The story of Fabindia

In Mint-Lounge, Supriya Nair reviews The Fabric of our Lives: The Story of Fabindia by Radhika Singh:

There has been plenty of reportage on the Fabindia lifestyle in recent years, deconstructing the sort of people who wear or use the plethora of handcrafted, organic, eco-friendly, fairly sourced-and-traded products from one of India’s most famous “ethnic” brands. As India’s consumer base has grown, so has the company, and so, as the journalism suggests, has the self-consciousness of its adherents.

But Fabindia is not a purely hipster label. It has a long and complex history as a social enterprise that marries profit margins to public service. Its championing of the artisan and weaver communities from whom Fabindia’s materials are sourced has always been staunch and unpretentious, even as its products have consistently found ways to fulfil the mutating demands of urban aspiration. More:

And in Time Out Delhi.

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