Brands Story

Fab India’s Fabulous Success story

fabindia

Fab India is the conduit to deliver the traditional handcrafted Indian dresses right from the house of the weavers to your wardrobe. It is the most powerful private platform to sell conventional Indian attire.

Still, it is also one of those exquisite brands that uphold the Indian tradition with a mix of modern choices and lifestyles. Fab India is also an ideal platform for dresses and home decor items. The best part about the brand is its importance to India’s traditions, customs, and beliefs. The change of seasons marks a plethora of festivities and rituals in India, and the brand considers such sentimental ties of the Indians to develop their product lines.

One can find their needs successfully catered by this brand, from refreshing summer looks and shimmery festive wear. FabIndia is the largest Indian chain specialising in producing and selling ethnic Indian dresses and home decor products.

Let us have a close look at the history of the brand.

Fab India History & Origin

Fab India was founded in 1960 by John Bissell in New Delhi. This American Gentleman was working at Ford Foundation in New Delhi.

At the onset, Fab India was a brand associated with exporting traditional Indian home decor and furnishing products. In 1976, Fab India stepped into the retail zone. The flagship was then managed by John Bissell’s daughter, William Nanda Bissell, the current chairman of the brand.

The current CEO of Fab India is Viney Singh. The headquarters of the brands are located in New Delhi, India.

The motto of Fab India was to promote the Indian tradition, basically by sourcing the products directly from the grass-root level weavers. Apart from being a solely retail Indian saree brands, Fab India has another dimension of work. Since the brand gets its products manufactured mainly from rural weavers that have remained the motherland of Indian art, the weavers get access to regular employment and income. So, in this way, brands like Fab India successfully prevent the dying out of traditional Indian art and craftsmanship.

The earlier history of Fab India is not as glamorous as it may seem today. There were ups and downs, and the company was not into profits. Having started their journey just from two small rooms, Fab India today has over 327 retail stores in India and 14 International stores abroad.

Fab India began the trend of directly sourcing products from rural artisans. Initially, there was a practice in India where the intermediaries used to source the products from rural artisans and sell them at higher prices to the urban retail brands. Fab India broke this practice and introduced the system of “supply-region-companies,” where the direct sourcing of products from artisans was induced.

The Success Label of Fab India

Fab India has become one of the best global platforms that flaunt traditional Indian garments handcraft. It does a fantastic job of attracting people’s attention to the uniqueness of Indian arts. On top of everything, Fab India paves the way to secure the daily bread of millions of Indian artisans who are blessed with artistic ability yet do not get enough exposure.

Talking about the products from Fab India – one would almost get everything under one single roof of Fab India. From dresses to home furnishings to decor items, add charm to your space. Fab India focuses mainly on using traditional Indian handcrafted artwork for their products. Cotton stitches, prints like Bandini, Bagru, and Indigo are among the hot cakes of Fab India. Every product from this retail line has a touch of handicrafts, making it even more special.

Also, Fab India focuses on craft-consciousness. It is a beautiful initiative to spread awareness about the traditional Indian craft that we were missing. In the age of globalization, it is even more essential to adhere to and not forget one’s roots. Fab India does that extraordinarily artistic and unique, intertwining the traditional Indian craft with modern-day needs. From the nature of the fabric to the prints and the shades, everything is classically Indian yet perfect for the needs of a modern urban woman. Finally, Fab India carefully fabricates the needs of an everyday urban person with the beautiful earthen flavors of traditional Indian garments. This association is gorgeous and economical, and fabulous.

If you want to know more about the best kurtis brand, its journey, and Fab India’s success story, you can go through the book: “ The Fabric of Our Lives: The Story of Fab India by Radhika Singh. In 2004, The Economic Times awarded Fab India the “Best Retail Brand.” The brand creates new history every day and, most importantly, upholds Indian traditions uniquely.