The Global Silk Road: How FabIndia Markets Indian Craftsmanship to the World
FabIndia, an iconic Indian retailer founded in 1960 by John Bissell, stands as a premier example of "inclusive capitalism," successfully bridging the gap between rural artisans and global urban markets. The brand’s identity is built on the philosophy of "Contemporary Traditions," where it transforms age-old Indian handloom techniques into modern, functional lifestyle products ranging from ethnic apparel to organic food and home décor. While it began as an export house for home furnishings to international retailers like Habitat (UK), it pivoted toward domestic retail in 1976, eventually becoming a household name synonymous with the urban Indian middle-class identity. Domestic Marketing Practices In India, FabIndia functions as a massive lifestyle destination, utilizing a strategy centered on "Immersive Retail." Rather than traditional over-the-top advertising, the brand relies on word-of-mouth and a distinctive in-store exper...
