Etsy’s Ambitious Expansion into the Indian Market

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As the quantity of both Indian vendors and customers on Etsy continues to rise, the business has declared that it has established a dedicated India unit to assist with expansion in the nation.

Etsy has revealed that it has established a dedicated India unit – Etsy– FacebookEtsy has established a vendor-focused unit in India with the objective of searching for new products and designers from urban and rural India to incorporate into the platform. At the forefront of the unit is Himanshu Wardhan, Etsy’s India managing director. Wardhan will lead the unit to tap into the nation’s 500-million-strong user base as well as its extensive network of artisans and craftspeople.


Wardhan has reported that there are approximately 650,000 product listings on Etsy from Indian vendors and that this has occurred fairly naturally without any advertising campaigns or presence in the country. The primary items currently sold by Indian vendors include clothing and accessories. The business hopes that a country-specific unit can assist in the growth of both the vendor and customer base in the nation.

Wardhan has not disclosed the number of Indian vendors on the platform but informed Quartz Media that there is an increasing demand for Indian products. For instance, Warden reported that searches for Indian block prints have grown by 11 percent year on year and Indian textiles by 16 percent. Searches for jewelry related to India have also experienced a 34 percent year-on-year increase.

The Indian government is promoting crafts made in India as part of its “Make in India” campaign, but is also working on implementing regulations, such as those for handloom textiles. Therefore, it seems that Etsy has chosen the right time in terms of demand, but it may encounter some regulatory obstacles.

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