Baxis Patel (PhD)

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...

Nish Hair, founded in 2017 by actress Parul Gulati, represents a modern D2C (Direct-to-Consumer) success story that bridges the gap between traditional beauty practices and digital-first marketing. The brand's core mission is to restore confidence through high-quality, 100% human hair extensions, toppers, and wigs. By positioning itself as a premium yet accessible solution, Nish Hair has grown from a small family operation into a brand valued at approximately ₹50 crore ($6 million - $7 million USD) , particularly after its successful appearance on Shark Tank India , where it secured a ₹1 crore investment for 2% equity. ​Domestic Marketing Practices ​In India, Nish Hair utilizes a "Founder-led Storytelling" approach that humanizes the brand. Parul Gulati, often referred to as the "Malkin" (owner), uses her personal social media influence to create a relatable narrative. Domestic marketing is heavily centered on educational content—specif...