Introduction

FabIndia: History

Fabindia also known as Fabindia Overseas Pvt. Ltd. is an Indian chain store retailing
garments, furnishings, fabrics and ethnic products handmade by craftspeople across rural
India. Established in 1960 by John Bissell, an American working for the Ford Foundation,
New Delhi, Fabindia started out exporting home furnishings, before stepping into domestic
retail in 1976, when it opened its first retail store in Greater Kailash, New Delhi. Today it has
over 170 stores across India and abroad, and is managed by his son, William Bissell.

Fabindia sources its product from across India through 17 community-owned companies; a
certain percentage of the shares of which are held by artisans and craftpersons. The products
of Fabindia are mainly sourced from villages helping to provide and sustain rural
employment in India. They are currently produced by over 40,000 artisans and craftspeople
across India. The hand-crafted products also encourage good craftsmanship. Fabindia links
over 55,000 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.

Originally founded as a home furnishings export company, by the early eighties Fabindia was
known for garments made from hand woven and hand printed fabrics. In the 2000s, a wide
range of non-textile products were added including organic foods in 2004, personal care
products in 2006, and handcrafted jewellery in 2008.
Today, with a pan-India presence, Fabindia is the largest private platform for products that are
made from traditional techniques, skills and hand-based processes. 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 endeavour is to provide customers an alternative to mass-produced
products, while creating sustainable livelihoods in the rural sector
 FabIndia: Vision and Mission

The Vision

Fabindia celebrates India, and endeavours to bring the real India closer to customers around
the world, marketing the vast and diverse craft traditions of India and thereby help fulfil the
need to provide and sustain employment.
It aims to maximise the hand-made element in the product range, be it handwoven textiles,
hand block printing, hand embroidery or handcrafted home products.

The Mission

Fabindias missions as an organisation include:

- To strengthen and support a community of customers, designers, artisans, farmers, makers

and entrepreneurs inspired by India.
- To provide customers with products that delight them by interpreting the rich Indian
heritage and traditional knowledge, while protecting the natural environment.
- To provide customers with hand crafted products which help support and encourage good
craftsmanship.

How FabIndia Achieves Its Visions & Missions

- By blending indigenous craft techniques with contemporary designs to bring aesthetic and
affordable products to todays consumers.
- By sourcing products from all over the country.
- By working closely with artisans and providing various inputs including design, quality
control, access to raw materials and production coordination.
 FabIndia: Value System

"In addition to making profits, our aims are constant development of new products, a fair,
equitable and helpful relationship with our producers, and the maintenance of quality on
which our reputation rests."
John Bissell, MD

Fabindia aims to stand by the following actions in order to uphold its value system:

To ensure that we delight our customers with our products and service, and always
make them feel that they are getting great value for their money.
To design, make and sell products with intrinsic worth that comes from the original
designs, knowledge, care and skill with which these are made.
To be true to our commitment and history as an ethical and trust-worthy brand
promoting a stake-holder based community model of inclusive capitalism.
To constantly share our Vision with our employees, suppliers, business associates and
customers, so that we collectively ensure that all our actions are in service of our
Vision & Mission.
 FabIndia: Timeline

FabIndia: Awards & Recognition

Awarded with Outstanding Achievement in Promotion of Cotton by a Brand by
Cotton Council of India (2011)
Awarded as the Best Retail Brand by The Economic Times (2011)
Rated amongst Indias Best Companies to Work for by Economic Times and
Great Places to Work (2011)
Awarded with TIE Retail Innovation Award for Excellence in Supply Chain
Management (2010)
The craft-conscious enterprise concept of Fabindia became a Harvard Business
School case study.(2007)
Awarded as the Best Retail Brand by The Economic Times (2004)
 Store Survey

FabIndia: Retail Stores

Fabindias first retail store opened in New Delhi in 1976.

Today, Fabindia has 211 retail stores across India, 2 stores in Singapore
& Dubai and 1 store each in Italy, Nepal, Malaysia and Mauritius.
Fabindia has three kind of stores:
- Premium Stores (4000+ sq. ft.)
- Regular Stores (2000-4000 sq. ft.)
- Concept Stores (800-1500 sq. ft.)
The stores clearly highlight the natural organic theme.
Fabindia has tie-ups with Organic India and EAST which specialise in organic
products.

