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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
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