How Gwalior’s iTokri became international e-tailer of handcrafted fabrics & artworks
A handwritten note on a piece of recycled paper plus a hand-made trinket or pen is what one receives along with every order from Gwalior-based iTokri, an online store of handcrafted fabrics, jewellery, paintings and other artworks. Just like its little free gift, all the products in iTokri’s catalogue are unique and especially crafted for the brand, which has been doubling its revenues every year since launch in 2012. The small town retailer has achieved all this without following the typical e-commerce template of being a marketplace.
A handwritten note on a piece of recycled paper plus a hand-made trinket or pen is what one receives along with every order from Gwalior-based iTokri, an online store of handcrafted fabrics, jewellery, paintings and other artworks. Just like its little free gift, all the products in iTokri’s catalogue are unique and especially crafted for the brand, which has been doubling its revenues every year since launch in 2012. The small town retailer has achieved all this without following the typical e-commerce template of being a marketplace.
- No tags were found...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
“iTokri supported us and made payment for all orders
as per schedule so that artists are not impacted.”
Alam and his father, who have been associated with
Pamnani since 2012, say that iTokri trusts artisans with
designs and colours, not forcing them to deviate from
the tradition to meet mass requirements. “We don’t
repeat the collection sent to iTokri,” says Alam, who
supplies leheriya dupattas and sarees to the retailer.
Also Read: The Ethicus Story: How a Pollachi-based
couple made sustainable farm-to-fashion viable
iTokri also provides the name of the craftsman or
organisation below every product detailed on its
website, giving them due credit.
8
Change language