This research report entails a comprehensive overview of sustainable marketing, focusing on luxury and semi-luxury products. It discusses the different types of sustainable marketing strategies employed both online and offline and explores effective ways to market handmade semi-luxury products through various online mediums while highlighting cost-effective methods for offline marketing. Furthermore, the report examines contemporary approaches to marketing products when faced with limited financial and human resources. It presents the example of HeritageCraft, which successfully implemented the Segmentation, Targeting, and Positioning (STP) model through effective campaigns. Additionally, a case study on Aiayu demonstrates the successful implementation of the Attention, Interest, Desire, and Action (AIDA) model. Moreover, the paper includes a SWOT analysis of the European sector for handmade products, providing insights into its strengths, weaknesses, opportunities, and threats. Finally, a case study on Etsy is presented, illustrating how the platform empowers artisans and promotes sustainable handmade products. In summary, this research paper delves into the world of sustainable marketing.

Handmade pieces hold stories of men and women who have given their lives to the craft. Each handcrafted product is a result of beautiful thought and skilled craftsmanship. This thought and skill must also be extended to its packaging and shipping. Currently, India is expanding its export market and in the past few years, the share of consumer products has grown rapidly. India is exporting a wide range of commodities to all parts of the world. There is an increased fascination towards traditional items and continuous progress has been made to develop new products for the export markets. One such product category would be handmade products made in India. With the rise of the global appreciation of Indian crafts, the export market for handmade products has been booming. It is given that diversification of the export market largely depends on factors such as quality, packaging, shipping, and overall user experience. Hence packaging and shipping play an important role in the development of the export market. It is imperative that the package used for these products should be sufficient and functional.

Both customers and employees in today's increasingly conscientious environment are demanding more from the organisations they patronise and work for. They want to be sure that the companies they work with are not only concerned with turning a profit but also serving some other purpose. The idea of a purpose-driven business can be applied in this situation. A company that operates with a clear sense of purpose is one whose aims and values are reflected in all it does, aligning its mission with its financial success. This strategy not only benefits the earth and the larger community, but it can also result in higher revenues and a more motivated workforce. We'll talk about the idea of a purpose-driven business and how to make it happen in this topic.

The handicrafts of India are a reflection of the country's rich and diverse cultural heritage, with a history that dates back to ancient times and has been shaped by various rulers and cultures throughout the centuries. Today, India is home to over 7.3 million skilled artisans who use their creativity to produce a range of visually appealing handicrafts that are known for their intricate designs, vibrant colours, and exceptional craftsmanship. Despite the popularity of these handicrafts among art collectors and enthusiasts from around the world, the Indian handicraft sector faces several challenges such as inadequate institutional support, limited access to technology, and lack of market intelligence, which impede its growth and development. This blog aims to explore the buying behaviour of consumers towards Indian handicrafts and how stakeholders in the Indian handicraft sector leverage the same to develop a comprehensive marketing platform and tap into the market opportunities available in this field.

let it be worn out of wear, let it be familiar.. let it be a sight of comfort, let it be everyday ordinary.

Design thinking is a methodology used for problem-solving that initially emerged in the design industry and has since been widely embraced by various fields and areas. It prioritizes human-centered approaches that emphasize empathy, creativity, and experimentation to generate inventive solutions to intricate issues.