Jaypore – e-Mall for Indian Handicrafts
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Case Code: CLOM024 Case Length: 5 Pages Period: 2021 Pub Date: 2023 Teaching Note: Available |
Price: Rs.200 Organization: Jaypore E-Commerce Pvt. Ltd Industry: handicrafts Countries: India Themes: Supply Chain Management, Logistics & Supply Chain, |
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.
Issues
- Understand the markets and models of e-business
- Understand the factors determining the competitive advantage of e-business
Introduction
Jaypore E-Commerce Pvt. Ltd (Jaypore), an India-based online retailer, sold premium curated handcrafted products from top-end brands such as Ritu Kumar and Shades of India. It also sold traditional products such as Kashmiri Kani shawls and paithani saris, painstakingly woven by weavers. 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 focused on providing quality products to its customers rather than offering discounts on products. It created a niche and loyal customer base for itself since its launch in 2012.
Keywords
e-commerce, handicrafts, platform business, online stores, e-business, e-business models, B2C Marketplace
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