NATIONAL INSTITUTE OF FASHION

TECHNOLOGY

E COMMERCE

End Term Jury – Dilli Haat

Submitted to – Dr. Amar Tewari

Submitted by - Divanshu Rai
Krishna Chandra

Priyal Purandare

Sanvee Readlan

Surabhi Srivastava

(DFT-5)
Contents
Summary ....................................................................................................................................................... 3
Market Analysis............................................................................................................................................. 4
CURRENT WORKING PROCESS .................................................................................................................. 4
TARGET CUSTOMERS ................................................................................................................................ 4
MARKETING MIX ....................................................................................................................................... 4
SWOT Analysis........................................................................................................................................... 5
E COMMERCE RATIONALE ............................................................................................................................ 6
E-COMMERCE BUSINESS PLAN ..................................................................................................................... 7
Business Model ......................................................................................................................................... 7
Web Page Layout ...................................................................................................................................... 7
Shopping Method ..................................................................................................................................... 7
Payment .................................................................................................................................................... 8
Registration ............................................................................................................................................... 8
Delivery ..................................................................................................................................................... 8
Returns and Refunds and Exchanges ........................................................................................................ 8
Customer Support ..................................................................................................................................... 8
Special Features ........................................................................................................................................ 8
REVENUE MODELS ...................................................................................................................................... 10
Advertising Revenue Model .................................................................................................................... 10
Transaction Fee Revenue Model ............................................................................................................ 10
CONCLUSION............................................................................................................................................... 10
Summary
Located in South Delhi, Dilli Haat is a blend of food joints and craft bazaar. This Food and Craft
Bazaar is a treasure house of Indian culture, handicrafts and ethnic cuisine. The unique bazaar in
the heart of the city displays the richness of Indian culture. It was established in the year 1994
jointly by Delhi Tourism (DTDC), Government of Delhi and NDMC, D.C. (Handicrafts) & D.C.
(handlooms), Ministry of Textiles & Ministry of Tourism and Government of India.

It is a boon for the collapsing craft industry of India. Artisans are given an opportunity to
promote their cultural art. Dilli Haat, INA Market has 166 stalls allotted on a rotational basis to
craftsmen on nominal rates for a maximum period of 15 Days.

In this project we aim to launch these craftsmen to the online portal of Dilli Haat where they can
sell their products without having to pay any registration fee and unlike the market, where they
get only 15 days to sell their products, here they can sell them any time anywhere with ease. This
will provide them a bigger platform and thus enable them to sell their products nationally.

This site will be managed by Delhi Tourism. They will be keeping a record of all the craftsmen
who will be interested in selling their products online. No registration fee will be charged from
them and they will be allowed to operate from their native place as long as they complete the
orders on time. Delhi Tourism will have a tie up with a courier service company (like Flipkart
has with Ekart Courier) and the craftsmen will be required to pay a fixed charge for the pickup
service. The charges will not be very high keeping in mind the betterment of the craftsmen. This
site will help in promoting the unique crafts of India.
Market Analysis
CURRENT WORKING PROCESS
Dilli Haat, INA Market has 166 stalls allotted on a rotational basis to craftsmen on nominal rates
for a maximum period of 15 Days. Only craftsperson registered with Development
Commissioner (Handicrafts) are eligible to set up a stall at the Haat, which is allotted on a
rotational basis. Craftsmen from all across the India register themselves with Development
Commissioner to get a bigger platform for showcasing their talent.

Government of India has invested lot of money for the development of Dilli Haat. The money
invested on them helps in the growth of Dilli Haat. This money is used for increasing the number
of stalls and maintenance of the market.

TARGET CUSTOMERS
The target customers of Dilli Haat are the tourists. Mostly the foreign tourists are interested in
buying the handicrafts of various states of India and Dilli Haat is the place where they can get all
types of authentic Indian crafts in one place.

MARKETING MIX
Target Market

 Price: The price is high as their target customers are mostly foreign tourists. Since
handicrafts require a lot of effort and time and are not produced on machine they are
priced high. Also they are not produced in bulk and so the price is high as the sale is low.
 Promotion: Delhi Tourism organises many shows, events and fairs for attracting the
customers to Dilli Haat. Located in the heart of New Delhi it is bound to attract tourists.

Product

The products are wide ranged even in terms of material. Silk & cotton sarees, Chikankari,
Zardozi, crepe silk, miniature paintings, palm leaf carving, jewellery, Chanderi Sarees, shawls,
carpets, tea, brass, bamboo, cane, marble, wood, glass, metal, terracotta items, pottery,
sandalwood crafts.
Place
Dilli Haat has a number of state handicrafts stalls at one place. It is located only in Delhi.
SWOT Analysis
STRENGTHS
1. Low Capital Investment.
2. All the products are at one place.
3. Products are genuine.
4. Prevents exploitation of artisans.
5. It keeps the handicrafts business
thriving.
6. Promotes tourism.
7. Flexible Production.
8. High profit as the cost of making is
cheap.
9. Ensures employment and well-being of
artisans.
10. Potential source of foreign revenue
because of higher export.
OPPORTUNITIES
1. Developing fashion industry requires
handicrafts.
2. Rising demand for handicrafts from
developed industry.
3. Development of domestic and foreign
tourism sector.
4. E-commerce and internet emerge as a
promising channel to market and sell
these handicrafts.
WEAKNESSES
1. Unawareness of international market
and opportunities.
2. Lack of co-ordination between
government and artisans.
3. Inadequate information of new
technology and market trends.
4. Lack of promotion.
5. Capacity to handle limited orders.
6. Higher probability of corruption.
7. Only 15 days given to each artisan.
THREATS
1. Competition in domestic market.
2. Balance between high demand and
supply.
3. Better trade terms offered by
competing countries.
4. Increased and better technological
support and R&D facility in developed
countries.
E COMMERCE RATIONALE
Dilli Haat is for the betterment of the artisans and this can be done by providing them a bigger
platform to increase the sales. In order to increase the sales we need to go global and internet
serves the purpose. Having an online shopping website will increase the number of customers. It
will open a new market on global platform. It will increase the sales while decreasing the
investment cost. Artisans can sell their products on their websites just by getting in touch with
the concerned authorities. Artisans need special attention due to their low economic status and
this underlines the importance of the need of livelihood generating activities based on locally
available resources so that gainful employment opportunities could be created at the doorstep of
these people.

