CountryCraft: Redefining Indian Handicrafts with Timeless Elegance

CountryCraft

Endeavours To Bridge The Of Gap Of Supply Chain Inconsistencies Between Artisans And Retailers And Thus Provide Sustainable Lifestyle To Artisans.

Corporate Excellence Feature: Company In Focus 2024

Nestled in the bustling city of Bangalore, CountryCraft is a creative vision of Gopal Keshri. It aims to bridge the gap between artisans and retailers by addressing supply chain inconsistencies and offering sustainable lifestyles to artisans. CountryCraft ensures a steady flow of handcrafted products in direct response to customers’ demands.

By intervening in product design, standardisation, presentable packaging, info-age, and fair trade practices, CountryCraft also addresses the challenges artisans face in promoting their crafts. The core vision of CountryCraft is to revive, Preserve, and Promote the depleting arts and crafts skills “for-profit” social venture model.

What they bring in

At CountryCraft, the mission is clear: to bring the traditions of India to customers all around the world with its unique creations and products. They offer a full spectrum of services to help the artisans develop community living.

Their USPs are:

• Emotions in the handcrafted lifestyle products & souvenirs.
• Work of personal expression made from natural and eco-friendly materials.
• Aesthetically presentable packaging.
• Information to connect with the product and its cultural significance.
• Design Intervention
• Consistency in the supply chain
• Use of technology for an enhanced user experience:
• Using Augmented Reality on products
• Introducing Smart PoS for Airports

The Remarkable Journey of CountryCraft

CountryCraft came into existence in 2021, and in the same year, they successfully developed over 50 prototypes working with 10 craft clusters. By the end of 2023, they had collaborated with 20 craft clusters and partnered with over 30 stores, including well-known names like Jute Cottage, Go Native, and IRHPL.

By mid-2024, they had over 120 SKUs, 25 craft clusters achieved a customer base of over 20,000, and partnered with over 50 stores, primarily including Bombay Store, Go Native, Jute Cottage, SAPNA Book Store, Heritage Resort, Kosh Soul Retreat, ISKCON, AURA, AoL merchandise store and a few others.

Inspiring Leadership

“A true leader is someone who does not only lead but also inspires others.” Sharing his insights on leadership, Mr Gopal Keshri says that leaders are often judged not just by their formal authority but by their ability to inspire trust, communicate effectively, and demonstrate empathy.

Nurturing an Ideal Work Culture

The company aims to cultivate a culture of creativity, innovation, entrepreneurship, and empowerment within the company. Currently, 80% of the workforce is comprised of women and the office hours and work assignments are determined with a focus on maintaining a healthy work-life balance.

The Future Outlook

Looking ahead, CountryCraft plans to focus on targeting impulse purchases at airports, spiritual centres (like Aura and Art of Living), resorts, cafes and gift stores in the initial phase and the export market in the 2nd phase. The target is to capture 1-2% of SOM in the next 2 years. Further, the company aims to establish itself as a renowned global brand from India, specialising in handmade premium lifestyle products.

Notable Awards and Achievements

CountryCraft is proud of achieving tremendous recognition that has boosted their confidence and performance. The company has successfully built creative partnerships with over 24 craft clusters, collaborating with 5 National / State Artisan Awardees and 2 Padma Shree awardees in art and craft, and currently working with numerous artisans primarily women artisans. Additionally, they have a shop-inshop partnership with many renowned brands.

Words of Wisdom

In closing, Gopal Keshri shares a piece of advice for aspiring entrepreneurs, “They should focus on the 3Cs” which means Conviction Commitment and Continuity, if followed in spirit then success is bound to happen.”

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