Indian market is very competitive and in order to succeed in it, one can not just simply copy others and move forward. There should be some sort of uniqueness which makes a brand stand out from the crowd and Craftsvilla has done this perfectly. We have collected some of the main points that helped Craftsvilla to capture ethnic and fashion market in India.
About Craftsvilla
Launched in 2011, Crafstvilla provides cost-effective ethnic goods to its customers by promoting local artisans and designers. It all started with a plan to solve a basic problem- designers and artists didn’t have much sales and public was in need of purchasing unique stuff. Craftsvilla acted as a medium for both and has created new opportunities in India’s ethnic market which estimated around $30 billion.
Growth
- With more than 5 million SKUs and 35,000 registered sellers, Craftsvilla delivers products to over 40,000 pin codes in India.
- Along with selling products of others on Craftsvilla.com, they are creating their own brands too.
- Craftsvilla has also partnered with offline stores such as Central, Lifestyle, Pantaloons and Reliance Trends.
- Craftsvilla raised funding of $54 million through investor networks such as Sequoia Capital, Lightspeed, Nexus, Global Founders Capital.
Acquisitions
Craftsvilla acquired Mumbai based logistics company- Sendd in 2016. Later, it acquired a marketplace for ethnic foods named PlaceofOrigin founded in 2014, it also acquired women’s clothes rental platform F2SO4.
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Advertising campaigns timeline
Craftsvilla has used all sorts of medium to advertise, but it has always focussed on digital media more. The ‘Aaj Jane Ki Zidd Na Karo’ campaign helped the brand to increase the popularity of ethnic wear among Indian women who were shifting to western clothing blindly.
With #LatestSeLatest campaign, Craftvilla showed that Indian women can always look good in ethnic wear be it in the office or at functions or at home.
The Mere Hazaron Rang campaign celebrated the spirit of the Indian women as fearless, unique, and special.
Craftsvilla also launched interesting contests like ‘World Ethnic day’ and ‘Miss Ethnic Contests’ for which it chose Bollywood actors Vidya Balan and Kareena Kapoor.
Such advertising campaigns encourage people across India to connect back to their roots and this is the main pitch point of Craftsvilla.
In addition to this, Craftsvilla wants to be the leader in ‘ethnic video content’ as it creates content like ‘The Sarees of North India’ on a regular basis.
