Retail Merchandising - IDM

Assignment-1
Detailed study of Merchandise Mix with
respect to a specific fashion apparel brand/
retail store.

Merchandising mix of Fab india

Semester 4 – IDM (2024)

Submitted by
Arpan chaudhry TD-4
Sonal Soni KD-4
Shipha Mansuri KD-4

Report submitted to: Guest faculty Ms. Arundhati Mantrawadi

Dated: 3. 3 .2024

Department of Fashion Management Studies (FMS)

National Institute of Fashion Technology (NIFT)
(Ministry of Textiles, Govt. of India)
Jaihind Enclave, HITEC City, Hyderabad, Telangana 500081
Declaration

We, the undersigned students, hereby declare that this report titled
Fabindia Merchandising mix is the result of our own independent
work. We have conducted thorough research, collected relevant
data, and analyzed the information presented in this report without
any external assistance or unauthorized collaboration.

We acknowledge and give credit to all the sources and references

used in this report. We have appropriately cited and acknowledged
the works of other authors and researchers through proper
referencing and citation methods. The sources used include
academic journals, books, websites, and other published materials,
which have been duly acknowledged in the reference section of this
report.

We assure that all the information presented in this report is

accurate to the best of our knowledge. We have taken utmost care to
ensure the reliability and validity of the data and findings presented
herein. However, we understand that errors or omissions may still
exist, and we take full responsibility for any such inaccuracies.

Lastly, we express our gratitude to our faculty members, mentors, and

all individuals who have provided guidance and support throughout
the process of preparing this report. Their valuable insights and
suggestions have contributed significantly to the quality and overall
success of this work.

Submitted by: Date: 3/3/2024

1 Arpan Chaudhry Td-4

2 Sonal Kd-4
3 Shipha Mansuri Kd-4
Acknowledgement

We, hereby acknowledge

We would like to express our sincere gratitude and appreciation
to all the individuals who have contributed to the successful
completion of this report titled Fabindia Merchandising Mix.

First and foremost, we would like to thank our Guest Faculty Ms.
Arundhati Mantrawadi for their invaluable guidance, support,
and expertise throughout the entire process. Their insights,
constructive feedback, and encouragement have been
instrumental in shaping the direction and quality of this report.

We would also like to extend our heartfelt thanks to the faculty

members of NIFT Hyderabad for providing us with a conducive
learning environment and equipping us with the necessary
knowledge and skills to undertake this project. Their dedication
to teaching and commitment to our academic growth have been
truly inspiring.

Additionally, we are grateful to the staff members of the

National institute of Fashion Technology Hyderabad who have
assisted us in various ways, such as providing access to research
materials, arranging necessary resources, and facilitating smooth
administrative processes. Their professionalism and willingness
to help have been greatly appreciateted.

Submitted by: Date: 3/3/2024

1 Arpan Chaudhry TD-4

2 Sonal KD-4
3 Shipha Mansuri KD-4
 CONTENTS

S/NO TOPIC PAGE

1 Overview of the Brand 6

2 Categorisation 8

3 Business modal canvas 9

4 Product line 12

5 Length, Width and Depth 13-17

6 Strategies 18-20

7 References and Conclusion 21

Fabindia is a well-known Indian retail company that specializes in ethnic
products, handcrafted textiles, and traditional crafts. It was founded in
1960 by John Bissell, an American entrepreneur who was inspired by the
rich cultural heritage and craftsmanship of India. The company's primary
objective was to create a market for the products made by rural
artisans, showcasing their skills and preserving traditional Indian crafts.

Fabindia's journey began in Delhi, India, where John Bissell set up his
first store. He started by exporting handloom fabrics to the United
States, but soon realized the enormous potential of the Indian market.
Bissell shifted his focus to catering to the domestic market, recognizing
the growing demand for authentic, handcrafted products.

Fabindia's success can be attributed to its ability to blend traditional

artistry with contemporary designs, making its products relevant to
modern lifestyles. The company also invests in research and
development, constantly innovating and experimenting with new
materials and techniques to create unique products.

Today, Fabindia has a vast retail presence in India and abroad, with
numerous stores across major cities and towns. It has become an iconic
brand that represents the essence of Indian craftsmanship and
promotes sustainable and ethical practices. Fabindia's commitment to
preserving traditional arts and crafts continues to inspire and influence
the Indian retail industry.
Fabindia is a specialty retailer that focuses on selling handcrafted and
traditional Indian products. The company's retailing story is marked by a
unique approach that combines social responsibility, sustainability,
and a deep appreciation for Indian craftsmanship.

