In pursuit of happiness: How connected insights are driving a ‘single customer view’ and business excellence for Fabindia

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Introduction

Fabindia was founded in 1960 by John Bissell to realise his dream of working with Indian artisans and their craft, helping them to produce and market high quality, contemporary products borne out of their skill and craftsmanship. Over the last six decades, our mission continues to be to drive the entrepreneurial energy amongst the rural, often deprived craftspeople, who sustain their families on the basis of their artisanal capabilities. Fabindia continues to perform the role of a critical "bridge" – one that connects rural craft-based artisanal output with urban consumer markets of India and beyond, and in that process...

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