FAB INDIA IS A CHAIN OF RETAIL STORES IN INDIA PRODUCING ETHNIC PRODUCTS CARRIED OUT BY THE CRAFTSMEN OF RURAL INDIA.

THE FA B INDIA PRODUCTS ARE MAINLY SOURCE TO SUSTAIN AND PROVIDE EMPLOYMENT OPPORTUNITIES TO THE RURAL PEOPLE IN INDIA. THE COMPANY EMPLOYS MORE THAN 15000 CRAFTSMEN AND ARTISANS ALL OVER INDIA.

History of Fab India

Fab India was initially commenced as a village based industry in 1960 by John Bissell, who was previously working for the New York Macy as a consumer left his job position and started to work for Ford Foundation as a counselor where he had given 2 years to instruct the Indian villagers to make textile possessions for export His firm belief was to enhance the growth of textile industry and was very determined to provide a platform for the Indian handloom textile industries. He provided equitable job opportunities to the traditional artisans and established Fab India in 1960, to amalgamate the best approaches of West & East Collaboration.

Started as an export house has today become a successful retail T o d a y t h e y h a v e r e t a i l outlets in all major cities of India 97 at last count - in addition to international stores in Dubai, UAE; 3 stores in Bahrain: Doha, State of Qatar and Rome, Italy. T o d a y t h e y h a v e r e t a i l outlets in all major cities of India - 97 at last count - in addition to international stores in Dubai, UAE; 3 stores in Bahrain: Doha, State of Qatar and Rome, Italy.

 Bissell established FabIndia in 1960 in order to fuse the best aspects of East/West collaboration. By the early eighties, they started producing garments made from hand woven and hand block printed fabrics.

WHOLESALE EXPORTS
Fa bindia exports to over 34 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

RETAIL
Fabindia was awarded "Best Retail Brand" in 2004 by The Economic Times of India. In 2004. Fabindia was featured as part of a CNBC special TV report on India.

OBJECTIVES
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 to provide and sustain rural employment.
They blended indigenous craft techniques with contemporary

designs to bring aesthetic and affordable products to today's consumers.

 Their endeavor is to provide customers with hand crafted

products which help support and encourage Good craftsmanship.

Growth of Fab India

The first Fab India store of retail was built in New Delhi, Greater Kailash with an assortment of home lines, durries and upholstery fabrics. By eighties Fab India started to produce garments prepared from hand block and hand woven printed fabrics. As years passed by, the marketing focus of Fab India shifted to the India's local retail market from exports. At present, Fab India enjoys a successful business of retail presenting textile industry of
India an assortment of home products and natural fabrics including cutlery, pottery, home accessories, lamps, furniture etc. In 2004, Fab India launched a product line of organic foods, by extending the partnership to rural area farmers.

Objective

Help FahlndiA in retaining customers by building lasting relationships and improving loyalty, and acquiring new customers Capitalize the potential to expand the TG from 25 + to 18+

FabIndia does not advertise, depends on word of mouth. This essence will be continued with the social media campaign as well Take advantage of the perfect overlap of Fa hindia TG and the Internet user profile, 18-35 years Created fully fledged retail market online

First mover advantage in their segment Connect with the customer to customize Brand managers at Fahindia use a concept of intuition: creating a complete look based on a single design -> this to form the ethos of the 3D online trial room

Retail Sector: India

Retail

sector is expected to contribute to 22 per cent of India's GDP by 2010 Organized retail sector to grow from 5% to 14-18% of the total retail market in 2015 Apparel, along with food and grocery, is leading the growth of organized retailing in India Sector expected to touch $450 billion by 2015 To be one of the top 10 markets in the world To create 1.6 million job opportunities

Integration of real estate in the business model Creating and maintaining effective and scalable supply chain In c r ea si n g average basket size of customers by shaping and

The material & machines used by Fab India

Hydro Extractors: Direct drive, self balancing and high speed DC injected broke are suitable for the merchandise centrifuge after dying or washing. High speed, mainly ensures undersized extraction and consumes less energy. Dry Cleaning Machines: The machines Fab India uses comprise powerful filter, with low spin extract. The machine at Fab India for dry cleaning is specifically designed in order to remove greasy and oily trace marks from woolen or quality garments.

PRODUCTS AND PRODUCT MIX

The products of Fabindia in the initial years consisted of only upholstery fabrics for export to overseas markets. Then in the early part of 1980s readymade garments were added to its product line and in 2004 organic products were added. In 2006 body care products were introduced. Thus, the product mix of Fobindio could be divided into three broad groups, namely Garments, Home Products and Organics.

