THE PROBLEM

A D2C appliance brand was declining despite quality products manufactured alongside India's top brands. Sales were flat. Zero repeat purchase. No differentiation online. Management's solution was just more performance marketing spend.

THE INSIGHT

The brand was attacking legacy players head-on without trust or service infrastructure to back it up. Customers wouldn't try high-value SKUs (₹3,000+) without confidence in an unknown brand.

The real problems were deeper: no data capture system meant zero remarketing. No portfolio strategy meant treating all products the same. High-value products were being pushed to cold audiences who had no reason to trust the brand.

THE WORK

Built a full-funnel portfolio strategy. Reclassified products into three tiers: Trial SKUs for new user acquisition (low price, low risk), Key Value SKUs for scale and profit (mid-price, proven demand), and Brand Value SKUs for imagery and aspiration (high price, low volume).

Introduced a 3-year no-questions warranty across all products with mandatory registration. This gave customers confidence AND gave the brand first-party data for remarketing.

Retargeted warranty-registered customers for Key Value SKUs. These were warm audiences who'd already tried the brand with Trial products. Much higher conversion.

Worked with sourcing team to promote only Trial products to new users. Stopped wasting money pushing high-value SKUs to cold traffic.

THE OUTCOME

Grew 21% YoY from previous -2% decline. Zero additional brand building spend. Just smarter portfolio strategy and funnel management.

The warranty registration system became a data moat. First-party customer data enabled sophisticated remarketing that performance marketing alone couldn't achieve.