CraftSphere Case Problem - Roots Reloaded.pdf
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Sep 01, 2025
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CraftSphere: Empowering Indian Artisans
Case Overview
India has one of the world’s richest legacies of handicrafts, with millions of artisans
involved in weaving, pottery, woodwork, metalwork, and textiles. These craftsmen create
unique, high-quality handmade products that represent centuries of tradition. Yet, most
remainexcluded from modern commerce systems, struggling withlow earnings, limited
visibility, and lack of direct customer access.
CraftSphereis adigital-first, community-led platformthat aims to remove middlemen
and help artisans build their own customer base. By combiningtechnology, training,
logistics, and storytelling, it empowers artisans to sell directly to buyers while sustaining
cultural heritage and increasing income.
Problem Statement
The artisan economy is thesecond largest source of employment in India after
agriculture, yet it remains undervalued and fragmented. Major challenges include:
●Dependence on intermediaries: Multiple middlemen leave artisans with only a small
share of the selling price.
●No branding or visibility: Products are unbranded, leading to lack of customer
loyalty or premium pricing.
●Digital barriers: Many artisans lack digital literacy and tools to benefit from
e-commerce.
●Market unpredictability: Without data or insights, artisans often overproduce or
underproduce, leading to wastage and losses.
This creates a vicious cycle of low profits, low investment, and low growth for artisan
communities.
Case Overview
India has one of the world’s richest legacies of handicrafts, with millions of artisans
involved in weaving, pottery, woodwork, metalwork, and textiles. These craftsmen create
unique, high-quality handmade products that represent centuries of tradition. Yet, most
remainexcluded from modern commerce systems, struggling withlow earnings, limited
visibility, and lack of direct customer access.
CraftSphereis adigital-first, community-led platformthat aims to remove middlemen
and help artisans build their own customer base. By combiningtechnology, training,
logistics, and storytelling, it empowers artisans to sell directly to buyers while sustaining
cultural heritage and increasing income.
Problem Statement
The artisan economy is thesecond largest source of employment in India after
agriculture, yet it remains undervalued and fragmented. Major challenges include:
●Dependence on intermediaries: Multiple middlemen leave artisans with only a small
share of the selling price.
●No branding or visibility: Products are unbranded, leading to lack of customer
loyalty or premium pricing.
●Digital barriers: Many artisans lack digital literacy and tools to benefit from
e-commerce.
●Market unpredictability: Without data or insights, artisans often overproduce or
underproduce, leading to wastage and losses.
This creates a vicious cycle of low profits, low investment, and low growth for artisan
communities.
What CraftSphere Does
To solve these problems, CraftSphere follows amulti-pronged model:
Digital Literacy & Training
1.Local NGOs and coordinators train artisans in using smartphones, digital payments,
and WhatsApp/Instagram shops.
2.Simple workshops in local languages focus on product photography, cataloguing,
and handling customer queries.
CraftSphere App & Online Marketplace
1.Amultilingual, mobile-friendly e-commerce platformexclusively for handmade
Indian products.
2.Features zero listing fees, direct-to-artisan payments, customer reviews, and
geo-tagging to highlight local creators.
Community Warehouses & Logistics Support
1.Village-level hubs where artisans drop off goods for verified packaging and shipping.
2.QR-code inventory management with local coordinators to assist in handling
logistics.
Branding & Storytelling
1.Every artisan has aprofile with bio and videoshowcasing their craft journey.
2.This builds emotional connection, improves credibility, and increases willingness to
pay.
To solve these problems, CraftSphere follows amulti-pronged model:
Digital Literacy & Training
1.Local NGOs and coordinators train artisans in using smartphones, digital payments,
and WhatsApp/Instagram shops.
2.Simple workshops in local languages focus on product photography, cataloguing,
and handling customer queries.
CraftSphere App & Online Marketplace
1.Amultilingual, mobile-friendly e-commerce platformexclusively for handmade
Indian products.
2.Features zero listing fees, direct-to-artisan payments, customer reviews, and
geo-tagging to highlight local creators.
Community Warehouses & Logistics Support
1.Village-level hubs where artisans drop off goods for verified packaging and shipping.
2.QR-code inventory management with local coordinators to assist in handling
logistics.
Branding & Storytelling
1.Every artisan has aprofile with bio and videoshowcasing their craft journey.
2.This builds emotional connection, improves credibility, and increases willingness to
pay.
Offline Pop-Up Haats & Exhibitions
1.Partnerships with malls, residential societies, and corporate offices to organize
artisan-led stalls.
2.Artisans directly interact with buyers, supported by volunteers for payments and
logistics.
Pilot Outcomes
CraftSphere conducted a pilot program in Rajasthan, Odisha, and Tamil Nadu with over300
artisansacross textiles, pottery, and woodwork. Key results:
●70% artisans doubled their incomewithin 6 months.
●5,000+ orders placedthrough the CraftSphere app.
●90% of customers showed interest in repurchasing directlyfrom artisans.
●45% artisans became digitally self-reliant.
Challenges Ahead
●Infrastructure gaps: Poor internet and lack of smartphones.
●Customer trust: Many still prefer branded goods, requiring authenticity checks.
●Rural logistics: Ensuring timely delivery from remote areas.
●Sustained handholding: Continuous support is needed for digital operations,
returns, and marketing.
1.Partnerships with malls, residential societies, and corporate offices to organize
artisan-led stalls.
2.Artisans directly interact with buyers, supported by volunteers for payments and
logistics.
Pilot Outcomes
CraftSphere conducted a pilot program in Rajasthan, Odisha, and Tamil Nadu with over300
artisansacross textiles, pottery, and woodwork. Key results:
●70% artisans doubled their incomewithin 6 months.
●5,000+ orders placedthrough the CraftSphere app.
●90% of customers showed interest in repurchasing directlyfrom artisans.
●45% artisans became digitally self-reliant.
Challenges Ahead
●Infrastructure gaps: Poor internet and lack of smartphones.
●Customer trust: Many still prefer branded goods, requiring authenticity checks.
●Rural logistics: Ensuring timely delivery from remote areas.
●Sustained handholding: Continuous support is needed for digital operations,
returns, and marketing.
Deliverables
CraftSphere plans to:
●Scale operations to15 stateswith support from government livelihood missions.
●Integrate withONDC (Open Network for Digital Commerce)for nationwide reach.
●Launch aregional-language helplinefor artisan support.
●Partner with fintech firms formicrocredit and insuranceto provide financial
security.
CraftSphere plans to:
●Scale operations to15 stateswith support from government livelihood missions.
●Integrate withONDC (Open Network for Digital Commerce)for nationwide reach.
●Launch aregional-language helplinefor artisan support.
●Partner with fintech firms formicrocredit and insuranceto provide financial
security.
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