RC²@Craftsvilla.Com Craftsvilla is Revolutionizing through Co-creation: Creating Value for Stakeholders

Abstract

Monica and Manoj, founders of Craftsvilla.com, once had an opportunity to interact with rural artisans and designers, in her road trip to Kutch. While interacting, they realized that the middlemen involved in this unorganized retail business were paid very less for the products. The single reason for this disparity they found was the process of taking the art form to retail stores (middleman involved). Most of the artisans, because of no return from the business, want to disengage their future generations to learn the art. The reasons for the extinct includes illiteracy, inability to reach the customers, lack of awareness to understand customer needs and customization, better bargaining power of the middlemen, lack of awareness about the government support programs, lack of mentors to guide them, poverty, and so on. With the passion for Indian culture and the urge to benefit the artisan-producers, they decided to work on an e-commerce business model, craftsvilla.com, a $200million start-up. The idea was to create a platform where the artisans could directly connect with consumers and earn a good livelihood. The present case study on Craftsvilla. Com is built under the context to explore the concept of co-creation in e-commerce industry and the business opportunities for Craftsvilla through co-creation. The data for the case study was collected over a period of 10 months, starting from October 2015 to August 2016.Data collection primarily was through regular interaction with the founders, artisans, employees, and customers of Craftsvilla. Learning from the case will help to identify various methodologies to adopts cocreation opportunities by engaging stakeholders.

Revisiting supply chain drivers for greater marketing outcomes of handicraft sector

“…Different researchers have researched the handicraft sector for its high potential and influence on a country’s economy. Previous studies have identified specific constraints for the Indian handicraft sector, such as lack of marketing support (Banik, 2017; Kumari and Srivasatava, 2016) and distribution concerns (Kumari and Srivasatava, 2016; Pathak et al. , 2017; Tiwari and Dutta, 2013).…”

“…The sector’s potential has generated interest among researchers for conducting further studies. Researchers have identified artisans' unawareness regarding their customers' preferences (Banik, 2017; Kumari and Srivasatava, 2016) and middlemen's interference in the sector's supply chain (Kumari and Srivasatava, 2016; Pathak et al. , 2017; Tiwari and Dutta, 2013) as a few challenges faced by the handicraft sector at the BOP.…”

Online Customer Experience Leads to Loyalty via Customer Engagement: Moderating Role of Value Co-creation

“…According to research, VCC has a moderating effect on the outcomes of experiences ( Meng and Cui, 2020 ). Customers return to retailers who appreciate their ideas, which has resulted in online customer traffic being directed to companies where their ideas are sought, appraised, and included, resulting in VCC ( Pathak et al, 2017 ). However, depending on the type of service, the level of VCC might range from minimal to high.…”

A Preliminary Study on Popularizing Indian Handicrafts Using Internet Technology – A Bengal Specific Study

“…The producers of the handicrafts and the potential customers are not in contact with each other leading to a situation where the producers are unaware of the preferences of their customers [1,2]. Another major deterrent is the existence of middlemen in this sector which prevents the craftspeople to earn to their potential, even though the customers are paying handsomely for their creations [2,3,4].…”