The document is a business report for Kairaasi, a social enterprise that sells Indian handicrafts. It contains an executive summary that outlines Kairaasi's mission and current positioning. The report is divided into three parts that analyze Kairaasi's brand positioning, develop an online business plan, and present market research findings. Recommendations include positioning Kairaasi as an affordable luxury brand through promotional activities and selling products through online marketplaces to minimize costs until generating more sales.

1. Kairaasi
Business Report, May 2016
Pooja Das, MA Fashion Retail Management (p.das1@arts.ac.uk)
Sanya Kharbanda, MA Fashion Design Management (s.kharbanda1@arts.ac.uk)
Swati Madan, MA Fashion Design Management (s.madan1@arts.ac.uk)
1

2. Executive Summary
Overview:
Inspite of rich culture and beautiful aesthetic values, Indian handicrafts have been struggling to diversify in foreign markets due to
lack of promotional activities , high competition from machine made products, difference in demand and supply, poor
infrastructure, etc (indiacraft.com, no date).
Kairaasi, meaning ‘gift of hands’, is a social enterprise that serves the preservation of Indian craft and the development of the
livelihoods of artisans and their communities by providing directional product design assistance to artisans and direct access to
global markets to share the crafts and their stories at fair prices that match their value. Kairaasi began with the capital investment
of Julie Sumner, based in London, and is run by a small group of volunteers in London and Chennai. Kairaasi currently retails
online, and on Saturdays at Broadway Market, and Sundays at Chatsworth Road Market.
Matter:
The report has been devided into 3 parts which includes:
1. Brand Positioning and Perceptual Map
2. Online Business Development Plan
3. Market Research
Methods:
The research involves both secondary and primary research, secondary research involves market attractiveness and customer
segment analysis from online sources such as Mintel,Verdic, indiacraft.com, etc and primary research involves market
observation, telephonic stall enquiry and netnographic research.
Findings:
1.At present Kairaasi is positioned as a mid market brand selling its range of products on small scale at relatively low price as
compared to its direct competitors.
2. The online presence is also minimal with low followers on social media platforms.
3. Brick Lane is one of the most attractive market for Kairaasi due to its location, cultural and competitive advantages.
Recommendations:
1. Kairaasi should present itself as an affordable luxury brand by building strong brand equity and promotional activities.
2. It is recommended to sell products through online platforms such as etsy.com in short term to minimise the additional costs
involved in building a website. Once the brand gains recognition and starts generating sales it can invest in their own website
for long term.
3. Kairaasi should also test its performance in other attractive markets such as Brick Lane and Jubilee market. This will help the
brand to decide if they should continue selling in the existing location or enter new markets.
2

3. 3
S.no Topic Page No.
1.
1.1
1.2
1.3
1.4
1.5
2.
2.1
2.2
2.3
2.3.1
2.3.2
2.4
2.5
2.5.1
2.5.2
2.5.3
2.5.4
2.6
2.6.1
2.6.2
2.6.3
2.6.4
2.6.5
2.6.6
3.
3.1
3.2
3.3
3.4
3.5
3.6
3.7
4.
5.
5.1
5.2
5.3
6.
Brand Positioning and Perceptual Map
Introduction
Current Brand Identity
Desired Brand Identity
Kairaasi’s Perceptual Map
Branding Recommendations
Online Business Development Plan
Introduction
Current Online Position
Online Competition Analysis
Direct Competition
Indirect Competition
Online SWOT Analysis
Online Trends
Home Furnishing Trends
Target Customers
Payment Trends
Delivery Trends
Online Business Suggestion
Develop Website
Develop Social Media Platform
Marketing
After Sales Services
Payment Methods
Additional POS
Market Research
Introduction
Market Research Parameter
Market Research Findings
Market Assessment Matrix
Market Research Analysis
Stall Cost and Contact Detail
Conclusion
Short and medium term Strategy
Appendix
Notes
Market Research Observation Table
Assessment Matrix Class Division
References
4-8
4
5
6
7
8
9-25
9
10
11-15
16
17-20
21-25
26-33
26
27
28-30
31
32
33
34
35
36-38
36
37
38
39
Content Table

4. 1.1 Introduction:
The brand positioning and perceptual map has been applied to
compare Kairaasi’s present brand positioning with its direct and
indirect competitors in order to provide branding related
recommendations to achieve the desired brand identity. This will act
as a guideline for Kairaasi to gain a competitive advantage.
Report 1
Brand Positioning and Perceptual Map.
4

