IndiaRetailBiz

FabIndia, a niche retailer specialising in the retailing of ethnic, hand-crafted, textiles and other household products, is looking at diversifying into new product category of hand-crafted jewellery, says a DNA report.

FabIndia, founded in 1960 by John Bissell– a buyer in his earlier avatar of Indian products for Macy’s New York– has over the years been supporting rural arts by creating awareness and market for authentic Indian ethnic products.

FabIndia offers a wide selection of products that among others include textiles made from a variety of natural fibers, and home products including furniture, lights and lamps, stationery, home accessories, pottery and cutlery. Fabindia had launched a range of organic food products in 2004, while it is also launching a range of authentic body-care products called Fabindia Sana.

FabIndia, which sources its requirements from over 15,000 rural artisans of India, currently operates 86 retail outlets in all major cities across the country. Apart from India, the retailer also operates international stores in Rome, Italy; Dubai, UAE and Guangzhou, China.

Unlike its conventional counterparts, the range of jewellery products to be offered by FabIndia will be crafted from silver and semi-precious stone. The jewellery products which even would be fused with traditional materials like wood, textiles and leather will be priced between Rs 100 to Rs 8,000, says the report.

While the retailer for its jewellery initiative has roped in artisans from Rajasthan, Nagaland, West Bengal (dokra) and Uttar Pradesh (khurja), it has decided to initially introduce three jewellery lines comprising traditional, contemporary and fun. All the jewellery products will be sold under its umbrella brand Fabindia.