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A HANDLOOM GIANT By,Fehmida Baba Srishti VasdevThe VisionaryYou dont just exist- you have to be involved and you have to live a life where YOU are making things better.

-John L. Bissell Founder

In addition to making profits, our aims are constant development of new hand-woven products, a fair, equitable and helpful relationship with our producers, and the maintenance of quality on which our reputation rests.

Our endeavor is to provide customers with hand crafted products which help support andencourage good craftsmanship.

William Bissell MD

History

In 1958, 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 .

This led to the genesis of Fabindia in 1960, primarily as an export house, in order to provide equitable employment to traditional .

In1975, the first Fabindia retail outlet was opened in Greater Kailash, New Delhi.

By the early eighties,Fabindia had forayed into the production of garments made from hand-woven and hand block printedfabrics. conti

Fabindia started dealing in a wide range of upholstery fabrics, durries, home linens, furniture, lights and lamps, stationery, home accessories, pottery and cutlery.

In 2004, their food products range and in 2006, Fabindia Sana, their authentic body care products range was launched.

Recently, they have also ventured into the jewellery segment. However, the major chunk of Fabindias product range is textile-basedCONTD..

PhilosophyFabindia was founded with the strong belief that there was a need for a vehicle for marketing the vast and diverse craft traditions of India and thereby help fulfill the need to provide and sustain rural employment. They blend indigenous craft techniques with contemporary designs to bring aesthetic and affordable products to todays consumers

Their endeavor is to provide customers with hand crafted products which help support and encourage good craftsmanship. Their products are sourced from villages all over India.

Fabindia works closely with artisans by providing various inputs including design, quality control, access to raw materials and production coordination. The vision continues to be to maximize the hand made element in our products, whether it is hand woven textiles, hand block printing, hand embroidery or handcrafting home products.

Assortment Planning at Fabindia StoresEach fabindia store has its own buying plan according to inventory,past sales and budget given.Each store is given its own wallet based on the budget that is planned by marketing and finance people at the headquarters.Buying is done after each week after checking the inventory for the replenshing stock.Each garment style has a code called style no. and to replenish that style the style no. and quantity are fed into their system.Contd..Then the stock is replenished from the warehouse of fabindia headquarters in Delhi to the respective stores.The warehouse at Delhi orders the quantity to its suppliers who sends them the finished goods.The fabindia warehouse has its suppliers in Delhi,Jaipur,Bikaner and Bhuj.Fabindia offers 2 types of apparel category with different price ranges.Premium apparel category-it includes silk,cotton,chanderi and party wear.it forms 20% of total buyingCore apparel category-it includes printed and woven cotton.it forms 80% of total buying.The material & machines used by Fabindia

Hydro Extractors: Direct drive, self balancing and high speed DC injected broke are suitable for the merchandise centrifuge after dying or washing. High speed, mainly ensures undersized extraction and consumes less energy. Dry-Cleaning Machines: The machines Fab India uses comprise powerful filter, with low spin extract. The machine at Fab India for dry cleaning is specifically designed in order to remove greasy and oily trace marks from woolen or quality garments.

TimelineFounded in 19601975: First retail store in Delhi1993: Second retail store in Delhi1996: Third retail store in Bangalore2000: Non-textile range started2004: Organic Food introduced2006: Personal Care products, ~60 Stores2008: Handcrafted Jewellery2010: 120 stores including 6 overseas2013: 169 stores 8 overseas (3 stores in Mauritius,2 stores in Dubai and 1 store each in Italy,Nepal and Singapore)

Retail

Fabindia is in these cities: Agra, Ahmedabad, Allahabad, Amritsar, Aurangabad, Bangalore, Baroda, Bhatinda, Bhopal, Bhubaneshwar, Calicut, Chandigarh, Chennai, Coimbatore, Coonoor, Dehradun, Delhi & NCR, Durgapur, Ghaziabad, Goa, Gwalior, Guwahati, Hyderabad, Indore, Jabalpur, Jaipur, Jalandhar, Jammu, Jamshedpur, Jodhpur, Kanpur, Karnal, Kochi, Kolkata, Kolhapur, Kottayam, Lucknow, Ludhiana, Mangalore, Mumbai, Mysore, Nasik, Nellore, Panchkula, Patiala, Patna, Pondicherry, Pune, Raipur, Rishikesh, Secunderabad, Siliguri, Surat, Thrissur, Trichy, Trivandrum, Varanasi, Vellore & Vizag.