5. Physique
Colourful
Wide Range
Handcrafted
Close to nature (logo)
Accessible ( geographic spread)
Personality
Fun
Friendly
Transparent
Charming
Relationship
Indians and their culture
Culture
Indian craftsmanship
Diversity
Sustainability
Internationalisation
Beautiful homes
Reflection
Creative
Exclusive
Self Image
Innovative and distinct
Liberated
1.2 Kairaasi’s Current Brand Identity Prism, Kapferer 2009
5

6. Physique
Different textures- from steel to wool
Closer to the elements of earth
Qwerky
Colourful
Personality
Story teller
Traveller
Adventurous
Joyful and free
Transparent
Trendsetter
Emotional
Relationship
Givers/ contributing to the society
Bounding- touching communities
Global connectors
Indian Culture
Influencers
Culture
Indian Craftsmanship
Sustainability
(both economic-
and environmental)
Affordable luxury
Diversity
Blurring of boundaries-
between different age groups
Treasure
Gifting
Celebrations
Reflection
Unique
Breaks the monotony
Experimental
Expressive
Always happy
Contemporary
Self Image
Special
Individualistic
Philanthropist
Spreading happiness
Liberated
1.3 Kairaasi’s Desired Brand Identity, Kapferer 2009
6

7. PERCEPTUAL MAP -CURRENT PERCEPTUAL MAP -DESIRED
1.4 Kairaasi’s Perceptual Maps
7

8. 1.5 Branding Recommendations
• Let’s promote Kairaasi as a ‘brand’. Though it has many competitors but they don’t have a
very strong brand image and popularity. Kairaasi should take this advantage.
• Endorse itself as a lifestyle building brand.
• Should present itself as an affordable luxury brand which reinvests all the money in
developing a infrastructure, technology and better standard of life for the artisans and
craftsmen in India. Though cheap but still as exclusive as a real luxury item.
• Can do a marketing campaign where the brand highlights its proximity to different elements
of earth like different metals- brass, steel, textiles etc.
• Kairaasi supports the diversity of London’s population and culture with its diverse product
integrating different cultures.
• Different marketing campaign - for different age group-showing we have everything for
everyone.
• Not just Indian food is delicious, so is its craft work.
• Collaborate. For example, Consider doing pop-ups in hotels ( provided budget allows) and
target as much as tourist attraction possible.
• Kairaasi’s visual and graphic game is very strong- should play on it.
• Can market itself as a brand that makes the privileged stand for the underprivileged.
8

9. Report 2
Online Business Development Plan
2.1 Introduction:
This report aims to create an online sales expansion plan
for Kairaasi in terms of short, medium and long term goals.
It will be achieved by analysing Kairaasi’s current online
position and doing a competitor analysis in addition to
identifying current online sale trends. On the basis of this,
an appropriate strategic plan will be proposed for boosting
Kairaasi’s online sales through different platforms.
9

10. 2.2. KAIRAASI’S CURRENT ONLINE POSITION
According to the number of followers (see Table 1) of Kairaasi on different social media platforms like
Facebook, Twitter and Instagram, it can be noted that it is not widely known among the its target
customers and doesn’t has a high following rate.
Though the difference between the number of different products sold offline at different markets and
exhibitions across London by Kairaasi exceeds the number of products sold on its website by only
three items but there is substantial difference in the number of styles and variety offered online for
each item. across London by Kairaasi exceeds the number of products sold on its website by only
three items but there is substantial difference in the number of styles and variety offered online for
each item (see Table 2).
Table 1- Kairaasi’s followers on different social media platforms
Table 2- Products sold on Kairaasi’s website
10

11. 2.3 ONLINE COMPETITOR ANALYSIS
On analysing other retailers competing with Kairaasi, it is highlighted that major handicraft companies
giving direct competition to the brand fall between two to four and those indirectly competing on a smaller
level fall between five to ten.
2.3.1 Direct Competition
Gaatha and Namaste are examples of two UK based brands having fully established websites and strong
online presence. They both have similar mission and vision as Kairaasi’ s and offer a similar product range.
http://www.namaste-uk.com/
http://shop.gaatha.com/
11

12. Gaatha
Vision
• Bring business opportunities to craftsmen and improve their financial status
• Build an ultimate online self & people sourced knowledge resource for crafts.
• Help the artisan create modern day relevant designs, a combination of contemporary and ethnic.
• Keep all good practices intact and all processes humane, just and ecologically balanced with regular
disclosures ( transparency).
Website
• Fully developed and updated
Social Media
• Facebook 38,509 likes
• Instagram 1333 followers
• Twitter 561 followers
• Pinterest 754 followers
Product categories and Price Range
• Home Decor £8 to £143
• Stationery £8 to £143
• Miscellaneous items like diaries, herbal tie and dye kits, diyas, potli etc, toys, books, fabrics like organic
cotton) £8 to £40
• Technique (sells products by techniques- tie dye, batik, braiding, metal casting, weaving, antique finishes etc.)
• Material (sells by different materials like urban waste, lac, wood, leather etc.)
• Crafts (sells by different craft categories like embroidery, miniature painting, walnut wood carving, batik etc.)
• Gifts and Souvenirs ( includes items from all other categories)
Payment and Delivery
• Free shipping
• £1.09 extra for cash on delivery
• Debit card/credit card/net banking
12

