Home brands augment Craftsvilla's biz

 Online ethnic store Craftsvilla is keen on increasing the representation of its in-house brands on the platform to have them contribute to 30% of  its revenues in the next two to three months.

The company has based this target on the three brands it has launched in the recent past — Avanya, Jharonka and the latest addition Anuswara. Craftsvilla Chief Business Officer Manish Kalra  said, “All the three brands cater to different style requirements. While Avanya is a traditional daily wear brand, Jharonka is a premium hand-woven sarees brand and Anuswara is a modern daily wear brand,”  adding, “Anuswara brings India’s unexplored crafts and rich heritage to the daily wear segment.”

The company plans to launch two to three more brands in the next 12 months. Kalra said, “Seeing how things go, we intend to take up the omni-channel approach to market our brands. Physical stores may be a good way to reach our customers, and build brand identity.” Some of the brands may find homes in multi-brands format stores across the country, he indicated.

He further said that the company is consciously pivoting from a pure play marketplace model to a brand-based model. “As we launch more brands, we should be able to apply our learning so far, and cater to more specific customer requirements,” he said. The company has made its brands available on several ecommerce platforms apart from its own.

Craftsvilla is looking at achieving profitability this financial year, as it aims double-digit growth numbers, Kalra said.