Bangalore based Art for Everyday offers Indian art & craft, handmade, ecofriendly products across a wide range of categories like home decor, jewellery, personal accessories, bags & purses, lamps, paintings,
We believe that “Art” is present in and around our lives in many forms. A statue can be a piece of art and a key ring too can be a piece of art. As they say , it all lies in the eyes of the beholder. We also think that Indian designers and craftsmen – professionals and amateurs are creating the widest and most unique range of Art. This needs to be brought in front of the entire world. It is also time that we make this easily accessible and in a format which is convenient. These thoughts have resulted in creation of Art for Everyday abbreviated as Afday.com.
Started by Rashmi Daga (IIM A, 2001, was earlier the VP Operations at Tutorvista), here is a QnA with the team on sourcing strategy and challenges in the current market.
How do you source these products?
These products have been sourced from a varied mix of NGOs, crafts groups, designers, artists, studio potters, design houses, amateurs etc. All these groups work with Indian art & craft and also do innovation around it. A lot of these works come from very qualified designers (NID, NIFT, Fine Art college pass outs) while there are some self taught artists and designers who learnt their way purely from passion to create something unique.
Current challenges in the market – how do sellers perceive the online distribution part? How much of convincing/hand-holding is required to get them started?
Sellers believe that there is a market for their products online though most of their products sell through brick and mortar stores and exhibitions. Some amount of convincing for them to explore the option of online sales is required. There are challenges in terms of them taking high quality pictures, detailing their products and focusing on an alternate distribution channel. They have constraint of bandwidth too. We feel we can get a lot more sellers online once we see sales traction.
This is a high-margin, but not-so-high volume business (correct me if I am wrong). What do you think will drive the big volume in this business?
I would like to differ with high margin, low volume thesis for this market. We are working on a very broad platform which is Art for everyday. This is a mix of Indian traditional as well as new age art and craft. These products (which are not run of the mill Indian handicraft available in all emporiums or handicraft bazaars) should appeal to a large section of domestic Indian, NRI and International audience. A lot of them are functional products which all of us use in our day to day life. Most of these products are not available off the shelf and hence can give an impression of low volume range. But I believe that there is a huge latent demand for such products. Everyone continuously looks for new gifts, home decor, accessories, kids stuff and once it is presented well it can serve a part of demand in these large categories. We have placed ourselves differently compared to other online art, handicraft, kitsch and quirky stores and this gives us a lot of flexibility to present traditional handicrafts, modern art and designer products to a larger cross section of population.
Do give Afday a spin and share your review with the team.
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