Do-It-Yourself

Do-It-Yourself (DIY) generally means building or repairing

without any professional aid.

Eg. Berger paints offers iPaint Self Painting Kit, which is a user
friendly kit with the right set of tools which are required to
paint your walls by yourself. This kit is suitable for painting
any water based emulsion on your interior walls.

Figure :
Revenue of DIY
sector in top 5
nations in that
segment

Source : https://
 Let us take an example of IKEA that opts to sell their
end products in the form of a DIY kit.

• Manufacturing process:
•Improved productivity since no assembly takes place at plant.
•Reduction in testing requirements.
• Outbound logistics:
•Parts are shipped hence reduced packaging costs.
•No extra precaution required to ensure the quality of end product.
• Sales and Retailing:
•Retailers require lesser shelf space for display.
•Margins per square foot of display increases.
• End customers:
•Provides increased satisfaction as they are being creative.
 DIY in Indian context
• The DIY market in India is still at a nascent stage.
• Revenue in the Toys, Hobby & DIY segment is projected to
reach 62.74 Crore INR in 2022.
• Revenue is expected to show an annual growth rate of
14.54%, resulting in a projected market volume of 123 Crore
INR by 2027.
• Crompton Greave (Lighting solutions) is one of the leading
players in the Indian DIY market.

Source : https://www.statista.com/outlook/dmo/ecommerce/toys-hobby-diy/india#revenue
 Demographics (Indian Context)
Users (By age)

Source : https://
www.statista.com/outlook/dmo/ecommerce/toys-hobby-diy/india#demographics
 Demographics (Indian Context)
Users (By gender)

Source : https://
www.statista.com/outlook/dmo/ecommerce/toys-hobby-diy/india#demographics
 Demographics (Indian Context)
Users (By income)

Source : https://
www.statista.com/outlook/dmo/ecommerce/toys-hobby-diy/india#demographics
 Consumer Behavior
• Currently, the growth of the DIY segment in India is primarily
driven by the increasing demand for urban housing and
increasing disposable income of the households.
• There are a multitude of consumer motives that drive Indians to
or away from DIY.
• Generally, young residents of bigger cities are more likely to take
up DIY in comparison to residents of smaller towns.
• This may be attributed to the prevalent culture and caste context
and relatively conservative lifestyle in the smaller cities.
• Residents strictly observe social hierarchies and roles and hence
upper and middle class families are generally unwilling to take
up DIY activities as it is socially frowned upon.
• The most critical consumer perspectives or expectations that
influence DIY adoption are unique needs, cost savings and pride.
 Adoption barriers in India
• Easy availability of cheap labor
• Lack of awareness
• Slow growth of organized retail
• Inertia of middle class