MUMBAI: GroupM’s media agency Mindshare has bagged the media duties for Craftsvilla.com. This account will be handled from the Mumbai office and will look into the media buying and planning for the brand.

Founded in 2011 by Manoj Gupta and Monica Gupta, Mumbai-based Craftsvilla is an online marketplaces for ethnic products. The company’s vision is to take societies back to their roots and help them discover their ethnic legacy.

Mindshare South Asia CEO Prasanth Kumar said, “The e-commerce industry is growing remarkably, which makes this an exciting time for us to be partnering with such a unique brand. Our focus will be to leverage all our assets and tools to create great results. Through our Original Thinking Framework and adaptive approach, we look forward to working with Craftsvilla and taking the brand to the next level.”

Craftsvilla founder Manoj Gupta added, “Mindshare's ability on driving ROI based planning through data analytics has played a pivotal role in their appointment. We look forward to this important partnership with Mindshare and their valuable contribution towards making Craftsvilla the largest online Ethnic Store.”

With over 20,000 sellers from across India, Craftsvilla.com has close to three million products online across categories including, clothing, handicrafts, jewellery and art among others. The company is funded by global venture capital funds including Sequoia Capital, Nexus Venture Partners, Lightspeed Venture Partners and GFC.