Case study · Market research
Crafty — connecting artisans to the U.S. market
A bridge between small-scale manufacturers in India and consumers in the U.S. — high-quality, affordable handicrafts for craft lovers and Indian-American communities, promoting India's cultural heritage while driving sustainable economic growth.
Positioning
Perceptual map
Competitors mapped on authenticity against customizability.
| Company | Authenticity | Customizability |
|---|---|---|
| The Indian Ethnic Co. | High | High |
| Craftity | High | Medium |
| Jaypore | Medium | Medium |
| Pottery Barn | Medium | Low |
Superior authenticity
Products customers can trust as genuine and high quality, ahead of competitors on delivering an authentic experience.
Competitive advantage
Blending traditional craftsmanship with modern flexibility — a combination competitors in the handicrafts market don't offer.
Unique positioning
The only company operating B2B in this market, which opens up a much larger target audience at once.
Go to market
4P's analysis
Product
- Authentic Indian handicrafts — woodcrafts, shawls, jewelry.
- Custom designs, premium packaging and artisan storytelling via QR codes.
- Authenticity combined with direct artisan connections.
Price
- Premium pricing reflecting craftsmanship, cultural significance and uniqueness.
- Regular products moderately priced for accessibility.
- Exclusive and custom products priced higher for limited availability.
Place
- A B2B model in collaboration with U.S. retailers.
- Initially targeting areas with high Indian-American populations — the East Coast and Texas.
Promotion
- Audience: Indian-Americans, craft lovers, cultural consumers.
- Channels: social media, influencers, craft fairs.
- Tactics: QR-coded artisan stories and seasonal campaigns around Diwali and Christmas.
Sizing
TAM, SAM, SOM
TAM
$87B
25% of the U.S. population (347M) are interested in handicrafts, at 5 purchases a year and $200 per purchase.
SAM
$26.1B
30% of those are interested specifically in Indian handicrafts.
SOM
$365M
~5.1M Indians in the U.S. (2% of the population), around 70% of them working.
How we'd measure it
Measure of success
- Capturing $365M means about 0.42% of the total $87B handicraft market.
- The initial target market is ~3.6 million people — 70% of the 5.1M Indians in the U.S.
- At $200 average order, 5 purchases a year and a 5-year customer lifespan, CLV works out to $5,000.
- $365M / $5,000 = 73,000 customers — roughly 2% of the 3.6M target market.
- After traction within the Indian diaspora, expand into broader ethnic communities interested in Indian handicrafts.
Who we're selling to
Customer personas
Rajesh, 56
Indian-American business owner · Rockaway, New Jersey · ~$250K a year
Wants to get back in touch with his roots, and buys traditional Indian furniture and home decor that remind him of his culture.
Emma, 34
American · values sustainability and ethical products
Supports community-driven initiatives and prefers premium, durable, handcrafted products made from natural materials. Frustrated with greenwashing and the lack of transparency in mainstream brands.
Sophia Bennet, 27
Affluent, art-conscious consumer · ~$200K a year
Sees Indian handicrafts as a blend of tradition and trendsetting artistry, and seeks unique, high-quality, authentic pieces — but struggles to find anything that isn't mass-produced.