2. Historic Perspective
John .L. Bissell
"Fabindia was founded with strong belief that there
was a need for a vehicle to market the vast diverse
craft tradition of India and thereby help fulfill the
need to provide an sustain rural employment"
Fabindia - “A Fabric of Our Lives” 2/12
3. Timeline
1960
John Bissell
starts Fabindia
as a whole sale
export
company.
Marketing
focus shifts
from exports
to local Indian
retails.
Has 6
Stores
in
Metros
Body Care
product
range
launched,
Fabindia
Sana
Early
80’s 1990 1960 1998 2001 2004 2006 2014
Added ready
to wear
garments to
the retail
offering.
John Bissell
Passes away,
William
Bissell takes
over as MD a
year later
175 Retail
Stores across
India
Food products
range launched.
And started
Expanding to
Tier II and Tier
III Cities
Fabindia - “A Fabric of Our Lives” 3/12
4. Fabindia Product Range
Organics (2%)
Personal Products (3%)
Accessories Home Linen
Fabindia - “A Fabric of Our Lives” 4/12
5. Rangasutra, Savior of Local
Artisans
AMFPL
(Artisans Microfinance
. Pvt. Ltd.)
49% Equity
25% Equity
Shareholding Pattern
Community Owned Companies
. (Rangasutra)
Funds Flow
26% Equity
Fund Raising
Fabindia - “A Fabric of Our Lives” 5/12
6. How it Works ?
The SRC calls the
designers; they
approve the
fabric, work with
the weaver to
develop some
samples.
The SRC
Replenishes the
stock by getting
more of fabric
from the weaver.
1
The weaver
weaves some
yardage and
shows it to a
regional
supplier region
company (SRC).
The weaver
weaves some
yardage and
shows it to a
regional
supplier region
company (SRC).
The Weaver brings the
completed order to SRC
warehouse.
The Weaver brings the
completed order to SRC
warehouse.
Through an online order
booking system, the store
manager books the quantity
needed. From SRC Warehouse
stock moves to the Fabindia
regional warehouse.
Designer’s
show samples
to Fabindia’s
selection
committee,
the price is
finalized and
a order is
placed with
weaver.
Designer’s
show samples
to Fabindia’s
selection
committee,
the price is
finalized and
a order is
placed with
weaver.
Through an online order
booking system, the store
manager books the quantity
needed. From SRC Warehouse
stock moves to the Fabindia
regional warehouse.
Fabindia - “A Fabric of Our Lives” 6/12
7. Competition
Unorganized
Sector
Organized
Sector
Local tailors who provide
customized garments to
the customer at an
reasonable price.
Local NGO’s Selling
wares like Dilly, hats etc.
Garments Based (Shoppers
Stop, Westside, Globus,
Reliance Trends Max etc.)
Government Handloom
Initiatives. (Khadi
Gramadyog. Cottage
Industries emporium Stat
Government Department)
Designer Boutiques:
Ethnic wear Retailer like
Khaddar Good things and
Stand Alone Store Like
Shirti, Biba, Prapti, Sadka
etc.
Fabindia - “A Fabric of Our Lives” 7/12
8. Brand Strategy
Customer Profile
Repeat
Customer
Other
85%
15%
A delighted customer is Our Best Brand Ambassador
USP : Quality of the fabric and the cultivated image of
“Indianness”
Does not follow any Customer acquisition strategy, focuses on
Customer retention.
Key Element : Word of Mouth Publicity. (Zero advertising
except print ads during promotion )
Mystery Shopper program : to Check the customer satisfaction
level.
Motivation factor for the Customer: Quality and consistency of the product and service
Over 83% of Fabindia customer go back satisfied with 58% being highly satisfied with the brand and its
offerings.
Fabindia - “A Fabric of Our Lives” 8/12
9. Philanthropy
In 1992 in Bali, in Pali District of . The Fabindia School
Rajasthan.
The school subsidized tuition .
fees of the girl students and . .
offers them scholarships, in . .
partnership with "The John . . .
Bissell Scholars Fund", . . . . . . . . .
established in 2000.
Today there are over 900 . . . . . .
students with near 45% female . . .
.enrollment
Fabindia - “A Fabric of Our Lives” 9/12
10. Some Factoid to Understand
Fabindia
Revenue
95
5
Domestic Sales
International
Sales
Vital Stats
Employee Strength
1100
400
Fabindia
Employees
Contracted
Staff
76% of the management Position are
held by women's.
17 Supplier Region Companies.
Fabindia Stores
850 direct employees and 1000 consultants.
Wholesale exports to 33 countries.
175
43
In India
Outside India
Fabindia - “A Fabric of Our Lives” 10/12
11. Awards & Recognition
• 2004 : “Best Retail Brand” by The Economic Times.
• 2006 : “Designer Promoting Indian Craft or Technique” by The Idea Zee Fashion Awards.
• 2008 : “Most Admired Indian Fashion Retailer”
• 2010 : TIE Retail Innovation Award for “Excellence in Supply Chain Management”
• 2011 : “Outstanding Achievement in Promotion of Cotton by a Brand’ by Cotton Council of
India at Cottonscape.
• 2011 : Fabindia rated amongst India’s Best Companies to Work– A study by
Economic Times and Great Places to Work.
Fabindia - “A Fabric of Our Lives” 11/12
"Fabindia was founded with strong belief that there was a need for a vehicle to market the vast diverse craft tradition of India and thereby help fulfill the need to provide an sustain rural employment"
In1958, John Bissell left New York, to work as a consultant for the ford foundation. highly impressed with the Indian handloom textiles, he decided to exhibit this craft to the outside world and this led to the genesis of Fabindia in 1960, Primarily as an export house in order or provide equitable employment traditional artisans and fuse the best aspect if East-West Culture 976 the first Fabindia outlet was Opened in New Delhi.
FabIndia creates with those who are helping him to create it. FabIndia floated a wholly-owned subsidiary, Artisans Micro Finance, which will create community-owned companies. For each company, a calculation is done of how much working capital it needs, then this is financed two-thirds through debt and one-third through equity. FabIndia is working with Indian private sector bank, Axis Bank (the erstwhile UTI Bank), to provide the debt.
The craftsmen will own 26% of the equity in the company and will buy in at a price cheaper than external investors. Of the balance, 49% will be owned by Artisans Micro Finance and the rest by financial investors and FabIndia employees.
William and John Bissell established "The Fabindia School" in 1992 in Bali, in Pali district of Rajasthan, today it is co-educational, senior secondary school with 600 students including 40% girls. The school subsidized tuition fees of the girl students and offers them scholarships, in partnership with "The John Bissell Scholars Fund", established in 2000
he Fabindia School is a co-ed private school for pre-school through Class XII, located in Bali, Rajasthan. Starting with 11 students in 1992, today there are over 800 students with near 45% female enrollment. The school emphasizes a holistic approach to education, offering extensive extra curricular programs along with comprehensive academic courses. While focusing on the local culture, the school frequently welcomes visitors, trained specialists and volunteers from across India and overseas.
