Fabindia launches Fables: Craft in Western Wear

Fabindia has launched Fables, a premium Western wear sub-brand, to give Western silhouettes their own identity while keeping craft at the heart of the brand. Instead of stretching its traditional positioning, Fabindia is carving out a distinct space that blends artisanal heritage with contemporary design.

For decades, Fabindia has been synonymous with handcrafted kurtas, block prints, and Indian wear. With Fables, the 65-year-old retailer wants consumers to see it differently. The idea is not to reinvent Fabindia but to create a dedicated label where Western wear can thrive without diluting the parent brand’s equity. As Sumit Handa, CMO of Fabindia, explains, “Western wear isn’t new for us. It has always existed within Fabindia. But we wanted to create a dedicated space where customers could experience craft through Western design language.”

Unlike many recent sub-brands that chase Gen Z, Fables is designed for working professionals aged 30 and above — “global travellers with an Indian soul.” The focus remains on craft, quality fabrics, and artisan-led production, but expressed through Western silhouettes like shirts, trousers, and dresses. As Handa puts it, “The distinction lies in the product expression, not in the principles.”

The rollout has been deliberately cautious. Fables currently operates through four exclusive stores in Delhi-NCR, supported by shop-in-shop formats inside Fabindia Experience Centres. Delhi was chosen as the testing ground because it remains Fabindia’s strongest market, with more than 25 stores across Connaught Place, Khan Market, South Extension, Noida, and Gurugram. Metro cities are the immediate priority before wider expansion.

Interestingly, Fabindia has kept Fables away from quick commerce. While the company sells ethnic wear through 10-minute delivery platforms, it believes premium craft-led apparel requires a tactile retail experience. Customers want to touch fabrics, try garments, and explore styling combinations — something quick commerce cannot replicate. As Handa explains, “When you buy Fables, you’re not just buying a shirt or a pair of trousers. You’re buying an entire ensemble.”

Marketing too has taken a measured approach. Fabindia has avoided celebrity endorsements, staying true to its tradition of focusing on craftsmanship. Instead, it is relying on influencer collaborations, social media, and hyperlocal campaigns around stores. Limited product quantities also mean mass-market advertising is not a priority yet; the brand is focused on building strong relationships with its core consumers first.

Financially, Fabindia’s cautious rollout mirrors its broader business strategy. The company reported stable revenues of around ₹1,220 crore in FY25, with improved EBITDA but a wider net loss. Against this backdrop, Fables is less about aggressive diversification and more about broadening relevance while staying rooted in craft.

With Fables, Fabindia joins a growing list of Indian fashion retailers like Libas (Gerua) and BIBA (BIBA NXT) who are creating specialised sub-brands instead of stretching their parent labels. The move reflects a larger shift in Indian retail fashion — protecting legacy while targeting new lifestyles. For Fabindia, it’s a measured bet: expanding into Western wear without losing the soul of craft that has defined the brand for over six decades.