CraftRoots

Weaving Stories, Crafting Traditions

Khushi K. Satwani
Jiya Garg
 CraftRoots
CraftRoots, The NGO currently operates near the
an NGO, embarks on a mission to Sundarbans Area. The region, best known
empower tribal artisans through their internationally as the home of the Royal
unique handicrafts. Despite a decline in Bengal Tiger, is also home to around 13
demand, the organization faces hurdles in million people – 8.5 million around the
marketing and funding. Seeking to bridge forests in Bangladesh and 4.5 million inside
the gap, CraftRoots envisions connecting the forests in India. Going by the latest
artisans with businesses in need of census data, 43.23% of these people live
personalized corporate merchandise. below the poverty line of USD 2 a day. That
Hindered by a lack of strategic planning is far more than the percentage of people
and networking, the organization also living below the poverty line in Bangladesh
addresses the challenge of training (26%) and India (21.92%). Majority of the
artisans for contemporary market trends, people there are “Marginal Farmers”. They
with a focus on a 59% literacy rate among grow seasonal Paddy majorly for own
the tribal population. CraftRoots family’s consumption. Poorer people with
navigates these obstacles through lesser access to land cultivate meat and milk
strategic partnerships, impactful from goats. Due to the distance from market
marketing, and skill development areas and regular natural calamities, they
programs, envisioning a venture that not have very little harvests after personal use.
only uplifts tribal livelihoods but also Females in the household generally make
safeguards India's rich artistic heritage. handicrafts like key rings, coasters, pottery,
lanterns, kettles, T-shirts and paintings

Background Market Analysis Brand Identity Strategic Blueprint Appendix 01

CraftRoots
Total Addressable Market [TAM] Who is Crafts Roots ‘s Customer?
Top-down approach: Global handicraft market

Customer Segmentation
Home décor Typical customer: Women (25-54, ₹50,000+
valued at USD 663.9 billion in 2020, with an monthly) or Men (35-54, ₹100,000+). Urban,
expected CAGR of 12.81% from 2021 to 2025, enthusiasts Gift buyers educated, employed, art-loving, eco-conscious,
projecting a size of USD 1065.6 billion in 2023. values quality, uniqueness.
Billion
Serviceable Addressable Market [SAM]
To refine, filters are needed for specific products, Bottom-Up approach
regions, and segments. Focusing on home decor, Collectors Population in Sundarbans, West Bengal: Around 4.5
Craftsroots, with various product categories, million people, 43.23% below the poverty line.
Tourists
could tap into the segment that held 35.65% of Assuming 10% are potential tribal artisans for
the global handicraft market revenue in 2020. Craftsroots: 450,000 artisans.
Billion Annual Handicraft Production by Craftsroots:
Average annual production per artisan in India: 120
Another filter is region-specific: Craftsroots pieces. Total annual production by Craftsroots: 54
operates in India, with the Indian handicraft India's Handicraft Exports: million pieces.
market projected to be USD 21.8 billion in 2023, (in billion Indian rupees) Average Price and Revenue per Product: Average
assuming a 15% CAGR from 2019 to 2024. 155.63 price of handicrafts in India: USD 5.5 per piece.
Billion Online Sales Projection (2023): Online sales of
129.2 128.54 127.38 126.04
117.54 handicrafts in India: 20% of total sales in 2020.
West Bengal represented 25.5% of India's total 108 Expected CAGR of online sales from 2021 to 2025:
handicraft exports 91.3
84.26 15%. Assuming 50% of Craftsroots' sales are online
Billion and 50% offline.
To summarize, the global and domestic TAM for 53.77
47.61
Craftsroots in 2023 are: In 2023, Craftsroots anticipates 11.9 million online
sales and 38.9 million total sales, targeting both
Global TAM: USD 1065.6 billion individual and business customers.
Domestic TAM: USD 21.8 billion
Domestic TAM [West Bengal]: USD 5.6 billion 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
So, the SOM for Craftsroots in 2023 would be USD
Source: Statista 213.9 million.