The website will be exclusive and being owned by the Indian government will build interest in
the buyers and remove any fear of being cheated. The reach to the customer will be increased
manifold and go global. Currently very few authentic online shopping sites for handicrafts are
there and being the first government run website will give a monopoly. Also it will indirectly
promote tourism by luring the visitors to visit Dilli Haat. This will also provide them a bigger
platform and thus enable them to sell their products nationally.

Creation of an online website will require more workforces for the technological as well as
managerial work. This will create more jobs and increase the employment level.

Last but not the least is the preservation of our heritage by keeping alive these old traditions and
handicrafts by backing them.

Benefits

 Betterment of artisans
 Creation of Jobs
 Increment of Sales
 Variety under one screen
 Preservation of Heritage
  Indirect promotion of Tourism

E-COMMERCE BUSINESS PLAN

Currently Dilli Haat has an official website (www.dillihaat.net.in) but it only provides the
information about Dilli Haat and other tourist places in Delhi. After modifying this site artisans
can sell handicrafts online.

The state government can ask the artisans to register themselves on this site so that government
can maintain accountability. The website will act as a bridge between the customers and the
artisans. It would provide a platform for both the parties. The artisans will have larger market
and for customers the easy access to miscellaneous crafts of India would be beneficial.

Business Model
Since the government only manages the website and the artisans are the ones with whom the
customer is making transaction, therefore the business model is B2C. It will be just like Flipkart
and Amazon.

Web Page Layout

The home page can be categorized state-wise and each of these sections can be further
subcategorized into Clothes, Jewellery and Handicrafts. One can browse through the different
products. Each of the product’s description should include material, weight, dimensions and a
little about the craft so that people can know about it.

Shopping Method
The customer can choose the item he/she needs to buy and there will be no bulk orders. One can
proceed to checkout after adding the item to shopping cart or continue shopping. One can add an
item to his/her wish list or share it on social media. One can filter according to state or product
type or price.
Payment
Payment can be done through net banking, debit card or credit card. In case the bill is less than
INR 1000, Cash on Delivery option can be available but only for customers in India. Cash on
delivery option is not available for overseas customers. Costs will be given in INR, Dollar and
Pounds and will be location sensitive, displaying in the currency of the location. While typing
the delivery address the customer can choose the method of intimidation for their product.

Registration
Artisans will have to register with the site for selling their products online. No registration fee
will be charged from the sellers. While registering they will be required to upload their Aadhar
Card and pan card details, their account details, GST number and contact details.

Delivery
Delivery charges will be applied as per the total cost. For order above Rs.1000 no delivery
charges will be applied but if the cost is less than Rs. 1000 then Rs.50 delivery charges will
apply.

Returns and Refunds and Exchanges

In India the customer can return an undamaged item within 2 weeks in the same condition it
received. But the cost of delivery will be borne by him/her and the amount will be refunded
within 2 weeks after receiving the return. In case the item is broken same rules apply except that
the cost of delivery will be borne by the government.

Customer Support
The customer can e-mail or fax their suggestion or queries. They can also call from Monday to
Sunday between 9 a.m. and 7 p.m.

Special Features
 Premium Delivery Options available.
 Gift wrap options available for extra charges.
 24*7 customer service available.
 There can be external links to state’s tourism sites.
 Government can have social pages on Facebook, and Twitter for promotion of their site.
 There can be a news feature which tells about the upcoming events and fairs in Dilli
Haat.
REVENUE MODELS

Advertising Revenue Model

We will try providing a forum for advertisements in our proposed website. Thus our site will
have an Advertising Revenue Model as it will generate revenue by receiving fees from
advertisers.

Transaction Fee Revenue Model

Since transactions will be performed between the artisans and the customers, our proposed
website will have a Transaction Fee Revenue Model. The site will generate revenue by enabling
or executing a transaction.

CONCLUSION
The easy access of internet across the regions enhances the modern trade methods. The
biggest problems faced by the artisans are the non access of a proper platform to sell their
products and the middlemen who take away most of the profits. The website will solve these
issues. It has a good database management system so it is easy to keep a check on orders, store
information and keep a record. It will provide authentic data with accurate figures for proper
reforms needed in the policies. It will also reduce the investment costs like of setting shops. It
will increase the employment as the demand will be more so it will help the poor artisans. As a
result our heritage will be preserved by keeping old traditions and handicrafts alive.