Fabindia strategiesMultiple procurement sources (private, NGOs, farmers groups and individual farmers)(Networking):It has 122 products from 16 suppliers with 220 product packs

Training and financial support to suppliers

Partnership with small producers

No direct working with producers

Partnership in Community owned companies of producers

MERCHANDISING POLICYExhibitions play a crucial role in promoting the new products launched by fabindia in different seasons. They use advertising in the form of print media, mobile networking and posters and hoardings Fabindia promoted its products, mostly through posters, word of mouth and events. The youth leaders who patronized Fabindia garments were like brand ambassadors for Fabindia. The news reports also to a certain extent worked as advertisement for Fabindia. Managers regularly go for field visits to explore new possibilities. The mystery shopper technique is used to keep a watch on operations in stores. Their main motif is to promote the art of rural India in the fast moving fashion industry.PRODUCT LINES OF FABINDIA FABINDIAIt is offering multiple product lines. They are catering to Women, Men as well as Kids segment in apparels and has products in Furniture, Organic Food, Body care, Accessories, Upholstery etc. They have 18 product lines.

WOMENS WEAR MENS WEAR KIDS WEAR FURNITURE BODY CARE ORGANIC FOOD UPHOLESTRY BATH LINEN HOME LINEN HOME ACCESSORIES COSTUME JEWELLERY WOMENS JUTE CHAPPALS MENS JUTE CHAPPALS KIDS JUTE CHAPPALS BAGS CUTLERY STATIONARY TABLE LINENPRODUCT LINES OF FABINDIA

Product line lengths of fabindia

Each product line has length which includes categories demarcated to suit customer needs.In women's wear the product line length includes:-

Sarees KurtasChuridarsPantsTopsTunicsKaftans

Product line depth

Each product line length has a depth which include items in different sizes and many numbers of styles.Sarees:1)Chanderi sarees2)Silk sarees a)printed silk sarees b)woven silk sarees3)Kantha sarees4)Cotton sarees a) printed cotton sarees b) woven cotton sarees

Kurtas:1)Mini full sleeves2)Mini half sleeves3)Mini sleevless4)Short full sleeves5)Short half sleeves6)Medium full sleeves7)Medium half sleeves

Store- GK 1, N-Block MarketKURTASDUPATTABOTTOMSDRESSESSKIRTSAREEKnee length kurtaLong kurtastolechunnishawlchuridarsalwarpantscapritunickaftanJump-suitquantities405350601260733868416414500sizesXS-XLXS-XXLS-LS-L28-3628-36XS-LS/M-L/XLXS-LS-Lcolors44151836644342611Prize range599-3,5oo999-5,000299-699480-1,1001,800-5,000799-1,200899-9001,800-2,500800-1,800580-1,250850-1,3001,100-1,600999-2800890-22,000Store- S 72, Green Park Market kurtasdupattabottomsdressesskirtssareesKnee length kurtaLong kurtastolechunnishawlchuridarssalwarpantscapristunicskaftansJump-suitsquantities22414054-20231144012212220sizesXS-XLXS-XXL-S-LS-L28-36XS-LS/M-L/XLMS-Lcolours341215-664334159Prize range599-3,000999-4,200299-699480-1,100-7,99-1,200899-1,3001,800-2,500800-1,300580-1,250850-1,3001,100999-2,200890-19,000Marketing strategiesHome deliveryDeepavali gift packsFree samplesPromotional literature (brochures, pamphlets)focus on generic promotion of organic Participation in organic/traditional foodfestivals/rural exhibitions/melas

Awards and RecognitionIn 2004, Fabindia was featured as part of a CNBC special TV report on India. Fabindia brand does not advertise, and largely works through word of mouth publicity. then in 2007 the craft-conscious enterprise concept of Fabindia became a Harvard Business School (HBS) case study. 2010 marked 50 years of the foundation of Fabindia, and release of the book, The Fabric of Our Lives: The Story of Fabindia, by Radhika Singh

FabIndia was awarded Best Retail Brand, 2004 by The Economic Times of India.

FabIndia also got Designer Promoting Indian Craft or Technique award as Hall of Fame rewardSources: