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Heritage-Based Corporate Gifting as an Entrepreneurial Model: A Business-Model Study of Kala Vistaar for the Revival of Lesser-Known Indian Art Forms
Authors
Janhavi Vivek Rampalliwar,Mallika Dabhade-Samant
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Keywords
Corporate Gifting, Heritage Entrepreneurship, Business Model, Business Model Canvas, Cultural Entrepreneurship, Artisan Livelihood, Social Enterprise, Bottom of the Pyramid
Abstract
Corporate gifting in India has grown from a seasonal courtesy into a structured marketing and HR function. The organised segment is now worth over Rs. 12,000-18,000 crore and is expanding two to three times faster than consumer gifting. Even so, most of what is on offer is generic and mass-produced, carrying little cultural or emotional meaning and easy for competitors to copy. India's craft economy faces a different problem. It supports more than seven million artisans and several critically endangered art traditions, but suffers from weak market links and the real risk that skills will not pass to the next generation. This paper enquires whether one entrepreneurial model can bridge both gaps at once. Using the heritage-based corporate gifting venture "Kala Vistaar"( Craft expansion) as a conceptual case, the study looks at the venture's business model rather than its product catalogue. The Business Model Canvas serves as the main analytical lens, and a unit-economics and break-even assessment tests financial viability. The analysis works through the model across its value proposition, customer segments, channels, customer relationships, revenue streams, key resources, activities, partnerships and cost structure, and places it within the literature on relationship-based gifting, cultural entrepreneurship and inclusive 'bottom-of-the-pyramid' enterprise. The findings suggest that a culturally anchored, artisan-collaborated gifting model can hold gross margins in the 55-63% range, reach operational break-even within the first year on a lean initial investment of about Rs. 3.5 lakh, and grow revenue from roughly Rs. 18 lakh to Rs. 75 lakh over three years. Artisan income sits directly inside the cost of goods sold rather than being treated as philanthropy. The paper concludes that heritage-based corporate gifting is a commercially viable and socially defensible form of cultural entrepreneurship, one where craft preservation is paid for by commerce, and it sets out directions for experiential testing.
IJCRT's Publication Details
Unique Identification Number - IJCRT2607020
Paper ID - 311155
Author type - Indian Author
Page Number(s) - a175-a185
Pubished in - Volume 14 | Issue 7 | July 2026
DOI (Digital Object Identifier) -
No Of Downloads - 32
Author Country - India, 431001, Aurangabad, Aurangabad, 431001, Others area
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
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Janhavi Vivek Rampalliwar,Mallika Dabhade-Samant, "Heritage-Based Corporate Gifting as an Entrepreneurial Model: A Business-Model Study of Kala Vistaar for the Revival of Lesser-Known Indian Art Forms", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.14, Issue 7, pp.a175-a185, July 2026, Available at :http://www.ijcrt.org/papers/IJCRT2607020.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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