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Amazon gives handloom portal Crafted India a boost, here’s how

Amazon Fashion, Amazon India’s fashion vertical is strengthening its handloom portal — Crafted in India — with new products across categories such as sarees, jewellery, and handbags, among others. Crafted in India was launched in October 2015 during the Amazon India Fashion Week.

Amazon Fashion, Amazon India’s fashion vertical is strengthening its handloom portal — Crafted in India — with new products across categories such as sarees, jewellery, and handbags, among others. Crafted in India was launched in October 2015 during the Amazon India Fashion Week.

“On National Handloom Day – August 7 — Amazon will unveil its new selection on Crafted in India store,” Puneet Gupta, category leader of apparels at Amazon Fashion told FE. Currently, Crafted in India has 50 sellers that include YouBella, Zaveri Pearls, Touchstone, and Apco, among others. Crafted in India will expand its selection through tie-ups with large organised brands such as Jaypore, IndusDiva, Fabindia and Unnati Silks.

With new tie-ups, Amazon seeks to increase its selection to more than 4,000 products from 1,500 currently. “We will be focussing on three key categories – women clothing, home décor, and accessories such as handbags, shoes and jewellery,” Gupta added.

Amazon India partnered with textiles ministry body aimed at training weavers, DC Handloom, in May to enable cooperatives and master weavers from selected pockets in India.

It is currently focussed on four clusters – Kota in Rajasthan, Nadia in West Bengal, Bargarh in Odisha, and Pochampally in Telangana.

Since the launch of the portal in October, the average selling price of orders has come down to R1,200 from R1,700-1,800.

According to Gupta, the high-price point of products on the store may restrict sales on the platform. So over the course of next three months, Amazon will bring down the ASP to as low as R1,000. Amazon charges commission of 15-17% to sellers on the Crafted in India store.

Crafted in India will address issues related to finding authentic handloom products. Validation by India Handloom Brand and the Handloom hallmark will help the consumer trust the quality of the product, Amazon claims. Merchants on Crafted in India independently set the price of the products and manage logistics.

With Crafted in India, Amazon seeks to develop a sellers ecosystem because currently the sellers community in handicrafts and handloom is fragmented and their reach to end consumers in limited, Gupta said.

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