Kushals: 6.4x blended ROAS in 10 weeks
Kushals is a 20-year-old jewellery brand expanding from brick-and-mortar into digital-first commerce. The mandate: scale online revenue without deep discounts while keeping fulfilment aligned to regional demand.
Pod: Media + Creative + CRO
The challenge
Fragmented demand
Offline demand clusters across South India did not translate online. Media was run nationally with broad creatives, causing high CAC and low conversion.
Limited creative velocity
Existing agency produced two campaigns per quarter. Performance teams lacked fresh assets to test hooks, collections, or price anchors.
Measurement blind spots
No server-side data, incomplete product feeds, and zero visibility on repeat purchase behaviour meant leadership could not attribute growth confidently.
How the pod executed
Geo clustering & signal rebuild
Mapped store-level demand, rebuilt product feeds with availability and margin tags, and moved Meta/Google to server-side conversion API.
Creator-powered storytelling
Launched weekly UGC shoots with regional creators, highlighting styling, weddings, and everyday jewellery to match local preferences.
CRO & merchandising experiments
Introduced dynamic PDPs, urgency nudges, and collection landing pages synced with media campaigns. Added instalment calculators and gifting flows.
Key metrics
Growth scoreboard
- Revenue up 32 percent within ten weeks
- CAC down 18 percent while average order value increased 11 percent
- Meta return improved from 2.1x to 5.7x; Google Shopping from 1.8x to 4.3x
Operational uplift
- Launched 94 creative variations in six weeks with performance annotations
- Repeat customer revenue share grew from 22 to 34 percent
- Out-of-stock losses reduced by 37 percent through feed hygiene and merchandising alerts
Scaling to new markets
With the growth engine stabilised, the next phase includes Middle East launches, loyalty programs, and omnichannel attribution connecting in-store purchases.
Want similar outcomes?
We will show the full dashboard, creative testing matrix, and automation scripts used on this account during a private call.