Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Fabindia

Fabindia: Branding India’s Artisanal Craft for Mass Retail

As India’s most iconic garments and home furnishings company, Fabindia had come a long way from its humble beginnings as an export shop in 1960, selling handloom fabrics to overseas customers. In 1976, Fabindia started domestic operations in India, and in the next 38 years it had become synonymous with quality handmade products procured from artisans all over India, with a social conscience. The business combined the twin objectives of making a profit and providing a sustainable livelihood for rural artisans. A whole generation of loyal shoppers had grown up with the brand and the view that “If you were a Fabindia person, you were alright.” However, the winds of change were blowing. The next generation of consumers, who were part of a different economic environment and world order, were less tied to the Fabindia ethos and had wider consumption choices. Given the changes, was it time to evolve? Should Fabindia broaden its positioning? If it remained niche, could it continue the phenomenal growth it had experienced? If Fabindia chose to broaden its positioning, what should that broader positioning be?


Recent Tweets



Sat, 25 Jun @ 08:43 am

It's so sad. America one step closer to a Christian fundamental state. That is a frightening thought. https://t.co/dBAhL9NeGX

via Twitter for Android
Sat, 25 Jun @ 08:41 am

Welcome to @IndiGo6E. All kinds of checks in system to force you to pay more! It's legal but consumer perception of… https://t.co/MHvnIC6ECl

via Twitter for Android
Sat, 25 Jun @ 08:38 am

RT @rchowdhri: I understand that cos need to be profitable, but not with unreasonable customer experience. @IndiGo6E will not allow you me…

via Twitter for Android
Sat, 25 Jun @ 08:17 am

Totally agree. This ruling simply makes it worse for poor women and families. #FundamentalismRising in @USA https://t.co/qaREOCGvIN

via Twitter for Android
Sat, 25 Jun @ 08:15 am

Holland Village branch. This wait is quite normal. The coupon really annoyed me. It's disrespectful. So rubbing sal… https://t.co/9V1AjizYdq

via Twitter for Android
Thu, 23 Jun @ 06:43 am

After waiting an hour for service at @dbsbank I was offered a $5 coupon, redeemable at Sheng Siong supermarket, to… https://t.co/jAfKVsmUzO

via Twitter for Android

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava