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FAB INDIA IS A CHAIN OF RETAIL STORES IN INDIA PRODUCING ETHNIC PRODUCTSCARRIED OUT BY THE CRAFTSMEN OF RURAL INDIA. THE FA B INDIA PRODUCTS AREMAINLY SOURCE TO SUSTAIN AND PROVIDE EMPLOYMENT OPPORTUNITIES TO THE

RURAL PEOPLE IN INDIA. THE COMPANY EMPLOYSMORE THAN 15000 CRAFTSMEN AND ARTISANS ALLOVER INDIA.

History of Fab India

Fab India was initially commenced as a village based industry in 1960 byJohn Bissell, who was previously working for the New York Macy as aconsumer left his job position and started to work for Ford Foundationas a counselor where he had given 2 years to instruct the Indianvillagers to make textile possessions for export His firm belief wasto enhance the growth of textile industry and was very determined toprovide a plat form for the Ind ian handloom textil e industr ies. He

provided equitable job opportunities to the traditional artisans andestablished Fab India in 1960, to amalgamate the best approaches ofWest & East Collaboration.

Started as an export house has today become a successful retail

T o d a y t h e y h a v e r e t a i l outlets in all major cities of India -97 at last count - in addition to international stores in Dubai, UAE;

3 stores in Bahrain: Doha, State of Qatar and Rome, Italy.

T o d a y t h e y h a v e r e t a i l outlets in all major cities of India- 97 at last count - in addition to international stores in Dubai,UAE; 3 stores in Bahrain: Doha State of Qatar and Rome Italy


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Bissell established FabIndia in 1960in order to fuse the best aspects ofEast/West collaboration.

By the early eighties, they startedproducing garments made from handwoven and hand block printedfabrics.


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WHOLESALE EXPORTS

Fa bindia exports to over 34 countries worldwide, towholesalers as well as retailers.

Products include home linens as well as garments. Exports are doneon the basis of standard Terms and Conditions.

A special collection is developed for exports twice a year, whichis showcased at the Indian Handicrafts and Gifts Fair, New Delhi

RETAIL

Fabindia was awarded "Best Retail Brand" in 2004 by TheEconomic Times of India. In 2004. Fabindia was featured as partof a CNBC special TV report on India.

OBJECTIVES

Fabindia was founded with the strong belief that there was aneed for a vehicle for marketingthe vast and diverse craft traditions of India and thereby helpfulfill the need to provide and sustain rural employment.

They blended indigenous craft techniques with contemporarydesigns to bring aesthetic and affordable products to today'sconsumers.


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Their endeavor is to provide customers with hand craftedproducts which help support and encourage Goodcraftsmanship.

Growth of Fab India

The first Fab India store of retail was built in New Delhi, Greater

Kailash with an assortment of home lines, durries and upholstery

fabrics. By eighties Fab India started to produce garments

prepared from hand block and hand woven printed fabrics. As

years passed by, the marketing focus of Fab India shifted to the

India's local retail market from exports. At present, Fab India

enjoys a successful business of retail presenting textile industry of

India an assortment of home products and natural fabrics including

cutlery, pottery, home accessories, lamps, furniture etc. In 2004, Fab

India launched a product line of organic foods, by extending the

partnership to rural area farmers.

Objective Help FahlndiA in retaining customers by building lasting

relationships and improving loyalty, and acquiring new customers

Capitalize the potential to expand the TG from 25 + to 18+

FabIndia does not advertise, depends on word of mouth.This essence will be continued with the social mediacampaign as well

Take advantage of the perfect overlap of Fa hindia TG andthe Internet user profile, 18-35 years

Created fully fledged retail market online


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First mover advantage in their segment Connect with the customer to customize Brand managers at Fahindia use a concept of intuition:

creating a complete look based on a single design -> this toform the ethos of the 3D online trial room

Retail Sector: India

Retail sector is expected to contribute to 22 per cent of India'sGDP by 2010

Organized retail sector to grow from 5% to 14-18% of the

total retail market in 2015

Apparel, along with food and grocery, is leading the growth of

organized retailing in IndiaSector expected to touch $450 billion by 2015

To be one of the top 10 markets in the world

To create 1.6 million job opportunities

Integration of real estate in the business modelCreating and maintaining effective and scalable supply chain In c rea si n g average basket size of customers by shaping and


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The material & machines used by Fab India

Hydro Extractors: Direct drive, self balancing and high speedDC 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.


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PRODUCTS AND PRODUCT MIX

The products of Fabindia in the initial years consisted of

only upholstery fabrics for export to overseas markets. Thenin the early part of 1980s readymade garments were addedto its product line and in 2004 organic products were added.