Fabindia started its retail journey in 1960 as an export company,

primarily catering to the international market. However, founder John
Bissell recognized the immense potential of the Indian market and
shifted the company's focus to serving the domestic consumers.

Fabindia is a direct link between suppliers and distributors. It has

launched an organic line of premium products in the consumer market
that are handmade and, hence, have taken a lot of time and effort
compared to machine-made products. The company has adopted a
value-added pricing policy for its products. As its customers know the
actual value, its policy rate competitive pricing has succeeded.
Categories
Apparel: Fabindia is well-known for its ethnic and traditional clothing,
including sarees, kurtas, salwar kameez, and other Indian attire. They
often incorporate traditional Indian textiles and handloom fabrics into
their clothing lines.

Home Furnishings: Fabindia offers a wide range of home furnishings,

including bed linens, curtains, cushion covers, tablecloths, and rugs.
These often feature traditional Indian designs and are made from
natural materials like cotton, silk, and wool.

Furniture: Fabindia also sells furniture items such as wooden chairs,

tables, cabinets, and beds. These are typically crafted using traditional
Indian woodworking techniques and often feature intricate designs.

Personal Care Products: Fabindia has a range of personal care

products including skincare, hair care, and body care items. These
products often incorporate natural ingredients and traditional Indian
remedies.

Accessories: Fabindia offers accessories like bags, scarves, stoles, and

jewelry. These often complement their apparel and home furnishing
lines and feature traditional Indian craftsmanship.

Organic Foods: Fabindia has a selection of organic food products

including grains, pulses, spices, and snacks. These products focus on
sustainability and traditional Indian farming practices.

Gifts and Handicrafts: Fabindia offers a variety of handicrafts and gift

items such as pottery, brassware, candles, and incense holders. These
items often showcase traditional Indian craftsmanship and cultural
motifs.
Business Modal
canvas of fab india
Key Partnerships:
Rural artisans and weavers: Fabindia collaborates with rural artisans and
weavers across India to source handcrafted products.
Suppliers: The company partners with suppliers to procure raw materials,
such as organic fabrics and natural dyes.

Key Activities:
Product sourcing and development: Fabindia scouts for unique
handcrafted products and collaborates with artisans to develop new
designs.
Retail operations: The company manages a network of physical stores and
an online platform to sell its products.
Marketing and brand promotion: Fabindia conducts marketing campaigns,
participates in events, and utilizes various channels to promote its brand
and products.

Key Resources:
Skilled artisans: Fabindia's key resource is the pool of skilled artisans who
create the handcrafted products.
Physical stores: The company's retail stores serve as key resources to
showcase and sell the products.
Supply chain: An efficient supply chain ensures the availability of raw
materials and finished products.

Value Propositions:

Authentic and handcrafted products: Fabindia offers unique, high-

quality products that celebrate Indian craftsmanship and
traditional art forms.
Sustainability and social responsibility: The brand's commitment to
fair trade practices, supporting rural artisans, and preserving
traditional crafts resonates with conscious consumers.
Cultural experience: Fabindia provides a curated shopping
experience that immerses customers in the rich cultural heritage of
India.

Customer Segments:
Urban consumers: Fabindia targets urban customers who
appreciate handcrafted products, seek unique designs, and value
sustainability.
Tourists: The brand caters to tourists who are interested in
exploring and purchasing traditional Indian products.
Customer Relationships:
Personalized shopping experience: Fabindia aims to create a personalized
and engaging shopping experience for customers, both in-store and
online.
Customer support: The company provides customer support services to
address inquiries, resolve issues, and ensure customer satisfaction.

Channels:
Physical stores: Fabindia operates a network of brick-and-mortar stores
across India, where customers can explore and purchase products.
E-commerce platform: The company's online platform enables customers
to browse and buy Fabindia's products from anywhere.

Revenue Streams:
Product sales: The primary revenue stream for Fabindia comes from the
sale of its handcrafted products.
Export sales: The company also generates revenue through international
exports.

Cost Structure:

Raw materials: Fabindia incurs costs in procuring raw materials, such

as fabrics, natural dyes, and organic ingredients.
Artisan wages: The company pays fair wages to the rural artisans,
which contributes to the cost structure.
Retail operations: Costs associated with running physical stores and
maintaining an e-commerce platform are part of the cost structure.
Partners
Rural Artisans and Weavers: Fabindia works directly with rural artisans
and weavers across India to source handcrafted textiles, garments,
home furnishings, and other products. These artisans are essential
partners who create the unique products that Fabindia is known for.

