FABINDIA: An experiment in CRM for HOME AUGUST 2017

Highly personalised, 3-phase journey Active, Recency < 3 months Add on to your Home Decor with new Fabindia Nexus furniture collection. Click on http://bit.ly/2ubaNzc to see them online. {{optout}} Active, Recency 3 - 12 months Loving the feel of Fabindia Furniture? Check out our all new Nexus range at a Home store near you or click on http://bit.ly/2ubaNzc to see them online. {{optout}} 5th August, Saturday 1st SMS round NEXUS Lapsed, >=2 products from Furniture Dept. Come fall in love with Fabindia real wood furniture again with the all new Nexus collection Click on http://bit.ly/2ubaNzc to see it online. {{optout}} Active - Home customers , ABV > 5k Feel the comfort and class of real wood Fabindia furniture. Click on http://bit.ly/2ubaNzc to see the all new Nexus range or visit a Home store near you. {{optout}} Responders filtered out Active, Recency < 3 months You've got 1 piece, now get the whole look. Shop for the new Nova living room range at a Fabindia Home store near you. Sneak peek: http://bit.ly/2wvB0Zu {{optout}} Active, Recency 3 – 12 months Still looking for the perfect living room? Visit a Fabindia Home store near you or click on http://bit.ly/2wvB0Zu to see the all new Nova range. {{optout}} 25th August, Friday 2nd SMS round NOVA Lapsed, >=2 products from Furniture Dept. You can't be done decorating yet! Get the new Nova range of Fabindia living room furniture at a store near you or click on http://bit.ly/2wvB0Zu. {{optout}} Active - Home customers , ABV > 5k You can't be done decorating yet! Get the new Nova range of Fabindia living room furniture at a store near you or click on http://bit.ly/2wvB0Zu. {{optout}}

Highly personalised, 3-phase journey 25th August, Friday For responders to the 1st SMS round 3rd SMS round TARGETED 13 personalised SMS’s sent basis their last purchased product Category Suggested texts Sofa Your new Sofa looks great! Add to the room with some gorgeous Fabindia Floor Coverings, Cushion Covers and Upholstery to match. At a Home store near you. Wardrobe You can't be done decorating your bedroom yet! Add on to the feel with Fabindia's Décor range and Lighting options. Come to Home store near you today. Cabinet Complement your newly bought Cabinet with Fabindia's range of Home Furnishing, Decor and Lights. Get the whole look at a Home store near you. Chair Your new Seat is beautiful! To complete the room, add on Fabindia's range of décor and lights from a Home store near you. Bed Enjoying the new Bed? Get some gorgeous Bed linen to complement the look from a Fabindia Home store near you. Bed & Cushion Covers and Quilts in stock. Table The new Table is the first step! Don't miss out on Fabindia's colourful Table Linen, Crockery and Ceramic ware, at a Home store near you. Diwan The Diwan is so elegant in that room! Complement it with Fabindia's range of Cushion Covers, Floor Coverings and Decoratives, from a Home store near you. Rack Complement your newly bought Rack with Fabindia's range of Home décor, Floor Coverings, Furnishing and Lighting, now at a store near you. Bench Sit pretty on that new Bench but don't miss out on Fabindia's range of Home décor, Floor Coverings, Furnishing and Lighting, now at a store near you. Misc.* Accessorize your newly bought furniture with Fabindia's Home décor, Floor Coverings, Lights and Giftware. Visit a Home store near you. Trolley That new Trolley is a great start! Complement the new home with Fabindia's range of Crockery, Table ware and Ceramic bowls, available at a Home store near you. Shelf Have you decorated that new Shelf yet? Come over to the closest Fabindia Home store to see our range of décor, lighting and upholstry. Mirror Mirror, mirror on the wall! Come over to the closest Fabindia Home store to add décor and lights to your gorgeous looking room.

1st SMS had great hit rates Response Hit Rate highest amongst most recent Active audience 27.5L additional revenue generated by responders to the SMS (captured over subsequent 10 days) Good conversions to the specific range mentioned : 85 customers bought 111 pcs Nexus Mirror most popular (20% conversions to this product) Nexus range contribution increased from 2% to 2.5% , measured from 13th Jun'17 vs during campaign period Furniture Category Others products Nexus products Table 1,497 36 (2%) Chair 1,306 7 (1%) Cabinet 306 32 (9%) Bed 216 17 (7%) Mirror 77 19 (20%) KPI Audience_group ROI Duration Contacted Responders %Hit Rate Delta HR Responders Revenue Transactions Campaign Uplift Revenue (Rs.) TEST Category Recency < 3 months_ActiveFurniture 2017-08-06 to 2017-08-16 3,656 284 7.77 2.38 22,87,534 358 7,00,686 Category Recency > 3 months and < 12 months_ActiveFurniture 9,317 720 7.73 1.71 40,79,012 944 9,02,343 Customers who bought >=2 products from Furnitutre dept_Lapsed 9,397 551 5.86 1.88 32,13,141 706 10,30,837 High ABV buyers ABV > 5k_ActiveHome 15,659 762 4.87 0.10 56,65,929 982 1,16,344 CONTROL Category Recency < 3 months_ActiveFurniture ( Control List ) -- 408 22 5.39   1,54,707 31 Category Recency > 3 months and < 12 months_ActiveFurniture ( Control List ) 1,363 82 6.02 4,25,971 103 - Customers who bought >=2 products from Furnitutre dept_Lapsed ( Control List ) 1,735 69 3.98 3,39,173 89 High ABV buyers ABV > 5k_ActiveHome ( Control List ) 2,243 107 4.77 6,37,394 145 27,50,210

