Go-to-market plan
- Months 1–4
Foundation
- 3 clusters in Andhra Pradesh
- 25–35 artisans, 150–250 products
- Founders act as cluster heads
- WhatsApp flow tested end to end
- Organic only: ONDC, Instagram, SEO
- Months 5–10
Growth
- 7–9 clusters (Channapatna, Jaipur blue pottery, Pochampally ikat and others)
- 75–100 artisans, 600–900 products
- Recruit cluster heads
- PM Vishwakarma tie-up for onboarding
- 60% organic, 40% paid
- Months 11–18
Scale
- 12–15 clusters
- 130–150 artisans, 1,200–1,500 products
- 50/50 organic and paid
- International shipping for Indians abroad
Market size#
- Indian handicraft market: $4.56 billion, growing 6.4% a year to $8.2 billion by 2033 (IMARC Group, 2024)
- Online handicraft and conscious-consumer segment: $300–400 million
- What we could reach with 15 clusters and 1,200 artisans: $1.5–2.5 million a year (about 80,000 orders at ₹1,500–2,000)
| Platform | Artisan sets price | Price transparency | No GST barrier | WhatsApp-first | On-ground support | What the artisan pays | Artisan's share |
|---|---|---|---|---|---|---|---|
| Amazon | No | No | No | No | No | 8–25% commission | 60–70% |
| Flipkart Samarth | No | No | No | No | No | 10–25% commission | 60–70% |
| Fabindia | No | No | No | No | Brand team | Brand markup | 30–40% |
| GoSwadeshi | Partly | No | Yes | No | Limited | 10–15% commission | 70–80% |
| Kaari | Yes | Yes | Yes | Yes | Yes | Nothing deducted; costs added on top | 70% |
Our comparison at the time of the hackathon, March 2026.