About the Company

Fabindia is India's largest private platform for products that are made from traditional
techniques, skills and hand-based processes. Fabindia links over 80,000 craft based rural
producers to modern urban markets, thereby creating a base for skilled, sustainable rural
employment, and preserving India's traditional handicrafts in the process. Fabindia products are
natural, craft based, contemporary, and affordable. Fabindia has emerged as one of the leading
players in the ready to wear segment, with the image of a quintessential Indian brand. Fabindia
has also become a fashion statement in the elite and intellectual customer segments. It had
also come to represent organic products.

Philosophy
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 employment. We blend indigenous craft techniques with contemporary
designs to bring aesthetic and affordable products to todays consumers.
Fabindias endeavor is to provide customers with hand crafted products which help
support and encourage good craftsmanship.
Fabindias products are sourced from all over India. Fabindia works closely with artisans
by providing various inputs including design, quality control, access to raw materials and
production coordination. The vision continues to be to maximize the handmade element in their
products, whether it is hand-woven textiles, hand block printing, hand embroidery or
handcrafting home products.

Organic Certification

Food Products Category of Fabindia

Organic Products displaying their Green logo are 'Fully Certified' Organic. All
processes, from growing to preparing to packing have been done according to
National and International standards, verified by accredited agencies.
In Conversion Products displaying their Blue logo are 'In Conversion'. This means
that the farmer is using purely organic techniques, and has registered and is
complying with set standards. Farmland must be managed organically for about 3
years before it can be fully certified.
Natural Products displaying their Yellow logo are 'Natural'. This category
contains products produced by small farmers who use purely organic techniques,
but who have decided to not yet register for certification. It also includes some
processed foods, which do not contain any synthetic preservatives, colors, flavors
or additives.

National and International Standards

India's organic certification standards are set by the National Programme for Organic

Production (NPOP), which are based on standards set by the International Federation of
Organic Agriculture (IFOAM).
In India, there are a handful of certifying agencies accredited by NPOP. Farmers and
producers must register with one of these agencies, who will in turn verify whether NPOP
standards have been met.
For certified Organic products, look for a certified agency's logo, for example SGS,
and NPOP's India Organic logo.

Business Information
Fabindia started as a wholesale export company and has since successfully established
itself as a major retail player in the Indian market. Corporates, resorts and hotels are serviced
through a dedicated Institutional Sales and Marketing team.

Retail

Fabindias first retail store opened in New Delhi in 1976. Today, Fabindia has 170 retail stores
across India, 3 stores in Mauritius, 2 stores in Dubai and 1 store each in Italy, Nepal and
Singapore.
The product range consists of garments for men, women, children and infants; garment
accessories; 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. In
addition to handcrafted clothing and home furnishings, Fabindias product line includes organic
foods and Personal care products.
In 2011 Fabindia was awarded Outstanding Achievement in Promotion of Cotton
by a Brand by Cotton Council of India at Cottonscape.
In 2011 Fabindia rated amongst Indias Best Companies to Work for, 2011 A
study by Economic Times and Great Places to Work.
In 2010 the company has been recognized as one of the most innovative models
by a Monitor-Business Today survey conducted across industry.
In 2010 Fabindia was awarded TIE Retail Innovation Award for Excellence in
Supply Chain Management.
In 2009 the company was featured as an example of Game-changers by
BusinessWeek the international business magazine.
In 2008 Fabindia was named one of India's Top Marketers by Business Today,
India's leading business magazine.

Wholesale Exports
Fabindia exports to over 33 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 in Spring and Autumn. This collection draws on
different techniques to present a range of home furnishings comprising of bed and table linen,

with a focus on textures both visual and tactile.

Institutional Sales

Fabindia has a dedicated team of professionals to handle product customization and interior
consulting for heritage hotels, resorts and corporate houses.

50 Years of Fabindia
Founded in 1960 by John Bissell to market the diverse craft traditions of India, Fabindia
started out as a company exporting home furnishings. The first Fabindia retail store was opened
in Greater Kailash, New Delhi fifteen years later.
By the early eighties, Fabindia was already known for garments made from hand woven
and hand printed fabrics. The non-textile range was added in 2000, while organic foods, which
formed a natural extension of Fabindias commitment to traditional techniques and skills was
added in 2004, with personal care products following in 2006. Handcrafted jewellery was
introduced in 2008.
Today, with a pan-India presence, Fabindia is the largest private platform for products
that derive from traditional crafts and knowledge. A large proportion of these are sourced from
villages across India where the company works closely with the artisans, providing various
inputs including design, quality control, access to finance and raw materials.
Fabindias endeavor is to bring customers a choice of products and lifestyle that
offers an alternative to the mass-produced, while creating sustainable livelihoods in the rural
sector.

