India’s D2C fashion and lifestyle market continues to evolve as established brands expand into new consumer segments. Fabindia has announced the launch of Fabels, a premium western wear sub-brand designed to blend contemporary global fashion with India’s rich artisanal heritage. The move marks an important milestone in the brand’s D2C expansion plans, reinforcing its long-term omnichannel D2C strategy while catering to modern consumers seeking premium, craft-led fashion.
Positioned for the “Global Traveller with an Indian Soul,” Fabels combines modern silhouettes with handcrafted Indian design elements, creating a collection that reflects both international style and traditional craftsmanship. The launch strengthens Fabindia’s presence in the premium fashion segment and highlights the continued evolution of D2C brands India as they diversify product portfolios to address changing consumer preferences.
The inaugural collection features men’s and women’s apparel across everyday casuals, business casuals, and occasion wear. Women’s offerings include dresses, tops, contemporary shirts, camisoles, meditation pants, and structured linen trousers, while the men’s range includes straight-fit and slim-fit shirts, Cuban shirts, drawstring pants, jackets, and twill shorts. The collection is complemented by handcrafted accessories such as silver jewellery, leather sling bags, jute totes, footwear, and silk stoles. Many designs incorporate iconic Indian textile traditions including Ajrakh, Indigo, Dabu printing, and Dori embroidery, reflecting the craftsmanship that has long defined the Fabindia brand.
Fabels currently operates standalone stores in Delhi NCR, with selected collections also available through Fabindia Experience Centres across the country. The launch further strengthens the company’s omnichannel retail ecosystem by combining dedicated retail formats with its extensive nationwide network.
Founded in 1960, Fabindia today operates more than 340 stores across 127 cities in India, alongside 13 international stores across seven countries. Beyond fashion, the company has built a diversified lifestyle portfolio spanning jewellery, footwear, home furnishings, furniture, organic food, and personal care, while continuing to work with thousands of rural artisans across India.
For the D2C ecosystem India, the launch of Fabels reflects a broader D2C market trends 2025, where heritage brands are embracing premiumisation, category expansion, and omnichannel retail to drive growth. As consumer demand shifts toward authentic, design-led fashion experiences, Fabindia’s latest initiative reinforces its position among the fastest-growing D2C brands shaping the future of India’s lifestyle and fashion industry.
Source: Based on reporting by Indian Retailing, with additional editorial adaptation and analysis.