Fablas is an emerging brand in the cleaning and hygiene products segment. In FY 2022–23, PX Consulting partnered with Fablas to design and execute a growth strategy engagement aimed at accelerating market penetration, improving profitability, and building a scalable platform for the next phase of growth.
Fablas was operating in a highly competitive FMCG environment where differentiation and execution speed are critical. The product portfolio had expanded in a fragmented manner without clear positioning, creating dilution of focus across categories and SKUs. Brand differentiation was limited, making it difficult to stand out against established players and private labels.
The go-to-market approach was inefficient, affecting reach, distributor productivity, and conversion. Decision-making was also constrained by limited use of structured data, reducing visibility into SKU performance, margins, and channel effectiveness.
PX Consulting delivered a structured, phased strategy program over six months to clarify focus, strengthen positioning, and improve commercial execution.
The engagement began with a rigorous diagnosis to define where Fablas could win. This included market segmentation and competitor benchmarking to identify high-potential spaces and differentiation opportunities. A product and margin analysis was conducted to understand SKU-wise economics, identify value leaks, and determine which products should be scaled, improved, or deprioritized.
Based on insights from the diagnosis, PX Consulting supported the design of a sharper growth strategy. The product portfolio was rationalized to focus on priority categories and winning SKUs. Pricing and channel strategy were refined to improve competitiveness while protecting margins. The brand’s value proposition and positioning were clarified to create stronger relevance for target segments and improve recall at the point of sale.
To translate strategy into results, PX Consulting provided execution support across sales and distribution. This included redesigning the sales process to improve planning, conversion discipline, and coverage. Distributor and channel enablement was implemented through clearer role expectations, capability inputs, and commercial focus. A performance tracking framework was introduced to institutionalize data-driven reviews, enabling leadership to monitor progress and take faster corrective action.
The overall solution included a clear growth roadmap with focus segments, an optimized product mix and pricing strategy, a sales and distribution effectiveness model, and strategic KPIs for leadership review.
The engagement helped Fablas build sharper market focus and improved sales traction through better portfolio clarity and go-to-market execution. Contribution margins improved across key SKUs through mix optimization and pricing discipline. Distributor confidence strengthened due to clearer strategy, improved support mechanisms, and more predictable execution. Fablas also emerged with a scalable growth blueprint—equipping leadership with the operating rhythm and KPI structure needed to drive the next phase of expansion.