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Case studies

Nine engagements across fintech, agritech, D2C and HR tech. Filter by sector or jump to one.

Tripling Thawani Store sales in one quarter+200%Growing prepaid-card acquisition by 133%+133%Taking Oman's first payment products to market3 firsts#BetterLives: a INR 5 Cr national rebrand91MnCutting Ninja Mandi CAC from INR 5,000 to INR 650−87%INR 8 installs for a farmer appINR 8Full-funnel D2C growth across India and the US+35%Building a INR 60L/month monetization modelINR 60LDigital growth in lending and legal tech10%
FintechThawani Pay2026

Tripling Thawani Store sales in one quarter

Thawani Store lets customers in Oman buy phones, wearables and consoles on installments through Thawani Pay. Sales needed to scale fast without acquisition costs scaling with them.

What I did

  • Rebuilt acquisition around installment intent, with Google Performance Max structured into 7 asset groups and 91 search themes.
  • Set up Google Merchant Center with an SEO-optimised feed for ~28 flagship SKUs, putting installment pricing in front of shoppers.
  • Optimised the funnel and channel mix using app analytics and attribution data.
+200%Thawani Store sales in 3 months
LowerCustomer acquisition cost while scaling
FintechThawani Pay2026

Growing prepaid-card acquisition by 133%

Prepaid cards are a core entry product in Thawani Pay's ecosystem, and acquisition depended on how well the app converted users through each step.

What I did

  • Data-led journey and conversion optimisation across the Thawani Pay app funnel.
  • Set up Adjust MMP so affiliate and partner traffic could be measured and governed.
+133%Prepaid-card acquisition
+23%App-funnel performance
FintechThawani Pay2026

Taking Oman's first payment products to market

Thawani Pay is launching products with no local precedent, so positioning, naming and launch sequencing have to be built from scratch.

What I did

  • Leading GTM planning for Oman's first co-branded credit card: positioning, segmentation, acquisition and launch.
  • Built brand strategy and GTM for Oman's first palm-payment solution and no-POS merchant acceptance, including regional brand concepts Raha Pay and RUKN Payment.
  • Built B2B demand generation and ABM programs, and trained BD teams on Apollo.io and ContactOut.
3Category-first launches in GTM
B2B + B2CPortfolio coverage
AgritechNinjacart2023–24

#BetterLives: a INR 5 Cr national rebrand

Ninjacart had grown from fresh-produce supply chain into credit and commerce. The brand needed to speak to farmers, traders and retailers as one agri-citizen community.

What I did

  • Defined brand and product strategy through user research, personas, positioning and messaging frameworks.
  • Led the INR 5 Cr #BetterLives campaign around the brand film 'Behtar Kal Ka Sathi' (Partners for a better tomorrow).
  • Ran distribution across digital video with influencer, content and agency partners.
91MnVideo reach
7.5%Completion rate
2.5%CTR
+11%Brand awareness
~2,000High-LTV users acquired
AgritechNinjacart2022–25

Cutting Ninja Mandi CAC from INR 5,000 to INR 650

Acquiring traders for Ninja Mandi cost INR 5,000 each, too high to scale. The business needed a digital engine that could grow cheaply.

What I did

  • Moved acquisition to retargeting and digital-led sales with benefit-led messaging.
  • Launched loyalty and referral programs that turned traders into an acquisition channel.
  • Ran market events to drive product usage, and built CRM workflows across the portfolio.
INR 650CAC, down from INR 5,000
5xTrader acquisition
3xOnboarding speed
+33%Product usage
AgritechNinjacart2022–25

INR 8 installs for a farmer app

Ninja Kisan needed cheap, relevant installs from farmers, and users who kept coming back.

What I did

  • Targeted app campaigns for relevance rather than raw volume.
  • Built personalised engagement journeys to bring users back daily.
INR 8Cost per install
85%Install relevancy
+28%Daily active users
D2CKerala Ayurveda2025–26

Full-funnel D2C growth across India and the US

A heritage wellness brand selling through its own site, Amazon and physical clinics, in India and the US.

What I did

  • Owned P&L and S&OP planning across D2C India and US.
  • Built hero-product acquisition and cross-sell journeys to lift LTV and repeat purchase.
  • Restructured Amazon campaigns and revived underperforming SKUs.
  • Digitised clinic lead funnels and built an affiliate ecosystem on rev-share and CAC models.
+25–35%Revenue growth
−30%CAC
+20%2-month LTV
34%Repeat purchase
72%Amazon top impression share
+22%ROAS
−25–30%Clinic CPL
+28%Lead-to-appointment
HR techHirect2022

Building a INR 60L/month monetization model

Hirect, a hiring app connecting job seekers and recruiters, needed a revenue model and efficient acquisition on both sides.

What I did

  • Partnered with Data Science on audience targeting, personalisation, KPIs and dashboards.
  • Designed and launched the monetization model.
  • Launched affiliate channels and influencer-led acquisition.
INR 60LMonthly recurring revenue
$2 / $12CPA, applicant / recruiter
10Mn+Influencer impressions
+30%Operational efficiency
FintechAvail Finance, Vakilsearch, IIFL2016–22

Digital growth in lending and legal tech

Earlier roles in consumer lending, home loans and online legal services, all with tight cost-of-acquisition targets.

What I did

  • Avail Finance: scaled UAC campaigns and automated engagement journeys.
  • Vakilsearch: marketing automation and lead generation for company registrations.
  • IIFL Home Loans: built alternative digital channels and ran a sales contest.
INR 329COA at Avail Finance
+12%DAU at Avail Finance
+22%Sales at Vakilsearch
10%Of India's company registrations
10%Of IIFL loan book via digital
+12%Loan disbursals

Need growth that shows up in the P&L?

Open to senior growth, marketing and GTM leadership roles across the GCC and India.

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