Fabindia is an Indian store of handmade products made by craftspeople of rural India. Fabindia connects 30,000+ local makers to make markets more modern. It uses its unique COC model to promote capitalism. This model consists of companies which are owned by the associations they work for. Fabindia’s products are natural, craft based, contemporary, and affordable. Fabindia was awarded “Best Retail Brand” in 2004 by The Economic Times. Fabindia label is known thanks to word-of-mouth publicity, then in 2007 the craft-conscious enterprise concept of Fabindia became a Harvard Business School case study. 2010 marked 50 years of the foundation of Fabindia, and release of the book, The Fabric of Our Lives.