INTRODUCTION FABINDIA

Fabindia was founded with the belief thatthere was a need for avehicle
for marketing the vast and diverse craft traditions of India and
therebyhelp fulfill the need to provide and sustain employment. The
major portion of Fabindias product range is textile based. Non- textile
introductions to this range are Home Products (introduced inOctober
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 formen, women, teenagers and children; bed, bath, table
and kitchen linen; floor coverings, upholstery fabric and curtains. Cotton,
silk, wool, grass, linen andjute are the basic fibre used.The Home
Products range carries furniture, lighting, stationery, tableware,
canebaskets and a selection of handcraftedutility items. Fabindia
Organics carries several types ofcereals, grains, pulses, spices, sugar,
tea, coffee, honey, fruit preserves and herbs. Fabindias range of
authentic Personal care products includes soaps,shampoos, hair
oils,pure oils; moisturizers, body scrubs, face packs, hair conditioners &
special skincareproducts. The core idea behind the Fabindia marketing is
blending indigenous craft techniques with contemporary designs to bring
aesthetic products to todays consumers

Merchendise mix

Merchandise category

Exhibitions play a crucial role in promoting new products

launched by fabindia each season
They use advertising in form of print media ,mobile
networking, posters and hoardings
Fabindia promote its product mostly through word of mouth,
posters and events
The mystery shopper technique is used to keep a watch on
the operations in the store

Product lines of Fabindia

Fabindia is offering multiple product lines. They are catering to
women's, mens as well as kids segment in apparels and has
products in furniture ,organic food, body care, accessories etc.
they have 18 product lines and the product lines are as follows

Product range

Womens wear

Indian

western
Mens wear
Accessories
Infant
Kids
Teens
Maternity wear

Bed
linens(30%)
Upholstery
&curtains(30%
)
Table
and
bath
linens,floor
coverings
(20%)
Furniture
lighting,home
accessories(20
%)

Body wash
Shampoo
Soap
Cream

Cereals
Honey
Jams
Coffee
Relishes
Preservers

Marketing strategy

: Fabindia has traditionally relied only on word-of-mouth as

a marketing tool. It believes that the product speaks for
itself and this strategy has up till now worked very well.
Thus, Communication for Fabindia is completely customer
driven
Also, Fabindia uses a lot of in-store posters to create
consumer awareness about the products and where they
come from, i.e. the rural suppliers etc.

Consumer segmentation
Target Customer
Fabindia started as a wholesale export company and is still active in the
wholesale sector. The target
customers in each segment:
Retail:
Fabindia initially focussed on providing an Indian experience to the
foreign buyer. In the 80s, it
realised there is an untapped market among the upper and higher
middle class. With the economic
boom in the 90s, the focus has shifted to the upwardly mobile consumers
in metros who like Indian
prints. They are now also focusing on tier 2 and tier3 cities. The target
audience is college going
youth and young professionals and just married couples in the higher
middle class category.
Institutional Buyers:
It has a dedicated team to handle institution buyers like heritage hotels,
resorts and corporate houses.
They target organisation which want to portray Indian roots and ecofriendly culture.

Positioning of store

Fabindia has stores in more than 95 locations across India.

The stores include the premium, regular and concept
stores. It is trying to increase coverage in order to make
sure that the products are available at the largest number
of places possible. It also differentiates its stores according
to the products stored. For eg. In Mumbai the Khar Store is
only a Furniture and Upholstery while the nearby Pali Hill
stores Garments, organic products, Body products and
Jewellery. This also ensures convenience for the customers
since the products are either available in the same store or
in nearby stores

Brand strategy

A delighted costumer is their best

brand ambassador
USP: quality of the fabric and the
cultivated image of Indianness
Does not follow any costumer
acquisition strategy: focuses on
costumer retention
Key elements: word of mouth
publicity , mobile marketing, in-store
posters
Mystery shopper program: to check
the coustmer stisfaction level