Overview

Taruni is a leading ethnic fashion brand in India, renowned for its kurtis, lehengas, anarkalis, and dresses. With a strong presence in South India and growing online sales across the country and in the USA, Taruni aimed to boost key sales metrics across both markets.

Challenges

• India website conversion rate (CR) was lower than the industry average
• US website conversion rate (CR) was modest but improvable
• Add-to-Cart (A2C) rates below benchmarks
• ROAS (Return on Ad Spends) plateaued for paid channels
• Average Selling Quantity (ASQ) stagnant 

Our Strategy

Marketing

• Revamped Meta Ads showcasing  balanced Reels and Static Images
• Narrowed targeting to high-intent audiences
• Advanced remarketing and Advantage+ campaigns

Category Management

• Focused on best-sellers
• Timed launches around festivals & seasons 
• Streamlined promotional calendar

Business

• Strategic discount sales for key festive seasons 
• Bundled offers (Buy X, Get Y% Off) to boost purchase quantity

UI/UX Enhancements

• Discount callouts on product pages to improve A2C%
• Cart drawer improvements including progress milestones for gamification

Tech Integrations

• Razorpay Magic Checkout to speed up conversions
• Return Prime app for seamless returns and better customer experience

Impact

• A2C: 200% increase (tripled) in India and climbed 70% in the USA
• CR:  70% growth in India and 30% in the USA
• ASQ: 20% growth in India and 30% in the USA
• ROAS: 60% solid growth recorded across Q1 and Q2
• Revenue Growth: 45% YoY across Q1 and Q2
• Overall ROI (Paid + Organic): 30% improvement across Q1 and Q2