Selected Store: Koramangala Flagship Store

There are 22 Fabindia stores in Bangalore city, Karnataka. In 1996 Fabindia, the desi
clothing retail brand, chose Koramangala for its outlet in the city.
There are three outlets in Kormangala, one concept store catering to Home dcor &
Furnishings, two stores exclusively for Apparel departments. One located just
opposite to the flagship store and the other in Forum Mall, Kormangala.
All these locations are shopping centric.
Has a free-flow store design and have a very cosy-organic ambience.
The store has an exclusive parking for the consumers and a caf inside the store
catering to various needs of the consumers.
 Competetive Stores Located Near Kormangala Store

Fabindia has many competitors around the corner who are selling different kinds of ethnic
wear, like Shoppers Stop, Max, Biba, Westside etc.

FabIndia: Visual Merchandising

Visual merchandising is the backbone of the retail industry. However, the merchandise hardly
sells in retails where identical merchandise is flooded in the market. Visual merchandising is
a silent selling technique that helps to reduce the employee mix and increase per square feet
returns and can further helps in reducing marketing budgets. The activity and profession
consists of developing the floor plans and three-dimensional displays in order to maximize
sales. The purpose of such visual merchandising is to attract, engage, and motivate the
customer towards making a purchase. Visual merchandising consists of mainly two
techniques; interior and exterior displays, also known as in-store design and window displays.
The goal of these two techniques is to attract the attention of consumers, entice them into the
store, to keep them in the store as long as possible, and influence purchasing decisions.

Brand Personality
Visual merchandising contributes to a brand's personality and the characteristics associated
with the brand. Fabindia uses an evolved technique of thematic color-based visual
merchandising to reflect its roots in the traditions and culture of India, as part of their retail
brand strategy. Visual elements like wooden bannisters, textured walls reminiscent of village
houses and vintage interior lighting - all play an important part in building a retail brand and
therefore help the brand differentiate itself from its competitors, create brand loyalty, and
allow Fabindia to place premium pricing on their products. Part of the brand strategy used in
visual merchandising is research into the brand's target market to find out what their
customers values and self-images are. This information allows the retailer to cater the design
of a store, in this case - an epitome of the modern Indian household.

Visual Merchandising Props

Mannequins are used innovatively to display their products in-store and in the window
display. They are used as a tool to show consumers how the products would look like on a
person. The mannequins will commonly be styled to match the in-house trends as well as the
theme on display.
Point of purchase display, a specialized form of sales promotion that is found near the
checkout counter includes Fabindias Organic Foods, which are intended to draw the
customers' attraction to these products.

Product Placement: Easy Access to Products

Fabindias merchandise is visible and easy to access. Having visible merchandise is essential
as consumers like to "buy what they see". This creates an emotional connection, which can
drive the customer to purchase the product. Less is more is a key principle in Fabindias
visual merchandising. Although having a wide variety of stock and product options is
important for consumers, it is also important not to overwhelm the consumer. Arranging
stock, so it is not overcrowded and limiting the amount of merchandise on the shop floor, is
an important aspect of their merchandising. To facilitate this viewpoint, Fabindias store
involves a systematic arrangement of its products in shelves and racks, appropriately marked
into distinct departments and categories.

Window Display
Exterior window displays can be used to sell product and entice customers into the store. An
eye-catching, innovative window display can promote the brand image. Fabindia uses a
widescape window display to give consumers and by-passers an understanding as to what
goods are sold in store. The first piece of visual merchandising customers encounter with a
brand is the window display. Fabindia adjusts its window displays based on seasonal events,
calendar dates, and consumerism-based holidays such as Independence Day, Rakshabandhan
and Christmas, choosing relevant colour combinations to display numerous products.

