Abstract

Jaypore E-Commerce Pvt. Ltd (Jaypore), an online retailer, sold premium curated handcrafted products. It sold everything from jewelry to apparel to home decor and furniture. The company sourced products directly from artisans and craftsmen and sold them at a small margin. Jaypore, launched in 2012, focussed on providing quality products to its customers rather than offering discounts on products and it soon created a niche and a loyal customer base for itself. Motivated by the positive response from customers, the company moved to offline stores. By 2020, it had opened 3 stores across India. Jaypore used a mix of technology as well as unique handcrafted quality products to capture customers in a highly fragmented Indian handicraft market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the markets and models of e-business
• Understand the factors determining the competitive advantage of e-business

Keywords

E-commerce; Handicrafts; Platform Business; Online Stores; E-business; E-business Models; B2C Marketplace