13. Namaste
Vision
• Ethically sourced and yet commercial products in order to maximise benefits to both suppliers and customers.
• Dealing with suppliers on the grounds of International Fair Trade Policies.
• Ensuring no child labour is involved
• Sources products mostly made using recycled materials.
Website
• Fully developed and updated
Social Media
! Facebook 502 likes
! Instagram - not present
! Twitter 222 followers
! Pinterest - not present
Product categories and Price Range
! Accessories( Handbags, scarves, Purse, Wallets, Shoulder Bags) £2.5 to £32
! Furnishings ( Bath mats, cubes & Floor Cushions, Foot stools, Pouffes, chests benches, Rugs, wall hangings,
cushion covers, Lampshaded, storage bags, door mats, placemats, table runners, etc.) £17 to £130
! Incense: Candles, Flower tealights, fragrance oils, Incense holders, Incense cones & Sticks, incense gift boxes, etc.
£1.5 to £5
! Gifts: Notebooks, Photo frames, clocks , boxes, Coasters, wooden Boxes,etc. £2.5to £50
Payment and Delivery
! Delivered in all parts of Europe.
! 14 days delivery time
! For U.K. Free Shipping charges on orders above 50 GBP, 4.95 GBP charged on orders below 50 GBP.
! For Non U.K. orders, free shipping on orders above 100 GBP under 1000 gms weight, 4.95 GBP on orders below
100 GBP and weight more than 1000 gms.
! Most of the cards accepted.
13

14. Strengths
! Blog ( Blog and Shop connected) which
has has different interesting stories about
Indian handicraft with fancy headings like
Lappe Ka Kaam, Song of the Needle,
Chappa Chappa Charkha Chale
! Fancy names allocated to every product
range. For example bundle of joy, short
miracles, shibori
! Photography and graphics
! Product Categorization
! Web layout
● High definition pictures
● Multiple payment options available.
● Information on delivery and returns
clearly mentioned
● User friendly website
● Wide range of product assortment.
Weaknesses
! Not focussing on a particular product
which might make the consumer feel lost.
! Sales not possible through social media
platforms.
● Not present on Instagram.
● Not present offline.
● Only ships within Europe.
● Too many products, no specialisation.
● Long delivery timeline.
● Sale not possible though social media
platform.
● Social media pages not been updated
frequently.
NamasteGatha
Table 3- Competitors Strength and Weakness
14

15. 2.3.2 Indirect Competition
Examples of small scale retailers selling handicraft products from India to UK market include
Chhavi's Collection, HomeSoul, and SharedEarth. Shared Earth is well established but sells
handmade products from different countries and not India in specific, thus indirectly competing with
Kairaasi. The former brands are selling only one or two similar products and don’t have a strong
online presence.
On analysing Kairaasi’s overall online competition it can be concluded that Kairaasi is exposed to
challenges in terms of various aspects based on website development like web layout and product
categorisation, blogging, social media presence which in totality leads to curtailed brand awareness.
http://www.home-soul.co.uk/home.aspx http://www.sharedearth.co.uk/
15

16. STRENGTHS
! Effective Supply chain which will enable fast
deliveries to the customers ( loyal suppliers,
warehouses in both India and UK,
! Cheaper compared to other online brands
! Offline presence (stalls and recently entered
wholesale) which will help create connectivity
between the customer and brand.
! Already present on facebook, instagram and
twitter.
! Ethos such as fair trade and improving the living
standards of craftsmen in India.
WEAKNESSES
● Web layout (combination of colours, fonts and other
visual details).
● Lesser product variety offered on the website.
● Product Categorisation.
● No inventory system/ weak back end operation
(which can otherwise ensure product diversity and
variety)
● Lack of innovative designing (similar designs
already available on other websites)
● Absence of a blog by Kairaasi
● No shopping options through social media.
OPPORTUNITIES
! Increasing availability of Technical talent (many
options available for developing the website)
! Blurring of international boundaries (enables
expansion)
! Increasing awareness and demand for sustainable
and fair business practices.
! Selling on other commercial websites such as
Etsy.
! Sales through social media platforms.
! Huge variety of Indian handicrafts still untouched
and new for UK market.
THREATS
! Mass produced indigenous relatively cheaper
products which are similar in functionality.
! Involvement of middlemen.
2.4 SWOT Analysis for Online Business
Table 4. SWOT Online Business
16

