Fabindia Merchandising Project

8/10/2019 Fabindia Merchandising Project

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About the Company

Fabindia is India's largest private platform for products that are made from traditional

techniques, skills and hand-based processes. Fabindia links over 80,000 craft based rural

producers to modern urban markets, thereby creating a base for skilled, sustainable rural

employment, and preserving India's traditional handicrafts in the process. Fabindia products are

natural, craft based, contemporary, and affordable. Fabindia has emerged as one of the leading

players in the ready to wear segment, with the image of a quintessential Indian brand. Fabindia

has also become a fashion statement in the elite and intellectual customer segments. It had

also come to represent organic products.

Philosophy

Fabindia 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 toprovide and sustain employment. We blend indigenous craft techniques with contemporary

designs to bring aesthetic and affordable products to todays consumers.

Fabindias endeavor is to provide customers with hand crafted products which help

support and encourage good craftsmanship.

Fabindias products are sourced from 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 handmade element in their

products, whether it is hand-woven textiles, hand block printing, hand embroidery or

handcrafting home products.


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Organic Certification

Food Products Category of Fabindia

Organic Products displaying their Green logo are 'Fully Certified' Organic. All

processes, from growing to preparing to packing have been done according toNational and International standards, verified by accredited agencies.

In Conversion Products displaying their Blue logo are 'In Conversion'. This means

that the farmer is using purely organic techniques, and has registered and is

complying with set standards. Farmland must be managed organically for about 3

years before it can be fully certified.

Natural Products displaying their Yellow logo are 'Natural'. This category

contains products produced by small farmers who use purely organic techniques,

but who have decided to not yet register for certification. It also includes some

processed foods, which do not contain any synthetic preservatives, colors, flavors

or additives.

National and International Standards

India's organic certification standards are set by the National Programme for Organic

Production (NPOP), which are based on standards set by the International Federation of

Organic Agriculture (IFOAM).

In India, there are a handful of certifying agencies accredited by NPOP. Farmers and

producers must register with one of these agencies, who will in turn verify whether NPOP

standards have been met.

For certified Organic products, look for a certified agency's logo, for example SGS,

and NPOP's India Organic logo.

Business Information

Fabindia started as a wholesale export company and has since successfully established

itself as a major retail player in the Indian market. Corporates, resorts and hotels are serviced

through a dedicated Institutional Sales and Marketing team.


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Retail

Fabindias first retail store opened in New Delhi in 1976. Today, Fabindia has 170 retail stores

across India, 3 stores in Mauritius, 2 stores in Dubai and 1 store each in Italy, Nepal and

Singapore.

The product range consists of garments 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, Fabindias product line includes organic

foods and Personal care products.

In 2011 Fabindia was awarded Outstanding Achievement in Promotion of Cotton

by a Brand by Cotton Council of India at Cottonscape.

In 2011 Fabindia rated amongst Indias Best Companies to Work for, 2011 A

study by Economic Times and Great Places to Work.

In 2010 the company has been recognized as one of the most innovative models

by a Monitor-Business Today survey conducted across industry.

In 2010 Fabindia was awarded TIE Retail Innovation Award for Excellence in

Supply Chain Management.

In 2009 the company was featured as an example of Game-changers by

BusinessWeek the international business magazine.

In 2008 Fabindia was named one of India's Top Marketers by Business Today,

India's leading business magazine.

Wholesale Exports

Fabindia exports to over 33 countries worldwide, to wholesalers as well as retailers.

Products include home linens as well as garments. Exports are done on the basis of standard

Terms and Conditions.

A special collection is developed for exports twice a year, which is showcased at the

Indian Handicrafts and Gifts Fair, New Delhi in Spring and Autumn. This collection draws on

different techniques to present a range of home furnishings comprising of bed and table linen,


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Fabindia Product Range

The major portion of Fabindiasproduct range is textile based. Non- textile introductions

to this range are Home Products (introduced in October 2000), Organic Food Products

(introduced in July 2004) & Fabindias range of authentic Personal care products (introduced in

March 2006).

The textile-based product range includes ready-to-wear garments and accessories for

men, women, teenagers and children; bed, bath, table and kitchen linen; floor coverings,

upholstery fabric and curtains. Cotton, silk, wool, grass, linen and jute are the basic fibres used.

The Home Products range carries furniture, lighting, stationery, tableware, cane baskets

and a selection of handcrafted utility items. Fabindia Organics carries several types of cereals,

grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs. Fabindia's range of

authentic Personal care products includes soaps, shampoos, hair oils, pure oils, moisturisers,

body scrubs, face packs, hair conditioners & special skin care products.

Textile Based

o Ready-to-wear garments (For Men, Women, Teenagers and Children)

o Accessories

o

Bed, bath, table and kitchen linen

o Floor coverings, upholstery fabric and curtains

Accessories Menswear Womens Wear


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Product Mix of Fabindia

Product mix, also known as product assortment, refers to the total number of product

lines that a company offers to its customers. The spectrum of Fabindia product mix is broad and

versatile.

Width

The width of a company's product mix pertains to the number of product lines that a

company sells. The width of Fabindias textile based products is over ten. The sub categories of

non-textile based products are home products, organic food products and authentic personal care

products. Widths of each sub category of non-textile products are six, ten and nine respectively.

