Introduction to the brand

Started in 1960 by John Bissell by an American man with the aim to give Indian crafts a new platform,
fabindia originally started as a home furnishing export company with its first retail store in Greater Kailash in
New Delhi. In India's fashion and lifestyle sector, Fabindia has developed into a major player. The business is
known for helping local craftspeople, promoting India's rich cultural heritage, and providing a variety of
goods that highlight the variety of Indian handicraft. Fabindia developed a reputation for producing clothing
from hand woven and hand printed fabrics by the early 1980s. Organic foods, which were a logical extension
of Fabindia's commitment to traditional techniques and skills, were added in 2004, followed by personal
care goods in 2006. The non-textile line was added in 2000. In 2008, handcrafted jewelry first appeared.
Fabindia, which is present throughout India, is currently the biggest private marketplace for goods made
from traditional crafts and skills. A substantial number of these are supplied from rural areas all over India
where the business collaborates directly with the artisans, offering a range of contributions like design,
quality control, financial access, and raw materials.

Fabindia aims to provide clients a range of goods and a way of life that provides an alternative to the mass-
produced while fostering stable rural economies.

About the founder

John Bissell was a resident of Hartford, USA who came to India in 1958 when given a 2 year grant from the
ford foundation, he was to guide and aid Central Cottage Industries Corporation (run by the
Government of India) in making goods for export. John had a soft spot for India because
he had grown up hearing his father's tales about the country, who had lived there during
World War II. His affection increased throughout his time in India. John understood that
the Indian textile sector had the potential to soar to unimaginable heights. John Bissell
made the decision to stay in India once his project with the Ford Foundation came to an
end and launched Fabindia. Fabindia was established as a home furnishings exporting
firm. After suffering a heart attack in 1993, John's son William Bissell took over the
running of Fabindia. In 1998, John Bissell passed away.

Vision
“ At Fabindia we celebrate India, and endeavour to bring all that we love about India to customers
around the world.”

Philosphy
Fabindia was established with the firm conviction that a vehicle for marketing the numerous and different
craft traditions of India was required in order to assist in meeting the demand for and sustain employment.
They combine modern designs with traditional craft methods to create aesthetically pleasing products that
are also reasonably priced for today's consumers.

The objective is to offer clients handcrafted goods that support and promote excellent craftsmanship.

They obtain all of their items from India. By offering a range of contributions, including as design, quality
assurance, access to raw materials, and production management, Fabindia collaborates directly with
artisans. The goal is still to emphasize how much of our items are handcrafted, whether that be through
hand block printing, hand embroidery, or handwoven textiles.

Mission
1. To harness harness the transformative power of a well-run business committed to profitable
growth in support of Fabindia’s Vision.
2. To strengthen and support our community of customers, designers, artisans, farmers,
makers and entrepreneurs inspired by India.
 To give our customers products that delight them by interpreting our rich heritage and
traditional knowledge, while protecting the natural environment.

Values and guiding principles

To remain true to our company’s history and our founder’s original Vision: "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

to make sure we consistently provide our customers the impression that they are getting excellent value for
their money while also delighting them with our products and services.

to create, produce, and market goods that have intrinsic value derived from their unique designs, knowledge,
care, and craftsmanship.

to uphold our history and commitment as an ethical and reliable brand that supports an inclusive capitalism
stakeholder-based community model.

To consistently communicate our vision to all of our stakeholders, including customers, suppliers, and
business partners, to guarantee that all of our actions align with our vision, mission, and guiding principles.

Brand positioning

STRATEGIC GOALS AND ADVANTAGES

If Fabinida were to expand their presence overseas and take the brand abroad to new geographical regions it
could benefit in the following ways:
1. geographical expansion: By expanding the presence of the brand globally the brand can get more market
growth, increase in consumer base as well as expanding into a new geographical region can reduce the
brand's dependence on the domestic market. If FabIndia extends the brand to a new geographical location, it
can have access to more talents like more craftsmen as well as management. Furthermore, the brand will get
more global recognition as well as their supply chain would also become better as it can source raw materials
from various parts of the world.
2. Brand recognition: By doing a brand extension into a new market, the brand gives an image of a successful
and reliable company, furthermore expanding the brand internationally gives a boost to the brand and brings
credibility. Internationalization allows the brand to expand its network of partners and offer new
opportunities.
3. New customers: By expanding into a new market, the brand gets the opportunity to cater to a new segment
of the market and diversify the market.
4. Increase in turnover: Going international with a brand is an excellent opportunity to reduce risks and
increase revenue as it gives access to other markets as well as new customers. International expansion can be
very beneficial when the market has little or no domestic market for the category.
5. Increase in sales revenue target: With the expansion of the brand, there would be an increase in sales
revenue target as well as financial growth in the new target market. (primetargettech, 2022)
FabIndia, which is famous for its textiles and handmade Indian crafts has a diverse portfolio of products
FabIndia already has stores in Dubai, Qatar, Abu Dhabi etc.. By taking it as a brand to a new global market
the organization can see an exponential rise in the revenue as well as the consumer base. With the extension
of Fabindia into UK which has a strong consumer base and with opening stores in the UK which is the second
largest ethnic group in the UK. The UK is an emerging market, it is the second country in the European union
with the largest FDI. (EY, 2023)

UK is a global financial hub which has a high standard of living and is a potential market for FabIndia’s
products which can attract consumers who appreciate quality and craftsmanship. The UK has nearly 60
million e-commerce users i.e there’s very high internet penetration in the market (statista, 2023) as FabIndia
has an e-commerce platform and also sells on third-party marketplaces, expanding the brand to the UK would
be of great importance.
FabIndia already has footprints in Dallas, Kathmandu, Singapore, Kuala Lumpur etc as these places have a
high concentration of Indian diaspora, hence expanding to India would be beneficial for the band, moreover,
UK ranks 6th in ease of doing business (GOV.UK, 2020).

Potential market for expansion:

1. United Kingdom: The United Kingdom has1,412,958 people from the Indian ethnic group in England and
Wales, making up 2.5% of the total population. (GOV.UK, 2019). United Kingdom has a lucrative ethnic
market with spending power being as high as 12 billion pounds.
2. Germany: Germany's market topped the Europe Ethnic Wear Market by Country in 2020 and would
maintain its dominance through 2027, expanding at a CAGR of 9%. From 2021 to 2027, the UK market
would exhibit a CAGR of 8.7%. (CISION, 2021).
3. Canada: Canada has a population of 1.86 million Indians. The Canadian ethnic wear market is poised to
grow at a CAGR of 10.2% during (2021 - 2027). (KBV, 2022)

Cluster A United Kingdom

Cluster B Germany
Cluster C Canada