Fabindia is an established legacy focussing on authentic, sustainable, and Indian lifestyle products. The consumer lifestyle brand has well-recognized marquee brands - ‘Fabindia’ and ‘Organic India.’ Both the brands operate on the core principles of 'Celebrating India' and 'Healthy Conscious Living'.

Fabindia offers a diverse portfolio of lifestyle products to its customers across apparel and accessories, home and lifestyle, personal care, and organic food categories. 

The firm’s business model is focused on sustainability by design and they have sought to create a differentiated supply-side community through a model which engages thousands of Indian artisans through a network of vendors, as well as farmers across India.

“We deliver an omnichannel experience to customers. We have a pan-India network of 309 Fabindia stores and Experience centers, 74 Organic India stores, and a network of retail touchpoints for Organic India (including general trade stores, modern trade stores, and chemists), as of September 30, 2021. Currently, 70 percent of the stores of the brand are present on high street, and the rest 30 percent are in the malls. We also retail through our online platforms, mobile application, and third-party marketplaces,” says, Ajay Kapoor, President – Retail, Fabindia.
 
Omnichannel Strategy

Omnichannel has always been a part of Fabindia’s retail strategy. 
 
“We are growing our sales through the expansion of the omnichannel network. We have consolidated it in the last couple of years considering the vast range of products we offer from apparel to organic food to personal care to furniture and everything. Our average store size is 3,000 sqft and we have a mix of stores which are 1,500-2,000 sq. ft and some even between 8,000 to 12,000 sq. ft. To do justice to the various assortments we offer to the customers in smaller size stores, and also considering it is not easy to keep larger products like furniture in small size stores, we are using the omnichannel very effectively,” he explained.

Fabindia makes about 2.5-3 percent of its sales through its technological devices such as tablets. “Apart from this, we have a presence on third-party marketplaces like Tata Cliq, Amazon, Myntra, and others. Our products are showcased at these marketplaces at prices that are uniform across channels.”
 
Offline is the bread and butter for the company and online contributes 8-10 percent of the total business of the company. 
 
Technology Integration
 
Fabindia is providing a tailored, personalized experience to customers by offering bespoke solutions to its customers. We are known for providing customized solutions not only for apparel but also for home furnishings.
 
“We are customizing men’s kurtas for various occasions and we deliver them within 7-10 days. We have also introduced a white glove service where we call up the customers as per our customer database and showcase our product range either on WhatsApp or via video call. Customers can place their orders with us which we get delivered to their homes. While offering this service, we give an online payment link to customers to make the payments,” added Kapoor. 

Fabindia has also added artificial intelligence on its website where customers can mix and match products like jewelry and accessories with various shades of saree or kurta to find the perfect design. 

Future Plans

Recently, the company has launched the brand FabEssentials® for the personal care range and FabNU® which offers western wear for women. Fabindia currently has a store each in the US, Fiji Islands, Maldives, and Singapore, 2 stores in Nepal, 3 stores in Malaysia, and 3 stores in Dubai, is planning to open another store in Malaysia in August.

“The expansion in international markets is through our franchise partners. We are also talking to one of the partners in Canada to launch the brand by January next year,” he concluded.