While the FabIndia ad has been reduced to a bindi & Urdu debate, I think a core issue is that, like many enterprises that start with a social purpose, after a point they lose mission focus & growth is dictated purely by commerce. So the identity begins to shift.. 1/4
The perceived identity of an ‘Indian brand’, built on the shoulders of small scale artisans and producers across India, a brand that was set up to give a platform to native Indian art, artists, weavers, design and fabric - and taking all that to the world 2/4
Over time, FabIndia has become a unidimensional apparel giant, one of many, but lost its roots, its quality, its perceived connect to small scale producers, eventually giving in to biz pressures & profits. Its this focus shift we see in the ad, made for their target customer 3/4
Would be interesting to compare the branding and communication done by @Amul_Coop and @FabindiaNews for example. Both Social Enterprises, both based on a co-op model. While Amul keeps mission focus and grows with that at the center, FabIndia is just another apparel brand now. 4/4
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