Kala Curry
800+ products, 56 artisans, 55 collections. A marketplace where the maker is never anonymous.
- Industry
- Multi-Vendor Art Marketplace
- Year
- 2025
- Role
- Design and build
- Built with
- Shopify LiquidCustom SectionsJudge.me Integration
Kala Curry is a multi-vendor marketplace for handcrafted Indian art, built on Shopify's Reformation theme. At launch: 817 products across 55 collections, 56 verified artisans, 15+ craft forms, and 1,500+ orders fulfilled. The differentiator is attribution: every product traces back to a named maker, not a generic vendor tag.
Kala Curry, in numbers.
The marketplace at launch
- Products at launch817
- Collections55
- Verified artisans, each named on the store56
- Craft forms15+
One mark for each collection, artisan and craft form.
The brief
- Discovery
- no way to browse by identity or mood, only by craft medium
- PDP urgency
- zero conversion signals on product pages, no social proof, no scarcity cues
- SEO infrastructure
- no structured data, no collection descriptions, no schema markup of any kind
- Artisan attribution
- vendor names buried in the backend, invisible to customers on the storefront
- Homepage
- default theme layout with no brand voice, no personality, no reason to stay
Three pages, on a phone.
Shop by personality
Desi Baddie, Taste-Haver, Whimsical Girlie, Dopamine Detoxer and Gardener: five ways into the catalogue by mood, beside Shop By Medium.
A product page that sells
How many people viewed it today and how few are left sit above the price; the add to cart bar stays in reach; About the Artist opens under the buttons.
Every maker, named
Shop by Creator: a card for each artisan with their story in a line and a link to everything they make.
Screens
How it was built
The build ran across 6 phases from November 2025 through February 2026.
- Phase one established the Reformation theme base and SEO infrastructure:collection-schema.liquid, faq-schema.liquid, breadcrumb-schema.liquid, and meta templates for every page type.
- Phase two rebuilt the About Us experience with custom CS Brand Story and CS Our Team sections.
- The full theme overhaul followed in January 2026, replacing the default homepage with kc-personality-categories.liquid, kc-origin-story.liquid, kc-collection-scroll.liquid, and a countdown banner.
- The PDP received a complete CRO layer:a live view counter with realistic Indian traffic simulation, three-tier stock urgency tied to live Shopify inventory, sticky add-to-cart, Judge.me review integration at teal #108474, and expandable side panels for shipping, returns, and care.
- The vendor directory came next, a kc-vendor-list.liquid page rendering all 56 artisans A-Z with links to their collections.
- The build closed with the full kc- section library and a custom footer redesign.
The product page
Every product names its maker, shows its live stock and keeps shipping, returns and care one tap away. Reviews come in through Judge.me, set in the store's teal.
Search, in the markup
Three months post-launch: 82,000 Google Search Console impressions. Every page type carries structured data. Every collection has a keyword-targeted description. The SEO work is in the markup, not a plugin.
The makers and the story
The About page tells the brand's founding story in its own sections, and the artisan directory turns the vendor list into a page a shopper browses.
Homepage at launch
Origin story at launch
Product page at launch