Textile Suppliers: The company partners with textile suppliers to

procure high-quality fabrics and materials for its products. Fabindia
places an emphasis on natural and sustainable materials, and its
suppliers play a crucial role in ensuring the availability of these
materials.

Organic Food Suppliers: Fabindia offers a range of organic food

products. The company sources these products from organic food
suppliers who follow sustainable and ethical practices in farming and
production.

Natural Personal Care Brands: Fabindia has collaborated with various

natural personal care brands to offer a range of skincare, haircare, and
wellness products. These partnerships allow Fabindia to provide
customers with a selection of natural and chemical-free personal care
options.

Sustainable Suppliers: Fabindia collaborates with suppliers who adhere to

sustainable practices and use natural materials for products such as
organic cotton clothing, eco-friendly home furnishings, and chemical-free
personal care items.

NGOs and Social Enterprises: Fabindia partners with non-governmental

organizations (NGOs) and social enterprises that support marginalized
communities, women artisans, and rural development initiatives. These
partnerships help Fabindia promote social responsibility and economic
empowerment.
Product line
Clothing: Fabindia is renowned for its ethnic wear, including kurtas,
sarees, salwar kameez, and a variety of traditional Indian clothing for
men, women, and children. They often incorporate traditional Indian
textiles and crafts into their designs.

Home Furnishings: Fabindia offers a diverse range of home

furnishings, including bedding, curtains, rugs, table linens, and
decorative items. These products often feature handcrafted details
and traditional Indian motifs.

Furniture: Fabindia provides furniture items such as wooden chairs,

tables, cabinets, and other home décor pieces. These products often
showcase Indian craftsmanship and are made using sustainable
materials.

Personal Care: Fabindia offers a range of personal care products,

including skincare, hair care, and bath & body products. These
products often feature natural ingredients and traditional Indian
formulations.

Organic Food: Fabindia has a selection of organic food products,

including spices, grains, pulses, sauces, and snacks. These products
focus on promoting organic farming practices and traditional Indian
culinary traditions.

Jewelry: Fabindia offers a collection of ethnic jewelry, including

earrings, necklaces, bangles, and bracelets. These pieces often
feature traditional Indian designs and are crafted using various
materials such as metal, beads, and stones.

Accessories: Fabindia offers a range of accessories such as bags,

wallets, scarves, stoles, and footwear. These products often feature
traditional Indian textiles and craftsmanship.
 Length
Clothing Furniture

FABINDIA ARTISAN'S STUDIO FABINDIA X DESIGNER COLLABORATIONS

FABELS FABINDIA X
FABELS HOME FABINDIA FURNITURE
FABINDIA MEN FABINDIA KIDS

FABINDIA WOMEN

Home furnishing

FABINDIA ORGANIC LIVING FABINDIA X DESIGNER COLLABORATIONS

FABINDIA FURNITURE
FABINDIA ARTISAN'S STUDIO

PRODUCT LINE WIDTH

OF FABINDIA
Women's wear
Sarees Men's wear
Kurtas Long Kurtas Kid's Wear for Infants, Girls and
Churidars Short kurtas Boys
Pants Churidars Frocks
Tops Bush Shirts Dhotis for boys
Tunics Fitted shirts Shorts for Boys
Kaftans Ties Churidars Pajamas
Maternity Wear Pants with
drawstrings
Trousers
Nehru Jackets

Home Accessories Upholstery Cutlery

Lamp shades Curtains Bowls
Candles Durries Spoons
Vases Cups
Wooden Vases Bath Linen Plates
Ceramic Vases Bath Robes
Metal Vases Towels
Handmade Paper Photo Table Line
Frames Table cover
Furniture
Table napkins
Chairs
Stationary Map and napkin sets
Tables
Handmade Paper Files Table runners
Handmade Paper Pads
 personal care Organic food

Fabindia Body Care Fabindia face Care Fabindia organic Fabindia farm fresh
Fabindia Hair Care Fabindia organic wellness
Fabindia wellness Fabindia Specialties

Fabindia Mens grooming

Accessesories jewelery
Fabindia Bags Fabindia Jewelry
Fabindia Temple Jewelry
Fabindia Tribal Jewelry
Fabindia Scarves and Stoles Fabindia Wallets and Clutches Fabindia Silver Jewelry
Fabindia Bridal Jewelry

Price range
Fabindia aims to cater to a diverse customer base, and their product prices can range
from affordable to higher-end, depending on the specific item. For example, basic
clothing items like kurtas or tops can start from around INR 500 to INR 2000, while more
intricate or designer pieces may have higher price points.

