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www.craftedindia.com

WHO ARE WE ?
CraftedIndia is an online portal that has come up with the idea of selling
Indian Handicrafts products online globally.
Currently, the Indian Handicraft Industry lacks the necessary online presence
to achieve exponential growth.
We are aiming to promote Handicraft Industry by inculcating current trend
and innovations and making the products available at customers doorstep.

STORY SO FAR...
Visiting different states of India, and searching for their handicraft products,
which are lost somewhere due to the modern art and technology.
Taking part in exhibitions as a form of research in Mumbai to understand
customers response and preferences towards such products.
After a positive response from exhibitions we started selling on established
portals like Amazon and Flipkart to understand our customers purchase
patterns and trends.
CraftedIndia is now starting its own marketplace by inviting artisans to
promote their unique handicraft products on our portal.

IDEA BEHIND
CRAFTEDINDIA
The idea behind the formation of CraftedIndia was to get handicrafts back in trend
by keeping in mind the taste and preferences of mass population.
To sell authentic and genuine products to art lovers from all over the world and
create a market for original handiwork over debase quality products.
To make available a right platform for handicraft shopping with our simplified,
user-friendly service approach.
To create a reliable marketplace that is completely dedicated to handicrafts.
Providing an identity to our valued vendors and artisans on the global platform.

VISION & MISSION

To contribute towards the upliftment and revival of the Indian Handicraft
Industry by adopting current trends in form of e-commerce and internet which
has emerged as promissory distribution channels.
To put the Indian Handicraft Industry on the global platform and make people
aware of the rich heritage of Indian Handicrafts.
Providing commercially useful information and assistance to the artisans and
vendors, in developing industry and also to increase the export of these
products.
Giving professional advice to artisans about the new technology, techniques,
quality and design improvement according to the trend.
To provide a proper blend of old school handicraft with a touch of contemporary
art to increase its appeal among the target market.

PROGRESS
Current

Daily Sale
In India

Forecast

upto 31 July 2016

from 1stJan 2017

28

150+

st

(no. of products)

(no. of products)

50+

(no. of products)

(no. of products)

Vendors
Associated

22

50+

Number Of
Products

422

1500+

Daily Sale
Abroad

Vendor Projection
Srinagar
Anantnag
Dharamshala
Palampur

Amritsar

Kullu

Hoshiarpur

Bikaner
Jaisalmer

Delhi

Arunachalpradesh

Noida
Darjeeling

Jaipur

Mainpuri

Lucknow

Jodhpur

Faizabad

Varanasi
Udaipur

Madhubani
Danapur

Mirzapur

Tripura

Ujjain
Bhopal

Rajkot

Jabalpur

Indore

Palitana

Jharkhand

Maheshwar

Surat

Kolkata
Medinipur
Cuttack

Chhattisgarh

Current Vendors

Hajo

Firozabadh

Mumbai
Hyderabad

Kolhapur

Target Vendors
Goa

Bangalore
Mysore

Tirupati
Kanchipuram
Pondicherry
Tanjore

Kerala

Madurai

Bhubhaneshwar

FACTS OF HANDICRAFT
INDUSTRY
Handicraft Industry exhibits the culture, tradition, norms and rituals. It essentially
represents the culture diversity through creative work of craftsmen. People from
different states are capable of skillful and unique craftwork.
Handicraft products are comparatively more expensive than machine made
products as each of the item is made up from the efforts of skilled artisans which
makes it so special.
The Handicraft Industry is one of the most vital section of decentralized sector in
India. Also, it is $100 billion industry worldwide.
The Handicraft Industry has a good 1.51% share in Indian exports and it is
growing at a 20% rate year on year.

FACTS OF HANDICRAFT
INDUSTRY
Low capital investment, cheap and skilled labor, diversified product portfolio,
flexible production are few important features of Indian Handicraft Industry.
Indian Handicraft industry provides huge employment opportunities to men and
women especially in rural areas. This proves to be a great source of income for them.

