In Startup50 2016: For becoming the market leader in the online ethnic apparel and handicrafts segment; For going beyond the handicrafts business by expanding into ethnic food 

Founders: Manoj Gupta (In Pic), Monica Gupta 

Mumbai-based Craftsvilla is an ethnic online store for sarees, salwar suits, lehengas, kurtis, palazzos, skirts, jewellery, accessories and home décor, providing creative and diverse options for all kinds of occasions, including casual wear, office, festive, fusion and party wear. The company’s vision is to take people back to their roots and by re-introducing, repackaging and contemporising their ethnic legacy.

The company is backed by Sequoia Capital, Nexus Venture Partners, Lightspeed Venture Partners, Global Founders Capital and Apoletto and, currently, has a team of 250 people.

The founders take pride in providing additional market linkages to their artisans, several of whom are skilled in specific ethnic crafts, yet didn’t have the opportunity to sell outside of their region. With Craftsvilla, the world is now their market and individual artisans are scaling up their own businesses.

The Strengths

An exclusive ethnic e-commerce retailer, it provides a wide category of products – apparels, accessories, home decor, food, musical instruments and more, and make ‘ethnic’ glamorous and appealing for all age groups, even youngsters.

By providing a platform for artisans to connect with a global audience, it aims to provide artisans with a larger market on a zero commission model. It has helped sellers who started off working alone, flourish and grow.

Box:

• Ramya, a home-based jewellery maker, scaled up from a one-person business to employing 20 people thanks to Craftsvilla
• The company acquired, Place of Origin, to expand into the ethnic food business

Numbers

80%

Craftsvilla’s revenue from apparel sales

Rs. 1450

Average order value on Craftsvilla