17. 2.5.1 Home Furnishing Trends
! People in private rented property are more likely to buy rugs.
! UK consumers are not much inclined to buy home
accessories from British brands. 67% say they have no
preference towards buying British furniture or home
accessories.
! Consumers have become accustomed to buy low price
homeware from discount and value shops. There is a need to
uplift the quality and price range of home furnishings in order
to retain the value of furnishing sector.
! Within the carpet market, retailers product mix constitutes of
20% wool carpets and 80% synthetic carpets.
! The weakest performer in the house ware sector will be home
textiles and decorative accessories.
! According to a Mintel report kitchenware will be the best
performing segment of the homeware market going forward.
! Fitted carpets are purchased the most, followed by vinyl
flooring and rugs.
! The most common reason for buying new flooring as per
Mintel,2015 reports is “to replace old,damaged carpet”
followed by “part of refurbishment” and “to upgrade better
quality flooring”. This implies the time lag between a house
move and replacing a flooring is 2-4 years and there is a
demand of better quality products. (refer to figure 13)
! Customers mostly prefer buying carpets and rugs from
brands like Carpet right followed by independent floor
specialist, B&Q, Ikea, online specialist, etc.(refer to figure. 12)
2.5. Online Trends
Following online trends acts as an indicator for Kairaasi in order to align kairaasi’s strategies with recent trends.
Chart 1. Types of Flooring purchased in the last three years, Mintel 2015
Chart 2. Source of the most recent purchase of carpets and floor coverings,
Mintel 2015
17

18. 2.5.2.TARGET CUSTOMERS
Quality Fitting (22%)
-Quality matters more than price, not motivated to purchase online.
-In store experience is of vital importance.
-Typically aged 55+ (37%), own their homes outright and have healthy finances
-20% of this group spent £500+
on their most recent purchase.
Engagers (28%)
-They are most interested in expert advice from staff.
-respond to combination of competitive pricing and quality services.
-Typically 16-24 (36%),rent from a local authority or a private landlord and
describe their finances as ‘tight’.
-37% of purchasers spent £100-299 on their most recent purchase.
-22% bought at ‘other’ retailers, 16% at Carpetright, 13% at independents and
12% at B&Q.
Self-servers (20%)
-They wait for a sale and to want to browse and choose without help.
-Marketing should emphasise value for money and ease of browsing to aid
choice.
-Typically 45+ (24%),
-They bought from ‘other’ retailers 29%, Carpetright (18%), and United Carpets
(13%).
- the majority spent under £400 on their most recent purchase.
Onliners (30%)
-Onliners want to browse online before they go to the shops and it is important to them to be able to buy online.
-The appearance and quality of the website will influence this group of shoppers.
-This shopper group is more likely than average to be updating the look, rather than simply buying for replacement. They are also using
their extra spending power to upgrade to better quality.
-Typically 16-34 (39%), live in an urban location (35%), have children under 18 (39%).
- 6% bought online from pure play specialists, the highest response rate of all our target groups.
-19% bought from ‘other’, 15% from Carpetright and 12% from B&Q.
Chart 3. Why consumers decide to buy new flooring, Mintel 2015
Chart 4. Target Groups for Carpets and Flooring , Mintel 2015
18

19. 2.5.3 PAYMENT TRENDS
! POS systems to accept contactless payment cards. The cost of a POS system has historically been very high,
preventing smaller businesses from replacing their cash registers. For years, POS systems typically required an initial
investment of several thousand dollars, with many solutions costing well over $10,000. Today’s SaaS (software as a
service) subscription model makes getting a POS system affordable, but the true costs are sometimes hidden in the
details.
! Increase in mobile payments among consumers.
! Consumers don’t tend to consider mobile apps as a safe, trustworthy and reliable payment method.
! Familiarity with digital payments will increase and security concerns might be overcome thanks to the added benefits
and higher convenience offered by this payment channel.
! Considering online payment gateways such as paypal.
! Pay with palm secure. Fujitsu has announced plans to roll out its digital payment system PalmSecure in Europe.
! Choosing right POS system (Point of Sale System)
! Providing more online payment options through payment gateways, debit cards, credit cards, american express, visa,
maestro, etc.
19

