Fab India: Patna

Retail Operations
Submitted By: Archi Agarwal Divya Srivastav Gargi Pathak Malvika Singh Manik Arora Neha Sharma Vasudha Pant

History
Founded by: John Bissel, ho left New York in1958 to work w as a consultant for the Ford foundation. Highly impressed with the Indian handloom textile he decided to exhibit this craft to the outside world. This is how FABINDIA was established in 1960, primarily as an export house in order to provide equitable employment and to fuse the best aspect of East-West culture. I n 1975 the first FABINDIA retail outlet was opened in Greater Kailash, New Delhi. By the early 80s, FABINDIA has forayed into the production of garment made from hand woven and hand block printed fabrics.

Current Head: William Bissel

About FABINDIA:
Fabindia is India's largest private platform for products that are made from traditional techniques, skills and hand-based processes. Fabindia links over 40,000 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 promotes inclusive capitalism, through its unique COC (community owned companies) model. The COC model consists of companies, which act as value adding intermediaries, between rural producers and Fabindia. These are owned, as the name suggests, by the communities they operate from; a minimum 26% shareholding of these companies is that of craft persons.

Facts
Wholesale Exports:Fabindia exports to over 33 countries worldwide, to wholesalers as well as retailers. Products include home linens as well as garments. 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

Product:
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 Stationery. Fabindias product line also includes: Organic foods and Personal care products.

Menswear Italy, China, UAE, India

Womens wear

furniture

Jewellary

Gift items

Upholstery

Personal care

Headquarter:
Fabindia Overseas Pvt. Ltd.
Head Office: B-53, Okhla Industrial Area, Phase -1, New Delhi 110020, India Registered Address: N-14 Greater Kailash - I, New Delhi 110048, India

Target customer:
Intellectual, Sophisticated Elite

Brand positioning:
Premium ethnic wear brand using fine Indian fabrics and dye stuff. Home decor, organic products and personal care products of premium quality.

Competitors
Strengths
1.Reaching out to customer

Weakness
Very fragmented business

Tailoring

Outlets

with larger dispersion.

2.Ensures convenience of demanding service

approach.

1. Strong community based NGOs Promoting Handicrafts operations. 2. Complementary products manufactured with other firms.

Lack of retailing expertise and inability to minimize costs.

RETAILING HOUSES :
Government Handloom Initiatives (Khadi Gramodyog, Cottage Industries Emporium, State Government departments)

Strengths

Weakness

1.Strong legacy attached to 1.Business is heavily products. 2. Subsidized manufacturing and costs. influenced by bureaucratic approach of employees. 2. No significant product evolution. 1. Scope of product 1.No uniformity in price across products. 2.Limited models of SKUs

Designer Boutiques

customization. 2. Highest level of customer intimacy.

manufactured.

Organic Foods (Reliance, Godrej Agrovet, ITC Foods,

1. Well established business 1. Profitability concerns as houses with high brand equity. organic market is still at

Organic India)

2. Established and
technologically equipped supply chains.

nascent state.

Fabindia:Patna
Location: 111 A ,Patliputra

Colony ,Patna Bihar Infrastrucure: Residential Building Utilites: Sanitation ,Fire Extinguisher,Trial Rooms, AC,Water,Electricity Connectivity: Road

Macro Factors
Political Economical Ethnic concept; Less political influence Changes according to economical conditions (Eg. Recesion :Markdowns) Social Wide acceptance :Indian /Ethnic wear People have inclination towards western culture so fusion lines need to be worked on Technological Better technology leading to better trims; less cost Environmental Type of Fabric used (Eg: Heavy Fabric (cold climate);Quilts and collection for the same. Legal Abide by rules and policies; Stakeholders(customers, employees ,share holders ,suppliers) optimum benefits.

Store layout
Store lay out is free flowing and designed in such a way that customer gets enough space to go through the merchandise with ease.

