Priya Sivaraj: A Software Engineer Turned Craft-Preneur
Priya Sivaraj
Founder
What inspired you to start your entrepreneurial journey in the art and craft segment? What drives you today after almost a decade?
I actually started out as a Software Engineer, after getting directly selected as a campus recruit in IBM. After a few years, I quit my job to take care of my son and with the free time that came along, I decided to explore my childhood hobby of crafts. But when I started crafting more, I found out that the craft supplies I required to execute the ideas I had in mind were scarce. I soon realized that I had some followers on social media, who wanted the same. That led to establishing our e-commerce website www.thecraftshop.in in 2013. It’s a journey that I started with just Rs.5000 in investment and a cupboard full of craft supplies in our bedroom. My driving force today is my desire to democratize the CrafTreat platform, so that we become capable of providing livelihood for many more women.
As an organization, how would you describe CrafTreat?
CrafTreat is a woman owned and mostly women run organization. It helps the livelihood of a few families and brings smiles on their faces.
Today, the company is well on its Make in India path. This has significantly reduced the prices as well. We now export to more than ten countries and aim to increase our export to many other countries going forward. Also, our products are regularly featured in Craft TV shows like HoChanda TV in the UK, and Home Talk & HSN in the US to name a few.
It’s been almost a decade of success in the industry. What is your success mantra?
CrafTreat is actually my five years old second venture. My first venture The Craft shop imports craft supplies from around the world. Customer Delight is our Success Mantra. Taking care of customer’s smallest requests, helping them in understanding the products, and going that extra mile to bring smiles on their faces these have all brought us repeated orders and word of mouth advertisement. I would say our customers are the reason why we are being featured here today. Many thanks to them.
How does CrafTreat differentiate itself from the competition?
We cater to the crafters' needs with the aim of meeting their demands, providing supplies that instills creativity even among non crafters, and creating new craft trends. At CrafTreat, a customer doesn't just buy quality products; they buy a whole bunch of joyous experience. And that can be directly traced back to a lot of thoughts and effort behind every product. Our products are designed to be used in multiple ways, encourage creativity, and simplify and beautify crafts, making sure that the finished projects are cherished, preserved & gift worthy.
How has been your response to the challenges posed by the Covid-affected market and the need for new strategies?
The pandemic turned out to be the perfect time for people to craft. Hence, when COVID disrupted our supply chain, we made them use the products that they already had purchased. We posted various ideas
It’s been almost a decade of success in the industry. What is your success mantra?
CrafTreat is actually my five years old second venture. My first venture The Craft shop imports craft supplies from around the world. Customer Delight is our Success Mantra. Taking care of customer’s smallest requests, helping them in understanding the products, and going that extra mile to bring smiles on their faces these have all brought us repeated orders and word of mouth advertisement. I would say our customers are the reason why we are being featured here today. Many thanks to them.
I feel so satisfied when we keep receiving emails from customers from different parts of the globe, taking time & effort to email us, and echoing how happy they are with our products and how they would recommend it to their friends and family
How does CrafTreat differentiate itself from the competition?
We cater to the crafters' needs with the aim of meeting their demands, providing supplies that instills creativity even among non crafters, and creating new craft trends. At CrafTreat, a customer doesn't just buy quality products; they buy a whole bunch of joyous experience. And that can be directly traced back to a lot of thoughts and effort behind every product. Our products are designed to be used in multiple ways, encourage creativity, and simplify and beautify crafts, making sure that the finished projects are cherished, preserved & gift worthy.
How has been your response to the challenges posed by the Covid-affected market and the need for new strategies?
The pandemic turned out to be the perfect time for people to craft. Hence, when COVID disrupted our supply chain, we made them use the products that they already had purchased. We posted various ideas
and tutorials on our social media channels and challenged them to use it in different ways. We were surprised with the over whelming response! Actually, people wanted some distraction from all the bad news around COVID. Crafting is truly a stress buster.
We also created a new platform for e-learning www.mycraftschool.com, which helps to learn different craft skills by spending very little. Our craft courses start from a minimum of Rs 249 and there are many free courses as well. We also released a couple of free ebooks, which also received a great response.
On the other hand, we posted inspiring stories of various crafters and their works. This in turn helped many women to look at crafting not just as a hobby, but as a means to make some income for the family.
What is the element that gives your utmost satisfaction in this journey?
I feel so satisfied when we keep receiving emails from customers from different parts of the globe, taking time & effort to email us, and echoing how happy they are with our products and how they would recommend it to their friends and family. This tells me whatever I do adds value to somebody’s life and that my efforts are worth it.
Going forward, what are the changes in market behavior that you anticipate and what are the opportunities that you fore-see?
People are so addicted to the screens that they are now seeking ways to break free for themselves as well as their kids. Crafting is the most sensible way to come out of it. I see parents crafting along with their kids for quality family time. Also, from YouTube channels helping in teaching and trending DIY home crafts, and people increasingly personalizing gifts for all occasions to Corporate companies promoting Crafting as a stress buster for their employees, crafting products have an exponential demand, and our platform is a one stop solution for all of them.
Priya Sivaraj, Founder, CrafTreat
Priya was born and brought up in a small town in Tamil Nadu with her dream to travel the world. Having start-ed her career as a software engineer with IBM, she turned to entrepreneurship after the birth of her first child. Today, she is a mom of two beautiful children, besides being a business leader.
Hobbies:Crafting & Cooking
Favorite Cuisine:Indian
Favourite Book:Ponniyin Selvan by Kalki
Favourite Travel Destination: Switzerland
We also created a new platform for e-learning www.mycraftschool.com, which helps to learn different craft skills by spending very little. Our craft courses start from a minimum of Rs 249 and there are many free courses as well. We also released a couple of free ebooks, which also received a great response.
On the other hand, we posted inspiring stories of various crafters and their works. This in turn helped many women to look at crafting not just as a hobby, but as a means to make some income for the family.
What is the element that gives your utmost satisfaction in this journey?
I feel so satisfied when we keep receiving emails from customers from different parts of the globe, taking time & effort to email us, and echoing how happy they are with our products and how they would recommend it to their friends and family. This tells me whatever I do adds value to somebody’s life and that my efforts are worth it.
Going forward, what are the changes in market behavior that you anticipate and what are the opportunities that you fore-see?
People are so addicted to the screens that they are now seeking ways to break free for themselves as well as their kids. Crafting is the most sensible way to come out of it. I see parents crafting along with their kids for quality family time. Also, from YouTube channels helping in teaching and trending DIY home crafts, and people increasingly personalizing gifts for all occasions to Corporate companies promoting Crafting as a stress buster for their employees, crafting products have an exponential demand, and our platform is a one stop solution for all of them.
Priya Sivaraj, Founder, CrafTreat
Priya was born and brought up in a small town in Tamil Nadu with her dream to travel the world. Having start-ed her career as a software engineer with IBM, she turned to entrepreneurship after the birth of her first child. Today, she is a mom of two beautiful children, besides being a business leader.
Hobbies:Crafting & Cooking
Favorite Cuisine:Indian
Favourite Book:Ponniyin Selvan by Kalki
Favourite Travel Destination: Switzerland