FabIndia becomes a Harvard Business Case study
It's a brand that does not advertise
. It, in fact, celebrates the success of its copycats
. And now Fabindia
, the craft-conscious enterprise
, is a Harvard Business School (HBS) case study.
"Founded in 1960, Fabindia makes the cut
for being an example of a corporation that does not just aim to do well,
but does good too. "A strong mission can be both an opportunity and a constraint on the growth of a firm," points out Dr Khaire
. However, the private retailer's unique value proposition
has not come in the way of it being recognised as big brand
today. And this in spite of the fact that Fabindia has never advertised
, points out Dr Khaire."