Top performing cities & stores Top 5 performing Stores Cities Nexus Qty. Mumbai 21 (19%) Bangalore 17 (15%) Goa 14 (13%) Kolkata 12 (11%) New Delhi Stores Nexus Qty. New Delhi - Lajpat Nagar 12 (11%) Kolkata - Hindustan Park 11 (10%) Mumbai - Ghatkopar2 10 (9%) Pune - Phoenix Market City 7 (6%) Bangalore - Koramangala 6 (5%) Note: Considered data from 13th Jun’17* till 22nd Aug’17 Considered only those stores where Nexus products were sold * Nexus products started selling post this date

2nd burst had a small increment Response Hit Rate highest amongst most recent Active audience 6.21L additional revenue generated by responders to the SMS (captured over subsequent 10 days) Audience group Total No. Targeted TARGET Control Campaign Uplift Revenue (Rs.) Variable Cost of Campaign Campaign Efficiency Factor (1:__ ) Contacted Responders %Hit Rate Responders Revenue Contacted Control Responders Control %Hit Rate Control Responders Revenue Control Active, 3-12 months 9,432 8,056 438 5.44 28,13,786 1,376 79 6 7,99,910 806 Active, <3 months 3,643 3,235 161 4.98 12,84,158 408 24 2,18,324 324 Active, ABV > 5k 16,456 14,162 480 3.39 35,78,907 2,294 80 3 6,08,870 1,416 Lapsed, >=2 products 10,249 8,514 345 4.05 19,71,657 1,735 45 2,62,017 7,10,770 851 835 TOTAL 39,780 33,967 1,424 4.19% 96,48,508 5,813 228 3.92% 18,89,121 3,397 183 TG Message Text Active, Recency < 3 months Add on to your Home Decor with new Fabindia Nexus furniture collection. Click on http://bit.ly/2ubaNzc to see them online. {{optout}} Active, Recency 3 - 12 months Loving the feel of Fabindia Furniture? Check out our all new Nexus range at a Home store near you or click on http://bit.ly/2ubaNzc to see them online. {{optout}} Lapsed, >=2 products from Furniture Dept. Come fall in love with Fabindia real wood furniture again with the all new Nexus collection Click on http://bit.ly/2ubaNzc to see it online. {{optout}} Active - Home customers , ABV > 5k Feel the comfort and class of real wood Fabindia furniture. Click on http://bit.ly/2ubaNzc to see the all new Nexus range or visit a Home store near you. {{optout}} Private and Confidential 2/25/2019

An additional 44L from the 3rd leg Total Contacted - 2,970 Total Responders - 432 Hit Rate  = 14.5% Total Responders Revenue - 44.6 Lakh ABV = 10,328 Responder's Hit Rate: 14% | Redeemer Hit Rate: 6% ROI Duration Audience_group Contacted Responders %Hit Rate Responders Revenue Redeemers no. Redeemers sales 2017-08-25 to 2017-09-03 Bed 87 15 17.24 1,94,389 6 65,400 Bench 58 7 12.07 98,228 4 13,480 Cabinet 161 22 13.66 4,53,794 10 54,801 Chair 196 21 10.71 2,48,327 40,240 Diwan 14 1 7.14 6,200 2,770 Mirror 5 23.81 20,405 2 4,720 Misc 1,519 262 17.25 21,71,190 102 3,98,609 Rack 101 3.96 18,310 - Shelf 94 13 13.83 2,32,005 14,390 Sofa 125 17 13.60 2,58,145 28,540 Table 551 62 11.25 7,49,062 29 1,02,560 Trolley 37 2.70 7,680 Wardrobe 33.33 4,060   TOTAL 2,970 432 14.55% 44,61,795 172 7,25,510 *Redeemers: Home (Except Futniture) Buyers for campaign duration

Total uplift in revenue via CRM In summary The campaign success rate averaged 6-8% vs the regular 2-3% CRM was able to generate an additional 79.2L worth of revenue Of this, 0.5% - 6% (different from one campaign to the other) contributed directly to the Home category Targeted campaigns work far better than generic ones ‘Home’ shoppers are sticky for the first 2-3 months post their first purchase – the understanding here is that people do up their homes with multiple quick purchases in the first few months & then once their home is complete, the category demand dies out Campaign Total uplift in revenue via CRM 1st burst Nexus 27,50,210 2nd burst Nova (non responders of 1st burst) 7,10,770 2nd burst Specific (responders of 1st burst) 44,61,795  TOTAL 79,22,775 *Redeemers: Home Buyers for campaign duration

THANK YOU SURABHI.TALWAR@FABINDIA.NET