Length

Product mix length pertains to the number of total products or items in a company's

product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning,

Implementation and Control." Ready-to-wear section of womens wear has a length of around

sixteen (Kurtis and Kurtas, Tops & Shirts, Dresses, Kaftans & Jumpsuits, Dupattas, Stoles

& Shawls, Salwars & Churidars, Saris, Pants & Capris, Skirts) and in the case of menswear

it is six (Kurtas, Shirts, Pants, Pyjamas & Churidars, Jackets) only. Textile based home

products has the length of around seven (Bedsheets, Cushion Covers, Curtains, Quilts,

Tablecloths, Placemats & Napkins), length of personal care products are around four (Silk

Protein Range, Organic Personal Care, Hair Care, Skin Care).

Depth

Depth of a product mix pertains to the total number of variations for each product. Variations can

include size, flavor and any other distinguishing characteristic. In case of ready-to-wear

merchandises there are different characteristics like length of the kurta (Long, Short, Extra

Short), size, color, type of lowers (pants, pajamas, churidars)etc. which make the depth of

the product mix of Fabindia very large.


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Product Attributes

Textile Based

Length of the Kurta (Long, Short, Extra Short)/Kurti (Knee Length, Long Length)

Size of the apparels (XS, S, M, L, XL, XXL)

Type of lowers (Capris/Pants/Pajamas/Churidars)

Color & Texture (Mangalkari, Pintuck, Dobby, Printed etc)

Fabric (Silk, Cotton, Linen, Blended etc.)

Size of the bed sheets (60"X108", 60"X60", 60"X90", 90 Round) and curtains (44"X60",

44"X84", 44" x 84")

Fabindia Colors and Textures Variations

Non Textile Based

Type of hair care product (Shampoo/conditioner)

Key ingredient in the hair care product (lemon mint, honey oatmeal, Silk Protein, Tea

Tree, Avocado, Aloe Vera etc.)

Type of skin care product (sprays, scrub, face pack, lotion etc.)

Key ingredient in the skin care product (Charcoal, Wild rose, Black sesame etc.)


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Category

Price Range

Lower Price Level (INR) Upper Price Level (INR)

Women

Kurtis and Kurtas 490 5290

Tops & Shirts 430 2390

Dresses, Kaftans & Jumpsuits 690 1890

Dupattas, Stoles & Shawls 990 2090

Salwars & Churidars 390 1190

Saris 2660 6590

Pants & Capris 660 1590

Skirts 790 1890Bags & Jewellery 260 8990

Men

Kurtas 490 1990

Shirts 490 1590

Pants, Pyjamas & Churidars 530 660

Jackets 1690 2790

Home Products

Bedsheets 790 2290

Cushion Covers 230 930

Curtains 490 1790

Quilts 1760 2290

Tablecloths 299 1860

Placemats & Napkins 290 990

Personal Products

Silk Protein Range 150 425

Hair Care 250 290

Organic Personal Care 150 750

Skin Care 125 700


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MensApparel

Product Name Linen Printed Fitted Shirt Mens Mangalgiri Stripe Bush

Shirt

Product Picture

Colors Available Orange/Brown Maroon

Sizes Available 36, 38, 40, 42, 44 36

Fabric Linen Cotton Fabric

Print/Texture Hand Block Printed Motif One Chest Pocket with Stripe

Pattern all over

Neckline Regular Collar Regular Collar

Sleeve Full Half

Wash care Hand Wash Separately in Cold

Water

Wash Separately in Cold

Water

Price (INR) 1590 490


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Jewellery

Product Name Earrings Silver Anusuya 960 Earrings Silver Anusuya 940

Product Picture

Material Silver Silver

Color Silver Multi-Color

Hook/Fastening Push Fish



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Bed Sheet

Product Name Bedspread Printed Kathakali Bedspread Woven Rizwan

Product Picture

Colors Available Blue Green

Sizes Available 94*104

Fabric Cotton Fabric Cotton Fabric

Print/Texture Hand Block Printed Designer Weave

Wash care Hand Wash Separately in Cold

Water

Recommended Hand / Gentle

Wash

Do not bleach

Dry in shade



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Hair Care: Shampoo

Product Name Silk Protein Shampoo

250 ml

Tea Tree Shampoo Dandruff

Control - 250ml

Product Picture

Ingredients Purified Water, Sodium

Laureth Sulphate, CAPB,

Glycol Distearate, Sodium

Chloride, Glycerine,

Fragrance, Panthenol,

Polyquaternium 10, Silk

Protein,

Methylchloroisothiazolinone.

Purified Water, SLES,

Cocoamidopropylbetaine,

Ethylene Glycol Distearate,

Salicylic Acid, Sodium

Hydroxide (50%),

Polyquaternium 7, Glycerine,

Coconut Diethanolamide,

Dimethicone, Lactic Acid,

Phenoxyethanol, Guar Gum,

Tea Tree Oil, Disodium,

EDTA, Menthol, Citric Acid,

Neem Oil.

Usage Luster and texture Anti-Dandruff

Price (INR) 290 250


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References:

1.Store Manager of Fabindia Store, City Center, Salt Lake,

Kolkata

2.

http://smallbusiness.chron.com/product-mix-639.html(12th

September, 2013, 2:18 AM)

3.www.fabindia.com(11th September, 2013, 11:45 PM)

Documents

Fabindia Merchandising Project