It was the brainchild of John Bissell, an American who was working for Ford Foundation in New Delhi. Fabindia started as a home furnishings store, expanding on to clothing, textiles, organic foods, footwear, etc. The brand is now over 50 years old & one that catches the essence of true India, helping artisans grow & have regular incomes.
It is a brand with a conscience, which is committed to providing ethnic Indian products, providing livelihood to the artisans & making the Indian-ness stand through all its products. And it does not end here, when you enter a Fabindia store, it’s a different feel altogether. You are greeted with a calm ! The displays set in such manner which give you the homely feeling, soft music playing & moderate temperature. It is calm & serene. You can easily look for your desired product & the salesmen will be happy to help & they do not just serve your requirements, but are aware of what is in the hand. They can guide you well through the whole range that they have. They bear a soft smile & a humble attitude.
The stores are sometimes spread across floors & every nook & corner will be delight to watch, even if it’s a staircase, never overly done, but beautiful, you might see a wooden wallpaper with a classy painting, & that would be enough for there.
The collections that you’d find are for the comfort. A lot of displays would be showing large & extra large sizes, because they know what their customer base is & what are they catering, it’s for the Indian, who generally is not so skinny. You’d find less of fitted silhouettes, but there is a huge range, now f you say, that Fabindia caters to the Indian wear , so it is a complete range, where you’d find all items, in abundant designs & sizes.
Let us conclude that this is a brand which knows what its customer wants before the customer knows it, they do not go overboard with advertising, infact do just minimal, but what is working for them is the word of mouth, spreading across the standards of customer satisfaction & service.