A differentiated, defensible category
Handicrafts and home decor play to India's genuine strengths, and unique handmade pieces are hard for competitors to copy or price-match on Amazon. The trade-off is that handmade means variable dimensions and fragility, which affects packaging, freight cost and damage rates. Getting the prep and packaging right is what protects both margin and reviews.
Prep, packaging and returns
Decor items often need protective repackaging to survive Amazon's network, and breakage drives returns. Think14 preps and repacks to protect fragile pieces, labels to FNSKU spec, and handles returns on its own floor, reselling sound items rather than scrapping them. Bulky or irregular pieces are also strong candidates for FBM from the warehouse rather than expensive FBA storage.
Why the India chain matters here
Handicraft sourcing is spread across artisan clusters, and consolidating that into clean, customs-ready shipments is its own job. Think14 manages freight and customs from India, preps and stores at flat rates, and files your US taxes, so a decor brand can scale a differentiated catalog without drowning in logistics.