20. 2.5.4.DELIVERY TRENDS
! Click & collect delivery method has moved from a phase of high growth toward maturity in this sector.
! PUDO -Pick up drop off points.Between 2015 and 2020, it has been forecasted that DIY & gardening PUDO sales will
increase by 31.0%, though this will only account for a £4.3m uplift in sales. PUDO is impractical for a significant
proportion of DIY & gardening products either due to product size (being too big for a locker or to keep in store, or small
enough simply to fit through a letterbox), perishability or value. There are also a limited number of retailers that offer a
PUDO service, such as Amazon and a select number of eBay sellers, leading to limited exposure to such a service.
Verdict expects PUDO's share of online sector spend to fall by 0.2 percentage points in the next five years as click &
collect will largely outperform PUDO growth.
Logistic Partners
20

21. 2.6. Suggestions for Kairaasi to boost up online sales.
2.6.1.Develop Website:
! Kairaasi needs to develop its website in terms of web layout which includes organising the content and graphical
representation.
! Improving website navigation, and it should be more user friendly so that the customers can easily find what they
want otherwise it might lead the consumer easily getting distracted by the website and switching to another
alternative..
! Creating high quality visual content and graphics. For example, uploading high definition images of artisans and
craftsmen working.
! Product categorisation on the website should be such that it doesn’t overloads the customer with choice and
attracts the customer at same time. Eg. Gaatha.com
! Building trust amongst website visitors by showing participation in local business groups to show that the brand
is a part of the local community. Include endorsements, testimonials and case studies from customers on your
website.
! On the main/homepage emphasis should be given on one/core product in order to build strong brand image
through product specialisation.
Simple Layout
Creative Layout
21

22. 2.6.2.Develop Social Media Platforms
! Create a blog to share the stories behind making of every product, artisans involved, maintain transparency with
Kairaasi’s customers and built a community.
! Starting a Youtube channel can be another way to market Kairaasi’s products and increase sales. Video has
greater impact on consumers as compared to images.
! Follow competitors and tag their customers in order to build up customer base.
22

23. 2.6.3.Marketing
! Increase traffic by leveraging exciting offers and discounts, customer loyalty programs.
! Maintain customer database and send newsletters on special occasions to loyal customers. Be careful about not
sending too many emails or newsletters as this could result into losing customers.
! Launch marketing Campaigns on Social media platforms like facebook and instagram to promote the brand and
its products.
! Use trending topics to viralize on all online platforms and for content development. Relate product stories to
trending topics. Eg. relating kairaasi’s one product story to Unisex fashion, sustainability, ethical trade, etc.
! Promote ethical practice,sustainability and fair trade ethics of Kairaasi on different platforms
! Use trending hashtags to start a trend and build community.
TIME FOR A
FLASH
SALE!
+Some Old Favourites Re-Stocked
(Quantities Limited)
Through Sunday, June 15
25% Off all stock, code: OLDFAVES
www.kairaasi.com
Social Media Campaign
23

24. 2.6.4. After sales service
! Follow up with customers after sales through newsletters and offers email to ensure repeated business.
! Ensure easy pick up or return for customers.
! Allow customers to post feedbacks on social media platform and respond to their messages regularly.
2.6.5. Payment Options
! Allowing customers to make payments using their choice of credit/debit cards without necessarily having a
paypal account.
2.6.6. Additional Points of sale online:
! Use social media as additional point of sale by adding options to buy through facebook or instagram/ provide
website link to shop through website.
! Look at selling products online by joining one of the many established online shops or marketplaces. Sell
through online platforms like Etsy, Folksy, not mass produced, etc.
! Etsy is one of the suitable marketplaces to sell Kairaasi’s products as minimum costs are involved to get listed,
best way to reach more customers and increase sales, Etsy is a successful and well known marketplace for
handcrafted products, exposure to 24 million active buyers.
! Approaching online giants such as Amazon, Ikea, Argos, etc. Seeing the online delivery trends it is not
advisable for Kairaasi to incorporate click and collect and PUDO delivery options due to high investment and
costs involved. In fact it is better for Kairaasi to upload its product range on pure play websites who shall take
care of the delivery and payments.
24

25. Why to sell through Etsy?
! Minimum costs involved: Low listing cost.
! Best way to reach more customers and increase sale.
! Etsy is a renowned marketplace for handcrafted products.
! 24 million active buyers.
! Inspiring success stories.
! Additional point of sale.
Fees (Low Cost)
25

26. Report 3
Market Research
3.1.Introduction: The market research aims at identifying different markets
for Kairaasi within London to improve sales and awareness among mid
market consumers. The research analysis is based on Primary research
though market observation . Since Kairaasi’s products are more focussed
towards mid market, the markets selected for research were based on the
top five rated flea markets suggested by Trip Advisor.
These markets were:
1. Broadway Market
2. Spitafield Market
3. Camden Market
4. Jubilee Market
5. Brick lane Market
26

