By 2024, Fabindia's Fabfamily loyalty programme had scaled to 6 million members across 370+ stores, but campaigns remained manual and untargeted. Xeno stepped in as an embedded CRM partner to turn that scale into precision, engagement, and measurable revenue.
INDUSTRY
FashRetail & Lifestyleion
Result
Overall Incremental ROI on CRM & loyalty spend
Loyalty Redeemer Rate, up from 36% pre-Xeno (+67% uplift)
Fabindia is a 65-year-old institution and India's largest private platform for handcrafted goods, connecting over 55,000 artisans to millions of customers across 370+ stores nationwide. From handloom textiles and organic foods to home furnishings and personal care, Fabindia stands for the preservation of Indian craft at scale.By 2024, Fabindia had over 6 million members enrolled in the Fabfamily loyalty programme. The scale was real. The outcomes now needed to match the ambition. In January 2024, Fabindia partnered with Xeno to change that.
Fabindia, a 65-year-old Indian craft brand with 370+ stores and 6M+ loyalty members, partnered with Xeno in January 2024 as an embedded CRM partner to fix manual, poorly targeted campaigns and thin customer insight. The results: loyalty engagement rose from a 36% to 60% redemption rate, high-value spender cohorts returned to double-digit growth after two years of decline, and lapsed-customer revenue grew ~12% in FY26. Four AI models (next-order likelihood, winback, channel affinity, recommendations) sharpened targeting, and overall CRM-attributable revenue hit a 45x incremental ROI, with WhatsApp retry and fallback campaigns adding a further 15% each.
Xeno also built Fabindia's rewards marketplace, pairing it with values-aligned partners like The Oberoi, Mahindra Electric, and WWF India - the Oberoi cohort alone saw a 41% revenue lift post-redemption. Messaging also became warmer and more personalized, including a dedicated relationship manager for top-tier members. It's all anchored in five pillars - predictive AI, automated journeys, channel intelligence, loyalty mechanics, and the partner ecosystem - under Fabindia's philosophy of being "Personalised, Authentic and Unreasonably Generous."
By 2024, Fabindia had scaled its Fabfamily loyalty programme to over 6 million members across 370+ stores - but the operations behind it hadn't kept pace. Campaigns were run manually with blanket messaging, segmentation was limited to basic RFM, the team had no easy way to slice customer behaviour into actionable insight, and CRM planning was siloed with no strategic lifecycle design. Scale was solved. Precision was not.
Fabindia brought in Xeno not as a software vendor but as an embedded CRM partner, accountable end-to-end for strategy, data quality, campaign execution, and revenue outcomes. Three things enabled the partnership to move the numbers fast:
- A unified loyalty and marketing engine replaced fragmented, manual campaign execution with an AI-first platform running the full customer lifecycle.
- Predictive AI models (next-order likelihood, winback likelihood, channel affinity, and recommendation building) were layered in to replace basic RFM segmentation with daily, individual-level targeting.
- Xeno was embedded directly into Fabindia's weekly AOP planning, customer understanding sessions, and campaign reviews — turning CRM into an ongoing strategic function rather than a reporting exercise.
The result was a 45x incremental ROI, a jump in loyalty engagement from 36% to 60%, and a return to double-digit growth across Fabindia's highest-value spender cohorts.
We're delighted to be building India's best retail loyalty programme in partnership with Xeno. Increasing our loyalty redemption rate from 36% to an industry-leading 60% is a testament to what a true partnership can achieve.
By 2024, Fabindia's Fabfamily loyalty programme had scaled to 6 million members across 370+ stores, but campaigns remained manual and untargeted. Xeno stepped in as an embedded CRM partner to turn that scale into precision, engagement, and measurable revenue.
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