PRODUCT LINE DEPTH OF FABINDIA ,'" Table cover 3 6 X 3 6 45X45 45X72 60X90 60X120 36 ROUND 60 ROUND

9 0 X 9 0 113X113 113X180 150X225 150X300 90 ROUND 150 ROUND

PRODUCT LINE DEPTH OF FABINDIA

C. Each product line length has a depth which include items in different sizes and many number of Styles. The Styles present in Apparel category depends on the season. During the Festive Season the No. of Style increases.
1) In women's wear the product line Depth includes

C. Sarees 1 )Chanderi Sarees 2) Silk Sarees a) Printed Silk Sorees b) Woven Silk &Drees

P R ODUCT LINE DEPTH OF FABINDIA

3)Kantha Sorees
4)Cotton So re es a) Printed Cotton Sarees b) Woven Cotton Sarees Kurtas

1. Mini Full Sleeves- S,M,L,XL,XXL

2. Mini Half Sleeves- S,M,L,XL,XXL 3. Mini Sleeveless- S,M,L,XL,XXL

4. Short Full Sleeves- S,M,L,XL,XXL 5. Short Half Sleeves- S,M,L,XL,XXL

6. Medium Full sleeves - S,M,L,XL,XXL 7. Medium Half Sleeves - S,M,L,XL,XXL

8. Long Full sleeves - S,M,L,XL,XXL

PRODUCT FABINDIA

LINE

DEPTH

OF

3.Churidars - S,M,L,XL,XXL 4.Pants - S,M,L,XL,XXL 5.Shorts- S,M,L,XL,XXL 6.Tunics 1) Small tunics- S,M,L,XL,XXL 2) Long tunics S,M,L,XL,XXL 7.KaftansS,M,L,XL,XXL 8.Maternity Wear- S,M,L,XL C . 2) In men's wear the product line Depth includes

Men' Size Chart SHOU LD 1 8

1 9

2 0

2 1

2 2

2 3

ER
CHEST
3 6 3 8 4 0 42 44

46

WAIST
HIP

3 0 3
7

3 2 3
9

3 4 4
1

3 6 43

3 8 45

4 0 47

1. Long Kurtas- Cotton 36-46 Long KudosSilks 36-46

2. Short kurtas - Cotton 36-46 Short kurtas - Silks - 36-46

3.Churidars

4. Bush Shirts - Short Sleeves 36-46 Bush Shirts - Long Sleeves - 36-46 5.Fitted shirts - Short Sleeves 36-46 Fitted shirts - Long Sleeves - 36-46
6.Ties

7.Pants with drawstrings 36-46 8.Trousers -36-46

9.Nehru Jackets-36-46

In Kid's Wear the product line Depth includes products

for Infants, Girls and Boys Boys Measurement Chart in Inches

SHOUL D ER
2 1 22 24

1 0

10.5

11. 5

12.5

13.5

14.5

CHEST WAIST
HIP

16 21
23

28 25
29

30 26.5
30.5

2 0
2 2

22
24

23.5
26.5

1. 2. 3. 4.

Frocks -0-3 yrs,3-6 mnths,6-1 yr,lyr-2 yrs Dhotis for boys - 2 -12 yrs Sorts for Boys -2-12 yrs Churidars Pajamas - 2-12 yrs

3) In Costume Jewelry the product line Depth includes

a) Bracelets - The Styles and Color varies from season b) Neckpieces - The Styles and Color varies from season c)Rings- The Styles and Color varies from season d)Ear Rings - The Styles and Color varies from season

4) In Bags the product line Depth includes

a) Hand Bags-Jute Bags - 3- 6 styles b) Hand Bags - Canvas Bags - 3- 6 styles

c)Luggage Bags - Jute Bags - 3- 6 styles d)Luggage Bags-Canvas Bags - 3- 6 styles

5) In Body Care the product line Depth includes

-> Face Packs - Chandan, Turmeric, Multani Mitti Face Creams 2-5

Soaps- 2-4 Hair Shampoos - 3-5

Hair Conditioners- 3-5 Hair Oils - 3-5 Body Scrubs -3-4

Skin care products- 3-4.

