Fabindia Merchandising Project
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Transcript of 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
Price (INR) 8990 460
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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
Price (INR) 2290 790
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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)