NIFT, Gandhinagar

E-Commerce End-Term Jury

Site Documentation for Amdavad Haat
By Ajay Gayakwar, Bittu Singh, Radhe Kumar, Shubham Singh : DFT-V
Table of Contents
1. ACKNOWLEDGEMENT ........................................................................................................................... 3
2. Introduction .......................................................................................................................................... 4
2.1 Unique Features of the Haat ............................................................................................................... 6
2.2 In this Haat, You can enjoy during Exhibition ..................................................................................... 6
3. Vision and Mission ................................................................................................................................ 7
4. Objectives.............................................................................................................................................. 7
5. Governing Body..................................................................................................................................... 8
6. Partnering Organisations: ..................................................................................................................... 9
6.1 Gujarat State Handloom Development & Handicraft Development Corporation Limited,
Gandhinagar.............................................................................................................................................. 9
6.2 Gujarat State Khadi and Village Industries Board, Ahmedabad ......................................................... 9
6.3 Gujarat Rural Industries Marketing Corporation Ltd. Gandhinagar ................................................... 9
6.4 Gujarat Matikam and Rural Technology Institute, Gandhinagar ........................................................ 9
7. Marketing mix ..................................................................................................................................... 10
7.1 Price .................................................................................................................................................. 10
7.2 Promotion ......................................................................................................................................... 10
7.3 Product .............................................................................................................................................. 10
7.4 Place .................................................................................................................................................. 10
8. COMPETITION ANALYSIS ..................................................................................................................... 10
9. SWOT Analysis- ................................................................................................................................... 11
10. STEP Analysis ................................................................................................................................... 12
10.1 Social Factors .................................................................................................................................. 12
10.2 Technological Factors...................................................................................................................... 12
10.3 Economic Factors ............................................................................................................................ 12
10.4 Political Factors ............................................................................................................................... 12
11. RECOMMENDATIONS...................................................................................................................... 12
12. WHY WE NEED AN ONLINE SHOPPING WEBSITE? .......................................................................... 13
13. Benefits ........................................................................................................................................... 13
14. E-COMMERCE BUSINESS PLAN ....................................................................................................... 14
15. Supply Chain Management ............................................................................................................. 18
16. Business Model ............................................................................................................................... 19
17. Shopping Method ........................................................................................................................... 19

1|Page
18. Payment .......................................................................................................................................... 19
19. Registration ..................................................................................................................................... 19
20. Delivery ........................................................................................................................................... 19
20.1 Returns and Refunds and Exchanges .............................................................................................. 20
20.2 Customer Support ........................................................................................................................... 20
20.3 Special Features .............................................................................................................................. 20
21. REVENUE MODELS .......................................................................................................................... 21
21.1 Advertising Revenue Model ............................................................................................................ 21
21.2 Transaction Fee Revenue Model .................................................................................................... 21
21.3 Sales Revenue Model ...................................................................................................................... 21
22. COMPETITION ANALYSIS ................................................................................................................. 21
22.1 STEP Analysis ................................................................................................................................... 21
23. Recommendations .......................................................................................................................... 22
24. References ...................................................................................................................................... 22

2|Page
 1. ACKNOWLEDGEMENT

We would like to thank our Faculty Dr. Amar Tewari for his full support
and guidance towards the completion of the project as it wouldn’t have
been possible to complete our work without his guidance.
Every great experience requires the help and support of many people
for it to be truly good. We would also like to thank all other group
members and our classmates for their help and support.

3|Page
 2. Introduction
Amdavad Haat is located opposite to Vastrapur Lake. It is supported by the Government of Gujarat. It
has various state owned art & crafts stalls which sell products related to textiles, metal-works, wood-
crafts, etc. Some unique craft-works of states are also showcased at the Haat. Various promotional art &
craft exhibitions are regularly organized at the venue with the help of authorities. Each and every stall
has its own name, which signifies respective states with its aura and impression. Each stall
indirectly promotes tourism on behalf its respective state.

The Haat is located in a prime location in Ahmedabad. Most of the customers are Indian
tourists. The government doesn’t market their products but the presence of these state owned
handicrafts showrooms is aimed to increase the popularity of the respective state.