27. 3.2 MARKET RESEARCH PARAMETERS ( appendix 1.)
• Number of Stalls selling Handcrafted good 1*
• Number of Stalls selling rugs and throws specifically
• Types of rugs 2*
• Additional Features of the Shops 3*
• Idea of Prices Product Categories*4
• Idea of Prices 5*
• Best Selling Products*6
• Number of stalls that are Non Profit
• Footfall 7*
• Male female Ratio 8*
• Age Group 9*
• Tourists/ Locals
• Languages Spoken
27

28. 3.3 MARKET RESEARCH FINDINGS
Chart 6. Number of stalls selling rugs and throws (Refer to appendix 4.6)
Chart 5. Number of stalls selling handcrafted goods. ( Refer to appendix 4.6)
28

29. Chart 7. Number of stalls that are non-profit (Refer to appendix 4.6)
Chart 8. Footfall Observation (Refer to appendix 4.6)
29

30. Chart 8. Gender Percentage
Chart 9. Age Group (Refer to appendix 4.6)
30

31. Market Name
Number of Stalls
selling
Handcrafted
goods
Number of Stalls
selling rugs and
throws specifically
Number of stalls
that are Non Profit
Footfall
(observation
for half an
hour)
Age range Average
Broadway Market 1 3 3 1 4 2.4
Camden Market 3 2 4 2 4 3
Spitalfields
Market
3 2 4 1 1 2.2
Jubilee Market 3 3 4 2 4 3.2
Bricklane Market 4 4 4 4 4 4
Table 5. Market assessment Matrix
3.4 Market assessment Matrix
The assessment matrix has been used to analyse various parameters tested during the market research.
Each of the parameters have been rated from a range of 1 to 4 on the bases of class divisions (see appendix
4.3).
After assessing each market an average of all the parameters have been calculated to rank the most attractive
markets for Kairaasi.
Most Attractive Markets Ranked 1-5, 1 being most attractive and 5 being least attractive.
1. Brick Lane
2. Jubilee Market
3. Camden Market
4. Broadway Market
5. Spitafield Market
31

32. S.NO PARAMETER ANALYSIS
1
In terms of market having the most number of handcrafted stalls, Bricklane was found to be most promising, following by
Camden town, Jubilee Market and Spitalfields Market.
2
It was found that there were only 2 stalls in Spitallfields and Camden market and 1 in Jubilee market selling rugs and throws
which shows potential for Kairaasi to expand into these markets. Since Bricklane has no stall selling this product category, it
might be a good idea for Karaasi to be the first stall to have this product category there and use the first mover advantage.
3
Through the research it was found that the most of the stalls that were selling rugs and throws had these products in different
colors, patterns and sizes, which means Kairaasi can be direct competition for them as it has quite an interesting range of rugs
and throws.
4
The stall size/infrastructure in the markets researched was relatively similar, what set each stall apart was the way the
exhibitors had displayed and decorated their stall. So innovation and creatively is the key factor for creating differentiation
here.
5 The product catagories are quite diverse in each market, which means more the variety a stall can offer the better it is.
6 The range of price is quite diverse in each of the market owing to the vast line of product offerings.
7 Jewellery, scarves and accessories are found to be the best and fastest selling product in the markets researched.
8
No non-profit stalls were found in most of the market researched, therefore Kairaasi projecting its image as a non-proft stall
shows potential.
9 Footfall was found to be heaviest in Brciklane and Jubilee market, followed by Camden, Broadway and Spitalfields market.
10 The commen trend noticed in terms of male to female ratio was found to be in favour of females.
11 The average group was found to be between the age of 25 to 55 years impying that these markets attract a wide age group.
12 The crowd in these markets was found to be mixed with mostly tourists.
13 English and Italian were found to be the most commonly spoken languages in these market areas.
3.5 Market Research Analysis
32

33. 3.6 Stall Cost and Contact Detail
Jubilee Market
Days & Timings:
Mon: 5AM - 5PM
Tue - FRI: 10.30AM - 7PM
Sat - SUN: 10AM - 6PM
Address:
JUBILEE MARKET
COVENT GARDEN
LONDON
WC2E 8BD
Contact Details:
Website:
JUBILEEMARKET.CO.UK
Phone: 020 7379 4242
Cost:
Week Days: 55 GBP per day
Week Ends: 60 GPP per day
Brick Lane Backyard Market
Days & Timings:
Saturday 11am-6pm
Sunday 10am-5pm
Address:
The Old Truman Brewery
146 Brick Lane London
E1 6RU
Contact Details:
Website:
http://www.backyardmarket.co.uk/
Phone:+44(0)20-7770-6028
Cost:
Saturday: 40 GBP
Sunday: 55 GBP
33

