Case Code : CLMM078
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100
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sustainable business model, marketing, advertising. positioning. word of mouth, publicity. niche market, Pressure selling, Indian handloom, textile, Fabindia, Ford Foundation
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In May 2008, Fabindia Overseas Pvt. Ltd. announced its plans to make 20,000 weavers from poor and backward communities its shareholders. They would be holding a stake of 51 percent in around 35 subsidiary companies floated by Fabindia in different states. Analysts felt that over the years, Fabindia had built a sustainable business model by bringing several rural artisans and weavers together and providing them with a retail platform to showcase their products across the country and also around the world largely on the strength of its marketing.
Fabindia was founded by John Bissell, who had worked as a consultant for Ford Foundation , . In 1958, he traveled to several small villages across India where he interacted with weavers and craftsmen and discovered the rich heritage of Indian fabrics and textiles...
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