Six decades after it was founded to popularise indigenous Indian craftsmanship by combining it with contemporary designs, Fabindia’s values continue to be rooted in the companionship and camaraderie of its – FabCommunity – a collective involving thousands of artisans, consumers and the brand itself.
But the backbone of this community has been it’s pillars like the dining arm FabCafe, Organic India, which markets wellness products sourced from farmers around the country, and Tugbug, a children’s centre which is at the heart of each experience centre of Fabindia.
“In times of crisis, people search for the stability and safety that comes with having something to believe in. It’s human nature to want to feel like you’re a part of something bigger than yourself, part of shared values and belief systems,” Says Dipali Patwa, Group Head of Brand & Community at Fabindia, “Our chosen tribes are just as important as the ones we are born into. People are craving closeness at a time when we were forced to stay apart. As many crises force us to find new, innovative ways to connect; for us at Fabindia this has been at the core of our vision for 61 years and counting. The Power of our collective and community is the beauty of Fabindia. Please welcome our sisterhood of Organic India, Fab Café, Tugbug and more as we go on our journey together.”
Organic India, which markets wellness products, works closely with thousands of farmers across the country, providing them enhanced prospects for their produce and an opportunity for a better livelihood. It strives to preserve and maintain traditional organic farming techniques that benefit both the grower and the community at larger. Sustainable agriculture that serves quality with integrity is at the root of Organic India’s mission.
According to Subrata Dutta, Group MD of Organic India, “At the very core of the two brands, there is a synergy of values and mission. Organic India focuses on preserving the environment and only offering products that are healthy for people and good for the planet. Organic India practices healthy conscious living in everything that it does. Similar to how Fabindia supports the artisans. Organic India also works with grass-root farmers to bring the best to the tables of the consumers.”
FabCafe is equally committed to educating and nurturing a healthy way of celebrating wholesome Indian cuisine. The rule `no refined oil, no refined sugar’ sums up much of what it does. It uses indigenously sourced forgotten grains and traditional ingredients while catering to a wide range of current food choices, including vegan, wheat-free, dairy-free, and more. The ever-evolving menu consists of innovative dishes that are made using local and organic produce. The focus is on serving food that is fresh, simple, and nutritious.
“Taking the Fabindia legacy a step further, Fabcafe focuses on healthier ingredients to ensure food that is healthy and tasty. For us, it’s important to offer flavours that modern India has grown up eating but, the spin is in making it guilt-free,” says Sunil Chauhan, Chef & Founder of Fabcafe, “So, if it is integrating banana or jackfruit flour instead of all-purpose flour or if it’s including palm jaggery instead of refined sugar to eliminating the use of refined oil by choosing to work with cold-pressed oils or desi ghee; the concept of alternative ingredients helps us deliver every note of flavour without compromising on the nostalgia of comfort food. Our approach pays ode to the Indian ingredients that have been celebrated over centuries, we use them to serve popular Indian dishes. And these exact core values of sustainability and dependence on local produce makes us a proud member of the #PowerfulCollective.”
Tugbug is Fabindia’s educational space that seeks to reconnect children with their roots through immersive and environmentally-conscious activities such as storytelling, handicrafts, reading, song, puppet shows, clay modelling, handicrafts, etc. Nestled amidst the experiential centres of Fabindia, it has created an inclusive environment for learning that carefully hand-holds the growing minds instilling in them the sense of India’s collective heritage through the medium of creativity. Tugbug’s online teaching initiative called Shikshan encourages children to create rather than consume, connecting them with art and nature in exciting ways.
“Tugbug Children’s Center is the youngest member of the Fabindia collective with the youngest and most enthusiastic customers!” says Sharika Munshi, Founder, Tugbug Children’s Center, “Our vision of nurturing children’s creativity and reconnecting them with our roots in a sustainable, environment-friendly way is in perfect sync with the values and ethos of the Fabindia community. During the pandemic, we have launched home learning and engagement programs with minimum screen time for kids. Once it is safe, we excitedly look forward to welcoming our children back again to happy times at Tugbug in Fabindia Experience Centers!”
This is a power collective that advocates India’s rich heritage and culture and turns them into a celebration of today and a base for a better tomorrow.
