The Personalization You Want. The Quality You Prefer. The Service You Deserve. All Assured Here !
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 customer’s 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 customer’s 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)
8
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 customer’s 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.
CRAFTEDINDIA’S 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 dĂŠcor 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 It’s 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 one’s home dÊcor from our very own wide range of handicraft products.
7 IMPORTANT P’S 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 shouldn’t 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 people’s 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