Kalahut: Where is Art and Culture Needed Most

Description

Kalahut: The House of Arts (Kalahut) was an Indian e-commerce site that connected instructors specialized in traditional Indian arts and cultural forms with customers interested in these services. Since its launch in July 2020, it had mainly served customers in India; however, it had also seen modest engagement on social media platforms and its website from individuals outside of the current customer pool. As the COVID-19 pandemic had resulted in both increased web traffic to e-commerce sites and an increase in the number of people looking for new activities while in lockdown, Kalahut hoped to take this opportunity to expand into a new market. In late 2020, Kalahut’s co-founder needed to decide which of three potential market countries to enter. Which would be the most suitable avenue for expansion?

Learning Objective

This case can be used in undergraduate- and graduate-level courses on marketing. After working through the case and assignment questions, students will be able to ·select the best focus market for Kalahut’s advertising campaign; and ·devise a creative, cost-conscious, and realistic approach to carrying out an effective marketing campaign in the market of choice.

Keywords

arts marketing market sizing