Address of the Fabindia Store which was visited for this Project
D-104, City Centre Mall
Kolkata - 700064
Salt Lake, Sector-I

Fabindia Product Range

The major portion of Fabindias product range is textile based. Non- textile introductions
to this range are Home Products (introduced in October 2000), Organic Food Products
(introduced in July 2004) & Fabindias range of authentic Personal care products (introduced in
March 2006).
The textile-based product range includes ready-to-wear garments and accessories for
men, women, teenagers and children; bed, bath, table and kitchen linen; floor coverings,
upholstery fabric and curtains. Cotton, silk, wool, grass, linen and jute are the basic fibres used.
The Home Products range carries furniture, lighting, stationery, tableware, cane baskets
and a selection of handcrafted utility items. Fabindia Organics carries several types of cereals,
grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs. Fabindia's range of
authentic Personal care products includes soaps, shampoos, hair oils, pure oils, moisturisers,
body scrubs, face packs, hair conditioners & special skin care products.

Textile Based
o Ready-to-wear garments (For Men, Women, Teenagers and Children)
o Accessories
o Bed, bath, table and kitchen linen
o Floor coverings, upholstery fabric and curtains

Accessories

Menswear

Womens Wear

 Non Textile Based

o Home Products (October 2000)

Furniture

Lighting

Stationery

Tableware

Cane baskets

Selection of handcrafted utility items

o Organic Food Products (July 2004)

Cereals

Coffee

Grains

Honey

Pulses

Fruit preserves

Spices

Herbs

Sugar

Tea

o Authentic Personal care products (March 2006)

Soaps

Shampoos

Hair oils

Pure oils

Moisturizers

Body scrubs

Face packs

Hair conditioners

Special skin care products

Product Mix of Fabindia

Product mix, also known as product assortment, refers to the total number of product
lines that a company offers to its customers. The spectrum of Fabindia product mix is broad and
versatile.

Width
The width of a company's product mix pertains to the number of product lines that a
company sells. The width of Fabindias textile based products is over ten. The sub categories of
non-textile based products are home products, organic food products and authentic personal care
products. Widths of each sub category of non-textile products are six, ten and nine respectively.

Length
Product mix length pertains to the number of total products or items in a company's
product mix, according to Philip Kotler's textbook "Marketing Management: Analysis, Planning,
Implementation and Control." Ready-to-wear section of womens wear has a length of around
sixteen (Kurtis and Kurtas, Tops & Shirts, Dresses, Kaftans & Jumpsuits, Dupattas, Stoles
& Shawls, Salwars & Churidars, Saris, Pants & Capris, Skirts) and in the case of menswear
it is six (Kurtas, Shirts, Pants, Pyjamas & Churidars, Jackets) only. Textile based home
products has the length of around seven (Bedsheets, Cushion Covers, Curtains, Quilts,
Tablecloths, Placemats & Napkins), length of personal care products are around four (Silk
Protein Range, Organic Personal Care, Hair Care, Skin Care).

Depth
Depth of a product mix pertains to the total number of variations for each product. Variations can
include size, flavor and any other distinguishing characteristic. In case of ready-to-wear
merchandises there are different characteristics like length of the kurta (Long, Short, Extra
Short), size, color, type of lowers (pants, pajamas, churidars) etc. which make the depth of
the product mix of Fabindia very large.

Product Attributes
Textile Based
Length of the Kurta (Long, Short, Extra Short)/Kurti (Knee Length, Long Length)
Size of the apparels (XS, S, M, L, XL, XXL)
Type of lowers (Capris/Pants/Pajamas/Churidars)
Color & Texture (Mangalkari, Pintuck, Dobby, Printed etc)
Fabric (Silk, Cotton, Linen, Blended etc.)
Size of the bed sheets (60"X108", 60"X60", 60"X90", 90 Round) and curtains (44"X60",
44"X84", 44" x 84")

Fabindia Colors and Textures Variations

Non Textile Based

Type of hair care product (Shampoo/conditioner)
Key ingredient in the hair care product (lemon mint, honey oatmeal, Silk Protein, Tea
Tree, Avocado, Aloe Vera etc.)
Type of skin care product (sprays, scrub, face pack, lotion etc.)
Key ingredient in the skin care product (Charcoal, Wild rose, Black sesame etc.)