Similarly, home furnishings such as bedspreads, cushion covers, or table linens can range
from INR 500 to a few thousand rupees. Personal care products, including skincare,
haircare, and wellness items, can also vary in price depending on the specific product
and brand.

It's important to note that these price ranges are approximate and can vary based on
factors such as location, seasonal discounts, and any ongoing promotions. To get the
most accurate and up-to-date information on product prices in Fabindia, I recommend
visiting their official website or contacting their stores directly.
PRODUCT LINE DEPTH OF
FABINDIA
Each product line length has a depth which include items in different sizes and
many number of Styles. The Styles present in Apparel category depends on
the season. During the Festive Season the No. of Style increases.

Women’s
Sarees
1. Chanderi Sarees
2. Silk Sarees
3. Printed Silk Sarees
4. Kantha Sarees
5. Cotton Sarees
6. Printed Cotton
Sarees
7. Woven Cotton
Sarees

Kurtas
1. Mini Full Sleeves-
S,M,L,XL,XXL
2. Mini Half Sleeves-
S,M,L,XL,XXL
3. Mini Sleeveless-
S,M,L,XL,XXL
4. Short Full Sleeves-
S,M,L,XL,XXL
5. Short Half Sleeves-
S,M,L,XL,XXL
6. Medium Full sleeves -
S,M,L,XL,XXL
7. Medium Half Sleeves -
S,M,L,XL,XXL Churidars
8. Long Full sleeves - S,M,L,XL,XXL
S,M,L,XL,XXL Pants
S,M,L,XL,XXL
Tunics
Shorts-
1. Small tunics-
S,M,L,XL,XXL
S,M,L,XL,XXL Kaftans-
2. Long tunics - S,M,L,XL,XXL
S,M,L,XL,XXL Maternity Wear-
S,M,L,XL
 Men’s Size chart

Long Kurtas
1. Cotton - 36-46
2. Long Kurtas- Silks - 36-46

short kurta
1. Short kurtas - Cotton-36-
46
2. Short kurtas - Silks 36-46

Shirts Churidars
Bush Shirts - Short Sleeves - 36-46 Ties
Bush Shirts - Long Sleeves - 36-46 Pants with drawstrings - 36-46
.Fitted shirts - Short Sleeves - 36-46 Trousers-36-46
Fitted shirts - Long Sleeves - 36-46 Nehru Jackets-36-46

Kids wear
Girls- Boys-
Size chart Size chart

Frocks 0-3 yrs, 3-6 mnths, 6-1 yr, 1yr-2 yrs

Dhotis for boys - 2-12 yrs
Sorts for Boys -2-12 yrs
Churidars Pajamas - 2-12 yrs
 Home &
Living-
Bed Linen Kitchen & Curtains Lighting
1. Bedcovers Dining 1. Bath 1. Table Lamps
2. Bedsheets 1. Dinner & 2. Bathrobes & Slippers 2. Floor Lamps
3. Dohars Serveware 3. Shower Curtains & 3. Hanging & Wall
4. Quilts & Duvet Covers 2. Drinkware Caps Lamps
5. Pillow Covers 3. Kitchenware 4. Bath Accessories 4. Lampshades
6. Throws 4. Bakeware 5. Bath Mats 5. String Lights
5. Barware 6. Towels
6. Kitchen Linen
7. Table Linen
8. Dining
Accessories

Furniture-

Living Bedroom Accents Home Office

1. Tables 1. Beds 1. Mirrors Outdoor Furniture
2. Sofas & Seatings 2. Bedside Tables 2. Breakfast & Kids Furniture
3. Chairs 3. Wardrobes Tray Tables 1. Rockers
4. Cabinets 4. Drawers 3. Organisers 2. Tables
5. Consoles 4. Trunks Interior Design
6. Benches 5. Coat Stands Studio
7. Ottoman & Stools Dining & Hangers
8. Day Beds & Sofa Cum Beds 1. Tables 6. Shelves &
9. Entertainment units 2. Chairs Racks
10. Shoe Racks 3. Bar Furniture

