Collaboration can be magical and at Direct Create we want to weave magic. All the people who appreciate and breathe art, Direct Create is a platform for them. It is everything that a hand-producer can be and more. It is a family of true art lovers that knits them together in one unit while helping them retain and expand their individuality.
The Direct Create team managed the INR 220 crore worth business of the Home and Lifestyle SBU at Fabindia during 2017-18. The business had 12 Home and Lifestyle categories such as Furniture, Tableware, Linen, Rugs and Dhurries and more.
Designing and merchandising of over 5,000 new products to infuse exciting and inspirational products and categorisation of all product ranges into a system which could bring uniformity across communications: Efficiency, Texture, Sustainable, Power and Luxury. Fabindia is India's largest retail private platform for products that are made from traditional techniques, skills and hand-based processes.