Shopping at FabIndia is a very special experience. FabIndia is a quaint place with lots of respect for time and space. Designed by Charles Correa, it has an old world charm of an Italian villa. With its open air courtyard, tiled roofs, and cobbled rocks amidst a green flowering tree, it makes shopping a very pleasant and refreshing experience. No more madding crowds, no more hustle and bustle of narrow streets, you can even bid good bye to sales men who specialise in stiff smiles. And guess what, this is neither the place to worry about vulgar extravagance, nor is this a museum of ethnicware.
FabIndia is a home that houses many splendoured rainbows weaved in cotton and silk. Here is a place that makes you feel at home the moment you enter. If you are thinking of furnishing your house with sandwashed dhurries, quilts, jacquards, and appliques, or planning to buy kurtas in silks and cottons, in mix and match coordinates; skirts and jackets in wool, cotton and silk; Jodpur chappals, clay pottery, jute odds and ends, they are all available under one roof. So whose brain child is FabIndia?
Thirty-five years ago when John Basil visited India, he had no idea that the land of Karma would wrap him up with its fabulous colours and dreams. He was charmed by the vibrant Jaipur prints, intricate Kalamkaris, playful and bright bandini, ikkats from Hyderabad and laborious Naga weaves. He not only enjoyed the phantasmagoric variety of Indian fabrics but he also wanted to share his joy with the entire world. His first shopping outlet was based in Delhi. Today sixty per cent of his fabric industry is export oriented, with the US and the UK being the majority consumers.
The Koramangala unit was started only a few months back and has become the talk of the town. And most astonishing fact about FabIndia is that it does not believe in modern methods of advertising. "People get to know us by word of mouth", says Bharati, one of the three pleasing hostesses of FabIndia. FabIndia believes in more than just selling fabrics. Its love for Indian weaves shows itself in the way they handle their products. FabIndia hosts monthly discussion on topics related to textiles and fabrics. These "Coffee mornings" as they call their talk sessions are the best way of education and publicity. The most recent discussion had Sally Holker, the American bahu talking about the rare Maheshwari weaves.
And whats the description of the clientele of FabIndia? "We cater to all kinds, the higher class and the middle class. Prices range from Rs. 60 to Rs. 10,000. we are the most suitable shopping store price-wise and quality-wise", says Bharati with a confident smile. The concept of pressure selling is totally out of place here. "Our aim is to make the customers feel good and homely. We want them to go around and browse if that is what they like to do". "There is no compulsion that they have to buy something just because they visited us". Bharati smiles knowingly. But thats the catch and Bharati knows it too, that those who have once visited FabIndia will go back there once more.
