Wellness · Supplements · D2C

From marketplace CAC spiral to the first profitable months in half a year. Foundation before scale. Sequence over speed.

Naturavest sells pure wellness — Himalayan Sea Buckthorn, Glutathione, Marine Collagen. Early Amazon/Flipkart ads looked fine at 2–3× ROAS.

Then spends jumped. CAC climbed. Orders stayed flat. Six–seven months of pouring money while efficiency disappeared.

The brief was scale. The reality was: no clear brand, no converting website, no GTM, no funnel — just marketplace ads carrying an entire company.

Marketplace ads capture demand. They don’t build preference. When CAC rises, bid/keyword levers stop working. You need a brand people choose — and a system that turns choice into profit.

Four phases. Nothing moved forward until the previous phase had done its job.

The drop is normal. The useful number is the ROAS you can still hold while growing absolute contribution.

Google found people who already cared about purity and science. The website educated and converted. Meta closed the ones who had already visited.

Don’t copy the channels. Copy the refusal to scale a broken system. Fix the machine first. Then turn the volume up.

Healthcare · Fertility & IVF

A complete diagnostic and system-building engagement across creative performance, content calendar, Meta lead + awareness architecture, and Google Ads hygiene — designed for a high-consideration, policy-sensitive category.

Archish operates in one of the most emotionally charged and regulated advertising categories in India — IVF and Egg Freezing. The account showed classic symptoms of creative and structural drift:

This was not a “run more ads” engagement. It was a full systems layer across creative, content, paid media and measurement.

Campaigns were organised by intent and format: Xpert & LAL Instant Form for high-intent leads, ADV+ for broader efficiency, dedicated Egg Freezing Awareness + Consideration, video views for top-of-funnel, and C2WA messaging. Always-on IVF statics, videos and testimonial carousels ran underneath campaign spikes (Egg Freezing Month).

A full-month organic + paid calendar was built to support the performance layer:

• Teaser statics & reels leading into launch
• Campaign films (Aarti, Shipra single woman, Couple, Mother & Daughter) with paid versions
• Open House announcements + live coverage + reminders
• Educational carousels (process, FAQs, red flags, myth-busting)
• AMAs (Egg Freezing, IVF / Sperm Banking)
• Cultural hooks (Bollywood “Own Your Agency”, inside jokes, witty comebacks)
• Month-end recap carousel

This ensured paid media was never running in isolation — organic and paid reinforced the same narrative of agency, education and carefully framed hope.

October & November data further confirmed: ThruPlay awareness can be run efficiently at low cost-per-result, while lead campaigns require tight creative + audience discipline to keep CPL in a sustainable range for a fertility brand.

We did not just optimise bids. We diagnosed creative reality, built the content and media architecture around it, and left a clear operating system so the brand can continue without constant reinvention.

Fintech · Consumer Lending

From a leaking, unstructured lending account to a profit engine: cost per conversion ₹3,700+ → ₹300–400. Disbursals 25 Cr → 108 Cr. Meta revived as a volume channel.

FatakPay is consumer lending. The mandate was not “more leads.” It was add ₹50 Cr disbursals every month — while staying profitable.

Spend without a machine is how lending accounts die. Tracking was incomplete. Accounts were unstructured. App errors leaked conversions. CAC was climbing. Nobody could benchmark a good week from a bad one.

Lending is unforgiving. If the platform cannot see a disbursal, it optimises for a cheap lead. If campaigns fight each other, CPMs inflate. If the app breaks, every rupee after that is waste.

Four phases. Nothing scaled until the previous phase had earned the next rupee.

Spend went up. CAC went down. That only happens when the leaks are closed.

The funnel was the real product. Ads only look expensive when the middle is leaking.

Do not buy more disbursals from a leaking account. Fix the signal. Funnelise the structure. Then turn the volume up. That is how 25 Cr becomes 108 Cr without CAC eating the P&L.

Fintech · Credit Management

A full launch-and-scale: media 5×, CPI halved, installs 3×, repayments 14×, conversion 5×. The acquisition engine was built — not rented.

Zavo needed a brand in market and an engine that could acquire, convert, and collect. There was no existing structure to inherit.

Later is how fintech accounts lose the first six months. Tracking gaps. App errors. No funnel. No benchmarking. Creative with nowhere to land.

A launch is not a campaign. It is a sequence: signal, structure, creative, then spend. Skip the first two and every rupee teaches the platforms the wrong user.

Same discipline as a turnaround — except we never had a broken machine to unlearn. We refused to skip the sequence anyway.

Spend 5× is only impressive if unit economics improved with it. They did.

Daily repayments moved ₹6Cr → ₹16Cr+ in parallel. The book thickened because acquisition finally had a system underneath it.

Installs are a vanity line until repayment is the event. We wired the stack so the algorithm trained on money, not downloads.

Do not “go live and tidy later.” Build the signal, the funnel, and the kill rules first. Then the 5× spend is a decision — not a hope. That is how ₹7L becomes ₹3.6 Cr.

57× ROAS on ₹62K. Monthly revenue ₹12L → ₹35L+. Proof that small brands scale with precision, not pressure.

A hyper-local D2C brand. Real demand in a handful of pincodes. National-looking ads. A revenue plateau that no viral spike could break.

Viral is not a system. ₹10–12L months with flukes on top is a business waiting for the next accident. There was no lean funnel. No pincode-level message. No pruning.

Hyper-local is a constraint, not a handicap. The advantage is knowing exactly where a rupee is allowed to work. Most agencies throw that away with broad targeting and generic hooks.

We did not scale budget to escape the plateau. We made every rupee geographically honest.

The point was not a hero ROAS screenshot. It was that a small brand does not need a big budget once the map is true.

A small team cannot afford a weekly autopsy. Decisions had to be real-time or they were already late.

You do not need a bigger media plan. You need a tighter map. Speak to the pincodes that already buy. Close them on a page built for that click. Prune everything else. That is how ₹12L becomes ₹35L without a war chest.