Apparel Online India Magazine June 1st Issue 2018 | Page 46

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A retail jour ney: FabAlley
The shift from Online to Offline
Market is Organic for Retailer
I
n 2012, two friends, Shivani Poddar
and Tanvi Malik quit their high-
paying jobs in Unilever and Titan
Industries respectively, to fulfil
their entrepreneurial dream…, and
thus a fast fashion brand FabAlley
was created. “When we began,
there was a big gap in the retail
market, where fashion-forward
brands were not pocket-friendly and
domestic brands were mostly Indo-
Western. Our thought was to bring
in a brand which could compete
with designerwear and global
aesthetics, but make it available at
affordable prices,” shares Shivani
Poddar, Co-founder, FabAlley.
Knowing that retail in India is quite
challenging from an offline point
of view, they thought to open an
online platform which would reach
anywhere in the country at the
price point they were targeting, so
faballey.com was created as the
marketing and selling platform.
“What got us going was the huge gap
in the market and the increase in
internet usage by our target audience.
Having been customers ourselves
for long, we knew that there were
not many brands catering to the
needs of young independent working
women,” she adds.
Initially, they started and kept a firm
check on what styles and prices were
working and slowly started building
on that. In past six years, FabAlley
has grown to be a complete end-to-end
womenwear brand, “Our idea now is
to make FabAlley a one-stop solution
brand for women between the age
22-35,” shares Shivani. Their main
Shivani