34. S.No CONCLUSION
1
Out of the market researched, Bricklane and Jubilee markets were found to be most promising
for Kairaasi to expand.
2 A good footfall was observed in these market attracted no doubt by the diverse product offering.
3
Rugs and throws are Kairaasi's most important product offerings and these markets show a lot of potential
for the same.
4
Since the product range for Kairaasi is quite wide ranging from stoles, shawls, rugs, throws, bags, tiffins, gift
items, toys and other display items, a mixed diversity of people from a wide age group visiting Bricklane and
Jubilee markets will provide a good business opportunity for the brand.
5
There is not a single stall in these 2 markets that are non-profit, hence Kairaasi can use this factor to its
advantage for marketing itself uniquely in these 2 markets.
3.7 Market Research Conclusion
34

35. 7.Short and medium term Strategy
Short Term - 2 years
• Focus on Kairaasi’s core product: Rugs
and Throws.
• Start building social media followers.
• Develop attractive campaigns
• Improve product quality and cost structure
to fit the brand in affordable luxury market
segment.
• Register with etsy.com and start
liquidating existing stock.
• Contact Brick Lane and Jubilee markets to
test the product performance in new
locations.
Medium Term - 5 years
• Develop a niche brand positioning
• Build an attractive and easy to navigate
website to go with the brand identity.
• Sell to international markets through
website.
• Look at wholesale options.
• Exit selling through stalls.
• Build a strong logistics and supply chain
• Identify new craft clusters.
• Increase product portfolio
• Hire a professional design and business
team to manage the brand.
35

36. 4. Appendix
1. What do we consider to be handcrafted? -- products made by hands and not mass production, made using simple tools and
not machines. including clothing, religious symbols and jewellery, and different types of paper crafts.
2. Types of Rugs- different sizes available, colours (neutral colors, bright colors, pastel colors, monochromatic colors),price
range of rugs ( low-below 30, medium- 30 to 60, high- 60 and above),,designs, etc.
3. Additional features of the shop -- window displays, types of product, feel of the shop
4. Product categories -- home decor and furnishing, accessories(bags and wallets), apparel, souvenirs, jewellery, others(toys,
soaps, incense sticks, etc.)
5. Idea of Prices- A rough idea of the prices. Not exact price for each and every product. (Price Range)
Low: (products below 30 pounds)
Medium: (30-60 pounds)
High (above 60 pounds)
6. Best Selling Products- observe which products customers are more interested in while observing footfall.( eg: products
customers are touching, asking about, discussing with friends or stall owners.)
7. Footfall- low- below 40
medium- 40-80
high- 80 and above
(It will be very difficult to measure the exact footfall. We can do it for 3 to 4 stalls in specific by observing the stall for half an
hour.)
8. Male/female ratio- while observing footfall for half an hour also count the number of male and female customers
Age group- (record while observing footfall)
youth- below 25
mid age- 25-50
old- 50 above
limitation: overlapping of ages due to wrong assumption.
4.1 Notes
36

