E-commerce firm Amazon India is expanding its online designer wear store and creating a specialty handicraft store as part of a strategy increasingly being adopted by online retailers to boost demand for products that don’t always sell briskly and customise their offering for individual users.
Amazon India (owned by Amazon Seller Services Pvt Ltd) will launch its “Crafted in India” online store this week, offering 3,500 handicraft products across 11 regions. The e-commerce firm will offer saris, shoes, handbags, jewellery and other handicrafts sourced from regional weavers and artisans.
“Our aim is to revive the authentic Indian handicrafts market and make every region’s iconic craft(s) accessible to customer across the country at affordable prices. Looking at the modern-day sensibilities in fashion today, the store is designed to offer a wide array of selection suited to varying tastes and style preferences of our customers," said Susan Saideman, Head Amazon Fashion, India.
"This store is an eclectic collection of elegant Indian crafts and designs that are both contemporary and traditional. It’s one of our top festive offerings this season and we will continue to introduce more over the next few months," he added.
Amazon.in forayed into fashion in September 2013 with the launch of the Fashion Jewellery & Watches selection. Since then the store has continually added selection to grow the portfolio including apparel for men, women, kids across ethnic wear and western wear, shoes, handbags and luggage among others. Today the store has over 5000 brands and over five lakh styles.