Fabindia Case Study: Indian Handicrafts Undergo a Transformation

 

Original Content- Business Upside India 

Here’s our Fabindia case study for you. The handloom and handicraft products created by Indian craftsmen showcase rich art and culture. Indian handicrafts have discovered a new marketing opportunity thanks to the rise of e-commerce. However, it wasn’t always like this. The Indian handicraft industry suffered greatly, from the sharp drop in demand for handicrafts under British colonial authority to the inability of workers to find an appropriate marketing outlet. Nevertheless, nothing remained the same.

An American gentleman named John Bissell decided to start “Fabindia” in 1960 after realising the potential of Indian handicrafts. Fabindia currently operates 327 locations in 118 Indian cities and 14 stores abroad.

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