Color Use in Visual Merchandising

The end purpose of visual merchandise is to aid in making a sale. It enables in converting a
walk by shopper into a walk-in customer. Visual merchandise requires a combination of skills
including creativity, artistic knowledge and understanding of store design. Color is a big
attraction point in converting potential shoppers into customers. Colour is a powerful tool in
Fabindias displays. It draws from Indias diverse and immensely colourful background to
develop an intrinsic yet creative display. Different colours are used to trigger different
emotional responses. For example, blue can trigger a calm response, green and brown can
promote restfulness, warm colours such as red, orange and yellow can initiate exciting,
cheerful, friendly, vibrant, simulating reactions, purple can give the impression of elegance
and sophistication. Fabindia emphasises on colours that create an association with its brand
identity by using neutral and earthy colours such as green and brown contrasted by more
joyful and celebratory shades like red and yellow.

Store Overview
Fabindias store decor combines traditional Indian handicrafts with innovative interior design
techniques to provide the customers with design & look options for their own homes. With
contemporary aesthetic, the interiors are especially designed to enhance the customer
experience - a brick and mortar space that invites a touch and feel of wood and fabric
textures. It offers an engaging experience for product selection, fulfilling its concern towards
assisting the customer to find a space of calm within which to contemplate their choices and
an instinct to provide a fun, interactive shopping experience in a classical space, infused with
the joy, revelry and family orientation that shopping for the home involves.
It is the ambience, which is important in bringing back a customer and Fabindias sprawling
area and elegant interiors are bound to entice one to revisit. The most striking feature at
Fabindias Koramangala stores is the spacious area and a bright and cheerful yet elegant look
highly reminiscent of the desi-urban look and feel of rural India. The choice of the dark
exposed plywood throughout was to recreate the warmth of home and to create a dramatic
and theatrical setting deemed necessary to assist the shopper to contemplate, reflect, relish
their shopping experience, and allow their imagination to soar. The merchandise is constantly
upgraded in terms of design and colour bearing in mind the market requirements and
Fabindias USP where new varieties are infused at regular intervals.
Color Branding & Visual Merchandising
Newer categories like Organic Foods and Personal Care gave rise to an immediate need for
simplification of product navigation which was met by Fabindias innovative use of color
branding. It enabled one to effectively navigate 750+ SKU's in a retail environment and was
achieved by organizing information through rebranding the colours of product packaging.
Product differentiation is intuitively created through diverse color palettes best associated
with various tastes, for example, spicy hot colors for pickles and chutneys and sweet and
smooth for sugar and honey. For Personal Care, each ingredient is converted into a single
graphic motif an abstraction of the actual ingredient. The colour story references
contemporary textile patterns and color blocking, iconic of the brand itself.
This logic of associated color values is extended through the entire product portfolio enabling
products to be arranged by ingredient clusters or benefit categories. This brings in a flexible
system for visual merchandising in store.
 FabIndia: Innovations

Fabindia builds on the diverse handicraft culture of India, using techniques such
as traditional tie-dye, block printing, embroideries.
Fabindias elaborate supply chain organisation has co-opted 22,000 artisans and
made them into shareholders (26% shares) through an elaborate community-
owned model that became the subject of a Harvard Business School case study in
2007.
Fabindia builds on the diverse handicraft culture of India, using techniques such
as traditional tie-dye, block printing, embroideries.
FabIndia wants to unlock demand in smaller towns like Vellore, Karnal and
Rishikesh. By 2018, they want to put 300 stores in these tier two towns.
In April 2014, Fabindia launched its western wear clothing line called Fables
which is made with Indian craft techniques and western cuts and styles.
On the completion of 50 years of the foundation of Fabindia, they have also
released a book depicting the journey of Fabindia called The Fabric of Our
Lives: The Story of Fabindia, written by Radhika Singh.
Fabindia organizes various exhibitions cum sales where they exhibit all the
varities of their collections,giving endless choices to the consumers.