In 2006 body care products were introduced. Thus, theproduct mix of Fobindio could be divided into three broadgroups, namely Garments, Home Products and Organics.

PRODUCT LINE DEPTH OF FABINDIA

,'"Table cover

3 6 X 3 6 9 0 X 9 0

45X45 113X113

45X72 113X180

60X90 150X225

60X120 150X300

36 ROUND 90 ROUND

60 ROUND 150 ROUND


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PRODUCT LINE DEPTH OF FABINDIA

C.Each product line length has a depth which include items indifferent sizes and many number of Styles. The Styles present inApparel category depends on the season. During the FestiveSeason the No. of Style increases.

1) In women's wear the product line Depth includes

C. Sarees

1 )Chanderi Sarees

2) Silk Sareesa) Printed Silk Soreesb) Woven Silk &Drees

PR

ODUCT LINE DEPTH OF FABINDIA

3)Kantha Sorees

4)Cotton So re es

a) Printed Cotton Sarees

b) Woven Cotton Sarees

Kurtas

1. Mini Full Sleeves- S,M,L,XL,XXL2.Mini Half Sleeves- S,M,L,XL,XXL3.Mini Sleeveless- S,M,L,XL,XXL


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4.Short Full Sleeves- S,M,L,XL,XXL5.Short Half Sleeves- S,M,L,XL,XXL

6. Medium Full sleeves - S,M,L,XL,XXL

7. Medium Half Sleeves - S,M,L,XL,XXL

8.Long Full sleeves - S,M,L,XL,XXL

PRODUCT LINE DEPTH OF

FABINDIA

3.Churidars - S,M,L,XL,XXL

4.Pants - S,M,L,XL,XXL

5.Shorts- S,M,L,XL,XXL

6.Tunics1) Small tunics- S,M,L,XL,XXL

2) Long tunics -

S,M,L,XL,XXL 7.Kaftans-

S,M,L,XL,XXL

8.Maternity Wear- S,M,L,XL

C . 2) In men's wear the product line Depth includes

Men' Size Chart

SHOU

1

1

2

2

2

2


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ER

CHEST36

38

40

42 44 46

WAIST 3

3

3

3

3

4

1. Long Kurtas- Cotton -36-46 Long Kudos-Silks36-46

2. Short kurtas - Cotton -36-46 Short kurtas - Silks- 36-46

3.Churidars

4. Bush Shirts - Short Sleeves -36-46 Bush Shirts - Long Sleeves- 36-46

5.Fitted shirts - Short Sleeves -36-46 Fitted shirts - Long Sleeves- 36-46

6.Ties

7.Pants with drawstrings -36-46 8.Trousers -36-46

9.Nehru Jackets-36-46

In Kid's Wear the product line Depth includes products


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for Infants, Girls and Boys

Boys Measurement Chart in Inches

SHOULD

10 10.5

11.5 12.5 13.5 14.5

ER

CHEST

21

22 2416 28 30

WAIST20 21 22 23.5 25 26.5

HIP 22

23 24 26.5 29 30.5

1. Frocks -0-3 yrs,3-6 mnths,6-1 yr,lyr-2 yrs

2. Dhotis for boys - 2 -12 yrs

3. Sorts for Boys -2-12 yrs4. Churidars Pajamas - 2-12 yrs

3) In Costume Jewelry the product line Depth includes

a)Bracelets - The Styles and Color varies from seasonb)Neckpieces - The Styles and Color varies from season

c)Rings- The Styles and Color varies from seasond)Ear Rings - The Styles and Color varies from season

4) In Bags the product line Depth includes

a)Hand Bags-Jute Bags - 3- 6 stylesb)Hand Bags - Canvas Bags - 3- 6 styles


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c)Luggage Bags - Jute Bags - 3- 6 stylesd)Luggage Bags-Canvas Bags - 3- 6 styles

5) In Body Care the product line Depth includes

-> Face Packs - Chandan, Turmeric, Multani Mitti

Face Creams 2-5

Soaps- 2-4 Hair Shampoos - 3-5

Hair Conditioners- 3-5

Hair Oils - 3-5

Body Scrubs -3-4

Skin care products- 3-4.