Price Range
Category
Lower Price Level (INR)

Upper Price Level (INR)

Women
Kurtis and Kurtas

490

5290

Tops & Shirts

430

2390

Dresses, Kaftans & Jumpsuits

690

1890

Dupattas, Stoles & Shawls

990

2090

Salwars & Churidars

390

1190

Saris

2660

6590

Pants & Capris

660

1590

Skirts

790

1890

Bags & Jewellery

260

8990

Men
Kurtas

490

1990

Shirts

490

1590

Pants, Pyjamas & Churidars

530

660

Jackets

1690

2790

Home Products
Bedsheets

790

2290

Cushion Covers

230

930

Curtains

490

1790

Quilts

1760

2290

Tablecloths

299

1860

Placemats & Napkins

290

990

Personal Products
Silk Protein Range

150

425

Hair Care

250

290

Organic Personal Care

150

750

Skin Care

125

700

Product Specification
Womens Apparel
Product Name

Womens Tussar Cotton

Women's Cotton Printed

Double Layered Gudri Long

Lattice Short Kurta

Kurta
Product Picture

Colors Available

Rust

Natural/Red

Sizes Available

XS, S, M, L,XL

XS

Fabric

Tussar Cotton

100% Cotton

Print/Texture

Gudri Work

Floral Print

(Quilted Coverlet)
Neckline

Chinese Collar

Round Neck with Slit

Sleeve

Full

Short

Wash care

Dry Clean Only

Wash Separately

Price (INR)

5290

490

Mens Apparel
Product Name

Linen Printed Fitted Shirt

Mens Mangalgiri Stripe Bush

Shirt

Product Picture

Colors Available

Orange/Brown

Maroon

Sizes Available

36, 38, 40, 42, 44

36

Fabric

Linen

Cotton Fabric

Print/Texture

Hand Block Printed Motif

One Chest Pocket with Stripe

Pattern all over

Neckline

Regular Collar

Regular Collar

Sleeve

Full

Half

Wash care

Hand Wash Separately in Cold

Wash Separately in Cold

Water

Water

1590

490

Price (INR)

Jewellery
Earrings Silver Anusuya 960

Earrings Silver Anusuya 940

Material

Silver

Silver

Color

Silver

Multi-Color

Hook/Fastening

Push

Fish

Price (INR)

8990

460

Product Name

Product Picture

Bed Sheet
Bedspread Printed Kathakali

Bedspread Woven Rizwan

Colors Available

Blue

Green

Sizes Available

94*104

Fabric

Cotton Fabric

Cotton Fabric

Print/Texture

Hand Block Printed

Designer Weave

Wash care

Hand Wash Separately in Cold

Recommended Hand / Gentle

Water

Wash

Product Name
Product Picture

Do not bleach
Dry in shade
Price (INR)

2290

790

Hair Care: Shampoo

Product Name

Silk Protein Shampoo

250 ml

Tea Tree Shampoo Dandruff

Control - 250ml

Product Picture

Ingredients

Purified Water, Sodium

Purified Water, SLES,

Laureth Sulphate, CAPB,

Cocoamidopropylbetaine,

Glycol Distearate, Sodium

Ethylene Glycol Distearate,

Chloride, Glycerine,

Salicylic Acid, Sodium

Fragrance, Panthenol,

Hydroxide (50%),

Polyquaternium 10, Silk

Polyquaternium 7, Glycerine,

Protein,

Coconut Diethanolamide,

Methylchloroisothiazolinone.

Dimethicone, Lactic Acid,

Phenoxyethanol, Guar Gum,
Tea Tree Oil, Disodium,
EDTA, Menthol, Citric Acid,
Neem Oil.

Usage

Luster and texture

Anti-Dandruff

Price (INR)

290

250

Store Display

References:
1. Store Manager of Fabindia Store, City Center, Salt Lake,
Kolkata
2. http://smallbusiness.chron.com/product-mix-639.html (12th
September, 2013, 2:18 AM)
3. www.fabindia.com (11th September, 2013, 11:45 PM)