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Product​

iMithila is a D2C culture brand working in the niche category of handpainted and handmade products. The brand focuses on centuries old folk art form called Madhubani Art. The essence of the brand is concentrating on reviving this centuries old art form by using a unique blend of the art and modern day usage contemporary products. This art form is a Geographical Indication of Bihar and it of utmost cultural value. It is a brand that stands as a testament to the ancient and revered art form of Madhubani painting, originating from the Mithila region of Bihar, India. It includes both the classy traditional handloom products as well as the handicrafts products.

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Industry

• India is a land rich of culture heritage and folk art forms. With more than 50 art forms from different regions, this sector is still highly unorganized. Till date, it is predominantly full of local artisans from that specific region. This being true for Madhubani or Mithila art form as well.

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• This would further boil down to the fact that few artisans are well known and are doing well practicing the art in terms of commanding a good price for the work they do. However, that number is handful, most of the artisans still dont have access to the resources and are unable to reach the customers directly. There is a disparity in the kind of amount of money Tier 1 (National and state level awarded) artisans get and the rest of the artisans.

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• This industry largely faces a problem of counterfeit. Since this art form is made using free hand without any stencil or scale, it has own beauty and charm in the irregularities. Because of this, the products are mostly premium. However, it largely faces competition from printed products which when seen with naked eyes can not be even differentiated. Needless to say, these printed products are much cheaper and much readily available.

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• Though there are norms and rules laid by the government to protect the art form by giving it a GI tag, it is still very difficult to control these problems since the entire market is highly unorganized. Entry barrier for any brand is high since there is a lot of work to be done on setting up the entire supply chain, right from getting the raw products made to getting the products painted by artisans and ensuring quality while keeping the costs in check.

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• Since the Tier 2 and rest of the artisans do not have the access to the market directly, they are not aware of the customer needs, what kind of designs the customers want, at what price points, how to reach them and many more. Here, how the industry works is, there are agents for each of the village or cluster. They go to these villages and get the products from the artisans, sometimes paid, most of the times unpaid and sell them at exhibitions at say a Dilli Haat, famous place in Delhi etc. Now it is very difficult to get hold of these traders once the products have been handed over.

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The Brand is trying to address a lot of issues highlighted above

• It works on preserving the centuries old art form called Mithila painting. This art form has its first mention in Ramayana, that is the kind of rich culture and heritage we are talking about here

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• Second, it works with the rural artisans from Bihar most of which are the women artisans, addressing the issue of inclusiveness, hence working on the social impact and third, it bring aesthetically appealing and utility products to their end user. The idea behind the brand is to not just work on the art angle and make the products artifacts but also weave them into modern-day apparel and decor items bringing modern day usage products to the end user. They add value to their silk products by adding Silk Mark Certificates issued by the Central Silk board.

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• The current handicrafts and handloom market is largely unorganized. They are not available easily and readily. So imagine this, you are visiting a place as a tourist, you often check for the specialty of that place, visit a local artisan or a shop and end up buying stuff since you see this as a product of cultural importance and a one time purchase. You come back and later when you try the product, say the saree and do not get a very good feel or someone tells you, it is not good enough for the price you paid, what do you do? You are in a fix, you cant return the product or exchange it. You can not visit the place physically anytime soon.
• Here, iMithila, being the first brand in any folk art form, selling the handpainted products online, has a strong product portfolio, online presence on website and marketplaces like Amazon, Ajio etc. It also has a strong social media platforms presence. So, these made a huge difference iMithila establishing itself as the first brand in Indian Folk Art forms, particularly in the realm of authentic Madhubani hand-painted apparel and decor. Buy the latest designs and products from the most trusted players in the industry, coming with the authenticity of the Silk Mark issued by the Silk Board of India. If you dont like the product, we will take it back. You have any questions, call on our support number and we will be happy to address all your issues. What more, you want a discount or a gift wrap or want to get the product delivered at your door step, go ahead and ask.

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Competitors

Almost 90% of the sector is still unorganized with the dominance of unknown local artisans and vendors.

1. Unorganized Small businesses without any brand - A lot of shopping now happens from small businesses present on instagram. These businesses even though without a Brand, give a lot of competition. This is the biggest chunk of the total market which is close to 90% of the whole market.
2. okhai.org - Okhai was established as a Trust by Tata Chemical Society. They work with artisans from various regions, madhubani being one of them. Their ad spend is really high, strong presence on facebook, instagram, google ads etc. They are also into offline exhibitions. They are not present on marketplaces
3. iTokri.com - Similar to okhai, iTokri is a multi art online seller. It takes products from the vendors and sells them on their website. Madhubani being one of the art forms they take products for, they get their own job work done on the products. This thins down and takes the control out of the hands of brands like iMithila

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What sets iMithila apart is the strong innovative Product Portfolio​

iMithila has worked on creating innovative products, which are not just artifacts but utility based. Customers are able to derive value out of it. These are also taken as gifts by a lot of people.

