Fabindia: The Prime Jacket of India

This case study tells how Fabindia, an Indian retail chain, increased sales of its new 'Nehru Jacket' product using a print-only campaign.

Fabindia: The Prime Jacket of India

Someshwar Mehra

Campaign details

Brand Owner: Fabindia Overseas IndiaLead agency: Publicis CommunicationsBrand: FabindiaCountry: IndiaIndustry: Clothing and fashion; Retail marketing; Clothing, apparelMedia: Newspapers; Outdoor, out-of-homeBudget: 500k - 1 million

Market background and cultural context

Fabindia, founded in 1960, is amongst the largest chains of stores across India (around 200 outlets) and an international presence consisting of two stores in Singapore and one store each in Bhutan, Dubai, Italy, Nepal, Malaysia and Mauritius. It sells Indian wear, artefacts, home furnishings, jewellery, accessories, spices...

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