Background Market Analysis Brand Identity Strategic Blueprint Appendix 02

CraftRoots
MARKETING STRATEGY BASED
•Define Core Values and ON PRIMARY RESEARCH
Artisan Selection
Attention •Visual Branding
Development.
Exploring the Intersection of Wanderlust and Artistry:
Campaign Title: "Craft Wanderlust: Journey Through
Handmade Treasures
Objective: Ignite the wanderer's spirit by merging the thrill of
travel with the allure of unique handicrafts.

Components:

• Establish a Consistent Visual Wander Crafts Passport Stamps:- Every purchase earns

Interest Language to reinforce brand

recognition.
digital passport stamps unlocking discounts.
- Survey Insight: Craft Wanderlust inspired by your love for
exploration.

Crafted Travel Diaries Series:- Collaborate with travel

influencers to create visual diaries highlighting their crafts
• Craft Compelling Narratives discoveries worldwide.
- Bring survey insights to life: Travelers love crafts, and we bring
• Develop a Storytelling Toolkit them together.

Desire • Engage on Social Media

• Develop a social media content calendar .
Artisan Souvenirs Subscription Box - Launch a
subscription box delivering authentic artisanal souvenirs from a
different country each month.
- Survey-backed innovation: Crafted keepsakes for the avid
traveler.

Tagline: "Craft Wanderlust: Where Every Craft Unfolds a New

Action •Sustainable Packaging and Eco-Friendly Practices Travel Tale."
•Community Building
Outcome: A travel-centric campaign, inspired by our
•Collaborative Branding survey findings, promising a journey of discovery
•Continuous Monitoring and Adaptation through the lens of unique, global handicrafts.

Background Market Analysis Brand Identity Strategic Blueprint Appendix 03

CraftRoots
Strategic Partnerships and Collaborations Artisan Development

Firms with same mission and objectives

Potential Having related customers Whizz
partners and • Providing collaboration services Jack of all
collaborators
• Selling complementary goods
• Local retailers (for displays)
Competent Mechanisms: trades
•Industry Collaboration

PERSONAL SKILLS
•Peer training Powerful means to train
•Training Programs amateurs
•Mentorship •Continuous training and
practice to remain updated
Networking events
How to get Industry gathering
alliances? Personal connections
• Online platforms (Etsy shop, LinkedIn)

Amateur Adept
Effective Methods:•
Valuable Approaches:
Foundational knowledge
•Communication
To know WebSites such as SEMrush, Alexa, Similarweb
• Let's say there are 200 million actives sites.If a
•Apprenticeship
Mentorships
Workshops
Firms' site ranks 20,00,000 on the app,it is in top 1%
in the entire ranking, showing a big
•Workshops and Seminars
•Encouraging Teamwork
•Group Problem solving
Popularity accomplishment sessions
•Leadership development

What we want?
Followers + Engagement 1000 hooked followers>>>10000 inert followers TECHNICAL SKILLS

Background Market Analysis Brand Identity Strategic Blueprint Appendix 04

CraftRoots
01 SURVEY LINK- https://docs.google.com/forms/d/1C46Kt7cxaYhRTjBHrRABoJL1E47cYzKm6B69YPqF6Qc/edit

02 https://www.ibef.org/exports/handicrafts-industry-india

03 https://finance.yahoo.com/news/handicrafts-market-size-grow-usd-001500093.html

04 https://www.wbmsme.gov.in/handicrafts

05 https://www.imarcgroup.com/india-handicrafts-market

06 https://www.businessresearchinsights.com/market-reports/handicrafts-market-100147
Appendix

07 https://manjusha.in/

08 https://www.ambujaneotia.com/wp-content/uploads/2021/02/Final-Pot-Purri-December-Issue-23-12-20-on-Crafts-Pgs-1-60-1.pdf

09 https://tantuja.in/

10 https://www.expertmarketresearch.com/reports/handicrafts-market

11 https://www.statista.com/statistics/624202/export-value-of-handicrafts-india/

12
\https://www.wallstreetprep.com/knowledge/total-addressable-market-tam/

Background Market Analysis Brand Identity Strategic Blueprint Appendix 05