Marketing for E-commerce & D2C Brands that gets profitable.
Performance marketing for Indian D2C and e-commerce brands — unit-economics-first paid media, creative testing systems and retention engines measured on contribution margin, not platform ROAS.
What this looks like in practice.
Anonymised, category-level scenarios drawn from the engagements we run and audit — no client names, no invented results.
Platform ROAS looked fine; contribution margin didn't. We rebuilt measurement around CMROAS, cut two hero campaigns and scaled creatives that survived the real math.
Marketplace fees ate the margin. A brand-site funnel with Meta and Google full-funnel campaigns built a direct channel doing 40% of revenue in a year.
Low AOV made paid math impossible. Bundle strategy, subscription offers and retention flows raised AOV and LTV enough for paid to work.
The system, not the stunt.
Meta and Google full-funnel systems with structured creative testing — hooks, angles and formats tested weekly.
Contribution-margin ROAS, CAC payback and cohort LTV — the numbers that actually decide scale.
UGC, founder-led and product-film creative produced and refreshed on a testing cadence.
Email, WhatsApp, subscriptions and landing-page optimisation that raise AOV and repeat rate.
Numbers worth holding us to.
| Metric | Typical range | What it means |
|---|---|---|
| Blended ROAS (scaling D2C) | 2–4× | Below 2× rarely clears contribution margin after logistics and returns. |
| CAC payback | 30–90 days | Subscriptions and consumables can stretch; durables cannot. |
| Creative fatigue window | 2–6 weeks | Winning ads decay; testing velocity decides how fast you replace them. |
| Repeat-purchase rate | 15%–40% | Retention is where D2C profit is actually made. |
Ranges are indicative for Indian accounts we operate and audit; your numbers depend on market, city tier and offer.
Straight answers.
What budget does a D2C brand need to start paid?
Meaningful creative testing starts around ₹1,50,000–₹3,00,000 per month in media plus production; below that, learning is too slow.
Why does platform ROAS lie?
It ignores COGS, logistics, returns and discounts. We report contribution-margin ROAS so scaling decisions survive the real math.
Marketplace or brand site first?
Marketplaces for early validation; brand site for margin and data ownership. Most brands we work with run both, with shifting emphasis.
How fast should creative refresh?
New concepts every 2–4 weeks. Creative is the targeting now — the account that tests more, wins.
A free 30-minute diagnosis.
We review your current visibility and funnel, and tell you honestly what we'd fix first — whether or not you hire us.
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