6) In Home Linen the product line Depth includes

Quilts

SINGLE 5X7.560X90 150X225

LARGESINGLE

6X9 72X108 180X270


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DOUBLE 7.5X9 90X108 225X270BABY 175X5.75 45X68 112.5X170

2.Bedsheets

3. Bolster

covers

4.Pillow

covers

7) In Organic Food the product line Depth includes

1 . C o n c e n t r a t e s

: Lemon

Malta

Rhodendron

2. Pickles

Mango

Ginger

Garlic

Green chili:. Ginger Garlic -:-Lemon

3.Flour

4 Ragi

Soybean (Whole)


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Black Soybean :Pysllium

:. Wheat

4.Pasta - Wheat ,5. Spices

4 Chili Flakes

Rai

4 Yellow Chili

4 Black Pepper 4

White Pepper

6. Dry Fruits - Walnut,Cashew nut 7.Rice -Basmati (Brown and White)8.1n Home Accessories the product line Depth includes

9. Lamp shades

Handmade PaperGlass

10. Candles

11. Vases

12. Wooden Vases

13. Ceramic Vases

14. Metal Vases

15.Handmade Paper Photo Frames


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10) In Bath Linen the product line Depth

includes C.Bath Robes

C. Towels

UT

I 1'

LARGE 30X60 75X150MEDIUM 27X54 67X135

HAND 15X24 37X60

FACE 15X15 37X37

BATHMATS 18X28 45X70

11) In Cutlery the product lineDepth includes : Bowls

:. Spoons

:- Cups

: Plates

12) In Stationary the product line

Depth includes : Handmade Paper Files

:- Handmade Paper Pads

:


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13) In Table Linen the product line Depth includes

PRODUCT LINES OF FABINDIA

FABINDIA is offering multiple product lines. They are catering toWomen, Men as well as Kid's segment in apparels and has products inFurniture, Organic Food, Body core, Accessories, Upholstery etc. Theyhave 18 product lines. The Product lines offered by FABINDIA areas follows:-


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PRODUCT LINES OF FABINDIA

MEWS WEAR

WOMEN'SJUTECHAPPALS

COSTUMEJEWELLERY

HOME LINEN

MEN'S WEAR

MEN'S JUTE

CHAPPALS

BAGS

ORGANIC

FOOD

KID'S WEAR -1

KID'S JUTECHAPPALS

BODY CARE

HOME

ACCESSORIES

URMOLESTR

Y

BATH LINEN


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Each product line has length writch includecategories demarcated to suit consumer'sneeds.

Product lines of fabindiaFabindia is offering multiple product line. They arecatering to women, men as well as Kids segmentin apparels and has products in furniture,organicfood,body care, Accessories,upholstery etc.Theyhave 18 product lines.The product line offered byFABINDIA are as follows :

WOMENS WEAR

WOMENS JUTE/CHAPPALS

COSMETIC & JEWELARYHOME LINENUPHOLESTRYCUTLERY

MEN;S WEARMENS JUTE/CHAPPALBAGSORGANIC FOOD

BATCH LINENTABLINEN

KIDS WEARKIDS JUTE/CHAPPALBODY CAREHOME ACCESSORIESBATCH LINENSTATIONARY

Each product line has length which includes categoriesdemarcated to suit consumers needs.

1) IN WOMEN WEAR THE PRODUCT LINE LENGTH


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Sarees Rs.700 4000

Kurtas Rs. 400 2000

Churidars Rs. 400 1200

Pants Rs. 400- 1200 Tops Rs. 200- 1200

Tunics Rs. 400- 2000

Kaftans Rs. 400- 1500

Maternity wear Rs. 400 2000

2) IN MENS WEAR THE PRODUCT LINE LENGTH

INCLUDS

Long kurtas Rs. 400 1500

Short kurtas Rs. 400 2000

Churidars Rs. 300 1200

Ties Rs. 100 500

Pants with drawstrings Rs 400 2000

Trouser Rs. 300 1200

Nehru jackets Rs. 400 1200

3) IN KIDS WEAR THE PRODUCT LINES LENGTH

INCLUDS PRODUCT FOR INFANTS,GIRLS &BOYS. (Rs.

200 1000)

Frocks

Dhoti for boys

Shorts for boys

Churidars pajamas

4) COSTOME JEWELARY THE PRODUCT LINE

LENGTH INCLUDS (Rs. 500 800)


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Bracelets

Neckpieces

Rings

Ear rings

5) IN BAGS PRODUCT LINE LENGTH INCLUDS (500

2000)

Hands bags

Luggage bags

6) IN BABY CARE THE PRODUCT LINE INCLUDS

(Rs. 100- 1000)

