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Brand Analysis of Fabindia: What’s so fab about it?



With a vision to celebrate India and a zeal to ship everything that we love about India to customers across the world, Fabindia deals in traditional handloom sourced clothes, handwoven by artisans and craftsmen from all over India.

Popular for its enduring and comfortable clothing line, Fabindia has promoted a lot of dying arts & crafts, connecting craftsmen and weavers directly with the consumers.

Established in 1960 by Jon Bissel, the company is providing employment to more than 30,000 craftsmen and weavers, while promoting traditional artisans and craftsmen of India. Currently, Fabindia has six outlets abroad and 111 outlets in India.


Strengths of Fabindia:

  • Strategy- Turning artisans into assets while distributing the profits. Keeping the dying arts and crafts of India alive by employing traditional artisans and craftsmen. Making traditional crafts available for city people.


  • Traditional Orientation- Selling original handloom sourced from original craftsmen- available in various products. Clothes for men, women, and kids with primarily ethnic designs, home furnishings, traditionally designed jewelry, and bed linen. They also have lights, lamps, home accessories, cutlery, stationery, and pottery for sale.


  • Trust among Customers- Products made from pure handloom, created by expert craftsmen from their respective home markets. Highly brand loyal customers of Fabinida because of authentic high-quality products.


  • Strong Supplier Connectivity- Connectivity with over 30,000 artisans belonging to multiple villages across India. They are trained for trendy designs, network support, contacts, and the latest technologies and are handsomely paid for their skills.


Weaknesses of Fabindia:

  • Comparatively expensive- The brand’s product range falls under the expensive bracket as compared to other brands in the market. Not all income groups can afford their products.


  • Poor presence in small towns- Mostly their outlets are located in big cities only.


  • Independent stores- Fabindia only sells through its own stores to maintain the exclusivity of the brand. This restricts their volumes as they do not engage in other retail wholesale businesses.

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  • The global market for traditional textiles- Indian handlooms are gaining popularity not just in India and Asia, but all across the world. Promoted by prominent designers, traditional Indian textiles are worn in prestigious fashion shows and red-carpet events.


Threats for Fabindia

  • Competitors- Mother Earth, Khadi Gramodyog, and Dastakar are the biggest competitors of Fabindia.


  • Public entities- Governments incentivize these traditional crafts and thus, these artisans prefer to sell their art to the government.


Keeping the traditional arts and crafts of the nation alive, Fabindia is infusing India’s rich heritage and culture all across the globe.

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