PERCEPTUAL MAP

HIGH QUALITY

X LOW PRICE

X HIGH PRICE

LOW QUALITY

GROUND FLOOR RIGHT SECTION BOARD LINEN/FURNITURES COUNTER BED

M W
W

T G C

D W

W
W

WOMEN SECTION

ENTERANCE

GROUND FLOOR LEFT SECTION

WALL UNIT W U Kids and linen BED WU WU W U Women section CDU WU CDU

C W U W U T

Linen/furnishing

T T

FIRST FLOOR LEFT SEGMENT

Wall unit
w w w LINEN bed

W WASH ROOM W W

W SOFA TAB LE S O F A

W w MEN

TABLE t T WU M D

SOFA

c w

FAB INDIA ROAD MAPFROM KURJI

TO PATLIPUTRA

F
TO BOR P C GAN HOS MOD DANAPUR ROAD M

Supply Chain

Store:

Footfall : 200 weekends, 150 weekdays. Layout: Free flowing Store area: 3500 sq ft Store timings: 11 a.m- 8 p.m. Fixtures: Wall units, Central display unit, hangings. Themes are created at different corners to form an image in the customers mind as to how their living rooms or dining rooms would look like. Eg. coffee corner, study corner, bedroom etc

Merchandise:

Who selectsstore manager How to select: fab connect software Stock turnover- 15 20 Days Display: Frontage presentation Merchandise ordering is done on the basis of customer demand

width menswear Womenswear womensw ear Indian Western Salwar kurta churidar saree skirts trousers kurta Accessories Home decor Furniture Bed linen Bath linen

Merchandise mix Organic products Pickles Pulses Personal care skin care products Hair care products Body care products

Kurta Super shorts D E P T H Short kurta

Belts Purses Bags

Medicines

churidars
jackets sherwani trousers

Tunics
Shirts Dupatta

Bangles.
Neck pieces Earrings

Table linen

spices

PRICE
Menswear
INDIAN- Rs. 400-4000

Womenswear

INDIAN- Rs. 400- 2500 WESTERN-Rs. 400- 2500 COTTON AND SILK- Rs.795-7000

Saree
organic products

RS. 60-400

Bed linen Bath linen Personal care

accessories

Double bed-Rs. 735-2500 Single bed- Rs. 430-1800 Quilt- Rs. 1800-3000

Bath robes and towels-Rs. 250-1500

Rs. 58- 300

Rs. 160- 700

ORGANISAIONAL STRUCTURE :
Managing director Regional manager Store manager Assistant store manager Sales personnel

Sales personnel

Sales personnel

Sales personnel

NO. OF EMPLOYEESSTORE MANAGERASSISTANT STORE MANAGER SALES PERSONNELGUARDS-

8 1 1 4 2

PROMOTION
Fabindia has traditionally relied only on word-of-mouth as a marketing tool. It believes that a product speaks for itself. It has started using tool such as Mobile marketing Advertisements in newspapers/magazines In-store posters Hoardings

PROMOTION OF HAND-KNOTTED AND TUFTED CARPETS

Sale on: Household Available in: Koramangla, Commercial Street, Magrath Road, Whitefield, Jayanagar, Hebbal, Greater Kailash. Started: 22 Nov 2008 Ended : 30 Nov 2008

PROMOTION OF GARMENTS
Sale on: Womens Wear, Mens Wear, Apparel Available in: Koramangla, Commercial Street, Magrath Road, Whitefield, Jayanagar, Hebbal, Greater Kailash. Started: 5 Mar 2010 Ended : 8 Mar 2010

Sale on: Apparel Available in: Koramangla, Commercial Street, Magrath Road, Whitefield, Jayanagar, Hebbal, Greater Kailash. Started: 15 March 2008 Ended : Till stocks last

Furniture promotion at FabIndia Start: Feb 19 2009 End: Feb 22 2009 Details: Showcasing its range of contemporary wood furniture at select stores for sales. Contact:4254-9000, 3244-9274, 41481017, 3296-6131 Venue: Fabindia, Koramangala; CMH Rd; Eva Mall; Whitefield: Home design Center

FABINDIA BELIEVES: A DELIGHTED CUSTOMER IS OUR BEST BRAND AMBASSADOR

CUSTOMIZATION
The expansion in merchandize mix is mainly done through customer feedback especially that of its loyal customers.

Fabindia has been highly successful in creating a pool of repeat customers, who come again and again for the unique Fabindia experience. Around 95% of the customers of Fabindia are repeat customers.. The core values of Fabindia have always been to provide its customers with quality products which reflect the unique Indian culture and tradition.
Since most of Fabindias customers are repeat customers, the motivating factor for the customer remains the quality and consistency of product and the service provided by Fabindia.

WEAKNESS

STRENGTH
Differentiated products Brand recognition weak promotion strategy Basic designs location

Customer loyalty
Trained staff Neat and pleasant ambience OPPORTUNITY

SWOT ANALYSIS

THREAT upcoming bold styles. Increase in the number of competitors.

Organic food items.

No competitors present in the vicinity.

THANK YOU..