FabIndia sets aside 40% on digital advertising

MUMBAI: Get India to explore India’s diverse culture and craft – that’s the target FabIndia has set for itself. The retail chain sells everything from garments to furnishings to ethnic products which are handmade by rural India’s craftspeople.

Established in 1960 by John Bissell, an American working for the Ford Foundation, FabIndia started off by exporting home furnishings, before stepping into domestic retail in 1976, when it opened its first retail store in Greater Kailash, New Delhi. 40,000 artisans are engaged in employment for sourcing its products today.

But a lot has changed in the last 60 years. The media outlets have changed, consumers have evolved, business has transformed and so has the economy. To keep pace with consumers’ changing needs, FabIndia has introduced a new way of shopping for its customers in the form of experience centres. In addition to this, it houses a Fabcafé, an interior design studio, an organic wellness centre and an alteration studio.

First piloted in March in Delhi this is the second such experience store for the retailer. The next store in line to get the experience centre will be FabIndia Kala Ghoda, Mumbai which should be ready to launch by April 2018. The company plans to have a total of 10 centres by 2018 spread out in Delhi, Mumbai and Bangalore.

With changing times, brands ought to evolve and tweak their communication with audience from time to time. Brands today are shifting gears and investing more on digital platforms and shrinking traditional media ad spends (television, print and OOH). FabIndia spends 40 per cent of the advertising budget on digital platforms by creating customised content for audiences on platforms like Facebook, Google, Instagram and Twitter. The brand has become increasingly strong on digital and social on the last five to six months.

Although the brand deals with premium customers, FabIndia head of brand and marketing Karan Kumar suggests that FabIndia is a category in itself and hence cannot be included in any price range. “Our product line starts from under Rs 1000 and goes beyond Rs 10,000. We cut across all kind of income brackets and demographics,” he says.

Undeterred by rivals, Kumar says, “We don’t consider any other brand as a competition as our appeal is to a certain customer who resides in the same mind space as us which is a sense of self pride about India and its traditions.”

FabIndia has over 280 stores across India in 95 cities. Despite a presence in smaller towns, the core focus is still urban metros and mini metros. Internationally, it has retail outlets spread out in Italy, Singapore, Dubai, Fiji, Qatar, Central Asia, Middle Eastern and Southern markets but will add more stores in Kuala Lumpur and Malaysia. Being optimistic about overseas business, Kumar adds, “Gradually, we will be looking at various international markets over the next 12-18 months.”

Foreign tourists, who are charmed by the country’s myriad cultures, generate a considerable amount of revenue. But the main chunk of revenue is still from Indian customers. FabIndia made a net profit of Rs 1000 crore last year and is looking at a double digit growth this financial year.

Latest Reads
Adani Wilmar IPO to open on 27 January

Mumbai: Edible oil major Adani Wilmar Ltd has announced that it will open for public subscription next week on 27 January and conclude on 31 January.  The price band of the issue has been fixed at Rs 218 to Rs 230 per equity share of the face value of one rupee each for its Rs 3,600 crore initial...

MAM Marketing MAM
Oyo launches new campaign capturing pulse of today’s travellers

Mumbai: Hotel booking platform Oyo has launched a multi-film brand campaign that will be visible across television, social media, OTT platforms, etc through January and February. The brand film features Bollywood actors such as Gul Panag, Kalki Koechlin, Chitrangada Singh and Kunal Kapoor, who...

MAM Media and Advertising Ad Campaigns
ET Medialabs bags performance branding mandate for Kapiva

Mumbai: Growth marketing and analytics company ET MediaLabs has announced its collaboration with Kapiva, a modern Ayurvedic D2C nutrition brand. The association will strengthen Kapiva’s performance branding services with an aim to build awareness and eventually amplify and retain the loyal customer...

MAM Media and Advertising Account
TBO Tek rebrands itself as

Mumbai: Global travel distribution platform has unveiled its new expression of customer-centric brand name, logo, tagline and brand identity as The customer-centric brand name along with the tagline is now: -Travel Simplified.

MAM Marketing MAM
Bira 91 partners with boAt to launch 'Boom' audio collection

Mumbai: Bira 91 and earwear brand boAt have come together to launch an exclusive ‘Boom’ limited-edition collection of audio devices. The 'Boom' collection will be available exclusively on Bira 91’s Merch store and the boAt website starting 20 January.

MAM Marketing MAM
Shauvik Ghosh joins KnowledgeHut as PR & communications head

Mumbai: KnowledgeHut, a Bangalore-based short-duration skills provider has appointed Shauvik Ghosh as head of PR and corporate communications. The appointment is part of the ed-tech start-up's plans to aggressively expand its business and drive growth in its business across its domestic and...

MAM Media and Advertising People
LML partners with former Harley Davidson manufacturing facility in India

MUMBAI : Laying the groundwork for a long-term future in the EV business in India, LML Electric on Thursday announced a strategic partnership with Saera Electric Auto, which formerly handled manufacturing for global major – Harley Davidson.

MAM Marketing Brands
Levi's Music Project partners with Ritviz & Kayan for India edition

Fashion clothing brand Levi’s has announced its partnership with Ritviz and Kayan for the India edition of its music enablement project – The Levi’s Music Project.

MAM Marketing MAM
Trell announces ‘Fashion Democrazy Sale’ to celebrate Republic Day

Mumbai: To celebrate the freedom of choice and expression, homegrown lifestyle social commerce platform Trell has announced its 'Fashion Democrazy Sale' which offers attractive discounts of up to 70 per cent on all things fashion and lifestyle.

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required