Face packs

Face creams

Soaps

Hear shampoos

Hear conditioner

Hear oil

Body scrubs

Skin care products

7) IN HOME LINEN THE PRODUCT LINE LENGTH

INCLUDS

Quits Rs. 1500 - 2000

Bad sheets Rs. 400 1500

Pillow covers Rs. 100 400 Bolster cover Rs. 100 400

8) IN ORGANIC FOODS THE PRODUCTS LINE

LENGTH INCLUDS


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Concentrets

Pickles

Flour

Pasta

Spices Dry foods

Rice

9) IN HOME ACCESSORIES THE PRODUCT LINE

LENGTH INCLUDS

Lamp shades

Candles

Vases

Wooden vases

Ceramic

Metal vases

Handmade paper photo frames

10) IN UPHOLSTERY THE PRODUCTS LINE LENGTH

INCLUDS

CURTAINS Rs. 500 1500

DURRIES Rs. 400 - 2000

11) IN BATH LINEN THE PRODUCT LINE LENGTH

INCLUDS (Rs. 200 1200)

Bath robes

Towels

12) IN CUTLERY THE PRODUCT LINE LENGTH

INCLUDS Rs .A (200 2000)

Bowls


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Spoons

Cups

Plates

13) IN FURNITURE THE PRODUCT LINE LENGTH

INCLUDS Rs. (1500 15000)

Chairs

Tables

14) IN STATIONARY THE PRODUCT LINE LENGTH

INCLUDS

Handmade paper files

Handmade paper pads

15) IN TABLE LINES THE PRODUCT LINE LENGTH

INCLUDS

TABLE COVER Rs. 300 1600

TABLE NAPKINS Rs. 100 300

MAP & NAPKINS Rs. 600 800

TABLE RUNNERS Rs. 300 - 1200


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Home product

The Home Products range carries furniture, lighting,stationery, tableware, cone baskets and a selection ofhandcrafted utility Items.

Home furnishings - bed, bath, table andkitchen linen, upholstery fabric, curtains,floor coverings and a range of non textileproducts like furniture, lights, lamps andstationery.

for upholstery starting from 100 Rs permeter to 450 Rs per meter.

Organics:

Fabindia Organics carries several types ofcereals, grains, pulses, spices, sugar, tea,coffee, honey, fruit preserves and herbs.

Price range for organics varies from productto product and quantity.

Fabindia has launched organic food productsafter due certification as per the standards setby the International Federation of Organic

Agriculture (IFOAM) and the NationalProgramme for Organic Production(NPOP).


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Assortment Planning at FabIndia Stores

Each FabIndio Store has its own

Buying Plan according toInventory, past sales and BudgetGiven.

Each Store is given a Wallet basedon the budget that is planned byMarketing People and FinancePeople at the Headquarters.

The survey done at Kormanglastore has buying plan as follows:-

They are given a wallet for each month.

Buying is done after each week afterchecking the inventory forreplenishing the stock.


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Each Garment style has a code called styleno. and to replenish that style the style no.and quantity is fed into their systems.

Contd. Then the Stock is replenished from thewarehouse of FabIndia headquartered in Delhi to the respectivestores.

The warehouse at Delhi orders the quantity to itssuppliers 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 Range. Premium Apparel Category - It includes Silk, Cotton

Chanderi and Party Wear. It forms 20% of buying. Core Apparel Category - It includes Printed and WovenCotton. It forms 80% of buying.

PRIC

E


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RANGE

PRODUCTS

G A R M E N T S A N D J E W E L L A R Y


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The collection, priced between Rs.100 andRs.8,000, comprises ethnic jewellery insilver, beads. thread, wood, bell metal(brass and copper), clay, ceramic, leather andglass.

The collection - of traditional as well ascontemporary jewellery, is available in three

designs. Anusuyo, the classical range:Ananya. the unusual ond contemporarydesigns: and Amna. the trendy and casualrange.

MERCHANDISING POLICY

Exhibitions play a crucial role in promoting thenew products launched by fabindia in differentseasons.

They use advertising in the form of printmedia, mobile networking ond posters andhoardings

Fabindia promoted its products, mostlythrough posters. word of mouth and events. The youth leaders who patronized Fabindia

garments were like brand ambassadors forFabindia.

The news reports also to a certain extent workedas advertisement for Fabindio.

Managers regularly go for field visits to explorenew possibilities.

The 'mystery shopper' technique is used to


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keep a watch on operations in stores. Their main motif is to promote the art of rural

India in the lost moving fashion industry.


