In its celebration of India, the country’s largest private retail brand of craft-based products, Fabindia, chose Madurai to launch its second franchise store in Tamil Nadu post-Independence Day on August 19. If you are the brand loyalist and have been buying their merchandise in other cities, here is a reason to cheer now. And those not yet familiar with the iconic brand, here is your chance to change the way you dress!
After testing the city’s market with five exhibitions in the last two years, the company finally decided to start, what it calls the Privilege Customer store here. It is the 10th such store in India.
Spread over 650sq.feet inside the Urban Spice Gallery in K.K.Nagar, the new store offers the company’s signature collection of garments for women and men, jewellery, giftware, personal care products and organic foods.
For the first time one witnessed big crowd outside Urban Spice Gallery on Wednesday morning. Inside too, it was filled with invited guests and friends of the store owner, Kavitha of Jayaraj automobile group. They took little time to turn into customers excitedly exploring the range of Indian and western wear including kurtas, churidars, patialas, salwars, pyjamas, shirts, tops, skirts, tunics, saris, stoles and dupattas perfect for both casual and formal wear. The clothing line combined stylish cuts and designs with traditional hand block prints, embroideries and weaves from across the country.
Much to their delight, women also found matching accessories like ear rings, necklaces, bangles made with materials like terracotta, ceramic, silver and semi precious stones. The new outlet also carries a wide range of skin and hair care essentials made using natural active ingredients and an assortment of organic foods.
With plans to continue to expand its fleet of stores, the company aims to establish at least 25 franchise stores in Tier 2 and 3 markets with partners who can share the brand ethos, says N.Venkatraman, heading the Channel Sales.
The Madurai store, he says, will also serve as a way to show customers products they are unfamiliar with in this city. “There are more plans for selling merchandise,” he adds, “to help women and men reinvent their lifestyle and the way they style themselves.”
Madurai is Fabindia’s 76th home and the company hopes to serve the local crowd with a difference.
“Our products are produced by artisans living in rural areas, who blend indigenous craft techniques with contemporary designs using natural materials and fibres,” says Charu Belle, the Marketing Head for Tamil Nadu. “We are happy with the response and sales on the inaugural day. Now we have to see what kind of merchandise moves faster in Madurai,” she adds.
Fabindia was established in 1960 by John Bissell, who came to India in 1958 on a Ford Foundation grant to advise All India Handicrafts Board and Cottage Industries on creating a market for handloom fabrics. He stayed on and started Fabindia as an export house for Indian hand woven textiles. The first retail store was opened in 1976 in Delhi and remains one of the flagship stores.
Over the last five decades, the inspired brand has become synonymous with handloom and hand printed garments range. Its products are instantly recognisable and have an intrinsic value.
“The new format micro stores in smaller places will also have to take up the challenge of understanding our products,” says Charu. “Our customer base has grown purely out of passion, sensitivity and the legacy.”
