Professional Documents
Culture Documents
• Some Facts :
– Crossed 1,000 crore sales mark, ahead of Levis & Zara
– During 2014-15, ethnic wear sales rose 12%, with a 36% increase in
profit
– Fabindia’s domestic business grew 25%
Marketing Mix
PRICE:
• Target Customers- Middle class
• Price range between Rs.100-8000 comprises ethnic jewelry in silver,
beads, thread, wood, bell metal ,clay ,ceramics , leather and glass
PLACE:
• First retail store in New Delhi in 1976
• Currently 211 retail channels across India, 2 stores in Singapore, 2
stores in Dubai, 1 store in Italy, 1 store in Nepal, 1 store in Malaysia
and 1 store in Mauritius
Marketing Mix
PROMOTION:
• Provides employment to thousand of craftspeople in rural India
• Uses Facebook and twitter and You-tube
PEOPLE:
• More than 75% of the employees in its management
• Employees over 60,000 people
Supply Chain Analysis
Benefits:
1. More jobs in the rural part of the country
2. More working capital
3. Direct interaction with artisans
4. Closer to sourcing which leads to shortened supply chain, better pricing and
quality
Supply Chain Analysis
• Automated large portion of
ordering process.
Others:
• Most of the artist are skilled but they lack knowledge of Fashion Trend.
• Due to constantly change in fashion trends, Fabindia has to acts as a link
between artist and market
Bottom of Pyramid
• The distribution of wealth and the capacity to generate income in
the world can be captured in the form of economic pyramid
Tier 2
Enakshee Advani- 09
Glen Anthony- 31
Nirmay Shah- 53
Payal Mehta- 54
Sakshi Bhatia- 65
Rahul Wani- 90