FabIndia: Store Innovations

The famous Architect Charles Correa designed the Fabindia Kormangala store
initially as a house for himself,later sold it to Fabindia, therefore its the most
beautiful house concept styled store.
There is a Fabindia Caf, which is located inside the store itself under a tree
providing a very cozy-homely ambience along with delicious food.
The Koramangala store has a large exclusive parking only for its consumers
providing ease and convenience making it the favorite Fabindia in Bangalore.
 FabIndia: Retail Strategies

Fabindia has a soft selling strategy as it does not indulge itself in aggressive
promotion techniques. It has faith in its products and the customers know about all the
products of fabindia through friends and family.The sales representatives help the
customers while selecting the product and do not force them to buy. They explain
about the benefits and dont manipulate the customers.
The sales representatives help the customers while selecting the product and do not
force them to buy. They explain about the benefits and dont manipulate the
customers.
Mystery Shopper Program: Fabindia also has the Mystery Shopper Program to gauge
the customer satisfaction level. Mystery shoppers posing as normal customers
perform specific tasks such as purchasing a product, asking questions, registering
complaints or behaving in a certain way and then provide detailed reports or feedback
on their shopping experiences to the management. It serves as an effective tool to
improve the customer experience.
The company concentrates on customer feedback by maintaining a visitors register to
record customer views. The store managers prepare a report on buying pattern among
consumers which is periodically reviewed by the Product Selection Committee at
Fabindia in order to know about the buying pattern among the customers.

FabIndia: Customer Relations

Fabindia does not follow any customer acquisition strategy. It instead focuses on customer
retention. Fabindia creates its market through its existing customers which is quite evident
from the fact that about 85% of its customers are repeat customers. The Unique Selling
Proposition of Fabindia is the quality of the fabric and the traditional style, which is always in
vogue. It has designed the stores decor and ambience keeping this in mind. It constantly
attempts to improve the quality of the products in order to retain its customers.
The company concentrates on customer feedback by maintaining a visitors register to record
customer views. The store managers prepare a report on buying pattern among consumers
which is periodically reviewed by the Product Selection Committee at Fabindia in order to
know about the buying pattern among the customers.
Recently, CRM software has been implemented in a select few stores which aims to help in
maintaining a centralized database. This will help Fabindia in retaining customers by building
lasting relationships and improving loyalty. The implementation, however, is still in its
nascent stage, but is soon expected to be spread across all the stores in the country.

FabIndia: Promotional Strategies

 Fabindia has traditionally relied only on word-of-mouth as a marketing tool. It believes that
the product speaks for itself and this strategy has up till now worked very well. Thus,
communication for Fabindia is completely customer driven. In order to do this, it has started
using tools such as Mobile Marketing to tell customers about their new collection and offers
Also, Fabindia uses a lot of in-store posters to create consumer awareness about the products
and where they come from, i.e. the rural suppliers etc. Fabindia uses social media as a
medium to promote its events & collections as well facebook, twitter, pinterest.

Brand strategy:

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)
Mystery Shopper Program: to check the customer satisfaction level

What brings customers to FabIndia:

Quality of fabrics
Range of the products available
Traditional work
Natural Fabric
Service
Store ambience
Location of the store
Display of the garments

E-Commerce presence of FabIndia:

Fabindia has its own online shopping portal and tie-ups with other online marketplaces like
Jabong, Flipkart, Amazon, SnapDeal, Myntra, HomeShop18 etc.
 FabIndia: Merchandise Mix

There are various departments in Fabindia, Kormangala, Bangalore described as below:

1. Women
2. Men
3. Kids
4. Home & gifts
5. Furniture
6. Personal care
7. Organics

Width & Depth of merchandise at Fabindia Stores

Percentage break-up of merchandise, department wise
 Floor
Bed Linen
Covering BAGS FOOTWEAR
Table
Curtains
Linens

JEWELLERY TOYS
Home Bath
Giftwear
& Gifts Linen
ACCESSORIES

Hair Study Dining

Gift Sets Room Room
Care

Silk Living
Skin Care Protein Bedroom
Room
FURNITUR
PERSONAL Range E
CARE
 Oil & Ghees
Health
Pastas
Supplements

Pickles & Ayurvedic

Chutneys Remedies

Tea & Drinks Groceries

ORGANIC Spices &

Ready To Eat
FOODS seeds

FabIndia: Product Departments

Womens Wear
Fabindia garments are made from traditional techniques, skills and hand-based processes.
Compliment your Indian and western outfits with our range of silver and fashion jewellery

Women department is sub-categories into different varieties such as:

1. Clothing: Comprising of kurtas, tunics, tops & coats, dupatta, shawls & mufflers,
saris, slawars & churidars, pants & plazzos, skirts.
2. Fabels: Fabindias inhouse fusion-wear range started in 2014.
3. Collection: Comprising of chikankari, red black, indigo, summer, malhar,
kanjeevaram & gandwal saris.