6) In Home Linen the product line Depth includes

Quilts

SINGLE

5X7.5 60X90 150X225

LARGE SINGLE

6X9

72X108

180X270

DOUBLE

7.5X9 90X108 225X270

BABY

175X5.75

45X68

112.5X170

2.Bedsheets 3. Bolster covers 4.Pillow covers 7) In Organic Food the product line Depth includes
1. Concentrates : Lemon

Malta Rhodendron

2. Pickles Mango Ginger Garlic

Green chili :. Ginger Garlic -:Lemon
3.Flour

4 Ragi

Soybean (Whole)

 Black Soybean : Pysllium

:. Wheat
4.Pasta - Wheat , 5. Spices

4 Chili Flakes Rai 4 Yellow Chili

4 Black Pepper 4 White Pepper

6. Dry Fruits - Walnut, Cashew nut 7.Rice Basmati (Brown and White) 8.1n Home Accessories the product line Depth includes 9. Lamp shades Handmade Paper Glass 10. Candles 11. Vases 12. Wooden Vases 13. Ceramic Vases 14. Metal Vases 15.Handmade Paper Photo Frames

10) In Bath Linen the product line Depth includes C. Bath Robes

C. Towels
UT

I 1'

LARGE MEDIUM HAND

30X60 27X54 15X24

15X15

75X150 67X135 37X60

37X37

FACE
BATHMATS

18X28

45X70

11) In Cutlery the product line Depth includes : Bowls :. Spoons :- Cups : Plates 12) In Stationary the product line Depth includes : Handmade Paper Files :- Handmade Paper Pads :

13) In Table Linen the product line Depth includes

PRODUCT LINES OF FABINDIA

FABINDIA is offering multiple product lines. They are catering to

Women, Men as well as Kid's segment in apparels and has products in Furniture, Organic Food, Body core, Accessories, Upholstery etc. They have 18 product lines. The Product lines offered by FABINDIA are as follows:-

PRODUCT LINES OF FABINDIA

MEWS WEAR WOMEN'S JUTE CHAPPALS COSTUME JEWELLERY HOME LINEN

MEN'S WEAR

KID'S WEAR -1 KID'S JUTE CHAPPALS BODY CARE

MEN'S JUTE CHAPPALS BAGS ORGANIC FOOD

HOME ACCESSORIES

URMOLESTR Y

BATH LINEN

Each product line has length writch include categories demarcated to suit consumer's needs.

Product lines of fabindia

Fabindia is offering multiple product line. They are catering to women, men as well as Kids segment in apparels and has products in furniture,organic food,body care, Accessories,upholstery etc.They have 18 product lines.The product line offered by FABINDIA are as follows :
WOMENS WEAR WOMENS JUTE/CHAPPALS COSMETIC & JEWELARY HOME LINEN UPHOLESTRY CUTLERY MEN;S WEAR MENS JUTE/CHAPPAL BAGS ORGANIC FOOD BATCH LINEN TABLINEN KIDS WEAR KIDS JUTE/CHAPPAL BODY CARE HOME ACCESSORIES BATCH LINEN STATIONARY

Each product line has length which includes categories demarcated to suit consumers needs.

1) IN WOMEN WEAR THE PRODUCT LINE LENGTH INCLUDS

Sarees Rs.700 4000 Kurtas Rs. 400 2000 Churidars Rs. 400 1200 Pants Rs. 400- 1200 Tops Rs. 200- 1200 Tunics Rs. 400- 2000 Kaftans Rs. 400- 1500 Maternity wear Rs. 400 2000

2) IN MENS WEAR THE PRODUCT LINE LENGTH INCLUDS Long kurtas Rs. 400 1500 Short kurtas Rs. 400 2000 Churidars Rs. 300 1200 Ties Rs. 100 500 Pants with drawstrings Rs 400 2000 Trouser Rs. 300 1200 Nehru jackets Rs. 400 1200

3) IN KIDS WEAR THE PRODUCT LINES LENGTH INCLUDS PRODUCT FOR INFANTS,GIRLS &BOYS. (Rs. 200 1000) Frocks Dhoti for boys Shorts for boys Churidars pajamas

4) COSTOME JEWELARY THE PRODUCT LINE LENGTH INCLUDS (Rs. 500 800)

Bracelets Neckpieces Rings Ear rings

5) IN BAGS PRODUCT LINE LENGTH INCLUDS (500 2000) Hands bags Luggage bags 6) IN BABY CARE THE PRODUCT LINE INCLUDS (Rs. 100- 1000) Face packs Face creams Soaps Hear shampoos Hear conditioner Hear oil Body scrubs Skin care products

