Indian crafts major Fabindia hires Zeno Group India to handle digital strategy for home and lifestyle business

Zeno Group India has been appointed as the digital partner for the home & lifestyle retail brand, Fabindia. Zeno won the account following a multi-agency pitch and will manage this account from its Delhi office.

As the agency of record, Zeno will lead their brand strategy; content development; and oversee management and execution of digital media.

Fabindia links over 55,000 craft based rural producers to modern urban markets by creating a base for skilled, sustainable, rural employment, and preserving India's traditional handicrafts in the process. 

The home and lifestyle business is the second-largest vertical in the Fabindia ecosystem and is a strong strategic focus for the brand. It is also the original category Fabindia launched. 

Karen Kumar, Fabindia’s marketing head said, "The stories behind each and every product are inspiring and we are very happy to bring on-board Zeno as our digital partner and who we hope will help us to make our stories come alive beautifully."

Chief client officer of Zeno Group Asia, Papri Dev said, “Fabindia is in a rapidly transforming category with the influx of international brands and emerging local players in this space. We’re excited about the journey ahead, to carve a distinctive brand identity for Fabindia’s Home and Lifestyle business – focusing heavily on integrated storytelling across digital platforms."