Our vision was to bring the rich, authentic heritage of Indian art and handicrafts to the global stage.
This simple yet profound mission, stated by founder Mr. Kapil Goel, was the seed from which Exotic India grew at the very dawn of e-commerce in India. This Magic Checkout case study explores the incredible 25-year journey of a family venture that became a global ambassador for Indian culture. It delves into how they built enduring trust with a worldwide customer base, supported by a checkout experience so seamless it became a cornerstone of their customer service.
Table of Contents
Exotic India: A Global Celebration of Indian Heritage
Founded in 1998 by Mr. Kapil Goel and his brothers, Exotic India was born from a passion for spirituality and art. As one of India’s e-commerce pioneers, they embarked on a mission to share the nation’s rich heritage with the world. Entirely bootstrapped and fueled by family dedication, the brand has grown organically into a global powerhouse for authentic Indian products.
Today, Exotic India is a testament to enduring quality and trust. They export a curated collection of art, from intricate paintings and statues to handcrafted jewelry and ritual items, to over 150 countries. Their success is built on a foundation of deep-rooted relationships with more than 5,000 artisans and publishers across India and Nepal. This commitment has fostered an incredibly loyal community, with many customers remaining with the brand for over two decades. Now in its second generation, the family business continues to thrive, bridging its vast digital presence with physical showrooms in Delhi.
The Challenge: Building Global Trust in a Nascent Digital World
Being a pioneer comes with unique hurdles. In 1998, the e-commerce infrastructure was minimal. Exotic India had to custom-code their entire website, a process that took months, and navigate challenges in logistics, marketing, and scaling with limited external support. A critical challenge was payment processing. To build a loyal global customer base, they needed a payment system that was not only reliable and secure for international transactions but also simple and accessible for customers who were new to online shopping. Earning a customer’s trust, especially for high-value art pieces, was paramount.
The Solution: Crafting a Seamless and Trustworthy Experience
To solve these challenges, Exotic India integrated a suite of modern payment solutions from Razorpay, creating an experience that was as seamless as it was secure.
- Magic Checkout for an Effortless Flow: The cornerstone of their strategy was simplifying the final step of the purchase. Magic Checkout provided a fast, one-click experience that was crucial for their loyal, repeat customers and welcoming for new ones. As Mr. Goel noted, making the process easy for customers who aren’t tech-savvy is vital for business success.
- Razorpay Money Back Promise: To build trust with new and international customers, Exotic India prominently displays the Razorpay Money Back Promise. This guarantee provides a safety net for buyers, assuring them of a secure transaction and reinforcing the brand’s commitment to quality and reliability.
- Flexible Payment Options (EMI & Pay Later): Understanding the diverse needs of their global audience, they enabled EMI and Pay Later options. This flexibility makes high-value artisanal pieces more accessible, allowing customers to purchase their desired items with convenient payment plans.
- Strategic COD Implementation: While encouraging prepaid transactions, Exotic India still offers Cash on Delivery to cater to all preferences. They smartly manage the associated costs by applying an extra fee to COD orders.
- A Cohesive Brand Journey: Exotic India ensured the checkout page was a natural extension of their website’s artistic theme. This visual consistency is critical in assuring their global customers of the site’s authenticity, building a strong sense of trust right at the point of purchase.
The Tangible Impact of a Modern Solution
The partnership with Razorpay delivered the premium results and high standards of service that Exotic India was looking for. The implementation led to several key outcomes:
- Effortless Transactions: The checkout process became incredibly convenient, allowing customers to complete their purchases with just a single click.
- Improved Conversion Rates: This faster and more intuitive checkout experience directly contributed to a tangible uplift in conversions.
- A Premium Partnership: Overall, the solutions provided the high-quality, reliable results that a global brand like Exotic India requires.
A Partnership Built on Excellence
Unlock Your E-commerce Potential
Exotic India’s 25-year journey proves that pairing a powerful mission with the right technology is the key to enduring success. By focusing on a seamless and trustworthy customer experience, they have successfully brought the beauty of Indian art to the world. Razorpay’s comprehensive suite of features is here to help all businesses build that same foundation of trust and growth.