Personal care-

Bath & Body Face Fragrance & Oils

1. Bathing Bars 1. Face Cream 1. Body Spray
2. Hand & Body Lotions 2. Face Wash 2. Perfume Oils
3. Hand & Body Wash 3. Face Scrub 3. Essential Oils
4. Hand & Foot Creams 4. Face Pack 4. EDP Perfume
5. Body Butter 5. Lip Butter
6. Toners
Hair 7. Sunscreens Gifting By Concern - Skin
1. Shampoos 8. Cleansing Milk & Gels Clean & Moisturized Skin
2. Conditioners Acne Free & Clear Skin
3. Hair Oils
Essentials
4. Hair Masks & Henna
1. Hand Cleansing Gel
Pricing Strategy
Value-Based Pricing: Fabindia is a brand offering high-quality, handcrafted, and
ethically sourced products. Their pricing strategy is predominantly value-based,
where the prices reflect their offerings’ perceived quality, craftsmanship, and
cultural significance.

Premium Pricing for Handcrafted Items: Fabindia places a premium on

handcrafted and artisanal products, such as handwoven textiles and traditional
Indian crafts. These unique items often command higher price points due to the
skill and time invested in their creation and their cultural value.

Competitive Pricing for Essential Items: While some products are priced at a
premium due to their uniqueness, Fabindia also offers a range of everyday
essentials, such as clothing basics and organic food products, at competitive
prices. This strategy helps attract a broader customer base and encourages repeat
purchases.

Seasonal Sales and Discounts: Fabindia periodically offers seasonal sales and
discounts to stimulate sales and clear inventory. This tactic creates customer
excitement, helps manage inventory turnover, and reduces holding costs.

Tiered Pricing and Product Diversification: Fabindia diversifies its product

offerings to cater to customers with varying budgets. They have different product
lines and collections, allowing customers to choose from various price points. For
instance, they may have premium, mid-range, and budget-friendly options within
the same product category.
Promotion:
FabIndia employs various promotional strategies to create awareness and
communicate its brand values to customers. It emphasizes its unique selling
proposition of traditional and handmade products through marketing campaigns
that highlight the craftsmanship, cultural significance, and sustainability aspects.
The brand utilizes both traditional and digital channels for promotion, including
social media, print advertisements, collaborations with influencers, and
participation in cultural events. FabIndia also leverages its physical stores as a
means of promotion, creating a distinctive in-store experience that reinforces its
brand identity.

Store Layout:
FabIndia stores are designed to provide customers with an immersive and
culturally rich shopping experience. The store layout reflects the brand's
aesthetic, incorporating elements that showcase the craftsmanship and cultural
heritage of India. FabIndia stores are typically spacious, well-lit, and organized,
allowing customers to explore the product assortment comfortably. The layout
highlights the uniqueness of each product, encouraging customers to engage with
the merchandise and appreciate the craftsmanship behind it.

Loyal

High
Craft
disposable
income conscious
Fabindia

Target
customer

Looks for
Appreciates
indian
design
quotient

Adult*
(25-50)
Growth and Profits
In FY19, FY20, FY21, and the six months ended September 30, 2021, the
company’s revenue from operations from outside India amounted to Rs 10.58
crore, Rs 10.35 crore, Rs 7.2 crore, and Rs 4.4 crore, representing 0.94 percent,
0.91 percent, 1.24 percent, and 1.29 percent, respectively, of the company’s total
revenue from operations in such periods.

“For Organic India, international markets contributed to approximately 55.61

percent and 54.34 percent of sales in FY21 and in the six months ended
September 30, 2021, respectively

Around 55 percent of Fabindia’s stores are in metros and mini-metros. The

others are in tier-l, ll, and lll cities. Our revenue is largely in line with the store
footprint.

“We are seeing tremendous business recovery across metros and tier-l, ll, and
lll cities. The growth being seen in tier-ll and tier-lll cities reflects the higher
potential for expansion in the country. With a focus on a franchisee model,
Fabindia is looking to expand into these cities
References
https://www.fabindia.com/?
msclkid=96f458e75c6e1698034a3d03412fedae

Conclusion
FabIndia's merchandising mix is centered around its core values of
promoting traditional craftsmanship, sustainability, and cultural heritage.
The brand's product assortment, pricing strategy, promotion efforts, and
store layout collectively contribute to its positioning as a premium brand
offering authentic, handcrafted products with a touch of exclusivity. By
leveraging these elements effectively, FabIndia has successfully captured
the attention of customers who value unique, culturally rich products,
contributing to its growth and success in the retail industry.
Thank you
Semester 4 – IDM (2024)
Submitted by
Arpan chaudhry TD-4
Sonal soni KD-4
Shipha Mansuri KD-4