FabAlley
FabAlley is an Indian online fashion brand for young women, founded in 2012 by Tanvi Malik and Shivani Poddar. It sells trend led clothing and accessories at accessible prices.
| Founded | June 2012 |
|---|---|
| Founders | Tanvi Malik, Shivani Poddar |
| Model | Online, direct to consumer |
| Focus | Young women's fashion |
| Website | faballey.com |
What is FabAlley?
FabAlley is an Indian digital native women's fashion brand. It was started in June 2012 by Tanvi Malik and Shivani Poddar, who left corporate careers at companies including Titan Industries, Unilever and Avendus Capital to launch the business.
Products and positioning
FabAlley began by selling accessories such as jewellery, shoes and bags before shifting its focus to clothing, which soon made up most of its business. The founders positioned the brand as fast fashion that could compete with international labels at Indian prices.
- Trend led western wear for young women
- A large, regularly refreshed assortment with new styles added each month
- Accessories alongside clothing
Distribution
The brand was built online, with marketing through social media, search, fashion magazines and bloggers, and editorial look book content on its own site.
Why it matters
FabAlley is one of the early Indian direct to consumer fashion labels and an example of a digital first brand building its own product rather than acting as a marketplace.
Frequently asked questions
Who founded FabAlley?
FabAlley was founded in 2012 by Tanvi Malik and Shivani Poddar.
What does FabAlley sell?
FabAlley sells trend led clothing and accessories for young women, mainly through its own website.