Fabindia is a private community owned Indian enterprise which deals in retail clothing, textile, furnishing, and cultural products. It sells handmade items by artisans of village areas in India. It was founded in 1960 by an American worker John Bissell and has headquarters in New Delhi, India. This firm sources its products mostly from villages to continue rural employment in India. The marketing mix of Fabindia provides analysis on the company. The 4Ps in the marketing mix of Fabindia are:
Fabindia brings a fusion of global clothing trend and traditional Indian craftwork in the market. Around 40000 artisans and craftspeople from all over India are responsible for these tribular handcrafted items. Fabindia offers a wide array of products as it has expanded the portfolio in the section of garments, personal care and furniture.
Its product array includes garments and accessories for women, men, and kids, stationery, home furniture & décor, ceramics, giftware, personal care items. The company also sells a natural and organic line of products including tea, coffee, oils, ghee, pickles, seasonings, sauces, spices, drinks, and ready2eat items. Fabindia offers western garments under the brand Fables.
Fabindia has cut the middlemen and provides a direct link between the supplier and the distributor. The directed customers of this company are the upper and middle-class consumers of India and overseas. Fabindia uses value-added pricing policy for all of its items and, this policy brought immense success to the company as consumers are aware of the real value of products.
It also uses product-line pricing for every product which ranges from high-medium-low. This strategy attracts a large number of consumers from various parts of society. Fabindia knows how Indians view handmade cultural products thus it uses perceived value pricing and adds a low markup on its products.
Fabindia is an Indian retail chain which started its operation as a dealer of home furnishings. Later, it expanded the product line and opened its outlet in India. It has multiple and big stores in Delhi, Mumbai, and Chennai. Currently, the company has retail stores in 137 cities of India.
Fabindia has also shown global presence through its retail stores in several regions including Malaysia, China, Nepal, Rome, Italy, Dubai, Bahrain, Singapore, and Mauritius. Also, its products are available on e-tail websites like Flipkart and Amazon. Fabindia has a continual supply chain from rural India and, its products are available through current retail stores and standard wholesale method.
Fabindia plays a significant role in providing employment to artisans of rural India and bringing ethnic handmade garments in the industry. The company emotionally connects by this with Indians in all of its marketing campaigns. It organizes shows where artisans speak about their work and, experts discuss the importance of using natural products. Fabindia always remains involved in CSR activities in India. It takes help of TV and print media to advertise its product range. The company recognizes benefits of using social media and uses it to create brand awareness.