FabIndia

Fabindia is India's largest private platform for products made from traditional techniques, skills and hand-based processes. The company links over 55,000 craft based rural producers to modern urban markets, subsequently creating a base for skilled, sustainable rural employment and preserving India's traditional handicrafts in the process. Fabindia's products are natural, craft based, contemporary, and affordable.

Founded in 1960 by John Bissell to market the diverse craft traditions of India, Fabindia started out as a company exporting home furnishings. It was incorporated in Canton, Connecticut, and financed by his recently deceased grandmother's $20,000 legacy. 

Hailing from Hartford, where his grandfather was the president of the Hartford Fire and Life Insurance Company, Bissell left his position as a buyer for Macy's, New York and relocated to India in 1958 as a consultant for Ford Foundation, advising the government of India-run Central Cottage Industries Corporation. He was given a two-year grant for instructing Indian villagers in the making of goods for export. Soon he began believing in the emerging Indian textile industry and was determined to showcase Indian handloom textiles as a mens to provide employment to traditional artisans. 

Per Juggernaut: 'When John Bissell, a buyer at Macy’s, came to Benaras to source fabrics for the 1956 film The King and I, weavers told him that since each handloom produced three saris, they could guarantee consistent colors only in those three, not across the 70 to 80 pieces Bissell needed. Bissell realized the untapped potential of standardized Indian textiles in the global market, an idea which would eventually lead him to open the first Fabindia store in 1975.'

In 1964, Bissell met British fashion designer Terence Conran, whose newly established home furnishing retail company, Habitat, soon became one of their biggest customers. Fabindia also established a distribution network in the United States, supplying products to small retailers. Bissell travelled across craft-based villages and towns across the nation, meeting weavers and entrepreneurs, who would produce flat weaves, pale colors and precise weights in handloom yardage. 

In 1976, equity restructuring took place within the company in adherence with Reserve Bank of India's rules instructing foreign companies to limit their foreign equity to forty percent. Fabindia offered shares to close family members, associates and suppliers. This was also the height of the Indian Emergency period when the rule barring commercial establishments from being operated at residential properties was implemented,  prompting Bissell to open the first retail store in New Delhi, in 1976.

By the early eighties, Fabindia was acclaimed for apparel made from handwoven and handprinted fabrics. The non-textile range was added in 2000 while organic foods, which formed a natural extension of Fabindia’s commitment to traditional techniques and skills was added in 2004, with personal care products following in 2006. Handcrafted jewellery was introduced in 2008.

Fabindia's retail expansion plans started taking shape 2004 onwards as it opened stores in Mumbai, Chennai and New Delhi and then expanded beyond metros. The following year, Fabindia became a founder-member of All India Artisans and Craft Workers Welfare Association along with Pritam Singh, Ritu Kumar, Madhukar Khera and Laila Tyabji. 

Per Vogue: 'In 2010, for the label’s 50th anniversary, under the leadership of Bim and John’s son William Bissell, the company empowered its 700 employees with a stake in the company. Now in its 60th year, while putting e-commerce at the forefront, the retailer will continue to uphold its moniker as the ‘silent social worker’ for a Gen Z that cares as much about craft as it does for cause.'

In 2013, Fabindia purchased a 40 per cent stake in the Lucknow-based organic food and supplements company, Organic India, co-founded by Holly Bronfman Lev in 1997. In 2014, Fabindia launched a western wear brand "Fabels". The brand was first launched in New Delhi and later made available across India. Today- with a pan-India presence- Fabindia is the largest private platform for products that derive from traditional crafts and knowledge. A large proportion of these are sourced from villages across India where the company works closely with the artisans, providing various inputs including design, quality control and access to finance and raw materials.

Per India Today: 'The company is now run by his son William Bissell, 51, who has been involved in the business since 1988. In the early days, he set up the Bhadrajun Artisans Trust, an artisans' cooperative that worked with weavers in Rajasthan and which today supplies to the parent company.'

FabIndia's guiding principles involves remaining true to the company’s history and their founder’s original vision: “In addition to making profits, our aims are constant development of new products, a fair, equitable and helpful relationship with our producers, and the maintenance of quality on which our reputation rests." The team also aspires to design, make and retail products with intrinsic worth that comes from the original designs, knowledge, care and skill with which these are made.

Fabindia is rooted in remaining steadfast to its commitment and history as an ethical and trust-worthy brand promoting a stake-holder based community model of inclusive capitalism. The core team constantly share their Vision with our employees, suppliers, business associates and customers, so that they collectively ensure that all their actions are in service of their Vision, Mission and Guiding Principles.

Interestingly the company has opened The Fabindia School - a co-ed private school for pre-school through Class XII, located in Bali, Rajasthan. Starting with eleven students in 1992, today there are near five hundred students with over 50 per cent female enrolment. The school emphasizes a holistic approach to education, offering extensive extra curricular programs along with comprehensive academic courses.

Fabindia’s endeavour is to bring customers a choice of products and lifestyle that offers an alternative to the mass-produced, while creating sustainable livelihoods in the rural sector. The company procured directly from rural artisans without any middlemen subsequently leading to higher profit margins than their competitors.

At Fabindia the core team celebrates India and endeavours to bring all that they love about the nation to customers around the world. Per the official website: ‘We will harness the transformative power of a well-run business committed to profitable growth in support of Fabindia’s Vision. We will strengthen and support our community of customers, designers, artisans, farmers, makers and entrepreneurs inspired by India. We will give our customers products that delight them by interpreting our rich heritage and traditional knowledge, while protecting the natural environment.’

FabIndia retails a variety of Indian and western wear for men, women and children. Over the years, jewellery, bags and footwear, home furnishings, furniture, gifts, organic food and personal care products have been introduced to the brand portfolio.