With the intention of making urban market available to the handloom and handicrafts
artisans. This Haat has been developed under the Urban Haat Schemes, Sponsored ( 70:30)
by the Government of India.
Total expenditure of Rs.382 lakh on this Haat, which include contributions of Rs. 59.50 Lakh
from the Development Commissioner(Handicrafts), Government of India, its 59.50 lakh
from the Development Commissioner (Handloom) Government of India and its 253 Lakh
from the Government of Gujarat.

4|Page
AUDA has Provided total 8368 Square Meter of externally precious Land at a token Rates
of Rs. 10/- for this Haat.

In this Haat the following Facilities are Provided for the Handloom and Handicrafts Artisans.

 Stalls for Artisans

 Platforms shops for Artisans

 Exhibition Hall

 Craft Gallery

 Amphitheatre (Capacity of 2000 Audience)

 Meeting Hall

 Food Court

 Ticket Window

 Security Office

 Dormitory for (with separate facilities for male and female artisans)

 Car Parking(99 Capacity)

 Two-Wheeler Parking(277 Capacity)

In This Haat Stalls would be allocated in turn for 15 days each in a Token Rate to all
Handicraft/Handloom Artisans of the stalls as well as from across the nation. Stalls would also
be allocated Personally to State Government corporations the Gujarat State Handloom &
Handicrafts Development Corporation Ltd. GRIMCO, RT.I., Matikam Kalakari Board, Women
Economic Development Corporation etc.

Traditional Food Items are available to the Artisans and Visitors at the Haat through the facility
of Food Stalls. An Amphi-Theater with an audience capacity of 2000 has also been provided to
organize various types of cultural programmer for the entertainment of the visitors.

Arrangements would be made to develop this Haat as a permanent attraction and

entertainment destination of Gujarat on the lines of 'Delhi Haat' at New Delhi. Throughout the
year, during various festivals of different states special celebrations, fairs and exhibition will be
organized at this places and thus this Haat would thrive with activities around year.

5|Page
2.1 Unique Features of the Haat
This Haat has been developed an attractive destinations to view, enjoy and purchase the grand
vibrant and precious Handloom and Handicrafts heritage of country which beats in this hearts
of every Gujarat.

The Haat provides a direct opportunity to purchase artifacts created by Artisans, processing
skills that are inherited and perfected by training, who keep active the great tradition &
handicrafts workmanship from villages of Gujarat .

Providing various products with a touch of moderns lifestyles and fashion to traditional arts as
per the demand from contemmporary society, this haat would onerously become an
alternative destinations for the young Generation.

Handloom & Handicraft art facts would arrange as the best medium to express changing
lifestyles and emotions.

Ahmedabad Haat introduces the modern generations to the extraordinary heritage of

traditional handloom and handicrafts from Gujarat and across the country.

2.2 In this Haat, You can enjoy during Exhibition

 Artifacts contributed by artisans reposing the magnificent and vibrant culture of the
entire country.

 Golden opportunity to buy directly from the artisans

 Variedly excellent articles of embroidery

 Handicrafts products likes patch work, moti work, dress material, sarees, chaniya cholies
with unique embroidery of Gujarat, along with the pride of Gujarat, the embrooidered
Patola

 Bhandhani and many other products from kutch and jamnagar

 Block printed bed sheets, sofa covers, cushion covers, pillow covers

 Oxidized and pearl work garments

 neckless and rings of mates(akik) from khambhat

 Artistic Mojri-chappal (footwear) from all over the state

 nutcrackers, knives and metal artifacts from Anjar

 a wide range of Sankheda furniture

6|Page
  food items made by Khadi Gramodhyog

 matikam interfaces for interior decoration and household use

 This is a unique meeting place for artisans, buyers, designers and art lovers, within a
festive atmosphere aided by food and refreshments.

3. Vision and Mission

Co-ordination of activities carried out by various corporations/institutions engaged in

promotion of cottage sector industries, such as Khadi and Village Industries Board, Gujarat
State Handicrafts Development Corporation, Gujarat Matikaam kalakari and Rural Technology
Industries Marketing Corporation, Commissioner of Cottage Industries.

