The Handcrafted Indian Heritage

Fabindia is an Indian chain store retailing garments, furnishings, fabrics and ethnic products handmade by craftspeople across rural India. Fabindia's products are natural, craft based, contemporary, and affordable. Fabindia represents India, its craftsmanship, and its heritage. The campaign aims to put the focus back on the artisan and the ‘handcrafted’ aspect. A series of hand gestures were created, showing the making of the products, using the raw material of the same on the very hands of the artisan making the product. The photo based campaign highlights the range of Fabindia’s products. The values of the company are summed up in the slogan, ‘handcrafted Indian heritage.’