The Indian Handicraft Capital

Contents

• The Current Scenario• The Service Offering• The Brand Name• The Brand Identity• The Brand Positioning• The Cultural Context• The Brand Experience

The Current Scenario

• Largely fragmented industry: More than 7200 clusters exist in India. At least 2500 of them are unmapped rural clusters and there is lack of supply consistency.

• Increase in purchasing power of metropolitan citizens: growing tendency to experiment with new art forms and styles and to become ‘non-mainstream’.

The Current Scenario

• Need for a one-stop mega retail store: Multi-regional

• Need of a unique and unusual shopping experience

• Rural artisans are not getting the money and recognition they deserve.

• Heavy influx of foreign tourists.

The Current Scenario

The COMPETITORS• The Bombay Store – provides a wide range of products, but which are very expensive

• Fabindia – Focuses mainly on handlooms and textiles

• Other brands – lacks either a wide range of products or are expensive

• All brands – similar designs of businesses (Example: based on the make of the product)

The Service Offering

• A novel mega retail store just for Indian Handicrafts designed such that it focuses on various regions of India.

• Offer aesthetic products which have utility as well as ethnic appeal and feel.

• Conduct extensive 3-day workshops every month which will be conducted by the artisans themselves.

• Well trained personnel who are passionate about Indian handicrafts and engage the customers.

The Brand Name

• Kalaa Katha means “Story of Art”.

• It endeavors to bring alive and retell the forgotten stories of traditional Indian art and crafts.

• Kalaa Katha wishes to nourish the great saga of Indian handicrafts that is manifested in the folk tales and anecdotes which have traveled across generations.

The Brand Identity• Maroon is the colour of mother Earth. It symbolizes purity and

is considered very holy in the Indian culture.

• The 5 petal flower signifies the 5 regions of India.

• Each petal is designed to look like a finger-print which symbolizes “handmade” craft and defines the uniqueness of each art.

The Brand Identity• The “Kalaa” is written in Devanagari script to resonate

with Indians as it is a widely known and accepted script across India.

• The 2 dots above T and H in “Katha” bring in the continuity of the two lines from the text above them. Also, the dots make “t” and “h” appear as 2 handicraft structures.

The Brand Positioning

Kalaa Katha positions itself as the “capital” of Indian handicrafts.

Just as the capital of a country welcomes and nourishes people from various cultural backgrounds, Kalaa Katha is an assimilation point of artisans and their crafts from all the regions of India.

Kalaa Katha is a one-stop shop, of both affordable and premium handicrafts, and a source of knowledge of India’s vibrant culture. The name is synonymous with “Indian handicrafts”.

The Cultural Context

• Every region of India possesses a rich cultural heritage which is captured and promoted by Kalaa Katha.

• There is a need to infuse and revitalize the essence of Indian heritage in a country impacted by Westernization which Kalaa Katha successfully fulfills.

• Kalaa katha will establish a connect with the admirers of Indian handicrafts all over the world.

The Brand Experience

1) Product and Service Experience- The quality and authenticity of the product generates trust

2) Search ability and Connectedness- Easy to search online and stay connected on various social media websites.

Explore, Experience, Learn

The Brand Experience

3) Shopping Experience- Exquisitely designed store and ambiance divided into regions.

- Live crafts like pottery made on the spot.

- Appealing visuals, audio and aromas as per the regions.

North Region(Kashmiri, Punjabi, etc)

Central(MP, etc)

South Region(Southern handicrafts)

East(Assamese, Bengali,

etc)

West(Gujarati,Goan, etc)

Enter Enter

Exit Exit

The Brand Experience

4) Post-Shopping Experience- The satisfaction and psychological connection a consumer gets while using the product.

Please click on the following document for our detailed explanation on the brand experience.

Microsoft Office Word Document

Thank YouBy,Anuradha GoulayDevang SolankiKarthik C PMaheema DuttPrateek Gupta

MBA 2014-2016,SIMC