How Exotic India put Indian arts and crafts on the worldwide map

There is no question about India’s unity in range. A search at the region through its textiles exhibits you that. From Pashmina in Kashmir to Bandhni in Gujarat, Kolhapuri in Maharashtra to Meenakari in Rajasthan, each and every strand of these looms contains a loaded cultural tale waiting to be shared. 

For the Goel brother, Vipin, Nitin and Kapil, textiles were an place of familiarity and inspiration, notably mainly because of their family’s enterprise in the phase. 

“Ours is a really standard household and our upbringing has been rooted in our tradition,” Kapil tells SMBStory. This would afterwards turn out to be the spark that would ignite a 25-12 months-old enterprise. 

Exotic India Art

Unique India Art

Armed with a aim to acquire Indian handicrafts, literature, and philosophical traditions to distinct components of the globe, the brothers started out Unique India in 1998.

“All a few of us occur from an engineering background. My elder brothers ended up presently engaged in a steel and oil buying and selling small business, but I wanted to do anything the place our desire and expertise could be utilised in a improved way,” Kapil suggests. 

At the time of Exotic India’sception, the world-wide-web was comparatively new. The brothers assumed of it as a way to share Indian handcrafts with the earth. That selection made it 1 of the 1st recognised ecommerce sites in India. 

Currently, Exotic India serves a client foundation of approximately a few lakh men and women around the globe, owning delivered orders to 160 countries. 

Commencing in the early world-wide-web age

Having been on the world wide web at its inception, it was uncomplicated for Kapil with his engineering track record to realize the a variety of facets of the world wide web. He was also responsible for designing the site. 

Obtaining comprehended the net, he also prepared techniques to maximize the brand’s arrive at. Meanwhile, Vipin was in cost of finances and source administration and Nitin taken care of purchases. 

The very first few orders that Unique India received arrived from countries outdoors of India. With the non-availability of internet-dependent payment choices, the business experienced to depend on payments in cheque. “There have been occasions when we shipped the goods initial and then obtained the cheque,” Kapil states.

Until day, the organization gets orders from distant parts of the globe, which include lesser towns and villages in Russia, Brazil, and Australia.

Merchandise that showcase India

Exotic India, which marketed only paintings to begin with, now sells statues, attire, jewelry, household decor, and books —all of which showcase India in its entirety. 

It also has products that are not conveniently offered in addition to these that arrive from standard creation hubs like in Rajasthan, Gujarat, Kashmir, and Tamil Nadu.

“We have publications attained from ashrams in really far-off spots,” Kapil claims. Some of these guides reflect Indian philosophy though other folks have an analysis of Vedas and Puranas are are in great demand with prospects. 

Kapil states the high quality of the handmade goods is unparalleled. Bronze statues from South India choose months to make, as do Kashmiri Pashmina shawls.

Exotic India Statue

Exotic India Statue

The corporation has also tied up with Tamil Nadu Handicrafts Improvement Corporation as channel partner and marketed many of their bronze statues throughout the earth.

“Indian handicrafts and textiles are in high desire in regions where Indians have settled. This has amplified our culture’s exposure to the rest of the planet,” Kapil says.

A staff of specialists handpicks the products to guarantee high high quality, right after which they are inspected, studied, and then listed for sale. “People should really be ready to order with self confidence. We want to set up that status,” Kapil states. 

Exotic India also presents decide on artists the opportunity to upload their catalogue immediately on the web-site. It is currently doing the job with about 1,000 artisans from across the region, with programs to increase 2,000 artisans to this foundation.

“The approach is sluggish since we study the artwork and consider to provide the greatest for our consumers,” he claims.  

Kapil promises that the enterprise has posted a 30% YoY progress in the very last a few years. In India, company doubled in the past 12 months. Nevertheless, international small business was strike by the ongoing Russia-Ukraine war.  

Kapil credits the exponential progress in enterprise in India to the maximize in paying for power. 

“80% of targeted visitors will come from India but 80% of profits comes from abroad,” Kapil says.

The majority of orders appear from the United States, Europe, and Australia while bulk of income in India appear from Tamil Nadu, Chennai, Hyderabad, Bangalore, Mumbai, and Delhi.  

Unique India opened its first flagship retail outlet in Delhi in December 2022. It is on the lookout to get to additional people today through its internet site and has set a concentrate on to obtain 50% year-on-yr development for this money calendar year. 

By Indana