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This Entrepreneurial Story is about Indra Prasad Ghatak & Abhisek Sengupta who Founded ‘CraftVeda Retail Pvt Limited’ located in Kolkata, India.
About :
- Indra Prasad Ghatak- B.E,Computer Science, Jadavpur University, Indra was previously working in PriceWaterHouse Coopers as a Consultant. Art lover, any form
- Abhisek Sengupta- B.E,Computer Science, IEM previously worked in TCS as an Analyst
When Started: The company has been in the ideation stage for over 8 months, pursuing Government handicraft associations pan India, looking out for apparel start-ups of similar creative frequency. On 21st February 2013, the site got officially launched and since then touchwood, the response to the first aesthetic driven, indie marketplace is overwhelming. The amalgamation of such authenticated handicraft, hand painted art work and organic apparel created an assurance “Rediscovering India your way:”
What motivated you to start your Business?
Coming from Kolkata arts and aesthetics have been an homely affair wherein we were tuned, and trained to appreciate art.
But the sovereignty of music, art and literature captivated our mind, and we set off on a mission, to propagate market and provide such initiatives with an online market place.
We sensed somewhere the handicrafts dripped in culture over the ages are not being showcased to the world at large. Our research took us to apparel and digging further we learnt for the 3% of cotton agricultural land in India, 56% of the pesticides used in the country is poured in. We found our calling. We knew art moved us, and environment needed us and we as entrepreneurs can show how the acceptance of organic cotton, can with its baby steps heal the environment from the harm done over the ages. Art we have always felt is loaded with future.
Tell us about your Business
Craftveda is an Online E-Commerce portal which is showcasing Authentic Indian Handicrafts, Arts, Paintings, Organic Fashion Accessories and Apparels. We are associated with few of the Largest Handicrafts Emporium across India which includes primarily the Govt Organizations like Karnataka Staten Handicraft emporium,( Cauvery Emporim ) ,Central Cottage Emporium(under Ministry of Textiles,Govt of India) and few selected Private Organizations for our Fashion Apparel section which have the same taste of products as per our product category type.
We have two operating models
B2B agendas are as following
- Organic Cotton-100% organic cotton certified from various governing bodies.
- Fair Trade Practices-Our entire operations would be as per Fair Trading practices hence ensuring no child labor and other hazards frequent in the cotton industry.
- Zero Pesticide Used- The ultra comfortable cotton has no use of pesticide thus taking a strong foothold in creating a sustainable lifestyle.
- Media Footprint- Corporate and Bschool acceptance of this green sustainable approach would mark a path breaking stance on behalf of your college and thus encouraging creating a sustainable demand which would directly affect the farmers in the growth chain.
- Authentication from Governing bodies.
- Positioning in the European and UK and US market and selling across organic cotton apparel to big Retailers and creating a sustainable customer segment.
B2C Agendas
- Main aim is to create an ethnic, urban, independent market place driven by aesthetics, art, culture and green reusable sustainability.
- Focus of art, design as the current youth relates more with the personalized feel of apparel than flaunting an expensive brand.More similar to sporting a Tattoo.
- Expansion of brands, giving independent, handicraft, T-shirts apparel startups a market place to leverage our brand equity and sell their products pan India.
- The aesthetic of the venture is entirely focused on creating a brand which relates with ethnicity, culture, art and independent thoughts.
- 25-50 lakhs focused investment planned, for procurement, brand roll out, different segmented procurement strategy , investment in organic and bamboo cotton.
What is a Day in a life of you like?
Designs fuel our needs. It’s the basis of our firm’s existence and a typical day starts with brainstorming the designs, the potential vendors, the overlapping aesthetics.
Communication and coordination with vendors is done by a team whereas the other team is focused on tracking the orders and vendor remittance.
Business developments are done by all, its an excellent feeling learning and accommodating each other’s excellence and insufficiencies both and work as team.
Research is shared, so is food!!
One particular skill you got right and gave you best results.
The idea to stick to designs and aesthetics we believed in.
Create the marketplace for independent artwork in the form of apparels, handicrafts and artwork.
Our stance to stick to organic apparel, and extensive research on organic cotton’s benefit armed us with the knowledge which we are showcasing to the India Inc at large.
What have been your biggest challenges in running your Business so far?
The biggest challenge has been creating the right buzz for the authentic handicrafts all over India. Reaching out to the right audience, pitching the right marketing strategy has been cumbersome due to lack of proper funding.
Extending it, the operational costs of operating an Ecommerce site are extensive. Being a bootstrapped firm, it is very difficult to maintain the cash flow without being aggressive with new ideas.
How did you overcome these challenges?
The trade – offs have to be addressed through careful examination and with alignment of the long term goal. Evaluating a design is the fundamental aspect in which we do not deviate from our aesthetics.
Currently we are trying to pitch to various angel investors and seed funding groups for our first round of fundings.
Our entire B2B profits are currently being used in aggressive expansion in terms of vendor, own branding and more technical accountability in supply chain system.
What have you found the most effective way to get new clients?
The best way to get new clients is providing excellent deliverables to the existing client. Being honest and passionate helps, it shows that we are striving to tread through new roads and at the same time are ready to work on the insufficiencies.
The difficult yet only way is preparation, and more of it. What we sell has to be written on us, in terms of vibe, knowledge and perseverance.
What advice do you give to other business owners?
I guess we are too new to comment, but the only underlying thread that connects all entrepreneurs is their urge to be the master of their fate. Nourish it every day and the overlapping area between fate and dreams get blurred.
How did you keep motivated through difficult times?
We evaluate ourselves putting each other in the customer’s shoe. Iterating this process makes us realize of our shortcomings. Yes, we the very sight of the organic fields, handicrafts, any form of artwork and their healing effects on our minds and body, this keeps us going!
What are your Marketing, Funding and Team Building Strategy?
Apart from levering the Social Media through Facebook customized ads, we are working on generating maximum buzz through Search Engine Optimzation, Google analytics and Affiliate marketing. In the longer run, we have a host of ideas, from flea market establishment and pan India organic cotton campaigning through college establishments and youth organizations like LOK and Youth Ki Awaz.
We are bootstrap start up and after three months of operation we plan to scale up. Discussions with seed capital funding personnel are on.
The only criteria on which we hire people is their level of adrenaline rush at the thought of making a change.
Rest all technical and helping hand works are taught.
Besides an in house designing team, we have a Product manager and one Supply chain personnel, all freshly minted from college without any experience!
Your Achievements?
In the first month we have had daily site visitors in the range of 30k to 40k.
In the first month we have done excellent transactions without focusing on the marketing strategies.
Touted as the first Indian independent market place of design, art, handicraft and apparel all under one roof.
Whats your favorite quote?
“CraftVeda-Rediscovering India your way”
Who inspires you?
People who are obstinate enough to hold on to their dreams
Do you have a Business Philosophy?
Be affirmative, upright and honest. The gleam of your passion should always reflect from your eyes.
Contact links
More Info
https://www.startupfreak.com/craftveda-retail-pvt-ltd/
Startup Freak wishes Indra Prasad & Abhishek, All the Best!
Proud of you people. U guys are an inspiration to many. Best of luck in the road to success.