The Marketing Mix of Fabindia tells the 4Ps (Product, Price, Place, and Promotion) of India’s largest private platform for products – Fabindia!
Fabindia, a retail and lifestyle company based in India, has become a prominent player in the Indian fashion industry due to its focus on traditional and handmade products.
The company sources its products from rural Indian craftspeople, providing them with a source of income and employment. By targeting the middle and upper-class sections of society interested in authentic Indian products, Fabindia has been able to establish itself as a premium brand.
Despite being a community-owned private company, Fabindia has made a name for itself on the international stage due to its beautiful designs and skilled craftsmanship.
The company’s commitment to traditional techniques and handmade products has been central to its success, and it continues to promote Indian culture through its products.
Let’s start with Fabindia’s Marketing Mix to learn more about their product, price, promotion, and distribution approaches.
Product in the Marketing Mix Of Fabindia
Fab India is a brand that has successfully blended traditional Indian handicrafts with global clothing styles, earning a reputation as a cult lifestyle brand.
Its product portfolio covers a wide range of categories, such as women’s clothing and accessories, men’s clothing and accessories, kids’ clothing, home and gift, furniture, personal care, and organic products.
The company has diversified its portfolio over time and kept its product mix consistent across all its operations.
Fab India has over 40,000 rural craftsmen and artisans working on the production of its products. It is known for its handmade ethnic products that are made in India.
Its product offerings for kids include a wide range of ethnic wear like saris, skirts, pants, dresses, and lehenga sets for girls, and jackets, shirts, and short kurtas for boys, along with footwear and jewelry.
The men’s collection includes apparel like sherwani, trousers, churidars, pants, jackets, shirts, t-shirts, and kurtas, along with a variety of footwear.
The women’s section offers shawls, jackets, mufflers, coats, blouses, dresses, salwar-kameez, palazzos, pants, shirts, skirts, dupattas, saris, lehenga, tunics, and kurtas in apparel, footwear, bags, and jewelry categories.
The home furnishing and gift section includes bath linens, floor coverings, bed linen, and giftware. Fab India also offers a range of organic products, such as coffee, teas, pickles, sweeteners, chutneys, seasonings & herbs, ghee, oil, spices, butter, sauces, candies, powdered drinks, and ready-to-eat items like snacks and muesli.
Additionally, the company has an organic line of products like tea and coffee, oils, and ghee.
Fab India has been successful in keeping its product portfolio consistent across all its operations while catering to a diverse section of customers.
Its handmade products made by rural Indian craftsmen and artisans have earned the brand international recognition, and the company has also been a source of employment for rural India.
Price in the Marketing Mix Of Fabindia
Fabindia blends traditional Indian handicrafts with global clothing styles and offers a range of products for women, men, kids, and home furnishings. The company’s direct link between suppliers and distributors ensures the quality of its handmade products.
Fabindia’s pricing strategy includes value-added and product-line pricing policies, which attract customers from different segments of society, including the middle and upper classes.
The company recognizes the value Indian consumers place on handmade clothing and uses perceived value pricing to add a slight markup. It also employs promotional pricing to expand its customer base.
In a competitive apparel market, Fabindia applies going-rate competitive pricing for most products. Its product line pricing strategy markets high-quality products at a premium over the base price to less price-sensitive consumers.
Fabindia’s blend of traditional Indian handicrafts with global clothing styles, and its effective pricing strategy, have made it a profitable cult lifestyle brand.
Place in the Marketing Mix Of Fabindia
Fabindia is a retail chain store that was founded in 1960 by John Bissell and is headquartered in New Delhi, India. Initially, it started as an exporter of home furnishings and later expanded its operations to the retail sector in 1976 with its first outlet in New Delhi.
Today, Fabindia has an international presence with its retail outlets in several countries like Italy, Bahrain, Dubai, and UAE, and has over 141+ domestic outlets spread all over India.
Fabindia’s distribution network includes three segments – Institutional sales, wholesale exports, and Fabindia stores. It has established a continuous supply chain in rural India and opened several online stores to meet the demands of its customers successfully from any place.
The company exports its products, which are limited to garments and home linens, to over 33 countries. The exports are done through wholesale as well as retail channels.
Fabindia has expanded its retail channel to 211+ retail stores across India, two stores in Singapore, two stores in Dubai, one store in Italy, one store in Nepal, one store in Malaysia, and one store in Mauritius.
Fabindia also sells its products through its online web portal and other e-tail platforms like Amazon and Flipkart.
In addition, Fabindia operates as a wholesale supplier to other brick-and-mortar retail shops, and its products are available through modern retails and traditional wholesale channels.
Fabindia’s global presence and diverse distribution network have enabled the company to cater to a vast customer base and become a leading name in the retail industry.
Promotions in the Marketing Mix Of Fabindia
Fabindia’s success is linked to its unique business model that promotes handmade craft industries in rural India. The company’s commitment to employing thousands of artisans and craftspeople in rural India is the foundation of its marketing campaigns, which are designed to create an emotional connection with people in India.
Fabindia has been involved in various CSR activities, contributing to society, which is one of the reasons for its popularity in India.
The company’s marketing strategy relies on direct interaction with customers, and it uses social media platforms such as Facebook and Twitter to create visibility for its brand.
The company’s marketing campaigns emphasize the authenticity and genuineness of its products and highlight the use of organic materials in production.
The company hosts crafts mornings where artisans speak about their craft and experts talk about the importance of using organic products and sustainable production methods.
Fabindia’s institutional framework gives employment to thousands of craftspeople in rural India and is the cornerstone of its brand identity, creating an emotional connection with the people of India.
The company expanded its retail channel to international markets and has an online presence to cater to the demands of its global customers.
Fabindia has also ventured into B2B sales, offering product customization and interior consulting for heritage hotels, resorts, and corporate houses.
Fabindia maintains a fixed price for each item and does not offer discounts or bargain prices. However, the company offers EMI options for some high-priced items to its loyal customers.
The company depends on its loyal customers to become its advertising agents, believing in word-of-mouth publicity. Fabindia uses print media to advertise its products through in-store posters, mobile marketing, and advertorials and has started developing TV commercials and ad campaigns on digital media platforms like YouTube.
Overall, Fabindia’s marketing strategy and commitment to social responsibility have made it a cult brand that resonates with the values of the people of India.
I hope you have gathered all the crucial information about the Marketing Mix of Fabindia and the 4 P’s of Fabindia. Stay tuned for more Marketing Mix Articles.