Saris
&
Dupatt Blouse
as, s
Shirts Muffler
& Tops s&
Tunics Shawl
& s
Dress
es
Kurtas Skirts
Pants Salwar
& Jacket s&
Plazzo s Churid
s aars
 WOMEN

CLOTHING FABELS COLLECTION

KURTAS CHIKANKARI

TUNICS RED BLACK

TOPS&COATS INDIGO

DHUPATA SUMMER

SHAWLS &
MALHAR
MUFFLERS

KANJEEVARAM
SARIS & GANDWAL
SARIS

SLAWARS &
CHURIDARS

PANTS &
PLAZZOS

SKIRTS

Mens Wear

Fabindia garments are made from traditional techniques, skills and hand-based processes.
Discover our range of range of kurtas, jackets, trousers and shirts for all occasions.

Men department is sub-categories into different varieties such as:

1. Clothing: Comprising of kurta, T-Shirts, Jackets, Pants, Pyjams & Churidars, Trousers
2. Collections: Comprising of khadi, Indigo, Round Neck, Malhar, Charkha
3. Accessories: Comprising of footwear
 MEN

CLOTHING COLLECTIONS ACCESSORIES

KURTSA KHADI FOOTWEAR

T-SHIRTS INDIGO

JACKETS ROUND NECK

JACKETS MALHAR

PANTS CHARKHA

PYJAMS &
CHURIDARS

TRUSERS

Kids Wear

A range of garments for kids and infants in contemporary and traditional styles choose from a
range of techniques and materials including organic cotton, silks and silk blends

Kids department is also sub-divided into various categories:

1. Girls: Comprising of kurtas, churidars, lengha set, salwar & patiala set, dresses, skirts
& pants,saris.
2. Boys: Comprising of short kurtas, shirts, jackets, pyjamas& churidars, long kurtas,
infants: boys and girls.
 3. Accessories: Comprising of jewellery
4. Footwear
5. Collection: Comprising of indigo and malhar.

KIDS

GIRLS BOYS INFANTS JEWELLERY FOOTWEAR COLLECTION

SHORT
KURTAS BOYS INDIGO
KURTAS

CHURIDARS SHIRTS GIRLS MALHAR

LENGHA SET JACKETS ACCESSORIES

SALWAR & PYJAMAS&

PATIALA SET CHURIDARS

DRESSES LONG KURTAS

SKIRTS &
PANTS

SARIS

Home And Gifts

Fabindia Home & lifestyle products are contemporary, well designed and appeal across
segments. Interiors can be complimented with a wide range of soft furnishings, customised
curtains and blinds, dhurries, lights, giftware and more...

Home and gifts department is also sub-divided into various categories:

1. Giftware: Comprising of tableware, decorative, lighting, stationary, others
2. Table linen: Comprising of table covers, mats& napkin, runner
3. Bed linen: Comprising of bedcovers, cushions covers, quilts
4. Curtain
 5. Floor covering: Comprising of foot mats and dhurries
6. Bath linen: Comprising of bath mats andtowels
7. Collection: Comprising of angan, white on white, indigo, bharmaputra.

HOME &GIFT

FLOOR
GIFTWARE TABLE LINEN BED LINEN CURTAIN BATH LINEN COLLECTION
COVERING

TABLEWARE TABLE COVERS BEDCOVERS FOOTMATS BATH MATS ANGAN

CUSHOPNS WHITE ON
DECORATIVES MATS& NAPKIN DHURRIES TOWELS
COVERS WHITE

LIGHTING RUNNER QUILTS INDIGO

STATIONARY BHARMAPUTRA

OTHERS

Furniture

Fabindia furniture has been made of natural wood grown in cultivated forests and handcrafted
in India. The techniques used are a combination of traditional carpentry along with
contemporary techniques.

Furniture department is also sub-divided into various categories:

1. Living room: Comprising of bencher & stools, book shelves & display, cabinets,
chairs, coffee tables, day bed, entertainment units, shoe racks, sofa & sectionals.
2. Study room: Comprising of chairs, cabinets, console and writing tables.
3. Dining room: Comprising of cabinets dining tables and dining chairs.
4. Bedroom: Comprising of beds, beside tables and wardrobes.
 5. Collection: Comprising of boston, simple and Mediterranean.