Comparison Of Growth Rate

350000
300000
250000
200000

Export (all India)

Export (Handicrafts)

150000

Growth

100000
50000
2008-09

2009-10 2010-11

2011-12

2012-13

Export
(handicrafts)
in crores

Growth

8718.94

4.88%

251135.9

10533.96

4.20%

2010-11

304623.5

12975.25

4.26%

2011-12

300274.1

17970.12

5.98%

2012-13

230171.03

23504.42

10.21%

YEAR

Export (all India)

in crores

2008-09

178751.4

2009-10

Image courtesy - slideshare

SWOT ANALYSIS OF
INDIAN HANDICRAFT INDUSTRY

Diversified range of
products and exponential
strength of the market.
Inadequate capital
investment and low labor
rates.
Helping to grow Indian
economy.
No need of
macro-investment.
Potential source of foreign
revenue because of high
export.

Lack of infrastructure and

communication facilities.
Inadequate information of
new technology and
current market trends.
Less interest of youth in
craft industry.
Still confined to rural
areas, small cities and
untapped market.

Rising demand of
handicraft products in
developed countries.

Rising demand of modern

art, availability of cheaper
and more varied products.

E-commerce and internet

have emerged as
promissory distribution
channels.

Competition in domestic
market.

Development of domestic
and international tourism
sector.
Development of sectors
like retail, interior design
that offers great
requirements of
handicraft products.

Availability of machine
made and first copy
products at cheaper rates.
Quality China products.
Better trade terms
available in competitive
countries.

WHY SHOULD WE CONSIDER

OUR SELF A STARTUP?
Handicraft industry needs a great push to sustain itself in this dynamic market .
We are trying to resurrect the eons old artistic work of Handicraft in the era of
modernization which people are becoming oblivious about. With smart
innovations and fresh ideas, the industry can be highly benefitted. Start-ups are
paramount to bring in bright and innovative ideas to make this happen.
We aim at creating unique customer-centric approach to our service. We are
brimming with proactive ideas as well as adequate funding source to sustain
ourself in the market. We strive hard to work towards growth, innovation,
development, deployment and commercialization of handicraft products.
There is a sense of belongingness to these products which makes them so
popular all over the world. We want to tap on the soft power of this industry
in boosting the Indian economy.
We are passionate about growing the contribution of the handicraft industry to
the Indian economy. Generate employment and create interest among artisans
about their art being loved and valued globally in order to encourage them
to continue working.

OUR BUSINESS MODEL

For Successful operation of our business, we have set rules for identifying our
customer base, their needs and demand, our revenue sources, products and
financial detailing. This comprises our business model which is briefly explained
below:
Co-Marketplace Model: We sell our products on Amazon, FlipKart to leverage on
their website's high traffic. This benefits us to share a great distribution channel
for our relatively niche products.
Customization: This is one important modern marketing technique that we
completely believe in. We will sell products according to customer preferences.
We will give our customer an option of choosing color, size, design, style and
budget for their desired product.
Interactive Direct-Sales Model: Direct-Sales evokes direct responses from a target
consumer. We tend to make people aware of our products by putting them on
various public platforms like flea markets, exhibitions, emporiums etc to gain
their interest.

OUR BUSINESS MODEL

Premium Product Model: We aim at delivering authentic handicrafts obtained
from interiors of the country at customers doorstep. Excellent product quality
and the service is paramount to us and with this we strive to form a loyal
customer base.
Become a Marketplace: An efficient market place facilitates adequate demand
and supply of the products being sold. We want our vendors to provide us
maximum supply of products to meet the ranging demand of our customers.
On-Demand Model: Depending upon the availability, customers can order as
many products as they wish on-demand. The bulk orders can be fulfilled with
great convenience, speed and simplicity.

CRAFTEDINDIAS
SOCIAL MEDIA PRESENCE
We believe in a marketing strategy of reaching out to our potential customers in
every possible way. Digital platform is vital to communicate efficiently with our
audience and hence social media is an important tool for us.
We have multiple pages on various social media platforms where we strategically
deploy our customer engagement ideas to build up our brand awareness.
Following are our prominent social media platforms:

Facebook
Twitter
Instagram
Pinterest
StumbleUpon
Google+
Reddit

OUR TARGET
CUSTOMERS
Youth: Deployment of proper marketing strategies like
exhibitions, showcasing the products at college events
in order to peak the interest of the Indian youth.

