 "Himanshu Wardhan, Managing director, Etsy India")
International online crafts and handmade goods marketplace Etsy entered India only this July, although it had been showcasing Indian sellers for nearly a decade. Now, the Brooklyn-based player is differentiating itself from other e-commerce platforms and social media-led marketplaces for small-scale businesses with a seller-friendly programme that includes free listing and minimum transaction charge.
While e-commerce sites rush to meet mass demand, Etsy is positioning itself more as a community of artisans where buyers can seek uncommon and unique products rather than mass-produced discounted products.
Etsy has witnessed searches for “Indian fabric” and “block print” go up 16 per cent and 11
