Etsy`s Growth Strategy in India: Empowering Artisans

PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Case Code: MKTG460
Case Length: 9 Pages
Period: -
Pub Date: 2024
Teaching Note: Available
Price: Rs.300
Organization : Etsy, Inc.
Industry :e-commerce
Countries : India
Themes: Marketing Strategy, Digital Marketplace E-Business Strategy,Technology in Retailing
PiRuby`s Teaser Campaign in the Edtech Market Using Content Co-creation
Abstract Case Intro 1 Case Intro 2 Excerpts


ETSY India’s Team to Serve Sellers

India’s rich cultural heritage ensured that there were different forms of handicraft that had been developed by various communities. The country was home to millions of artisans who had traditional skills and expertise in crafting handmade goods..

ETSY India Aiding Sellers’ Growth

On Etsy, the sellers were given an opportunity to connect directly with the buyers, sharing videos of their creative process. Jathar said..

ETSY’S India Focus Pays Off?

Analysts opined that Etsy’s encouragement helped emerging artists and designers in establishing their own trades with minimal investment. Wardhan said, “Our aim is to facilitate sellers in connecting with a wider audience, while also educating our customers on the uniqueness and often personalized nature of our products.”..

The Road Ahead

Analysts thought that between 2010 and 2020, the Indian ecommerce space had experienced rapid growth and increased competition. Over the years, various online ventures dealing in Indian handicrafts had cropped up..


Exhibit I: Key Highlights from the Etsy’s Global Buying Trends Report regarding India - 2023
Exhibit II: Etsy Revenues 2019-21
Exhibit III: Active Sellers and Buyers in Etsy 2019-21

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