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FAD INDIA STRATEGIES

1.MULTIPLE PROCUREMENT SOURCES (PRIVATENG0s, FARMERS' GROUPS AND INDIVIDUAL

FARMERS) (NETWORKING):IT HAS 122 PRODUCTS FROM 16

SUPPLIERS WITH 220 PRODUCT PACKS

2. TRAINING AND FINANCIAL SUPPORT TOSUPPLIERS

3. PARTNERSHIP WITH SMALL PRODUCERS


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4. NO DIRECT WORKING WITH PRODUCERS

S. PARTNERSHIP IN COMMUNITY OWNEDCOMPANIES OF PRODUCERS

FABM DIA STRATEGIES

HOME DELIVERYDEEPAVALI GIFT PACKSFREE SAMPLES

PROMOTIONAL LITERATURE(BROCHURES, PAMPHLETS)

FOCUS ON GENERIC PROMOTIONOFORGANIC

P A R T I C I P A T I O N I NORGANIC/TRADITIONAL FOOD

FESTIVALS/RURAL EXHIBITIONS/MELAS


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Big Idea


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Online Trial Room: mix n match clothes and design a new look on a3D simulated triitlroom w/ a model as per physical specification

Micro siteSocial sitesHigh search ranking: Google vA.tAnt.SE0 n SEMExhibition - workshops on ground Mwa make it own gift bag for your family/friend - buy them a newlook and get it home delivered !

Expand average basket size of TG which coincides with internet W-18-35

Promotion optimizationConvenient country specific formatOnline space- for more visibleOnline marketplace - integrated into operationsAspiration value- though long term membership benefitsIncrease preference n brand recall in foreign countries n NRIsLock in % of wallet as Indians increasingly shop online


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ONLINE CAMPAIGN

1) Revamping Website :

A micro site with the new biometrics application will be added to

the website. The micro site will have the biometrics feature which

allows users to customize their own designs as well as selecting

fabric and fOrOliti. It would also allow the user to have customizing

fits. Users can then do an online payment and their apparel would

be shipped to their mailing address.

The micro site would be linked to the national supply chain data

and regularly updated. This will make the online processcentralized and will enable &titan i meet the demands of the

consumer irrespective of the location.

Website will serve as the landing page for all online marketing initiatives.

Website would also carry links to pages on various social networking

sites.

2) Social Media Initiatives:

The main aim of the social media initiatives would be: Increase traffic to the revamped website of fabli_Lal i Informing and familiarizing the users with the biometrics

application feature on the MiCrOSite of Fabindia

Network with users to reach out to more and more consumers

Inform the users about the Culture & Crafts FeSt Inform and educate the consumers about the 50? Year CSR initiative of

Fablndia andengage them to be contribute towards the cause


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Facebook:

Start a fan page and provide regular

Develop a gaming application Similar to the biometrics application on

Fablndia website and share it with fans. This would generate a word

of mouth publicity for the application as well as familiarize the userswith the application.

Upload photos of new stores, new fabrics, new designs etc. and

events organized by Fablndia

Upload videos of cultural events etc.

Twitter; -4*

MiernhIne about new changes in the brand Fablndia and its online initiatives

Regular tweets about thenew

biometrics application Engage into conversations with consumers (provide solutions to issues they face

etc.)

Tweets about upcoming ground activities Tweets about the SO- year CSR initiative

Youtubei You Tube

Upload viral video for the CSR initiative to involve more and more users

to support the cause

Online Events websiteS Om in town etc.)

The onoround activities in the metros would be mentioned on online

events sites etc.

3) Emailer:

An emailer would be designed to be sent out to the database of customers

about

the new online biometrics application which they can use for online purchase The e-mailer will also be used for informing customers about upcoming

summer collection, events etc. Customers will also be encouraged to support Palladia:150

th Year CSRinitiative

4) Adwords:

facebook


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The focus will be on SE0 to increase search engine rankings for

the Fa irkidia website

Purchase keywords: ethnic Indian wear, retail, cultural, Indian

wear kurtas customized design etc.

AWARDS FOR FAD INDIA

FAB INDIA WASAWARDED "BEST RETAIL BRAND, 2004" BY THE ECONOMICTIMES OF INDIA.

FAB INDIA ALSO GOT "DESIGNER P R O M O T I N G I N D I A NC R A F T O R T E C H N I Q U E A W A R D ' . A S H A L L O F FAMEREWARD.

FAD INDIA STORE LOCATIONS

THE STORES OF FAB INDIA ARE LOCATED ALL OVER THEWORLD WITH 99 STORES IN ALL THE MA JOR CITIES ANDSTATES OF INDIA. MOREOVER, FAB INDIA OFFERS ITSSTORES IN VARIOUS INTERNATIONAL PLACES INCLUDINGUAE, DUBAI. BAHRAIN, ITALY AND ROME.


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