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How FabAlley is Emerging as one of the India’s Biggest E-commerce Fashion Destination?

FabAlley co-founders- Tanvi Malik and Shivani Poddar
FabAlley co-founders- Tanvi Malik and Shivani Poddar

FabAlley (1) is a Gurgaon based online fashion platform that wants to become a significant trendsetter in fashion across the country. Shivani Poddar and Tanvi Malik began the platform in the year 2012 as an online store for accessories. The 29 years old pair sold highly curated collections of various accessories, including quirky jewellery, bags, and shoes. Now, FabAlley is a private label brand that you could find across all the market place.

In only three years, FabAlley has become a significant source for style and fashion clothing and accessories in India. The founders chose the name; FabAlley while getting inspiration from all the rebellious and fashion-forward girls who prefer unique shops, alleys, quirky boutiques, and indie-chic nooks over mainstream marketplaces.

Along with various apparel and accessories, FabAlley also offers fashion blog that includes multiple fashion bytes, reports on the latest trend and other street style beats, and fashion quizzes.

The site also offers a fashion blog, which provides fashion bytes, trend reports, style tips, and street style beats, in addition to a fashion quiz. In the future, FabAlley plans on rebranding and re-launching its fashion blog that contains more interactive features along with in-depth fashion coverage.

The Inspiration Behind FabAlley

FabAlley co-founders- Tanvi Malik and Shivani Poddar
FabAlley co-founders- Tanvi Malik and Shivani Poddar

Shivani Poddar and Tanvi Malik are the two founders of FabAlley. Shivani Poddar is a former Investment Banker at Avendus Capital, while Tanvi Malik used to be a brand manager in the Fashion and Sports categories at Titan Industries Limited.

In 2012, the duo realized that our country’s access to affordable global fashion trends is second to non-existence. They decided to get rid of this gap affecting the Indian women, mainly in their 20s and 30s with FabAlley.

The Success Story


Initially, FabAlley was accessories only bran, but later in early 2013 decided to add clothing articles as well in their collection. Today, clothing apparels are now responsible for over 85% of the revenues generated by FabAlley. FabAlley introduces at least 500 latest SKUs every month. Moreover, FabAlley is a private label that is working with a fast-fashion model. FabAlley is currently employing more than 900 young fashion enthusiasts who are working over thousands of clothing styles and more than hundreds of styles in accessories.

FabAlley has a fast-fashion model as they design, produce, and launch new products each week. They mainly target young women who have discerning and forward fashion interests and styles. FabAlley makes sure that their lead time between trend-mining to production is minimal so they could always launch a new fashion trend each week, according to the statement released by FabAlley Co-founder Tanvi Malik.

Tanvi further said that one of their major positive points is their trend-centric products. The company initiates its design process by identifying key fashion trends seasonally. The designers of FabAlley seeks out to multiple runways, streets to get their next big fashion trend. At the same time, they identify various categories, gaps, and price points according to their sales analysis.

Upon launch, FabAlley only had around 1,000 visitors in a day. However, FabAlley now has over 200k to 400k visitors each day on average.

The Marketing Strategy of FabAlley

FabAlley has used various social media platforms for its promotions and other marketing strategies freely as an online fashion brand. FabAlley has conducted the majority of its marketing campaign through Facebook and Google. To promote and spread more words, FabAlley is also using various PR agencies and magazines. FabAlley is also working with different fashion bloggers with good followers to promote their business. Hence it is safe to say that fashion bloggers are also valuable marketing mix for FabAlley. FabAlley has done a great job to date by marketing on various social media platforms, including Facebook and Twitter. Currently, the company is working tightly to increase its user engagement on their social media account.

Business Model

FabAlley is currently following an inventory-led business model and has a robust in-house designing team, technology team, and a powerful vendor network that ensures minimal turn-around times. FabAlley is clocking more than 90 Crore each month in revenue and growing at a breakneck pace every month.

The Vision behind FabAlley

FabAlley co-founders- Tanvi Malik and Shivani Poddar
FabAlley co-founders- Tanvi Malik and Shivani Poddar

For future goals, FabAlley is most likely to be involved in Brand-building activities through both ATL and BTL channels, according to the Shivani Poddar, Co-Founder of FabAlley.

Moreover, she added that online fashion space in India is still at a very nascent pace, and women-oriented online sales are most likely to become 5X more in the upcoming years. FabAlley feels that there is a massive potential for an affordable, quirky, fast-fashion brand like FabAlley. FabAlley believes that it could dominate this space through its differentiated products and robust fashion content. Recently, FabAlley launched a digital campaign, #IMeanBusiness, to empower women in leadership.