MAM
Fabindia’s association with IPL helped the brand record 40-50% growth
MUMBAI: While retailers across the country have been facing a decreased footfall in the stores, Fabindia’s partnership with the Indian Premier League this year helped it record a growth of up to 50 per cent. For a brand, that had never advertised on television before, this association with the big-ticket event, which was aired on Star’s sports channels, across 8 languages, proved out to be a fine first move.
As style partner for the exciting season of cricket, Fabindia styled more than 100 on air cricket experts in over 1000 designs from their menswear collection, as they discussed the game on air. This activity not only gave them 229 hours of brand exposure but also a 96 per cent increase in sponsorship awareness.
Fabindia CMO Karan Kumar said, “Post-IPL, we had an increase in footfalls and conversions in the menswear range. We recorded a growth of 40-50 per cent over the same period last year.”
The activity also helped the brand gain a 22 per cent uplift in Google searches.
Brand-nomics’ Viren Razdan noted that IPL is an attractive destination but a crowded space with its own rules of play. However, Fabindia’s tactical approach did good for the brand in aiding its awareness of men’s occasion wear, which had been fairly low before the association, despite it being a powerful brand.
He said, “FabIndia is a powerful brand but its association/awareness of men’s occasion wear has been fairly low, so a partnership gives them a cut through the clutter IPL’s eyeball strength is very high"
While sponsorships like these might come out as a costly proposition, the return on investment has been spectacular for Fabindia, which got widespread popularity among the masses with strategic placement of brand visibility during the game.
Karan Kumar added, “We cracked a concept that was both innovative and cost-effective to showcase our comprehensive indo-western men’s range with the help of cricket.”
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