FURNITURE

LIVING ROOM STUDY ROOM DINING ROOM BEDROOM COLLECTION

BENCHER & CABINETS DINING

CHAIRS BEDS BOSTON
STOOLS TABLES

BOOK SHELVES &

CABINETS DINING CHAIRS BESIDE TABLES SIMPLE
DISPLAY

CABINETES CONSOLE WARDROPES MEDITERRANEAN

CHAIRS WRITING TABLES

COFFEE TABLES

DAY BED

ENTERTAINMENT
UNITS

SHOE RACKS

SOFA &
SECTIONALS

Personal Care

Pamper yourself everyday with Fabindia's range of authentic personal care products. These
include soaps, shampoos, hair oils, pure oils, moisturizer, body scrubs, face packs, hair
conditioners and special skin care products.

Personal care department is also sub-divided into various categories:

1. Skin care: Comprising of body washes, creams, face washes, facials sprays,
lotions, scrubs, skin toners, soaps and specials fragrances
2. Hair care: Comprising of conditioners, oils and shampoos
 3. Gift sets
4. Silk protien range

PESONAL CARE

SILK PROTIEN
SKIN CARE HAIR CARE GIFT SETS
RANGE

BODY WASHES CONDITIONERS

CREAMS OILS

FACE WASHES SHAMPOOS

FACIALS SPRAYS

LOTIONS

SCRUBS

SKIN TONERS

SOAPS

SPECIALS

FRAGNANCES

Organic Foods

Organics from Fabindia - A healthy choice for your family. Fabindia Organics carries several
types of cereals, grains, pulses, spices, sugar, tea, coffee, honey, fruit preserves and herbs.

Personal care department is also sub-divided into various categories:

1. Ready 2 eat: Comprising of muesli and snacks
2. Tea & drinks
 3. Pickles & chutneys
4. Sweeteners: Comprising of sugar, honey
5. Drinks: Comprising of soups, concentrates and powered drinks
6. Herbs & seasoning
7. Pasta
8. Others: Comprising of ayurvedic & supplements, oils& ghee, grocery, flour, spices &
seeds, grains, butter, sauces, preserves and candies.

ORGANIC
S

PICKLES AYURVEDI
HERBS &
READY 2 TEA & & SWEETER C & OILS& SPIECES PRESERV
DRINKS SEASONI PASTA GROCERY FLOUR GRAINS BUTTER SAUSES CANDIES
EAT DRINKS CHUTNEY NERS SUPPLEM GHEE & SEEDS ES
NG
S ENTS
MUESLI SUGAR SOUPS

CONCENT
SNACKS HONEY
RATES

POWERE
D DRINKS

FabIndia: In-depth Merchandise Survey

Selected Merchandise Category: Womens Wear Kurtas

FabIndia houses a wide variety of kurtas, differentiated on the basis of fabrics, sleeve length,
neck design, fit, size and colours.

Cotton
Kota
Cotton
Viscose
Silk

Cotton
Wool
Tussar

FABRICS

Silk Blends

Linen Cotton
Cotton
Khadi
 3/Q

Sleeveless Bell

Short Cap

SLEEVES
Rollups Elbow

Raglan Full

Magyar Half

Assymetric

Sweetheart Matka

V Neck Awadh

U Neck Boat

NECK

Round Chinese

Regular Cowl

Kimono Halter
 Kalidar

Pleated Panelled

STYLE
S
Flared Anarkali

Asymmetric Angrakha

Plain

Striped Applique

Solids PATTERN Checks

Printed Embellished

Embroidered
 Chikankari

Khari Print Dabu Print

Hand
Kashmiri
Block Print

CRAFT

Gota Patti Phulkari

Cutwork Ajrakh
 CONCLUSION
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.

Our endeavor is to provide customers with hand crafted products which help support and
encourage good craftsmanship.

Our 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 hand made element
in our products, whether it is handwoven textiles, hand block printing, hand embroidery
or handcrafting home products.