4. Objectives
This organisation is established to carry out following objectives without involving any activity
for profits.

1. Co-ordination of activities carried out by various corporations/institutions engaged in

promotion of cottage sector industries, such as Khadi and Village Industries Board,
Gujarat State Handicrafts Development Corporation, Gujarat Matikaam kalakari and
Rural Technology Industries Marketing Corporation, Commissioner of Cottage
Industries.
2. Publication of literature on behalf of Commissioner, Cottage Cottage Industries and
related corporations.
3. Carrying out promotional Campaign through advertisement,Websites etc.
4. Organising/assisting in Organising Seminars, Workshops, Exhibitions, Melas. at State and
District Level for the development of Cottage Industries.
5. Publication of information on village industries sector through Literature.
6. Any other activities with respect to promotion of village, cottage industries.
7. The INDEXT-C would also initiate discussions with bankers and other financing agencies
to sort out problems of finance of the cottage sector.

7|Page
 5. Governing Body
Governing Board

Chairman Shri A. K. Rakesh (IAS)

Executive Director Shri P. G. Patel (GAS)

Board Members

1 Chairman Commissioner, Cottage & Rural Industries, Gandhinagar

2 Member Member Secretary, Gujarat State Khadi Gramodyog Board,

Ahmedabad

3 Member Managing Director, Gujarat State Handloom-Handicraft

Dev. Corp. Ltd., Gandhinagar

4 Member Managing Director, Gujarat Rural Industries Marketing

Corporation Ltd., Gandhinagar

5 Member Director, Gujarat Matikam Kalakari & Rural Technology

Institute, Gandhinagar

6 Member Managing Director, Gujarat State Finance Corp. Ltd.,

Gandhinagar

7 Member Managing Director, Industrial Extension Bureau (Indext-B),

Gandhinagar

8 Member Director, Center for Entrepreneurship Development (CED)

Gandhinagar

9 Member Managing Director, Gujarat State Women Economic Dev.

Corp. Ltd., Gandhinagar

10 Member Financial Adviser, Finance Department, Sachivalay,

Gandhinagar

8|Page
11 Member Joint Director(Adm.) Cottage & Rural Industries,
Gandhinagar

12 Member Executive Director, Industrial Extension Cottage (Indext-C),

Secretary Gandhinagar

6. Partnering Organisations:
6.1 Gujarat State Handloom Development & Handicraft Development
Corporation Limited, Gandhinagar
It is providing raw materials and arranges marketing of goods produced by weavers who are not
included in the co-operative sector. It also provides technical guidance for new designs, equipment-
tools and training. It provides raw material to handicraft artisans and arranges for the sale of goods
produced by them. It develops designs through its own production centres. A museum has also
been set up and an emporium has been started.

6.2 Gujarat State Khadi and Village Industries Board, Ahmedabad

The Board is engaged in providing training, to adapt modern technology, and to cover more and
more people in the khadiprogramme, surveys are undertaken alongwith wide publicity and its sale.
Efforts are also being made for improving the quality of Khadi, increasing production and arranging
marketing. It also extends financial assistance to organisations associated with it for rural industries
and their activities.

6.3 Gujarat Rural Industries Marketing Corporation Ltd. Gandhinagar

It provides facilities to rural artisans for marketing their goods. As the artisans are
not organised they have to depend for sale of their finished products on intermediary agents and
private traders and as such they get much less return as compared to their hard work put up by
them. With the taking over of the marketing work by the corporation they will comparatively get
more return.

6.4 Gujarat Matikam and Rural Technology Institute, Gandhinagar

The Institute is engaged in developing new machines, in modifying existing designs of machinery to
enable the rural artisans to produce improved quality goods with less labor by modifying and
producing new and useful machines. It also helps in popularising and publicising new technologies.

9|Page
 7. Marketing mix
7.1 Price
The price is high as the target market is the rich as well as on little extent middle class people. It
has a lot of item with different prices. Since handicrafts require a lot of effort and time and are
not produced on machine so for some product they are priced high. Also they are not produced
in bulk and so the price is high as the sale is low.

