kalaa katha indian handicrafts
TRANSCRIPT
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The Indian Handicraft Capital
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Contents
• The Current Scenario• The Service Offering• The Brand Name• The Brand Identity• The Brand Positioning• The Cultural Context• The Brand Experience
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The Current Scenario
• Largely fragmented industry: More than 7200 clusters exist in India. At least 2500 of them are unmapped rural clusters and there is lack of supply consistency.
• Increase in purchasing power of metropolitan citizens: growing tendency to experiment with new art forms and styles and to become ‘non-mainstream’.
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The Current Scenario
• Need for a one-stop mega retail store: Multi-regional
• Need of a unique and unusual shopping experience
• Rural artisans are not getting the money and recognition they deserve.
• Heavy influx of foreign tourists.
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The Current Scenario
The COMPETITORS• The Bombay Store – provides a wide range of products, but which are very expensive
• Fabindia – Focuses mainly on handlooms and textiles
• Other brands – lacks either a wide range of products or are expensive
• All brands – similar designs of businesses (Example: based on the make of the product)
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The Service Offering
• A novel mega retail store just for Indian Handicrafts designed such that it focuses on various regions of India.
• Offer aesthetic products which have utility as well as ethnic appeal and feel.
• Conduct extensive 3-day workshops every month which will be conducted by the artisans themselves.
• Well trained personnel who are passionate about Indian handicrafts and engage the customers.
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The Brand Name
• Kalaa Katha means “Story of Art”.
• It endeavors to bring alive and retell the forgotten stories of traditional Indian art and crafts.
• Kalaa Katha wishes to nourish the great saga of Indian handicrafts that is manifested in the folk tales and anecdotes which have traveled across generations.
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The Brand Identity• Maroon is the colour of mother Earth. It symbolizes purity and
is considered very holy in the Indian culture.
• The 5 petal flower signifies the 5 regions of India.
• Each petal is designed to look like a finger-print which symbolizes “handmade” craft and defines the uniqueness of each art.
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The Brand Identity• The “Kalaa” is written in Devanagari script to resonate
with Indians as it is a widely known and accepted script across India.
• The 2 dots above T and H in “Katha” bring in the continuity of the two lines from the text above them. Also, the dots make “t” and “h” appear as 2 handicraft structures.
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The Brand Positioning
Kalaa Katha positions itself as the “capital” of Indian handicrafts.
Just as the capital of a country welcomes and nourishes people from various cultural backgrounds, Kalaa Katha is an assimilation point of artisans and their crafts from all the regions of India.
Kalaa Katha is a one-stop shop, of both affordable and premium handicrafts, and a source of knowledge of India’s vibrant culture. The name is synonymous with “Indian handicrafts”.
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The Cultural Context
• Every region of India possesses a rich cultural heritage which is captured and promoted by Kalaa Katha.
• There is a need to infuse and revitalize the essence of Indian heritage in a country impacted by Westernization which Kalaa Katha successfully fulfills.
• Kalaa katha will establish a connect with the admirers of Indian handicrafts all over the world.
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The Brand Experience
1) Product and Service Experience- The quality and authenticity of the product generates trust
2) Search ability and Connectedness- Easy to search online and stay connected on various social media websites.
Explore, Experience, Learn
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The Brand Experience
3) Shopping Experience- Exquisitely designed store and ambiance divided into regions.
- Live crafts like pottery made on the spot.
- Appealing visuals, audio and aromas as per the regions.
North Region(Kashmiri, Punjabi, etc)
Central(MP, etc)
South Region(Southern handicrafts)
East(Assamese, Bengali,
etc)
West(Gujarati,Goan, etc)
Enter Enter
Exit Exit
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The Brand Experience
4) Post-Shopping Experience- The satisfaction and psychological connection a consumer gets while using the product.
Please click on the following document for our detailed explanation on the brand experience.
Microsoft Office Word Document
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Thank YouBy,Anuradha GoulayDevang SolankiKarthik C PMaheema DuttPrateek Gupta
MBA 2014-2016,SIMC