Chandigarh University Student Launches E-Commerce Platform for Indian Artisans — Chandigarh University

Event summary

Tanish Sharma, an MBA Digital Marketing student at Chandigarh University, founded The Banjara, an e-commerce platform connecting traditional artisans across 28 Indian states.
The platform currently offers over 250 products from more than 40 artisans in 18 states, with plans to expand to all 28 states.
The Banjara operates on a dual business model: a commission-based structure where 65% of sales go to artisans and a subscription model at Rs 399 per month for artisans to list their products.
The platform aims to export Indian heritage products internationally, with applications for export licenses underway.

The big picture

The launch of The Banjara aligns with India's broader push towards supporting local artisans and preserving heritage crafts. By leveraging digital marketing strategies learned at Chandigarh University, the platform aims to bridge the gap between rural artisans and urban consumers, potentially disrupting traditional supply chains dominated by middlemen. The success of this model could inspire similar initiatives across other emerging markets.

What we're watching

Market Penetration: The pace at which The Banjara can onboard and retain artisans across all 28 states will determine its scalability.
Competitive Positioning: Whether The Banjara can sustain its pricing advantage while maintaining fair wages for artisans in a competitive e-commerce landscape.
International Expansion: How quickly The Banjara secures export licenses and penetrates foreign markets will be critical for long-term growth.