• Handpainted Silk and Cotton Sarees, Price Range - Rs 3500 to Rs 19999. For ensuring the quality of pure silk, a silk mark certificate issued by the Silk Board of India is attached with each silk product
• Kurtis - Range Rs 1000- Rs 1500
• Dupattas- Range 1100-Rs 3000
• Different kinds of bags - Range Rs 499-Rs 1200
• Decor products like Cushion Covers, Kettles, trays etc

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Core Value Prop

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Before iMithila, this is how buyers were making the purchase for Madhubani Handpainted Products

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Lets see what issues were identified with the above process with the help of problems faced by ICPs and How iMithila Tried to solve for them​

ICP1 Problem Statement

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Vidya is Looking for some classy handpainted Formal Work Wear Sarees

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So Vidya, who is working as a CA with a firm at Mumbai loves wearing sarees at her workplace. Since her job demands her to be presentable, she is always on the lookout for different and unique sarees. In this, she comes across various unique designer sarees and then the handpainted ones. At the same time, the saree has to be authentic handpainted and one of its kinds, meaning what she design will wear should not be seen anywhere easily. Not a run of the mill product. Here, she also needs good quality fabric.

She is looking a handpainted saree but the problem is how will she know if it is handpainted or just printed. How will she also know if the fabric of the saree is good, what is the benchmark or proof here? Also, if she is buying such an expensive saree, what if she does not like it and wants to return?

Well, here she was looking for a brand which had credibility in terms of being an authentic handpainted brand working directly with the artisans. A web presence of the brand so any questions can be answered about the product, the order can be placed easily also there is an after sales support.

She comes across iMithila, at first she had some apprehensions. So, she gets on the call mentioned on the website with the iMithila team and get all her queries resolved with the promise of return of the product in case of any problem. Now that she is a little more assured, she goes ahead with one purchase. And guess what, iMithila team gives Vidya a great discount also. Unlike any other Madhubani artist, Vidya was sent an email with order confirmation, another with the tracking details and a gift. When Vidya received her order, she was absolutely delighted and became the repeat customer.

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ICP2 Problem Statement ​

Arushi, is looking for a classy gift for Family

Another one, Arushi was looking for a gift for her sister in law on her birthday. She explained her sister in law has great taste and likes classy things, hence, Arushi did not want to go for a regular run of the mill product. Also, she has special requests of the product being gift wrapped and delivered by a certain time.

While doing her search, she wanted to be sure of what she was ordering for and how it was being delivered, since the whole experience mattered.

She comes to the whatsapp number given on the website to get her queries resolved and also, was educated by the iMithila Team about the handpainting and the social impact it is creating in Bihar.

She was delighted, she got a gift which is utility based with the social messaging behind it which she was looking for. Her purchase, timely gift wrapped with a special message on a certain day, made her requirements fulfilled along with the fact, she had made some contribution in the social impact the brand is making, creating an AHA moment for her.

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A few facts about iMithila when it came into existence​

• It is important to note that when iMithila started in 2016, there were hardly any online players selling madhubani handpainted products. The market was dominated by local unorganized players. Also, there was no one who carried inventory for faster deliveries to the customers. The usual time for creating a product from design to finish, took at least a month and delivering to the customer took another 15 days since the infrastructure and logistics in Bihar was a big challenge. This period of one and half month was very long.
• iMithila tried to solve this by creating good inventory which ensured a quick delivery timeline of say a week in contrast to the earlier time line of 1 and a half months which was like a revolution in this category.
• Again, they were present on all the marketplaces like Amazon, Myntra, Ajio to have a better visibility. Also, having a website with a whatsapp customer support number with the return policy was like a new thing for the customers.
• The brand also came up with the idea of educating the customers by putting bookmarks telling the story behind this centuries old art form and what impact it is making in the lives of the rural artisans from Bihar. They tied up with Silk Board of India to get a silk mark certificate for ensuring the authenticity of the silk they used.

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Job to Be Done for the Brand

Product here is a Want. It is a push product. Hence, JTBD for the Brand is to solve for awareness, relevance and trust. Customers feel connected with the brand because of the social impact the product is going to make.

Now lets who all iMithila reached out to and how?

