AtmaNirbhar Bharat ‘Vocal for Local’ the motto of Fabindia is a ground root progress since its birth.Fabindia promotes sustainable fashion
The silver lining in the hue of Fashion in India majestically glistens is the new pledge of 2020 to celebrate India. Fabindia is a platform celebrating our local artisans to build a solid connection between the fashion label and the audience. It helps to collaborate with talents to communicate the message of ‘vocal for local’.Dipali Patwa,the chief face of the brand and communication,Fabindia quotes “We understood what ‘vocal for local’ was early on.’’
How is the chief face of the Brand and Communication is confident regarding ‘vocal for local’ – Fabindia ?
Shift from New York to India before the pandemic drowned the World and collaboration with a brand new company is no less than a nightmare for a professional of such a high rank.She joined Fabindia in January 2020, and considered the opportunity to be a sunlight to her professional career.
Fabindia’s pledge for Digital India back in 2020 was a shot to sustain her capability to retain the brand.Going Digital in the new age is all that we can ask for in such a gloomy situation.She is confident about collaborating with the local talents just like the brand’s decision to go digital.Her plans saw a sunny side up and she claimed the fact that the brand since it’s grass root level is running with the idea of going local to celebrate the very roots of our country,India.
A victim of breast cancer with the greatest of spirits, Patwa,50 is all set to place her feet in India and to gear up with her plans to glorify the brand.Fabindia’s conscious decision to advance their digital game boosts confidence in her to move forward the brand.The lockdown and the pandemic period has led the management to think out of the box.She further claimed that the legacy of the brand for over six decades sustained its capability to keep the swing sway rhythmically.
How ‘vocal for local’ brand Fabindia was formed ?
Over six decades Fabindia was founded by an American John Bissel who placed his footstep in India on a Ford Foundation mission. Magically the brand was formed in his bedroom when he exported the antique pieces to the USA and got into retail business in India only in 1976.Now his son has taken over the brand,William Nanda Bissel and has over 300 stores across India as well as 14 internationally.
Patwa considered the pandemic to be a blessing because advertising for retail brands seemed to be futile during the havoc.Her optimism and vision to move to the digital space has seen the light of the dawn due to the lockdown.The brand achieved it in six to eight months otherwise it would have taken years to hit the bull’s eye.
Also Patwa mentioned that being sustainable is not only going green or organic- but to put local artisans on board to ensure they get regular orders. The brand is progressive in flourishing the idea to go local and simultaneously go by the government’s principle to go Atma Nirbhar.
An ode to the craftsmanship of the ‘vocal for local’ brand Fabindia
Patwa worked with the brand for 25 years being the prime Creative director and that time they lacked a design team development person and she had taken an initiative to collaborate with the local artisans.She would spend four-five months working with the local micro level talents outside Delhi- an Afghan community who made the best rugs.Tamil Nadu’s Salem is the hub for mulmul products.Patwa would sleep on their floors and eat their food.She helped the artisans with her expertise and pit loom with them.Her nostalgic words reflect the fact that no teachings can teach such art and culture.It is born within.To curve out the best she built friendship with them.
Lack of electricity after 4pm and their sheer hard work is what we call organic and sustainable.She is a clever woman to state that fy 2021-22 their people worked dusk to dawn and the rumor of the losses are mere hiccups.They launched Fab Essentials in the middle of the pandemic period along with the GenZ brand Fabnu. Sustainable yet affordable.Her jingling rattles are based on the white glove delivery service and a pilot concierge at the Vasant Kunj Store and the way they re-did their Fab Home logo and New India,the ethnic version of Fabnu.She added that her keen eyes are on the young brands like Summer House,Okhai and KharaKapas constantly.
FabIndia’s vision to explore sustainability along with localized items are a great step to a new age label in fashion.