FabIndia Sarees – Heritage + Contemporary Fashion Rediscoverd
August 27, 2009
FabIndia which was established way back in 1976 at GK, Delhi was operating as an export house and slowly started retailing – hand-woven / printed textiles, durries, home linens. FabIndia started ready to wear garments in 80s. It always distinguished itself as a niche by combining Heritage and Tradition with Modern Twist.
Today we would like to write about FabIndia’s Saree Business which is changing the perception of the smart Indian women that Saree can be a Corporate Wear too.
Need for Exclusive FabIndia Saree Outlet:
In multi-product store, the saris tend to get lost in wide array of offerings from casual apparel to home decor products. Thus the idea of establishing the exclusive sari store where Women can try out, feel and browse around.
Like other merchandise of FabIndia – Handmade element is common to saris as well. These stores also offer dupattas, ready-to-wear blouse, personal-care-products[soaps, shampoos etc] and jewelery. The SKUs fall in 3 categories,
Green – 100% Organic farm produced
Blue – No chemicals. produce from farms in conversion of organic certification
Yellow – farmed naturally without history of chemicals
Saree Collection at FabIndia
Contemporary Collction – Traditional cotton and silk woven with contemporary prints. geometric motifs and circle designs. Fabric of silk cotton and tussar with delicate sequin-work woven inside; fine tussar; Jamdani weaves on silk tussar; unusual patterns on maheshwari cotton.
Revival Collection – Aims it to revive languishing paintings and weaving methods not so popular any more. Koraput saris from Madhya Pradsh tribal, silk telia rumals from Andhra and Ajrakh prints from Kutch.
Traditional Collection – Cottons from Bengal and Gadhwal. block prints on venkatgiri cotton, block printed kalamkaris, mangalagiris.
FabIndia is a unique business model with its suppliers and artists chain going back to employ rural folks of India. Until now, the company doesn’t rely on A&M but wod of mouth promotions is making it grow YoY. It has stores in the middle East and Italy as well.