E-commerce consulting · Strategy · Research · Planning

Sometimes the ads are fine. The decision behind them isn't.

Go-to-market, market research, marketing plans and the money behind them. From 20+ years in e-commerce, an IT background, and brands we ran ourselves.

Bring us the decision See how we help
DECISION MEMO · ILLUSTRATIVE

Own store first, or marketplace first?

Own store firstBest margin, but needs cash for ads
6/10
Marketplace firstFaster sales, lower margin
8/10
Both at onceSplits a small team two ways
4/10

Recommendation: marketplace first for two quarters. Open your own store once repeat buyers pass 25%.

EXPERIENCE20+years in e-commerce, with an IT background
BRANDS225+brands worked with, across every vertical
AD SPEND₹50Cr+managed, and answered for
SINCE2009running e-commerce brands of our own
When founders call us

The questions a dashboard can't answer.

If one of these is on your desk, it's a business question, not an ads one.

A launch is coming: a new brand, product or market. It has to pay for itself.

Sales are flat, and more ad spend isn't moving them.

Nobody can say how much to spend on marketing, or when it pays back.

Orders grew. Operations didn't. Stock, dispatch and returns are creaking.

How we help

From the first idea to a business that runs well.

Numbers first. Opinions second. One answer at the end.

Go-to-market strategy

How to take a brand, product or new market live, and make it pay.

PositioningPricingChannel mixLaunch plan

Market research

For an existing business or a new launch: who buys, why, and who you're up against.

Customer researchCompetitor studyDemand sizing

Market study and marketing plan

Research turned into a plan you can run, channel by channel, quarter by quarter.

Category studyChannel planQuarterly targets

Marketing financials

How much to spend, where, and when it pays back. Before the money goes out.

Budget modelUnit economicsCAC and paybackBreak-even ROAS

Process optimisation

The operations behind the store, set up so growth doesn't break them.

Order to deliveryInventory planningReturns and RTOTeam workflows

Founder sounding board

A regular call with someone who has sat in your chair.

Big decisionsHiringFundraise storyBoard decks
Who we advise
E-commerce and D2Cmost of our work
Lead generationeducation, clinics, real estate, services
Ways to work with us

One project, or a regular seat at the table.

Both are scoped on the discovery call.

A project

One clear brief, one clear output. A launch plan, a research study, a marketing plan or a process review.

  • A written plan, with the numbers behind it
  • The options we ruled out, and why
  • A budget and timeline for the next two quarters
  • A walkthrough call with your team

Best for launches, new markets and businesses that need a reset

Founder sounding board

A standing call for the questions that keep coming back.

  • A regular call with the founder, Varun Mittal
  • Your numbers reviewed before every call
  • Plans, budgets and hires pressure-tested
  • Month to month, after an initial three months

Best for founders who want a second brain, not another report

How we work

From a question on your mind to a plan on paper.

You bring the context. We bring the hard questions.

Call

The real question

What you need to decide, by when, and what's riding on it.

Research

The market

Customers, competitors and demand, from data, not hunches.

Numbers

The money

Budget, unit economics and payback, month by month.

Plan

One recommendation

Written down, with the risks named and the numbers shown.

Act

Follow-through

We help you run it, or hand it cleanly to your team.

Who you'll be talking to

We've been on your side of the table.

Varun Mittal, founder and business strategist. 20+ years in e-commerce, with a background in IT.

2005

IT roots

Quality and client auditing at global IT firms. Process and data first.

2009

Our own e-commerce

Co-founded a multi-brand store: home decor, then travel, jewellery and handbags.

2015

Consulting begins

Digital marketing and market research for other brands.

2020

Full focus

E-commerce consulting and performance marketing, full time.

Today

225+ brands

Worked with across every vertical, in India and abroad.

What running our own brand taught us

FULFILMENT−55%cost, through hybrid 3PL partnerships
NET MARGIN+24%from cheaper fulfilment
CAC−23%using customer lifetime value models
MARKETPLACE+55%brand visibility in 3 months

Have a decision you'd rather not make alone?Bring it to the discovery call. If it's a consulting question, we'll scope it as one.

Talk it through
Consulting questions

Straight answers.

Anything else, ask on the call. Or see our PPC management and forensic PPC audit.

Who is e-commerce consulting for?

Founders and leadership teams of e-commerce and D2C brands, and of lead-gen businesses, whether you are launching something new or fixing something that has stalled.

Can you help plan our marketing budget?

Yes. We build a budget model channel by channel and month by month, with your unit economics, target cost per customer, break-even ROAS and payback period. So you know what to spend before you spend it.

Do you do market research for a new launch?

Yes. Customer research, competitor study and demand sizing, for a new brand, a new product or a new market. It ends in a go-to-market plan, not a slide of charts.

What does process optimisation cover?

The operations behind the store: order to delivery, inventory planning, returns and RTO, and how the team works. The aim is a business that can take more orders without more chaos.

Do we need to hire you for ads as well?

No. Consulting stands on its own. Some clients use us only for strategy and keep their ads in-house or with another agency. If the answer is "spend better", that is what our PPC management does.

How is it priced?

Per project, or as a monthly founder call. Scope depends on the question and the data involved, so we discuss it on the discovery call rather than publish a rate card.

Bring us the decision

Let's talk it through.

Thirty minutes with the founder. We reply within one working day, either way.

Tell us about the account. We look at it before we reply, so when we talk, we're already talking about your numbers.

  1. You send the basics

    Brand, monthly spend, which platforms. Two minutes.

  2. We look before we talk

    If it's clearly not a fit, we'll tell you by email and save you the call.

  3. Thirty minutes together

    Where the money is leaking, what we'd do, and whether you want us to do it.

Already with an agency that isn't delivering? So were six in ten of the brands we work with today.

DISCOVERY CALL · APPLICATIONABOUT THE ACCOUNT

No pitch. No obligation. No sharing your details with anyone.

The auditSee if we're a fit