11th May 2023

Dear FG Family,

We’re hoping to address an important matter this week.

Why do some styles stock out so quickly?

Each style is designed, sampled and finalized almost a year in advance. Based on customer inputs and designer insights, a certain quantity X is decided upon for each style. While landing on this number, we have to bear in mind the following:

1. In most cases, it takes anywhere between 150-180 days to hand block-print, cut, stitch, embellish and prepare each piece.
2. With each step involving intricate artisanal work, on multiple occasions, minor variations arise in the styles, essentially making each piece different from the other. In the cases of major variations, the piece is rejected and doesn’t make it to our shelves at all.
3. Depending on the complexity of the craft, there are times almost 20% of the pre-decided X value gets rejected altogether.
4. Depending on the response for the style, we try and re-stock pieces based on customer feedback. Despite streamlining the entire process, re-stocking a style can take a minimum of 4 months.

A question may come to mind. “Why can’t you just plan more pieces and account for the rejections?” Well, that’s because our artisans are bound by limitations of their respective manual capacities. Each artisan, skilled in their respective craft, can only work on a limited number of pieces each day. The result of this cap is that some styles can take upto half a year to come back into rotation.

We’re looking to grow our network of artisans to be able to rectify the situation. We thank you for your patience and understanding while we do so.

 Pune Exhibition: 19 & 20 May

Showcasing a healthy mix of our latest styles and our best-sellers, we’ll be exhibiting in Pune at Hotel Shree Panchratna on the 19th & 20th of May. Know More.

Spring Summer: New Batch

Our Spring-Summer ’23 Collection has been populated with an array of new styles. Explore Now.

We’ll be back next week with some more updates.

Always at your service,

Team Farida Gupta