provide and sustain rural
employment in India. They are currently produced by
over 40,000 artisans and craftspeople across India. The
hand-crafted products also encourage good
craftsmanship.
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5. Presentation title 5
THE VISION
· At Fabindia we celebrate India, and endeavor to bring all that we love about India to customers around
the world.
THE MISSION
· We will harness the transformative power of a well-run business committed to profitable growth in
support of Fabindia’s Vision.
· We will strengthen and support our community of customers, designers, artisans, farmers, makers
and entrepreneurs inspired by India.
· We will give our customers products that delight them by interpreting our rich heritage and traditional
knowledge, while protecting the natural environment.
Remaining true to the vision and mission few words by the founder: "In addition to making profits, our
aims are constant development of new products, a fair, equitable and helpful relationship with our
producers, and the maintenance of quality on which our reputation rests." – John Bissell

6. · Brand slogan - Celebrate India
· Visuals in display - Young Indian Men
and Women
· Color and tonality - Colorful like India
and its tonality contemporary and
simplicity.
· Purpose - to provide ethnic wear and
lifestyle solutions to customer who love
ethnic wear, Indian culture and
traditions
BRAND ELEMENTS AND TAGLINE

8. • HISTORY OF FABINDIA:
• Fabindia became the cult lifestyle brand of India, because of its ability to change
with time, with changing customer needs, with the intension to expand its
horizons and still remaining in profits without losing its soul in this process.
• John Bissel started Fabindia 59 years ago in 1960 selling home furnishings, with
its first store in GK, New Delhi in the year 1976. John Bissel was a visionary and
worked on forming sustainable business relationships by creating livelihood for
the rural population and in the process enhancing their growth.
• Fabindia was formed by John Bissel with a strong motive to market to the vast,
diverse and dying craft traditions of India. John started Fabindia with the
following Vision and Mission:
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9. MERCHANDISE
MIX

10. Fabindia is a vogue Lifestyle brand that amalgamates traditional Indian
handicraft designs with latest Global fad clothing style. Fabindia is known for
its handmade clothing and ethnic wear made by nearly 55,000 rural Indian
craftsmen. Fabindia has a diverse portfolio which includes authentic wide
variety and designs of products exclusively made in India. It caters to diverse
section of society and it includes women clothing and accessories, men
clothing and accessories, kids clothing, home decor including furniture,
personal care products and organic line of products. The differentiating factor
in Fabindia's products is that they all are handmade and thus support artisans
all across India. Fabindia focuses on quality and style of the product and has
maintained the same over the years.

11. Marketing
plan
Price Product Place Promotion
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12. MERCHANDISE MIX
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PLACE
PEOPLE
PRIC
E
PROCESS
PROMOTION
PHYSICAL
EVIDENCE

13. •Place:
With over 250 retail outlets across India and abroad it is trying to increase its coverage to make sure that
the products are available to customer readily and easily or can be delivered to them from any place. It
has a continuous supply chain from rural villages, helping to provide and sustained Rural Employment in
India. Fabindia also makes sale through its online web portal and company's product are also available
through other e-retail platforms such as: Amazon and Flipkart.
•Price:
Fab India uses product line pricing for its product wherein a base price is set and these products are
marketed to the high price elastic consumers and higher quality products are marketed to less price
elastic consumer segment at a premium price charged over the base price. This process used by Fabindia
of separating goods into cost categories, is in order to create various quality levels in the minds of
consumers. This strategy has helped the company to expand its reach in middle-class segment as well as
in attracting upper class segment.
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14. •PROMOTION:
Initially Fabindia relied on word-of-mouth as a method of promotion and relied heavily on its loyal
customers to spread the word. As the company did not offer any discount or any bargain price and had
fixed price for its products, it had to change its marketing strategy. With change in time, to make
customers aware of its authenticity and genuineness it took to print media to advertise its products
through in-store posters, mobile marketing and advertising. Fabindia also recognized the benefits of
social media platforms and adopted an online marketing strategy to create awareness about the brand.
Fabindia has put forth the community in all its marketing campaigns to generate an emotional connect
with the people of India. These campaigns also revolve around assuring high quality products which are
handmade and organic.
•PEOPLE:
Fabindia not only focus on creating profitability through retail platform for its products but to create
sustainable jobs opportunities for the rural sector. It follows a community ownership model, where the
people are made shareholders of their local production unit which in turn sell its products to Fabindia
and in some cases to other outlets as well. Employees in the direct payroll of the company are highly
experienced and trained, also the staff at the stores are very approachable, graceful and talented young
people who keep customer as their first priority. Fabindia also focuses on women development and
majority of the employees in its management are women. Moreover, Fabindia only hire those people who
are in align with company values. They also give attention to the skill development of the employees
through regular training.
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15. •PROCESS:
Fabindia merged the suppliers called community owned companies with Fabindia and
thus making each COC shareholder owners of Fab India. These COCs are managed by
artisans and craftspeople and they are responsible for producing products which are
then sold at retail outlets of Fabindia. Turning artisans into company owners, Fabindia
linked over 55,000 craft based Rural producers to national and international markets,
in the meanwhile preserving India's traditional handicraft. Fabindia has also invested
in sophisticated IT infrastructure to boost its online retail market.
•PHYSICAL EVDIENCE:
All Fabindia retail stores designed in such a way that they resonate the brand's deep
connection with Indian heritage. Cheerful, spacious, luxurious and elegant looking
outlets with variety of merchandise gives the customer a premium feel even before
buying. The company has won numerous awards towards creating sustainable
development and creating job opportunities for rural Indian artisans and craftsmen.
Fabindia was rated one of the best Indian companies to work for in 2012 by Economic
Times.
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16. PRODUCT &
target
Our product Target
• Fabindia sells a variety of
products ranging from
textiles, garments, stationery,
furniture, home accessories,
ceramics, organic foods, and
bodycare products, besides
exporting home furnishings.
• Target Market consists of a
set of buyers who share the
common characteristics.
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17. Presentation title 17
P
R
O
D
U
C
T

18. Go to
go to
target
target
target target
Fabindia targets the customer
of age group of 18 to 14, who
are young professionals,
college going students, just
married couples have love for
Indian culture, traditions and
ethnic wear. These customers
may be regular or occasional
buyers earning somewhere
around 35k to 1 lakh.

19. -KOMAL KAILAS BANKAR
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