Brand Overview
Brand Name (Real): The Ayurveda Co. (T.A.C)
Category: Ayurvedic Skincare & Haircare
Founded: 2021
Base: Gurugram, India
Key Focus: Affordable Ayurveda for Gen Z & Millennials
Timeframe Studied: July 2023 – Jan 2024
🎯 The Challenge
T.A.C was gaining early traction via marketplaces like Nykaa and Amazon, but struggling to:
- Build D2C website traction
- Drive retention beyond first order
- Differentiate amidst increasing D2C clutter
They wanted to shift toward brand-led demand rather than platform dependency.
🚀 The Strategy That Drove 5X Growth
1. Repositioning the Brand Narrative
- Shifted from “heritage Ayurveda” to “modern affordable Ayurveda”
- Targeted college students and early working professionals
- Messaging pivoted to: “Ayurveda that’s clean, cute, and under ₹399”
Impact: Doubled click-through rates across Meta campaigns
2. Influencer-Led UGC Engine
- 150+ nano/micro creators activated in 3 months
- Hook: “₹1,000 Amazon voucher in exchange for 30s reel”
- Every reel had 2 CTAs: 1 to website, 1 to Amazon
Impact: 22% increase in first-time D2C orders vs previous month
3. Website Conversion Playbook
- Launched quiz-led onboarding (What’s your skin dosha?)
- Offered personalized bundles based on quiz results
- Used push notifications for offers based on scroll + time
Impact: Website CR rose from 0.9% → 2.7% in 6 months
4. Retention & CRM Automation
- Replaced one-size-fits-all email with:
- Post-purchase care guide
- WhatsApp reorder reminder after 25 days
- Email #3 = “Here’s what our community is loving this week”
Impact: 37% repeat customer rate in Jan 2024
5. Category Expansion
- Hero product: Kumkumadi Face Oil
- Introduced variants + combos + travel kits
- Created landing page: “Glow with ₹499 packs”
Impact: 34% of revenue came from bundles by month 6
📈 The Results
| Metric | July 2023 | Jan 2024 |
|---|---|---|
| Monthly Revenue | ₹26L | ₹1.42Cr |
| Website CR | 0.9% | 2.7% |
| D2C Orders | 2,100 | 11,300 |
| CAC | ₹290 | ₹198 |
| Repeat Rate | 18% | 37% |
🧠 Key Takeaways for Other D2C Founders
- Repositioning > Rebranding — don’t start from scratch, shift the story
- UGC ≠ Expensive — micro-influencers drove volume affordably
- Quiz-led onboarding creates product trust & reduces drop-offs
- Retention automation is a revenue lever, not just hygiene
- Bundle and expand once you find your hero product
Final Word
In India’s competitive D2C space, it’s not just about going viral — it’s about building long-term recall and brand-led commerce.
T.A.C’s journey proves that with the right narrative, tactical experimentation, and community-first content, even bootstrapped brands can scale like funded ones.
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Disclaimer
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