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2012-03-15 00:00:00QuickBooks Business of the WeekEnglish UnWrapIndia

Featuring UnWrapIndia

3 min read

UnWrapIndia is an initiative to promote “100% Made in India products”. It promotes Indian arts that were dying a slow death in the bling urban lifestyle. UnWrapIndia provides a platform to rural artisans to showcase and sell their wares to a wider audience.

Archit Arya, Chief Technology Officer, will throw some light on this venture dedicated solely to products that are 100% Made in India. Archit, a B’Tech in Information technology from IIT Guwahati, has worked at IBM and before moving on to Adjetter Media and UnWrapIndia.

Archit, please unwrap UnWrapIndia for our readers. UnWrapIndia is a first-of-its-kind e-commerce site that sells 100% Made in India handicrafts. Today, we get carried away by ready-made machine assembled products that has led to a neglect of the beautiful Indian handicrafts. With this initiative, we focus on promoting the rural arts by bringing them into the forefront.

What has been the key to your business’s success?

I would say that a like-minded and focused approach of our team, a strong marketing backbone (Adjetter Media Network Pvt. Ltd.) and the correct timing have been the key factors contributing to our success. Moreover, an in-depth knowledge of Indian handicrafts and a strong merchandising team that has sourced over 3000 products in 6 months time have helped us in scaling these heights.

What have been your greatest challenges in the course so far?

Initially, the most challenging job was to convince rural artisans that we were not going to cheat them and that we are here for the long run. We had to make them down payments before they manufactured products, even now we pay them before we procure products from them.

Every time that we bring in a new rural artisan, we come across the same challenge as most of them have been conned by people who promised to sell their products, but never returned. Other challenges that we faced were to find the right people who can work in a start-up environment and creating a robust supply chain.

How has technology helped in your regular operations? Or expansion strategies?

The entire e-commerce solution has been built from scratch. Regular operations are easy and most of the things are just one click away. Although there are a lot of calls to be made to suppliers etc, the rest of the things are fairly easy. As far as the expansion strategy is concerned, we are satisfied that there is no limitation on the technology front; we can upload as many images and products we want, suppliers can login and give discounts on products that they want to sell fast, etc. Thus, I would say it has been easy to engage suppliers and to give them a better platform to sell.

What has been your mantra for customer satisfaction?

We, at UnWrapIndia believe in “No under promising and over delivering”. In this business, delivery is the biggest challenge. Sometimes, sourcing from the rural artisans can take more time than expected, but we make it a point to keep the customers informed at all times. Mostly we try and deliver ‘asap’. In only very rare cases, the product is no longer available. In spite of our best efforts, sometimes rural artisans sell all the stock that they have promised to us and then they either don’t manufacture them or take a long time to replenish their stock. But the communication has been the key. We are also doing a lot of Cash on delivery. We have a great refund policy, but luckily we have had no goods returned till date.

What has been your strategy to increase the customer base?

Word of mouth has been the key. We have seen many customers coming back to us with large orders after their initial order. In September last year, our average ticket size was about 350, now it’s reached 730. We now see some regular customers who order for about 7-8k every month which is quite commendable. Apart from that, there are social networking sites like Facebook, SEO and of course our marketing backbone Adjetter.

What according to you are the top 3 skills needed to be a successful entrepreneur?

I believe that Building a team, growing a team and growing with your team are the 3 skills that one requires to be a successful entrepreneur. For more information or if you want to check out some real cool work of art, please visit

Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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