Amazon launches Crafted in India store

Amazon is now tapping into Indian consumers’ yen for handcraft items, especially garments, jewellery, and footwear, via its ‘Crafted in India’ store .

The company launched the online store featuring more than 3,500 products from 11 different regions recently as part of Amazon India Fashion Week (AIFW). To a query from Deccan Herald, Amazon Fashion India head Susan Saideman said the ‘Crafted in India’ store opens a whole new world of authentic regional fashion and crafts for customers across India at affordable prices.

“Our aim is to revive the authentic Indian handicrafts market and make every region’s iconic craft accessible to customers. Looking at the modern-day sensibilities in fashion today, the store is designed to offer a wide array of selection suited to varying tastes and style preferences of our customers,” said Saideman.

Since its foray into fashion in September 2013 with the launch of the fashion jewellery and watches selection, Amazon.in has continually widened its portfolio to include apparel for men, women, kids across ethnic wear and western wear among others. Today the store has over 5,000 brands and over five lakh styles.

“This store is an eclectic collection of elegant Indian crafts and designs that are both contemporary and traditional. It’s one of our top festive offerings this season,” she added.