IntroductionOne of the post-independent India’s oldest organized retailers

“If you were a Fabindia person , you were alright”

30000+ Artisans

155000+ SKU’S(Stock Keeping Units)

188 Stores(180+7(International)+1(Online))

17 SRC(Supplier Region Companies)

Sustainable livelihood for rural artisans

Market Handloom Tradition of India

• John Bissel started FABINDIA(As a export company)1960• Tie up with HABITAT(UK Based Company)1965• Tie up with BCM(Bharat carpet Manufacturers)1966• Introduced small line of clothing for export1970• Open first RETAIL Shop In New Delhi1976• Introduced Khadi Kurtas + Shirts + Women’s wear1977• Created Bhadrajun Artisan’s Trust(BAT),Rajasthan1988• BAT to Desert Artisans Handicraft Pvt. Ltd.(DAH)1991• Break up with HABITAT1993• William Bissel became MD of FABINDIA1999

History

• Sunil Chainani joins as consultant.2002• Established AIACA, launched Craftmark Initiaive2003• Completed Vision I (Sales target 20 to 80 million)2005

• Introduced Fabindia Sana(Bodycare products)• Succeded in attracting equity capital2006

• Completed Vision II(Sales rose by 40% every year)• Vision III{4 verticals introduced(DS & PS, SRC,MR,GSP)}2007

• Invested in UK-based East Limited.(25%)2009• Fabindia 50th Anniversary2010• 100% takeover of East limited2012

History

The Brand Study

Women’s Wear

Men’s Wear

Furniture

Furnishing

Visits

Purchases

Strengths S• Oldest Ethnic organized retailer• Autonomy given to employees• Provided sustainable emp.• High visit to purchase conversion.• 4 verticals structure.

Weakness W• Very less marketing• Not enough experienced personnel.• Limited Global Penetration• Delays in delivery from artisans

Opportunities O• Increasing no. of multi brand retail

outlets and household buildings.• Apps and websites• Latent potential of organic food

market

Threats T• Unorganized local operators• Tilt towards foreign brands• Rising prices of real estate• Development of government co-

operatives• Changing customer nature

Internal FactorsExternal Factors

SWOT

BCG9% • Ethnic wear industry growth rate

16.4%• Fabindia Market Share

10.7%• Khadigram Udyog

8%• Manyavar

5.5%• BIBA Apparels

ManyavarEstablished in 1999,Manyavar plans to have 600 doors

by 2016.The brand also leverages on social media for

marketing purposes. Its offi cial Facebook page has a fan base of over 1 lakh people. The brand has also joined forces with India’s biggest sporting event, the Indian Premier League.

RAVI Modi shares, “As part of our brand promotion strategy, we have tied up with cricket teams of Delhi, Hyderabad and Kolkata. Some of the most recognisable players from the cricketing world wear Manyavar’s logo on the field.”

BIBA ApparelsEmergence of a successful brand in the ethnic wear category with

several awards like the Golden Seale trophy and consistently rated as the most admired ethnic wear brand

Pioneer of Bollywood merchandising in India with several successful film projects

Strong presence in over 40 cities with over 90 stores and in several MBO’s like Shopper’s Stop, Pantaloon, Lifestyle, Central etc.

BIBA pioneered Bollywood merchandising in India by providing costumes for Na Tum Jano Na Hum in 2004. It covered ten more projects, including blockbusters such as Devdas, Hulchul, and Baghban.

Strong product mix which includes mix-match and unstitched fabricsDone effective youth marketing on social media with campaigns like

Quirky closet, guess the look

Khadigram Udyog

Source of finances is fixed and subsidies boost these initiatives over time

Tie-ups with foreign governments facilitating permanent trade of national handicrafts.

Government Initiation.

STP

Segmentation• Psychographic• Occasional

Behavior• Urban and middle

class families

Targeting• It should remain as

niche.

Positioning• Should show itself

as a brand of Indian Festivals. ”India mein har din tyohar, celebrate India!”

Strategy

• Adds with Film stars• Should use CRM • Online Trial Room: mix n match clothes and design a

new look on a 3D simulated trialroom• Should use Google Adwords• Exhibition + workshops on ground• Diwali – make your own gift bag for your

family/friend – buy them a new look and get it home delivered!

• CSR promotion: showcase craftsmen and there conditions

• Improve SCM

STP Strategy• http://www.iamwire.com/2013/07/ethnic-wear-is-a-inr-7k-crore-plus-market-

and-we-are-only-100-crore-pradeep-katyal-ceo-utsavfashion/17126• http://

articles.economictimes.indiatimes.com/2016-01-19/news/69900677_1_apparel-brand-william-bissell-crore

• http://www.indiafashionforum.in/ifa-2015-awardees/• http://articles.economictimes.indiatimes.com/2014-12-26/news/57420421_1_cr

ore-apparel-ethnic-wear-brand• http://www.vccircle.com/news/consumer/2016/01/06/biba-maintained-high-

sales-growth-margins-shrank-last-fiscal

Thank youBy:-

Abhishek sharmaAnuj sharmaNikhil gupta.Rajat kumar