7.2 Promotion
It relies only on word- of - mouth as a marketing tool. It believes that the product speaks for
itself. Thus, communication is completely customer driven. Located in the Vastrapur it is bound
to attract tourists and other visitors who come to Ahmedabad. It is also promoted by state
government as well as the government of India.

7.3 Product
The products are wide ranged even in terms of material. Silk & cotton sarees, Chikankari,
Zardozi, crepe silk, Tanjore arts, miniature paintings, jewellery, screw pine mats, Chanderi
Sarees, shawls, carpets, brass, bamboo craft, cane, bandhani, wood, lac, metal, pottery, hand
block painting, patch work, handloom weaving products, etc.

7.4 Place
Use of strategic location to market the goods is very important thus location of Haat in
Vastrapur of Ahmedabad has helped it a lot to do so.
The Ahmedaba Haat has a number of state handicrafts shops at one place. It is located only in
ahmedabad. There is a same thing like this is in Kutch and known as Kutch Haat.

8. COMPETITION ANALYSIS
It faces competition from both organized and unorganized retail sector. Artisans may sell their
products through middlemen or through export companies directly to foreign customers. Also
they are many fake companies who sell handicrafts at cheap prices. Many South Asian countries
are also selling their handicrafts.

10 | P a g e
 9. SWOT Analysis-
Strengths-
1. Low Capital Investment.
2. Strong, diversified, retail
infrastructure.
3. All the products are at one place.
4. Products are genuine.
5. Prevents exploitation of artisans.
6. Keeps the handicrafts business
successful.
7. Promotes tourism.
8. Less Competition and minimum
entry of new members.
9. Flexible Production.
10. High profits as the cost of making is
cheap.
11. Ensures employment and well-being
of artisans.
Opportunities-
1. Rising demand for handicrafts from
developed industry.
2. Developing fashion industry
requires handicrafts.
3. Development of domestic and
foreign tourism sector.
4. E-commerce and internet emerge as
a promising channel to market and
sell these handicrafts.
5. Large discretionary income at
disposal of rich Indians.
11 | P a g e
Weaknesses-
1. Lack of communication.
2. Unawareness of international
market and opportunities.
3. Lack of a strong co-ordination
between government and artisans.
4. Inadequate information of new
technology and market trends.
5. Lack of promotion Indian
government.
6. Capacity to handle limited orders.
7. Untimely delivery schedule.
8. Higher Probability of corruption for
Stalls and platform shop allocation.
Threats-
1. Competition in domestic market.
2. Balance between high demand and
supply.
3. Better trade terms offered by
competing countries.
4. Increased and better technological
support and R&D facility in
developed countries.
 10.STEP Analysis
10.1 Social Factors
 Make in India is prompting people to buy more Indian goods.
 Europe and USA are open to handicrafts.

10.2 Technological Factors

 Increased technology support for hassle free billing and payment.
 Increased security.
 Use of software to facilitate record keeping.

10.3 Economic Factors

 Change in exchange rates can affect the earnings.
 Recession can affect the sale of the products.

10.4 Political Factors

 Government has public administration at their disposal and can easily source the
products.
 Changing government can affect the consistency of the service.

11. RECOMMENDATIONS
 Government should mark the products with a symbol such as ISI to certify that the
product is genuine and certified by the Government of India.
 Distribution of tourism brochures to customers.
 Products should be arranged in a more eye-catching manner.
 A centralized accounts manager to manage the accounts of the state showrooms to
create transparency.
 The state organised sight-seeing tours can include a visit to the Haat.
 More facilities including food and shelter for the artisans.
 Sending invitation to the far located artisans.

12 | P a g e
 Proposed System
12. WHY WE NEED AN ONLINE SHOPPING WEBSITE?

