Home Apparel market This women’s clothing brand offers collections in all sizes at the same price

This women’s clothing brand offers collections in all sizes at the same price


E-commerce in India was still in its infancy when, in 2017, Fabnest was launched with an investment of Rs 20 lakh. While many fashion brands were failing, the husband-wife duo — Aditi and Divam Jain — dared to launch the women’s clothing business.

With a background in manufacturing and e-commerce, Divam dove into the already crowded space to understand and take advantage of market opportunities and gaps. Plus, with Aditi’s vast expertise in product design and development, it seemed like the right decision to make.

“We have something for everyone. We have casual styles that resonate with a 20 year old student, trendy formal wear for a working 30 year old woman and elegant party ensembles for a 50 year old woman” , says co-founder Aditi.

The local direct-to-consumer (D2C) brand offers several categories, including ethnic, fusion, western and lounge wear, to cater to the broad market. It also offers a wide range of winter clothing.


“We noticed a big void in the industry. Either there were good quality high priced brands or poor quality low priced brands. We wanted to introduce a brand with high quality styles at affordable prices,” says Aditi.

Fabnest launches two to three collections per month. The startup sources fabrics from various states including Rajasthan, Andhra Pradesh, Bihar, Tamil Nadu, Uttar Pradesh, and more.

“We have several collections in solids, prints, laces, and we continue to incorporate other methods to continue to reinvent the brand, and keep the consumer engaged and looking forward to what’s next,” says Aditi.

the New Delhi-the startup whose head office outsources most of its production. However, he does the quality checks and packaging in-house to keep absolute control.

“Quality control is very important. We train our partners on our quality standards, but ultimately our internal team takes full responsibility,” she adds.

For each collection, the women’s fashion brand creates models for all sizes — from XS to 6XL (soon to 8 XL) — at the same price. It targets women in the age group of 20 to 55 years.

From a one-room office to a two-story office, Fabnest plans to launch its physical stores by 2022. The brand has a team of 15 members, nine of whom are permanent members. About 25% of its staff are women.

“From working with limited choices of fabrics in stock to having exclusive prints, Fabnest has had quite successful years,” she adds.

Durability is key

Fabnest’s “mantra” for sustaining and growing in the competitive women’s clothing market is to improvise around three key aspects: waste management, focus on Indian body type, an agile supply chain and inventory reduction.

“Since charity starts at home, we use fabric waste from our facilities to make fabric buttons, middle layers of our three-layer masks, fabric bags, etc. says Aditi.

The brand also uses scrap fabric to train NGO orphans to take advantage of this opportunity to earn a living and become independent.

“Organizations like Earth Saviors have found our masks made from waste extremely helpful amid COVID-19,” Divam said. His history.

According to him, Fabnest has found an opportunity in sizes beyond 3XL. While many brands only cater to plus or petite sizes, Fabnest offers a wide range of sizes.

“Initially, we only had sizes up to 2XL. But as we received requests for larger sizes, we assessed market demands and continued to expand the scope of our offerings” , he said.

Interestingly, Fabnest has developed techniques to minimize and control stagnant inventory. Since consumers expect products to reach them within 24-48 hours, this means a high risk of maintaining “ready to ship” inventory for all styles.

“To date, we’ve launched over 950 styles, and even though we’ve discontinued 30% of our old styles, imagine maintaining ready inventory for around 650 styles. Our nimble supply chain and production model means we don’t have stock ready in every style, but can ship orders within 24-48 hours,” says Divam.

He adds that the factories working closely with the brand play a major role in implementing this technique.

The present and the future

According to McKinsey & Co’s FashionScope report, India’s apparel market is expected to be valued at $59.3 billion in 2022.

“The fashion retail industry in India is very saturated and extremely competitive. The entry criteria or hurdles to enter this industry are low making it a very lucrative option,” says Divam.

However, the dynamics of this trade are changing at a rapid pace. You have to constantly innovate and keep consumers engaged by offering more products.

He adds, “We are focusing on new fabrics, silhouettes, techniques and portals, and at the same time, we are also focusing on forecasting, technology and data-driven product development. You have to think outside the box if you are to stay in the game and be successful.

At present, D2C startup has started retail through its website and selected platforms including Nykaa Fashion, Myntra, Vajor, LBB, etc.

“We serve customers in every city in India and ship worldwide. We have delivered orders as far away as Australia and New Zealand. We are also listed on a few platforms in the Middle East, and the responses are brilliant,” says Divam.

In 2020, Fabnest became a profitable business and surpassed last year’s closing revenue at the end of December. It expects to end this financial year with a turnover of Rs 5 crore.

“While D2C will be our primary focus, we also plan to launch our first physical flagship store this year. Additionally, we plan to pitch to investors and take this to a whole new level. We will use the funds to recruit experienced and seasoned employees and invest in product innovation and technology,” says Divam.

Domestically, Fabnest competes with Aacho, Aks, Global Desi, W, Biba, FabIndia, Jaypore, etc. Its global competitors are H&M, Zara and Forever New, among others.