Holistic has been the buzzword of 2018. FabIndia seems to have taken inspiration from it to add more elements to shopping — food, play and wellness – to make the store experience ‘holistic’. The pan-Indian handloom and handcrafted products retail chain has already opened such experience centers, as it is called in Chennai and Bengaluru, and the first one opened in Hyderabad in December.
Now, shopping here is about biting into a baked rumali roti with a tofu filling, watching the kids unwind at the screen-free play area and getting your favourite Nehru jacket altered. If that still doesn’t satiate the shopper in you, saunter into the wellness centre right there to pick up your body type’s Amalaki drink and get an interior design consultation, besides of course picking up some trendy handlooms. The FabIndia Experience Center on Road Number 12, Banjara Hills, has put together a full-fledged FabCafé, a kids zone, an alteration zone and an organic wellness centre in its 7,700 sq. ft. space to facilitate this. Ajay Kapoor, President – Retail says, “We are keen to provide an alternative shopping experience by shifting from transactional exchanges to a more experiential and interactive experience.” Viney Singh, Managing Director of the chain said, “We are one of India’s only brands to produce five different product categories that are available under one roof to create an engaging retail experience”.
Café with a view
The Indian-inspired bistro has a no pizza, burger and coffee policy but it has enough attractions, the healthy ones, to draw you in. I tried the tri-grain papdi chaat medley made of kuttu, jowar, bajra topped with sweet yoghurt, tamarind and mint chutney. A burst of colours and flavours with the added flavour of health makes it an interesting started. “Our rotis made of jackfruit flour are popular and so are baked dal samosas,”says Sadan Arshi, area manager, restaurant operations. I picked a few dishes based on their description. I tried the simple Ganna juice to see how different it is from what we get elsewhere. The flavours of mint and kala namak definitely made this stand out. Simple, yet memorable. At Rs.150, the view outside overlooking Jubilee Hills added value to the local staple. The note on the table mat — no refined sugar, oil and wheat but hearty alternative grains, unrefined jaggery and fresh veggies — makes you eat without feeling guilty. The café is an all-day diner and guests can pick up the organic ingredients at the store café (Rs.200 onwards).
Screens away, scream away
TugBug the kids zone, is an addition to make shopping a fun experience for kids and the parents. At Rs.450 an hour for a kid, the play zone has multiple options – from sketching, colouring, Jenga, board games etc. “Hyderabad is not blessed with a beach, but we have created a sand pit for them,” quips Sharika Munshi who heads the children’s centre here. TugBug is a bright space with low seating and tables, with fun décor (the tree made of discarded threads) makes the place come alive. “We limit usage of screens and help them to be interactive and imaginative,” she adds. Interestingly, the kids’ zone serves as a play area even if the parents are not shopping and want to drop the kid for a few hours.
Health and home
With more and more customers showing a keen interest in customising their homes, FabIndia, known for its ethnic yet contemporary furniture and curios, has added this element, informs Ajay. Meanwhile, the Organic Wellness Centre is where one can seek consultation on the wellness products that suit your body. The products ranging from health drinks to immunity boosting and detox kits (a set of products to be used for a certain period in a certain way) are available at the store.
Rs. 500 onwards.