Fabindia excels despite pandemic challenges

07 July  2023, Mumbai

Fabindia, an ethnic wear brand, is actively working towards reclaiming its market position post-pandemic. Tofler, a business intelligence platform, reveals that the company significantly raised its marketing expenditure from Rs 8.45 crore in FY21 to Rs 23 crore in FY22, marking a 172% increase. Embraces digitalization

Customer centric

Fabindia's spending strategy is tailored to its customers' preferences, embracing digital platforms and leveraging its FabFamily loyalty program. This personalized approach has fostered better communication and brand perception, resulting in gradual revenue growth.

In FY22, the company's revenue from operations rose by 48.5%, reaching Rs 959 crore compared to FY21.

Offline expansion

Fabindia has expanded its presence through offline and online channels, establishing new stores and enhancing its e-commerce website.

Thrive amid changing consumer behavior

The brand has also diversified its product offerings and introduced attractive discounts to attract a wider customer base.

With its expanding reach and successful marketing endeavors, Fabindia is gearing up to launch its forthcoming collection, focusing on heritage, crafts, and sustainability, in anticipation of the upcoming festive season.

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