Youth

Art Lovers: People having special love towards art and

craft are valuable to us as they form an important
segment of audience.

Art Lovers

Designers/Architects: Handicrafts are great to enhance

Designers home dcor and bring out its best essence. An opinion
of interior designers is paramount in making them our
important target customers.
Art-Dealers: Due to better understanding of handicraft
products, art dealers are ideal to make people aware
about us and our range of products.

Art Dealers

Artisans/Creative people: Handicraft represents the

local culture and values.They are well valued by the
people who take immense interest in art and crafts
which subsequently makes them our target audience.

OUR COMPETITORS &

TRACTION
Amazon, Flipkart, Ebay already sell handicraft alongwith other wide range of
products. Since, these are already established brands they would enjoy the trust
of the consumer and this would be a challenge for us in the initial stage.
There are other handicraft dedicated portals like Craftsvilla, The Indian Craft House,
Exclusive Lane, Handicrunch which are our direct competition.
Our biggest traction is we specifically deal into genuine handicrafts with
supreme service and a simple user interface.
Our innovative marketing plans aim to cope up with the competition and make
us better in market.

INNOVATIONS
Its a direct buying platform and an opportunity for vendors to list and deliver
their products directly to the customers doorstep.
Customization is a new trend, keeping that in mind we will offer a premium
facility of personalizing their choice of products.
Developing a user friendly interface to maximize direct interaction between
brand and customer.
Having interactive sessions with vendors, updating them with current trend so
that they can evolve their products with changing customer preferences.
Keeping workshops on different public platforms to entice the audience about
the skills required to make a particular craft.

INNOVATIONS
In order to promote unique skills of craftsmen in digital space, we would
document their craft work by visiting the interiors of rural area where a particular
handicraft is popular. Social media and blogs would be efficiently used to
highlight these artisans among people.
Kiosks in general are familiar now but what makes our kiosk different is its
ability to generate home design ideas based on the likes of a customer. This
kiosk will provide suitable suggestions for ones home dcor from our very own
wide range of handicraft products.

7 IMPORTANT PS OF
OUR MARKETING MIX
We believe in price effective product selling
for maximum customer satisfaction.

Promotion
At CraftedIndia authenticity of a product is
paramount, it resonates well with our brand
ethics and values.

People
For brand awareness, it is necessary to put our
products on various public platforms. Thus,
exhibitions, emporiums, stalls, flea markets, digital
marketplace etc are essential to us.

Process
The successful delivery of a product with good
packaging and effective after sales service is
our physical form of evidence in terms of
effective marketing technique.

Price
Customer acquisition and brand awareness
are primary motives through our strategic
promotional activities.

Product
Since our product is niche we choose our
audience very wisely. Youth, Artisans, Art
Dealers, Home Designers are prominent
target group.

Place
We offer our customer a shopping experience
that is simple and hassle-free. From ordering
a product to its payment and delivery;
everything is simplified and rapid.

Physical Evidence

OUR MARKETING PLANS

There is a school of thought which says a start up shouldnt spend much on marketing. We partially
disagree. Considering that handicrafts are very niche products, innovative and efficient marketing
tools would be very crucial. We believe in quality offering, so apart from great word-of-mouth
publicity we also adapt to following marketing plans.

Public Appearance: Handicraft products need to be exposed to customers with relevant

information. Our handicraft products will have public presence on various platforms like national and
international exhibition ,trade fair, buyers-sellers meet, sponsoring college events and charity events,
distribution of handicraft gifts and momento in corporate events, spreading awareness about the
extinct handicrafts and constant promotion of Indian art.
SM

Social Media Presence: Social media platforms are vital for the promotion of our brand. The

process of customer engagement is initiated with our brand page on various social media platforms like
Facebook, Twitter, Instagram, Pinterest, Google+, Reddit among others.

Search Engine Optimization (SEO): With skillfully handled keywords for the products, our
aim is to enhance the SEO in the most organic way. Since we are new to the market, our ultimate aim is
to acquire customers and make them aware of our presence in the market. Google ad words is a great
acquisition channel for the same. To make the search for our brand more effective, the idea of content
discovery would be skillfully handled to enhance the search optimization.

