The Rise of Niche B2B Gifting Platforms in India: A Strategic Management Perspective on Market Disruption

This paper applies Blue Ocean Strategy and Disruptive Innovation frameworks to analyse the emergence of niche B2B corporate gifting platforms in India's ₹25,000 crore gifting market. Through case study analysis of uniquecorporategift.in and comparative benchmarking against established players, we find that specialised platforms are creating new competitive spaces by combining superior personalisation, curated exclusivity, and B2B-native service models that large consumer gifting platforms cannot replicate without cannibalising their core business.