 Amdavad Haat is government owned and thus the promotion of the product is
minimum. The competition from developed countries will lower the sale of Indian
handicrafts and thus endanger the livelihood of the artisans. We live in a world where
we are habitual of making decisions at the speed of a mouse click. In order to increase
the sales we need to go global and internet serves the purpose. Amdavad Haat is a
physical store which is at one place only. Having an online shopping website will
increase the number of customers. It will open a new market on global platform. It will
increase the sales while decreasing the investment cost. Artisans can sell their products
on their websites just by getting in touch with the concerned authorities. Artisans need
special attention due to their degrading economic status and this underlines the
importance of the need of livelihood generating activities based on locally available
resources so that gainful employment opportunities could be created at the doorstep of
these people.
 The website will be exclusive and the fact that it will be owned by the Gujarat
Government, and will generate interest in the foreign buyers and will eliminate any fear
of being cheated. The reach to the customer will be increased manifold by going global.
Currently very few authentic online shopping sites for handicrafts are there and being a
genuine one in will give it a good start. Selling to foreign countries will increase foreign
exchange in our country. Also it will indirectly promote tourism by luring the visitors to
the enchanting stories of the Indian states.
 Creation of an online website will require more work-force for the technological as well
as managerial work. This will create more jobs and increase the employment level.

Last but not the least is the preservation of our heritage by keeping alive these old traditions
and handicrafts by backing them.

13. Benefits
 Creation of Jobs
 Increment of Sales
 Variety under one screen
 Preservation of Heritage
 Indirect promotion of Tourism

13 | P a g e
 14. E-COMMERCE BUSINESS PLAN
Currently Amdavad Haat doesn’t even have an official website. Government can sell handicrafts
online. Government can hire a software company such as Tata Consultancy Services to make
the website. The website can be amdavadhaat.com with the tagline ‘Magnificence is
Handicrafted’. The government can get the website ISO certified which will end the risk of
corruption and increase the good faith.

Components for starting e-retail are:

Web Design Tools: After having business plan in place and are ready to focus on new online
venture, next is creating e-commerce web site. The first step is selecting the tools you want to
use to design and code the website.

The major options available before designing are HTML or Dreamweaver. There are also online
programs available which can help to build website. These programs can run anywhere from
$50 to $300. There are also several free open source options to choose from, including Joomla
and woo commerce. While they may not offer all of the sophisticated features that paid
software does, these open source programs are still powerful and easy to use. Everyone likes
different web tools for different reasons, so it’s hard to say which will be the best program for
you. However, there are some key elements you should look for in any software. Aside from
product catalogues, many e-commerce sites offer newsletter registration forms, customer
support widgets, and other elements that make a site more interactive. At the end a little
research to learn more about the technologies behind them is helpful.

Payment Solution: The payment process is what puts the “commerce” in “e-commerce.” There
are two kinds of payment systems that you should consider for your site: a payment processor
and a payment gateway.
Payment processors, like PayPal, Website Payments Standard and Google Checkout, will send a
customer to a checkout page that is hosted by the processing company. After customers submit
their credit card information, they will be sent back to your web site. In contrast, payment
gateways—such as Authorize.net—integrate directly with your shopping cart and the
transaction is essentially invisible to your customer.
There are pros and cons for payment processors and payment gateways that you should weigh.
For some web site owners, payment processors can be easier to use because they do not
require any backend integration with web sites. When you use a payment processor, you also
don’t have to worry about securing financial transactions because the processing web site will
take care of it for you. However, a payment processor will also take your customers away from
your site during checkout, a process that may cause confusion and may give them second
thoughts about completing their transaction. Payment gateways require more technical know-
how, and you will have to obtain an SSL certificate to protect credit card transactions on your
site (learn more about SSL security below). Even with these additional considerations, a

14 | P a g e
payment gateway will keep customers at your web site during the transaction, making the user
experience smoother and more professional.

Shopping Cart: At brick-and-mortar stores, shoppers pick items from shelves, put them in a
cart or basket, and usually bring them to a cashier when they’re finished shopping. In website
one need to set up a similar system—commonly called a shopping cart solution—for your
online store. Typically, shopping cart software allows people to select items from web pages,
add them to their “cart,” and walk them through the purchase process when they are ready to
check out. Most shopping carts will also include taxes and shipping charges to give customers a
total for their order.
When choosing a shopping cart to go with your payment processing solution, it should be
supported by own hosting provider and look to see if the cart offers the payment and shipping
options you need. There are a number of open source carts with active communities like
osCommerce and Zen Cart, as well as GeoTrust Partner solutions like 3dcart.com. One can also
create your own shopping cart using web page authoring programs like Dreamweaver or
programming it from scratch using PHP, MySQL, and other web programs and languages.

