How Fabindia is honouring its 60th anniversary by supporting crafts that laid the foundation of the legacy brand

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Looking back, it would be safe to call 2020 a year unlike any other, as an unprecedented health crisis swept across all corners of the globe. However, the challenging times have served to inspire all factions of the fashion industry to rise to the challenge. Paving the way forward for the new normal is Fabindia, a proudly homegrown brand built on the bedrock of artisan welfare and a legacy of sixty years of innovation.

With retail footfall on a low for a significant part of the year, the platform has set its sights on conquering the digital frontier. Dipali Patwa, group head of brand and community for Fabindia, says, “Digital technology is advancing at a furious rate, even while the global pandemic continues to change the way consumers live, communicate, work and shop. But then again, history has taught us that disruption brings innovation.” With change being the only constant, the label has sought to place its community at the centre of all its endeavours. “Our goal is to address our target groups more meaningfully online while also growing our experiential retail stores which will continue to serve our community as the go-to hubs where we will continue to offer services that go beyond shopping. Our e-commerce platform will continue to focus on making our customer journey smoother and more seamless while providing the best value to our community,” she adds.

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