Are we ready to Do-It-Ourselves? Exploring DIY opportunities in India

Abstract

This study explores the intriguing concept of Do-it-yourself in the context of Indian firms. It begins with an overview of the acceptance and suitability of Do-It-Yourself implementations in India as well as in other parts of the world and articulates the differences between DIY in US/UK vs. DIY in India. It also studies the several consumer and producer motivations for adopting DIY and devises a framework to identify the potential DIY modes that are suited to Indian scenario. The study also defines a Quasi or Semi-DIY model for India and explicates the same through comprehensive examples of successful DIY implementations in various modes and industries – Asian Paints, IKEA, Inkfruit, Myntra, Automotive Aftermarket etc. Finally, the study develops a set of protocols for the 16 different identified modes of DIY and formulates a ‘Business Plan guidelines’ that might help an entrepreneur aspiring to start a DIY venture.