SSL Security: A nice site design and seamless integration with a payment system are great,
but they won’t mean a thing if you and your customers aren’t protected from fraud and theft.
Security is one of the biggest concerns that shoppers have when it comes to buying online. In
fact, a recent survey found that 45 percent of consumers are worried about identity theft when
they buy on the web. Even more troubling for e-commerce business owners, security concerns
like these have a serious impact on consumer behaviour. The National Cyber Security Alliance
recently found that a majority of Americans—64 percent—have abandoned an online purchase
because they were not certain that a web site was secure. Given these fears, SSL security is
critical to your web site. With an SSL certificate, you’ll be able to prevent cybercriminals from
intercepting financial data as it’s transmitted over the internet. Not only that, but you’ll also be
able to show your customers that your business is legitimate and can be trusted.

Logistics: the logistics that is to be managed is third part like DHL & Fedex. The seller is to pay
for logistics which price can be charged on product. The logistics should be good as customer
experience matters.

Technology Involved: Computers with i5 processors and internet connectivity in all

departments are required. LAN connections for inter department connectivity required. An ERP
software to manage the inventory is also a must when started e-retail. Server for the website
can be manage by company like TCS or other foreign companies who can provide dedicated
server.

15 | P a g e
 Figure 1

Figure 2

16 | P a g e
 Figure 3

Figure 4

17 | P a g e
 15. Supply Chain Management

Give their product State Government Warehouse

Artisans

Info Exchange
For Sale in
Ahmedabad Haat

Dispatch
Customer Centralised co-ordinator

Informs
of sale
and
product
s

Purchase
Website
Management

In order for this proposed system to work there can be a centralized agency set up in
Ahmedabad, which can co-ordinate between the government and the website management.
The state government can source the handicrafts from the artisans and display in their
showroom and send the selected ones in the warehouse. Since they have the records of their
products they can give it to the centralized agency. The centralized agency can keep the records
from all the state government ‘Haats’ and share it with the website management who can then
upload on the website. The website management just has to maintain the website and ensure
that it is secure and user friendly. They can keep the centralized agency in loop so that the
number of products online can be known to them. As soon as a customer buys an item and
pays for it, the centralized agency can dispatch the item and upload the dispatch details which
can be then visible to the customer.

18 | P a g e
 16. Business Model
Since the government is the head of the website and the one with which the customer is
making transaction the business model is Government to Customer. It is an e-tailor model
where the government sells products through internet.

17. Shopping Method

The customer can choose the item he/she needs to buy and there will be no bulk orders. One
can proceed to checkout after adding the item to shopping cart or continue shopping. One can
add an item to his/her wish list or share it on social media. One can filter according to state or
product type or price.

18. Payment
Payment can be done through net banking, debit card or credit card. In case the bill is less than
INR 1000, Cash on Delivery option can be available but only for customers in India. Cash on
delivery option is not available for overseas customers.
Fee calculator will be there to help the customer estimate their product including delivery
charges and other taxes. Costs will be given in INR, Dollar, Pounds and Yen and will be location
sensitive, displaying in the currency of the location. While typing the delivery address the
customer can choose the method of intimidation for their product.

19. Registration
Buyers in India do not need to register but while checking out they need to enter their e-mail id
and verify their id by the mail sent by the website. Next time when they shop they will just have
to enter their e-mail id but no account will be created on the site. In case they want to add an
item to their shopping cart or wish list they need to create an account because they can add an
item to their shopping cart or wish list but closing of the internet browser will erase the
information.
Buyers outside India will have to register before purchasing an item. The customers will be
intimidated about their product details, delivery estimate through e-mail or mobile as per their
choice.

20. Delivery
Delivery charges will be applied as per the weight of the item. For India, weight upto 1 kilogram
will be free of charge but if the cost is less than INR 500, delivery charges will apply. If the cost

19 | P a g e
is more than INR 500 and weight is more than 1 kg, delivery charges will apply. In India
government can use the Indian Post for the delivery of goods.
For customers outside India will have to pay for the delivery charges and other taxes that will
be levied on the item while transporting.

