Client: Gaiaka

Background
Ramesh & Sheela Iyer run a custom CD printing business in Mumbai. During the heydays, Ramesh was running a successful business with music companies eating out his hand.

Music companies often needed small runs: music cds and cassettes that were relatively small in numbers [under 1000]. These were routed to smaller duplicating agencies as the large replication units found the run unviable. Thus almost all the established music names in the industry: Magnasound, BMG Crescendo, Saregama, etc, engaged in small-run, outsourced production runs.

Small runs were something Ramesh was eminently suited to handle. With proprietary electronic equipment, an eye for quality service and absolute professionalism for his work, he stood out like a shining beacon in his industry of disorganized, anything-but-professional, small-run music duplication workshops.

But the music business ran into trouble. The Internet, MP3 downloads and rank bad management in some curious combination conspired to kill it in most part in India. The music companies went out of business. The small runs disappeared and it was time to re-invent the business.

The proprietary printing technology that Ramesh had invented for small runs by now had now been refined to work with CDs and DVDs. The last vestiges of small-runs were already using this technology and the music companies were happy with his product. Ramesh, however needed to look further. It was then that the idea of Personalized CDs: using custom graphics, logos and themes on CDs and DVDs, struck him.

The Challenge
Personalized CDs/ DVDs was a new market and called for considerable education of the customer, but the business prospects were exciting. Software companies, ad agencies, photographers and whole variety of companies needed custom printed CDs. They were using stickered CDs which not only ruined the branding but also the host computers in which they ran. Ramesh offered and elegant technological alternative to the dilemma. After a slow start, the business has taken off and his once-music-industry-dependent factory has been re-engineered to offer Personalized CDs/DVDs to discerning corporations now.

Being web savvy, Ramesh & Sheela had an evolved vision for their web site.

How can we make it easy for the customer to buy from Gaiaka? The customer needs to be able to understand exactly what Gaiaka does, choose an option, calculate how much he/she has to pay for the order, and of course order the right combination.

The Solution
Pigtail Pundits recommended a content management system, a store, a Newsletter system and an affiliate management system to extend the franchise and distribution for Gaiaka.

The new web site is clear, simple and has just enough content to persuade a potential buyer.

Gaiaka associates and resellers can log in to the shop and get to know their prices. An affiliate tracker has been built-in so that resellers can market to customers and get them to buy from Gaiaka without fear.

Under The Hood

• Joomla 1.5 CMS
• VirtueMart Store 1.1
• Ajacoom Newsletter
• IdevAffiliate for Affiliate Tracking

Visit the Gaiaka website.