Ms De believes that Fabindia is a brand that caters to the "well-heeled jholawalas, who want to appear hip and cool in ethnic wear that"s also pretty expensive". (Jholawala has been, for a long time, a disparaging reference to activists in India who carry cheap cloth-made sling bags.) "Fabindia is [about] reverse snobbery. Slumming it - but in style!" says Ms De.