20.1 Returns and Refunds and Exchanges

For customers outside India no returns or refunds will be entertained unless they received the
product in a broken or damaged condition and the item should be returned within 1 week. The
delivery charges for returning will be borne by the government. The amount will be refunded
within 2 weeks. Customer can exchange a product for another same/high price product.
In India the customer can return an undamaged item within 2 weeks in the same condition it
received. But the cost of delivery will be borne by him/her and the amount will be refunded
within 2 weeks after receiving the return. In case the item is broken same rules apply except
that the cost of delivery will be borne by the government.

20.2 Customer Support

The customer can e-mail, fax or snail mail their grievances, suggestion or queries. They can also
call from Monday to Sunday between 9 a.m. and 5 p.m. IST. In case any artisan wants to contact
the management in order to sell their products they will have another number. There can be a
handicrafts helpline for anyone interested in buying handicrafts which will not be limited to
customers on the website.

20.3 Special Features

 In order to increase the exclusivity of the products an online bidding can be organised.
 People can register for Newsletter so that they can receive updates about new products
for sale. Also they can weekly receive e-mails regarding tourism destinations in India.
 Integrate WOOPRA for site analysis.
 There can be external links to state’s tourism sites.
 Customer to customer 24x7 chat.
 Government can have social pages like Facebook, Twitter and YouTube. On YouTube
they can post videos regarding the making of the handicrafts.
 There can be forums, blogs. The blogs can post stories regarding Indian culture and
history.
 They can post the site’s advertisement on their sister sites like irctc.in or indiarail.gov.in.
 The site can be integrated with Facebook for its selling operations.
 There can be a news feature which tells about the upcoming art exhibitions in the
country.

20 | P a g e
 21. REVENUE MODELS
21.1 Advertising Revenue Model
We will try providing a forum for advertisements in our proposed website. Thus our site will
have an Advertising Revenue Model as it will generate revenue by receiving fees from
advertisers.

21.2 Transaction Fee Revenue Model

Since transactions will be performed between the Government and the customers, our
proposed website will have a Transaction Fee Revenue Model. The site will generate revenue
by enabling or executing a transaction.

21.3 Sales Revenue Model

We will be selling handicrafts to the customer. Thus our proposed website will have a Sales
Revenue Model as it will generate revenue by selling goods to the customer.
Pricing and revenue models will also be fixed with the designers and artists. The terms and
conditions will be drafted on a mutually agreeable basis. Full participation of artists and
designers will be assured in pricing.

22. COMPETITION ANALYSIS

22.1 STEP Analysis
Social Factors

 The trend of online market is increasing continuously.

 Internet is accessible to whole world.

Technological Factors

 There is a strong technological support to online market.

 There is a good record keeping system and proper gateways established.

 Proper database management systems have been established.

Economic Factors

 This system will help to increase economy as it will support the foreign exchange.

 Recession will have the minimal effect to this system.

21 | P a g e
Political Factors

 The online business is subjected to some laws of countries so handicraft business can be
affected.
 Internet business is subjected to privacy laws overseas, copyright laws worldwide and
tax laws that normally depend on where company is located, so it can have the effect on
the sales and services.

23. Recommendations

 In order to create a brand value and loyal customers Amdavad Haat will have to shift
online and follow the infrastructure developed for them. This shall make sure that
their bran is present in the world’s largest marketplace which is online.
 Creating a website shall give Amdavad Haat an intellectual property of which value
can increase if growth is there. This intellectual property has value and is very
important in online business.
 In order to attract customers social media marketing and other marketing will be
required which can drive traffic to the website. Once website gains customer offers
shall help to maintain them.
 Since the brand products are priced strategically Amdavad Haat can increase
product price by adding brand value after a span of 2 years and the customers shall
be paying if proper brand loyalty has been earned.

24. References

 Daniel, I. (201). E-commerce Get It Right! NeuroDigital

 Montgomery, L. (2013). ECommerce Start to Finish: Web Development, SEO, Traffic and
Conversion. New York: Avenue Publication.

22 | P a g e