Fabience on an expansion drive backed by customer trust

Hyderabad-based, Fabience is soon going to introduce India’s and Southeast Asia’s largest furniture manufacturing unit which boasts 1.5 lakh sq. ft space on a 5-acre area with state-of-the-art machines that are being imported from Europe. The sprawling project which is situated near Hyderabad ORR costs a whopping INR 80 crore and will expand the capacity of the brand. With this expansion, the company is also mulling to venture into the B2B segment. In a free-wheeling conversation with Asmita Mukherjee, T.R. Venu Gopal, Managing Director, Fabience informed that by the end of this year or the beginning of next year the state-of-the-art factory will be operational.

Venu Gopal has over 38 years of experience in the interior turnkey projects space. He started his career by trading in interior products, vanishing lines, vertical blinds, wooden floorings etc., and has slowly built up his reputation as a modular furniture brand. He started supplying products to DRDO, Hyderabad. In 2002 the company shifted to Multinational Company (MNC) projects, and after that, the company never looked back. Venu Gopal has been a trusted interior projects handler for MNCs such as Microsoft, Amazon, Qualcomm, Accenture, IBM and many more, including well-noted public and private sector establishments. Recognizing a clear market gap for a professional and transparent interior projects services provider for the residential sector, Venu has taken upon himself to fill the gap. He has travelled across the world creating trusted international partners for hardware and other fittings so that Fabience can offer integrated solutions to its customers.

The new state-of-the-art factory of Fabience, situated near the ORR has multiple USPs, informed Venu Gopal. “We are going to have an experience centre on the second floor in the same factory and on the fourth floor we have about 40,000 sq. ft cafeteria, gym and recreation area for the workers. The ground floor consists of a sprawling 90,000 sq. ft area, which is dedicated to fabrications, paint lines and panel processing. The first floor is the factory office. The 1.5 lakh sq. ft area is also surrounded by about 4000 fruit-bearing plants. We also have used many intelligent machines imported from abroad and robotics to enhance the efficiency and to reduce the timelines of our work.”

He also informed that they are planning to come up with another 50,000 sq. ft. building, which will consist of apartments with facilities such as lifts, generators etc. for the workers, and is five minutes walk from the factory. “As we think that our workers and employees are our assets, we want to give them the best facilities we can. We always endeavour to increase the living standards of our employees. Along with the apartments we are also sponsoring our employees’ child’s education. At the moment we have around 130 employees working under the brand but by December the number will be twice, reaching 250.” a proud Venu Gopal said.

At a time when marketing and promotional strategies are considered to be the backbone of sales for any company, Venu Gopal’s ideology is pretty different. He said, “Surprisingly, we don’t spend a single penny for marketing and promotions for the brand. Rather the work or order that we receive is purely out of recommendations and goodwill of our satisfied esteemed clients. Fabience is driven by transparency, execution, and delivery as its core values. To validate this level of transparency, our customers can pay a visit to our factory to witness first-hand the processes from start as raw materials to finished product for their order. This has helped us to gain trust. Maybe that is the reason for our goodwill and our reputation being intact in the market for so long. In the new factory, we are going to continue with the client visit, which is another USP for us.” He also added that once the new factory starts operations they might think of going for promotions for brand awareness.

Speaking about the price of Fabience offerings, Venu Gopal said, “The quality of the products that we are manufacturing now is at par with any European-made product at almost one-third of the price.”

The company recently completed a project for a Hospitality Unit situated in Gachibowli for 50 rooms, and they are also working for KIMS Hospital in Hyderabad, informed Venu Gopal.

While informing about the geo-expansion plans of Fabience by exporting overseas, he said, “We already have a presence in the USA market and we are now looking at Australia and the UAE market for Painted Shutters.”


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