Building of Exceptional Resources: Most important thing for creating a brand value is to be
vendor

able to generate positive reviews for our products from our customers. For the very reason, our aim
is to make sure we have exceptional resources in the form of our reliable vendors and art dealers.

OUR RELATION WITH

CUSTOMERS & VENDORS
Every good business model is built upon the cohesiveness of different factors. We, at
CraftedIndia totally understand that. We have high regards for each and every member of
our brand family and our relationship with our beloved customers and vendors are of
paramount importance.
Customer satisfaction is our motto; for this we try to deliver a consistent good quality
products. Customer suggestions, feedbacks are timely checked to offer best shopping
experience.
Our high performing vendors will be recognized by mentioning their names on our
product page.
Timely payments, accurate information of raw material sources and investments to
scale up their production to match the demands, are the three parameters to maintain a
good relationship with our vendors.

TARGET INDUSTRY
By targeting the following industries to deploy our products, we can be benefitted in a
crucial way since a major chunk of our goods are required here.
Hospitality Industry: Hospitality industries are
dynamic in nature, this sector tends to incorporate
many innovative ideas regarding their services.
Handicraft decorative material is seen as a great deal in
interiors for the enhanced look of hotels, restaurants,
resorts, club houses.
Fashion Industry: Fashion industry plays with great
innovative ideas in terms of accessories and textile
designs. Our premium range of products can be
incorporated in style with their natural aesthetic
appeal.
Gifting Industry: A major market for handicraft products
in context with peoples choice of unique gifts to be given
on various occassions and festivals by corporates.

BENEFITS OF OUR BRAND

TO INDIA AND OTHER COUNTRIES
With our variety of authentic handicraft products, people are going to restore their
interest in this forgotten skillful craft. This will make a shift in tourism industry
as lot of people from all over world will come to know about the mesmerizing
culture and traditions of India.
By tapping on the soft power of handicraft industry, the economical importance
of this sector is being noticed worldwide.
With the resurrection of handicraft industry, there is huge rise in employment
opportunities for the people in rural region. We will benefit the handicraft artisans
by providing them income source as well as recognition at global platform.
Creating satisfactory market for the vendors by providing them with good source
of raw materials and updating them with changes in domestic as well as
International market.

PROBLEMS

SOLUTIONS

Partnership With Leading Brands

Now-a-days established online portals are
tying up with major brands which are
recognized in the industry, for high sales
which eleminates the focus on local brands
and artisans.

Platform for Artisans from All Over India:

Risk of Duplicate Product:

Not all the products available online are
genuine. They might not be delivered
from the right source which increases the
risk of duplication, high price, and wrong
information.

Risk of Duplicate Product:

Our motto is to deliver authentic products
to the customer with right information
and affordable prices directly from the
vendors/artisans to the customers
doorstep.

Packaging:
Handicrafts are fragile, they break during
transit if packaging is not done properly.

Packaging:
We have expert packaging staff who pack
the products perfectly and get it delivered
to our customers in mint condition.

CraftedIndia is an online selling platform

for all the artisans and vendor all over
India. We are also trying to tie up with
small villages for getting the best artwork
for sales online.

PROBLEMS
Product and Market Strategy:
Major online portals mostly deals with
fashion, gadgets, electronics along with
limited handicrafts. Due to which
handicraft products are not given much
attention and people are unaware about it.
Customer Experience:
Customers do not acquire complete
knowledge about handicrafts as these
major portals focus on other products
too.
Not all the products are shipped for free
until a bill of particular amount is
generated.

SOLUTIONS
Product and Market Strategy:

Sole importance and focus is on the

handicraft products along with giving
proper information to the people.

Customer Experience:
Detailed information of the handicrafts,
its artwork and origin is given to the
customers which help them to learn about
the product and also value the craft.
Free shipping all over India.

BIBLIOGRAPHY

http://www.mapsofindia.com/my-india/india/how-ecommerce-is-boosting-handicraft-industry-in-india

http://image.slidesharecdn.com/

http://www.india-crafts.com/business-reports/indian-handicraft-industry/swot-analysis-handicraft-industry.html

THANKYOU