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Historic Perspective
Fabindia - “A Fabric of Our Lives” 2/12
John .L. Bissell
"Fabindia was founded with strong belief that there
was a need for a vehicle to market the vast diverse
craft tradition of India and thereby help fulfill the
need to provide an sustain rural employment"
Timeline
1960
Fabindia - “A Fabric of Our Lives” 3/12
Early
80’s1990 1998 2001 2004 2006 20141960
John Bissell
starts Fabindia
as a whole sale
export
company.
Added ready
to wear
garments to
the retail
offering.
Marketing
focus shifts
from exports
to local Indian
retails.
John Bissell
Passes away,
William
Bissell takes
over as MD a
year later
Has 6
Stores
in
Metros
175 Retail
Stores across
India
Food products
range launched.
And started
Expanding to
Tier II and Tier
III Cities
Body Care
product
range
launched,
Fabindia
Sana
Fabindia Product Range
Organics (2%)
Fabindia - “A Fabric of Our Lives” 4/12
Personal Products (3%)
Ho
me
Lin
enA
cces
sori
es
Rangasutra, Savior of Local
Artisans
Fabindia - “A Fabric of Our Lives” 5/12
AMFPL
(Artisans Microfinance
. Pvt. Ltd.)Community Owned Companies
. (Rangasutra)
Funds Flow
26% Equity
49% Equity
25% Equity
Shareholding Pattern
Fund Raising
How it Works ?
Fabindia - “A Fabric of Our Lives” 6/12
The SRC calls the designers; they approve the fabric, work with the weaver to develop some samples.
The SRC Replenishes the stock by getting more of fabric from the weaver.
The weaver weaves some yardage and shows it to a regional supplier region company (SRC).
The Weaver brings the completed order to SRC warehouse.
Through an online order booking system, the store manager books the quantity needed. From SRC Warehouse stock moves to the Fabindia regional warehouse.
Designer’s show samples to Fabindia’s selection committee, the price is finalized and a order is placed with weaver.
1
The SRC Replenishes the stock by getting more of fabric from the weaver.
The weaver weaves some yardage and shows it to a regional supplier region company (SRC).
The SRC calls the designers; they approve the fabric, work with the weaver to develop some samples.
Designer’s show samples to Fabindia’s selection committee, the price is finalized and a order is placed with weaver.
Through an online order booking system, the store manager books the quantity needed. From SRC Warehouse stock moves to the Fabindia regional warehouse.
The Weaver brings the completed order to SRC warehouse.
Competition
Fabindia - “A Fabric of Our Lives” 7/12
Unorganized Sector
Organized Sector
Local tailors who provide
customized garments to
the customer at an
reasonable price.
Local NGO’s Selling
wares like Dilly, hats etc.
Garments Based (Shoppers
Stop, Westside, Globus,
Reliance Trends Max etc.)
Government Handloom
Initiatives. (Khadi
Gramadyog. Cottage
Industries emporium Stat
Government Department)
Designer Boutiques:
Ethnic wear Retailer like
Khaddar Good things and
Stand Alone Store Like
Shirti, Biba, Prapti, Sadka
etc.
Brand Strategy
Fabindia - “A Fabric of Our Lives” 8/12
Customer Profile
RepeatCustomer
Other
85%
15%
A delighted customer is Our Best Brand Ambassador
USP : Quality of the fabric and the cultivated image of
“Indianness”
Does not follow any Customer acquisition strategy, focuses on
Customer retention.
Key Element : Word of Mouth Publicity. (Zero advertising
except print ads during promotion )
Mystery Shopper program : to Check the customer satisfaction
level.
Motivation factor for the Customer: Quality and consistency of the product and service
Over 83% of Fabindia customer go back satisfied with 58% being highly satisfied with the brand and its
offerings.
Philanthropy
Fabindia - “A Fabric of Our Lives” 9/12
The Fabindia School In 1992 in Bali, in Pali District of . Rajasthan.
The school subsidized tuition . fees of the girl students and . . offers them scholarships, in . . partnership with "The John . . . Bissell Scholars Fund", . . . . . . . . . established in 2000.
Today there are over 900 . . . . . . students with near 45% female . . . .enrollment
Some Factoid to Understand
Fabindia
Fabindia - “A Fabric of Our Lives” 10/12
95
5
RevenueDomestic Sales
InternationalSales
Vital Stats
17 Supplier Region Companies.
850 direct employees and 1000 consultants.
Wholesale exports to 33 countries.
1100
400
Employee Strength
Fabindia
Employees
Contracted
Staff
175
43
Fabindia Stores
In India
Outside India
76% of the management Position are held by women's.
Awards & Recognition
Fabindia - “A Fabric of Our Lives” 11/12
• 2004 : “Best Retail Brand” by The Economic Times.
• 2006 : “Designer Promoting Indian Craft or Technique” by The Idea Zee Fashion Awards.
• 2008 : “Most Admired Indian Fashion Retailer”
• 2010 : TIE Retail Innovation Award for “Excellence in Supply Chain Management”
• 2011 : “Outstanding Achievement in Promotion of Cotton by a Brand’ by Cotton Council of
India at Cottonscape.
• 2011 : Fabindia rated amongst India’s Best Companies to Work– A study by
Economic Times and Great Places to Work.