7) IN HOME LINEN THE PRODUCT LINE LENGTH INCLUDS Quits Rs. 1500 - 2000 Bad sheets Rs. 400 1500 Pillow covers Rs. 100 400 Bolster cover Rs. 100 400

8) IN ORGANIC FOODS THE PRODUCTS LINE LENGTH INCLUDS

Concentrets Pickles Flour Pasta Spices Dry foods Rice

9) IN HOME ACCESSORIES THE PRODUCT LINE LENGTH INCLUDS Lamp shades Candles Vases Wooden vases Ceramic Metal vases Handmade paper photo frames

10) IN UPHOLSTERY THE PRODUCTS LINE LENGTH INCLUDS CURTAINS Rs. 500 1500 DURRIES Rs. 400 - 2000 11) IN BATH LINEN THE PRODUCT LINE LENGTH INCLUDS (Rs. 200 1200) Bath robes Towels 12) IN CUTLERY THE PRODUCT LINE LENGTH INCLUDS Rs .A (200 2000)

Bowls

 Spoons Cups Plates

13) IN FURNITURE THE PRODUCT LINE LENGTH INCLUDS Rs. (1500 15000) Chairs Tables

14) IN STATIONARY THE PRODUCT LINE LENGTH INCLUDS Handmade paper files Handmade paper pads 15) IN TABLE LINES THE PRODUCT LINE LENGTH INCLUDS TABLE COVER TABLE NAPKINS MAP & NAPKINS TABLE RUNNERS Rs. 300 1600 Rs. 100 300 Rs. 600 800 Rs. 300 - 1200

Home product
The Home Products range carries furniture, lighting, stationery, tableware, cone baskets and a selection of handcrafted utility Items.

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. for upholstery starting from 100 Rs per meter to 450 Rs per meter.

Organics:

Fabindia Organics carries several types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs. Price range for organics varies from product to product and quantity. Fabindia has launched organic food products after due certification as per the standards set by the International Federation of Organic Agriculture (IFOAM) and the National Programme for Organic Production (NPOP).

Assortment Planning at FabIndia Stores

Each FabIndio Store has its own Buying Plan according to Inventory, past sales and Budget Given.

Each Store is given a Wallet based on the budget that is planned by Marketing People and Finance People at the Headquarters. The survey done at Kormangla store has buying plan as follows:They are given a wallet for each month. Buying is done after each week after checking the inventory for replenishing the stock.

Each Garment style has a code called style no. and to replenish that style the style no. and quantity is fed into their systems.

Contd.
Then the Stock is replenished from the warehouse of FabIndia headquartered in Delhi to the respective stores. The warehouse at Delhi orders the quantity to its suppliers who sends them the finished goods. The FabIndia warehouse has its suppliers in Delhi , Jaipur, Bikaner and Bhuj FabIndia offers 2 types of Apparel Category with Different price Range. Premium Apparel Category - It includes Silk, Cotton Chanderi and Party Wear. It forms 20% of buying. Core Apparel Category - It includes Printed and Woven Cotton. It forms 80% of buying.

PRIC E

RANGE
PRODUCTS GARMENTS AND JEWELLARY

The collection, priced between Rs.100 and Rs.8,000, comprises ethnic jewellery in silver, beads. thread, wood, bell metal (brass and copper), clay, ceramic, leather and glass. The collection - of traditional as well as contemporary jewellery, is available in three designs. Anusuyo, the classical range: Ananya. the unusual ond contemporary designs: and Amna. the trendy and casual range.

MERCHANDISING POLICY

Exhibitions play a crucial role in promoting the new products launched by fabindia in different seasons. They use advertising in the form of print media, mobile networking ond posters and hoardings

The news reports also to a certain extent worked as advertisement for Fabindio. Managers regularly go for field visits to explore new possibilities.

Fabindia promoted its products, mostly through posters. word of mouth and events. The youth leaders who patronized Fabindia garments were like brand ambassadors for Fabindia.

The 'mystery shopper' technique is used to

keep a watch on operations in stores.

Their main motif is to promote the art of rural India in the lost moving fashion industry.

