1960 – Founded by John Bissel, a Connecticut native.

It started as an export
house in Delhi.
1965 – Moved out of John Bissel’s home to an actual office.

1976 – First retail store in Greater Kailash.

1977 – The company introduced contemporary designs in its collection.

Early 1980’s - introduced ready to wear garments.

1981 – initially started menswear in a small way.

1992 – End of FabIndia and Habitat partnership.

1993 – John Bissell suffered a paralytic stroke; hence William Bissell, his son;
took over the business.
1994 – Opened a second retail store in Delhi.

1998 – John Bissell dies.

1999 – William Bissell becomes the managing director.

2003 – Vision Plan 1 was formulated.

2004 –

 Online store launched.

 Introduced organic products line.
 Also introduced a premium line of clothing.
 Introduced furniture in its stores.
2005 –

 Mission accomplished.
 A second Vision Plan was formulated.
 Won best Indian Retail Award.
2006 –

 September. 43rd Indian Store.

 Won Best Indian Retail Award again.
 Garments accounted 70% of FabIndia’s Revenue.
 Introduced Body Care.
Questions
 Q.1. Comment on the mission and vision of fabindia
1. under john bissel
2. under William bissel

Q.2. Speaking of product P of marketing, in a tabular format compare john

bissel’s and William bissel’s evolution of product
Ans eg
John Bissel William Bissel (in this column
you can add
pictures if you
wish to)
Evolution of Started off with Expanded the
product furniture, product lines.
upholstery etc. Started selling
In 1981 started actual garments
with a very that didn’t just
limited line of match with the
menswear. neighbours
curtains.
Introduced
organics food
products in 2004.
Also introduced a
premium line of
clothing
Also introduced
bodycare in 2006.
FabIndia Look
Value proposition

Q.3. Describe the macro environment changes between john bissel’s fabindia
and William bissel’s fabindia

Q.4. Comment on the following (your views)

  Pre vision plan era
 Vision plan 1
 Vision plan 2
 Vision plan 3

Q.5. Explain the place P and merchandising of John bissel’s fabindia and
William bissel’s fabindia

Q.6. Comment on the people P of fabindia.

Q.7. Comment on the competitive landscape of fabindia

Q.8. Suggest new and fresher ideas (across the Ps of marketing) for fabindia to
maintain and uphold its mission vision as well as growth proposition. (Add
images if you want) (pitch just 1 strategy)

Submit starbucks assignmengt by - 12

Submit by next class – 16
Advertising assignment submission by 19th

What is macro environment changes

And also can a major part of the answers be outside the case study or should
we strictly stick to the case study only.
In competitive landscape do we give a overview of the competitors

Competitors
- Anokhi

2. Khadi Gram Udyog

3. Good Earth

- BIBA usp – affordable ethnic designer wear

- Khadigram udyog – government initiative
- Mother earth
- Dastakar
-