37. S.NO Parameters Broadway Market Camden Market Spitalfields Market Jubilee Market Bricklane Market
1
Location Hackney, Greater London
54 - 56 Camden Lock Pl, London NW1
8AF
Horner Square, Spitalfields, London
E1 6EW
1 Tavistock Court, London WC2E 8BD
91 Brick Ln, London E1 6QR
2
Number of Stalls
selling Handcrafted
good
8 17 15 16
31
3
Number of Stalls
selling rugs and
throws specifically
1 2 2 1
0
4
Types of rugs/
throws
available in bright colors,
different sizes,
price range low
available in many colours and pattern
many sizes,
price range medium to high
hand-made Tibetan throws,
price high
available in different colors with
geometrical patterns,
limited sizes,
price range medium
0
5
Additional Features
of the Shops
all shops have the same stall
infrastructure, some have special
portable shelving and hanging
displays.
window display of fancy prints, a lot
of furnishings
small size stalls differently decorated
all shops have more or less the same
infrastructure, but what was interesting
is how differently each exhibitor had
displayed their products through the use
of props, shelves, hanging displays etc.
small stalls, with printed banners
mentioning the name of their brands
6
Product Categories accessories, clothes, crafts
a lot of accessories which claim to be
handmade,leatherbags, there were
selling incense sticks but none for
toys or soaps or handmade Indian
apparel other than shawls from
Kashmir.
The observed stall mainly sells rugs,
scarf Other stalls, many of them are
from nepal as well, selling woven
scarf priced about £15. Also stalls
selling Scottish scarf, turkish thrug,
bag and plate, recycle jewelry,
handmade coat. In conclusion, many
good and independent sellers in this
market
Products divided into 4 main categories
- antiques & collectables, art & craft,
clothing/accesories and food.
Arts and crafts product range is quite
broad and covers everything from
candles, toys, show pieces, hand carved
blocks,
hand painted items through to
jewellery, clothes, scarves,
stoles,shawals, bags,purses, paintings,
calligraphy, clocks and even fossils
Jewellery: 15, Accessories(leather): 6,
Accessories(non-leather):3, Home Decor:2,
other:4, toys:1
7
Idea of Prices
High above 150 pounds, Medium
30-149 pounds,
Low below 30 pounds
Up to £200 for hand crafted
canvas bags at one stall, other
stalls not found to be selling
anything more expensive
Leather bags and satchels ( best
selling in leather)- £30 onwards goes
till £100 and above. Jewellery ( a lot
of silver jewellery-- starting around
£18)
Scarves - £15 onwards
Rugs - medium price between £45 to
£60
jewellery - £5 - £35
Scarves/stoles/shawls - £10 onwards
goes till £35.
Junk Jewellery - starting around £3,
silver jewellery starting £10
Purses/bags starting £10
leather products: £40-80 (totebags), £15-20
(wallet), jewelley: £2-25 depending upon
jewellery design and material used, Toys:
£2-4, Handcrafted kaleidoscope: £30-60,
handmade shoe care products: £30, home
accessories: £30-80
8
Best Selling
Products
Hanging air plants, rugs, food
items
Satchels Scarf
Jewellery/scarves/toys/hand-crafted
items
Jewellery
9
Number of stalls
that are Non Profit
1 0 0 0
mostly self made products, not sourced from
artisans
10 Footfall 80 in half an hour 126 in half an hour 36 in half an hour 155 in half an hour 594 in half an hour
11
Male female Ratio
37 women and 43 men
54% women and 46% men
78 women and 48 men
62% women and 38% men
22 women and 14 men
60% women and 40% men
85 women and 70 men
55% women and 45% men
228 men and 366 women, 38% men and 62%
women
12 Age Group between 30 - 55 between 20 - 45 between 30 - 40 between 25 - 55 between 25 - 55
13 Tourists/ Locals Mixed, mostly tourists Mixed, difficult to determine Mixed: mixed but more tourist Mixed Mixed
14
Languages Spoken Engiish, French, Italian & German
mostly english
English / italian
mostly english mostly english
4.2 Market Research Observation Table
37

38. Chart 4
Market Name
Number of Stalls
selling Handcrafted
goods
Rating
Broadway Market 8 1
Camden Market 17 3
Spitalfields Market 15 3
Jubilee Market 16 3
Bricklane Market 31 4
Class (No. of stalls) Rating
0-10 1
10-20 2
20-30 3
30-40 4
Chart 5
Market Name
Number of Stalls
selling rugs and
throws specifically
Rating
Broadway Market 1 3
Camden Market 2 2
Spitalfields Market 2 2
Jubilee Market 1 3
Bricklane Market 0 4
0
Class (No. of stalls) Rating
0 4
1 3
2 2
3 1
Chart 6
Market Name
Number of
stalls that are
Non Profit
Rating
Broadway Market 1 3
Camden Market 0 4
Spitalfields Market 0 4
Jubilee Market 0 4
Bricklane Market 0 4
Class (No. of stalls) Rating
0 4
1 3
2 2
3 1
Chart 7
Market Name
Footfall (observation
for half an hour)
Rating
Broadway Market 80 1
Camden Market 126 2
Spitalfields Market 36 1
Jubilee Market 155 2
Bricklane Market 594 4
Class (footfall) Rating
>100 1
100-250 2
250-400 3
<400 4
Chart 9
Market Name Age range Rating
Broadway Market 30 - 55 years 4
Camden Market 20 - 45 years 4
Spitalfields Market 30 - 40 years 1
Jubilee Market 25 - 55 years 4
Bricklane Market 25 - 55 years 4
Class (difference in Age range)
<10 1
10-15 2
15-20 3
>20 4
4.2 Assessment Matrix class divisions.
38

39. 5. References
39
Backyard Market (no date) Available at: http://www.backyardmarket.co.uk/ (Accessed: 23 May 2016).
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Etsy (no date) chhaviscollections. Available at: https://www.etsy.com/uk/shop/chhaviscollections?ref=l2-shopheader-name (Accessed: 23 May 2016).
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analysis-handicraft-industry.html (Accessed: 23 May 2016).
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764839/?highlight#hit1 (Accessed: 23 May 2016).
Mintel (2016) Straight to you. Available at: http://academic.mintel.com.arts.idm.oclc.org/trends/#/trend/742549
Shared Earth (no date) Available at:http://www.sharedearth.co.uk/ (Accessed: 23 May 2016).
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article35961.ece#sub_chapter_3 (Accessed: 23 May 2016).