FabIndia resumes delivery of essential items
Ethnic fashion and lifestyle brand FabIndia has resumed delivery of a select number of its ‘essential’ goods, which are now available again online during lockdown.
Many Indian brands have had to reorientate themselves to be able to continue to retail in accordance with lockdown regulations, which only allow ‘essential’ goods to be sold. FabIndia, a brand known for its kurtas and textiles, has relaunched its e-commerce store with a new interface which focuses on personal care goods such as soaps and food items in order to allow it to keep retailing.
“We have now resumed pan-India deliveries of FabIndia food and soaps, which come under permitted essential products,” FabIndia announced on Facebook.
The brand’s e-commerce site is still accepting orders of other goods such as clothing and plans to begin to fulfil the ‘non-essential’ orders from April 15, 2020, when the lockdown is scheduled to be lifted.
Many clothing and lifestyle brands saw sales dip before the lockdown as consumers became increasingly wary of venturing outside. However, brands like FabIndia that can retail a number of essential goods will be able to ensure that their cash flows do not completely dry up during this financially challenging time.
FabIndia retails a range of ethnic wear and accessories as well as homeware and other lifestyle items. The brand, which was founded by John Bissell in 1960, has flagship stores across India and in other countries including Nepal and ships internationally from its e-commerce site.
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