FAD INDIA STRATEGIES

1.MULTIPLE PROCUREMENT SOURCES (PRIVATE

NG0s, FARMERS' GROUPS AND INDIVIDUAL FARMERS) (NETWORKING):IT HAS 122 PRODUCTS FROM 16 SUPPLIERS WITH 220 PRODUCT PACKS

2. TRAINING AND FINANCIAL SUPPORT TO

SUPPLIERS

3. PARTNERSHIP WITH SMALL PRODUCERS

 4. NO DIRECT WORKING WITH PRODUCERS

S. PARTNERSHIP IN COMMUNITY OWNED

COMPANIES OF PRODUCERS

FABM DIA STRATEGIES

HOME DELIVERY
DEEPAVALI GIFT PACKS FREE SAMPLES PROMOTIONAL LITERATURE (BROCHURES, PAMPHLETS)

FOCUS ON GENERIC PROMOTION

OFORGANIC P A R T I C I P A T I O N I N ORGANIC/TRADITIONAL FOOD FESTIVALS/RURAL EXHIBITIONS/MELAS

Big Idea

Online Trial Room: mix n match clothes and design a new look on a 3D simulated triitlroom w/ a model as per physical specification Micro site Social sites High search ranking: Google vA.tAnt. SE0 n SEM Exhibition - workshops on ground make it own gift bag for your family/friend - buy them a new look and get it home delivered ! Expand average basket size of TG which coincides with internet W18-35 Promotion optimization Convenient country specific format Online space- for more visible Online marketplace - integrated into operations Aspiration value- though long term membership benefits Increase preference n brand recall in foreign countries n NRIs Lock in % of wallet as Indians increasingly shop online

Mwa

ONLINE CAMPAIGN

1) Revamping

Website :

A micro site with the new biometrics application will be added to the website. The micro site will have the biometrics feature which allows users to customize their own designs as well as selecting fabric and fOrOliti. It would also allow the user to have customizing fits. Users can then do an online payment and their apparel would be shipped to their mailing address. The micro site would be linked to the national supply chain data and regularly updated. This will make the online process centralized and will enable &titan i meet the demands of the consumer irrespective of the location. Website will serve as the landing page for all online marketing initiatives. Website would also carry links to pages on various social networking sites.

2) Social Media Initiatives: The main aim of the social media initiatives would be:

Increase traffic to the revamped website of fabli_Lal i Informing and familiarizing the users with the biometrics application feature on the MiCrOSite of Fabindia Network with users to reach out to more and more consumers Inform the users about the Culture & Crafts FeSt Inform and educate the consumers about the 50? Year CSR initiative of Fablndia and engage them to be contribute towards the cause

Facebook: Start a fan page and provide regular

facebook

Develop a gaming application Similar to the biometrics application on Fablndia website and share it with fans. This would generate a word of mouth publicity for the application as well as familiarize the users with the application. Upload photos of new stores, new fabrics, new designs etc. and events organized by Fablndia Upload videos of cultural events etc.
-4*
F l

Twitter;

MiernhIne about new changes in the brand ab ndia and its online initiatives Regular tweets about the new biometrics application Engage into conversations with consumers (provide solutions to issues they face etc.) Tweets about upcoming ground activities Tweets about the SO year CSR initiative

Youtubei
Upload

You Tube

viral video for the CSR initiative to involve more and more users to support the cause

Online Events websiteS Om in town etc.) n n The o orou d activities in the metros would be mentioned on online events sites etc. 3) Emailer:

An emailer would be designed to be sent out to the database of customers about the new online biometrics application which they can use for online purchase The e-mailer will also be used for informing customers about upcoming summer collection, events etc. Customers will also be encouraged to support Palladia:150th Year CSR

initiative

4) Adwords:

The focus will be on SE0 to increase search engine rankings for the Fa irkidia website Purchase keywords: ethnic Indian wear, retail, cultural, Indian wear kurtas customized design etc.

AWARDS FOR FAD INDIA

FAB INDIA WAS AWARDED "BEST RETAIL BRAND, 2004" BY THE ECONOMIC TIMES OF INDIA.

FAB INDIA ALSO GOT "DESIGNER P R O M O T I N G I N D I A N

C R A F T O R T E C H N I Q U E A W A R D ' . A S H A L L O F FAME REWARD.

FAD INDIA STORE LOCATIONS

THE STORES OF FAB INDIA ARE LOCATED ALL OVER THE
WORLD WITH 99 ST O RE S I N A LL T HE MA J OR CI TI E S AND STATES OF INDIA. MOREOVER, FAB INDIA OFFERS ITS STORES IN VARIOUS INTERNATIONAL PLACES I NC L UD I NG UA E, DU B AI . BA HR AI N , ITALY AND ROME.