ICPs​

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Jobs to be Done for the ICPs​

Core Value Prop for the Brand​

For the internet first customer who needs authentic handpainted unique products with a short delivery time, iMithila is a D2C Home Delivery Brand that provides authentic madhubani handpainted silk marked quality products at their doorsteps with easy returns.

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iMithila Brand Foot Print​

iMithila Brand Wedge

If the category perception is that the authentic madhubani handpainted products are difficult to find and the user who get the right source to buy from, do not have the convenience of getting the right information of the product, convenience of easy exchange/return and repeat purchases from the same brand, iMithila will always educate the customer about the art form, the impact it is making on the rural artisans, giving the right information of the product with the correct delivery dates and return/exchange policies.

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How iMithila Looks

The logo is a formation of a fish which is considered auspicious. It is combination of bright colors with the clean fonts, with the mention of being Indian with rich heritage value and e-Haat saying it is an online shop.

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Brand Logo

The Brand clearly says "I am auspicious, culturally rich but I am not boring".

How Does the Brand Speak

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The Brand says, "I am authentic but I am not massy".

How the Brand Behaves

I am a Brand associated with a cause, but not a controlling.

Though the brand highlights the importance of buying from a brand, it never asks customers not to buy directly from the artisans. It mentions that the we are a brand associated with handloom weavers and artisans but never says we are the only one working with the artisans.

The brand works on promoting the art and the Tier2 and 3 artisans along with the weavers.

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Brand Presence:

1. Website imithila.com

2.Social Media Presence: Facebook, Instagram, Pinterest, Linkedin, Twitter

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3. Marketplaces: Amazon, Flipkart, Ajio

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On the social media, everywhere the colour palettes of the logo are even. Products promoted on facebook, instagram they are all aesthetically appealing and look modern in their approach. The Brand which says, contemporary Mithila, clearly shows the modern approach taken with the product, marketing, creating awareness and interaction with the customers using the wesbsite, whatsapp, offline exhibitions etc.

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Social Media Presence

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• Facebook Page with the organic page posts​

iMithila has a brand page on facebook with more than 22000 likes and followers organically. Posting daily content will increase the brand engagement and customer acquisition.

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• Instagram Page with Organic Posts​

The Brand has an organic presence on Instagram. Reels and posts about the offline events, products are posted. Here also, there is Brand logo and the madhubani products on the main page telling what the brand is about.

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• User Generated Content​

Customers who have already bought and used iMithila products post their pictures on social media. The product also has the Brand name on it to have a good brand recall.

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• Blogs

The brand has an organic blog also. This blog has the brand logo and the color combination of the blog is used in a way that the brand colour is even.

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• Marketing Email​

This marketing email has the brand logo and the modern internet based approach of reaching out to the customers.

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Looking for specially made gifts for your loved ones? These beautiful pieces are made with love by the rural artisans from Bihar. When you buy from us, you create impact in the lives of these women artisans

The Brand Talks about creating social impact in rural region of Bihar while bringing innovative contemporary modern day usage product blending centuries old art form.

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Paid Marketing ​

• Instagram Ads​

Since, most of the ICPs are spending time on instagram, it makes a lot of sense to be present organically and inorganically both. So, running paid ads make more sense in order to grab the attention of these potential customers for acquisition.

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• Google Ads ​

For acquiring the customers using paid marketing, google ads is a good way to generate leads and get customers.

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Offline Channels

​Flea Market and Exhibitions

Flea Markets and Exhibitions are good channels to increase the visibility and customer acquisition. here also, there is a banner with the brand logo, same color palette and clearly mentioning that the brand sells only authentic handpainted and handmade madhubani products.

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Delivery Details and Review program

Tie up with logistics partners for reviews and feedback once the product is in transit and delivered.

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Whatsapp Communication with a Potential Buyer

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Here is the conversation between a potential customer and iMithila team. The customers has a few questions and requests. Now here, the tone of used by the iMithila team is friendly not over friendly. All the questions are being answered on point and the team is trying to understand what will ensure the customer makes a sale while creating an AHA moment for her.

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On their website, clear ways to reach the team are mentioned via an email and a whatsapp number. Their social media handles are also there. Along with that, media coverage, terms and conditions, policies are clearly mentioned for anyone to come and read before making a purchase.

This invokes trust in the Brand and makes it easier for the customer to make a high value purchase.

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iMithila has been working towards preserving this rich, strong cultural value art form by trying to bring modern day designs, styles and products while creating a social impact in rural Bihar. This is highly reflected in their Brand, what the Brand stands for and how it is perceived by the customers.

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