Case Study
Nirogam
How We Helped Nirogam Build a Profitable Global D2C Engine for Ayurveda Using Platform-Specific Performance Marketing
Nirogam is one of India’s most respected Ayurveda brands, with a 25+ year legacy and loyal customers across 170+ countries. The trust was already built. But the opportunity now was scale — not just in volume, but in efficiency, SKU expansion, and platform-wise maturity. The brand needed to move from organic, community-led discovery to systematised growth using paid media across markets like the US, UK, UAE, and Southeast Asia.
Key Business Challenge
Design a performance-led system on Meta and Google Ads that could amplify already-existing demand, expand product-level footprint globally, and drive profitable repeat growth — not just top-line spikes.
Before Scaling Paid Media Globally, We Diagnosed
Where the Growth Bottlenecks Were
Few-SKU Dominance
Majority of global paid revenue came from 5–7 products. Other high-potential SKUs were buried under generic messaging.
Non-localised Funnel Language
While trust existed, new users didn’t always understand ingredient benefits, dosing clarity, or condition mapping — especially outside India.
Generic Targeting Across Platforms
Google campaigns weren’t aligned with condition-level search intent. Meta ads were treating health seekers and wellness explorers the same.
From Brand Recall to Funnel-Wide Paid Acquisition
We Engineered Scalable, Profitable Growth by Market & Platform
Market-SKU Mapping
Segmented campaigns by condition and region. PCOS and hormonal support products scaled in the US; gut & liver health in the UK; sleep & stress SKUs in the EU.
Meta = Story-Driven Discovery Engine
Ran contextual ad journeys based on persona — PCOS case studies for women 25–35, stress management content for men 30+, all leading to educational LPs.
#ROI
Strategic Framework
We didn’t “launch international” — we expanded thoughtfully, SKU by SKU, market by market, platform by platform.
Google = Symptom-Level Intent Capture
Built search campaigns around how real people talk — “natural PCOS treatment”, “Ayurvedic solution for gas and bloating” — rather than product names.
Funnel Localisation = Better CVR
Tailored LPs with regional testimonials, shipping clarity, and simplified supplement guidance — reducing bounce and increasing time on site across the board.
We didn’t treat “global” as a broad stroke — we engineered precision. Google was intent-first. Meta was narrative-first. Each market had SKU priorities and conversion layers built for it. Nirogam’s brand trust gave us the base — we turned that into a repeatable growth engine.
Results Over 6 Months
SKU Diversification – From 5-7 products doing 80% of the revenue, we were able to create new winners and now 15+ products, total contribute to 80% of the revenue.
The initial top products grew 35% as well in their revenue.
Our Learnings
We Don’t Just Help Global Brands Scale
We Build Intent-First Engines That Translate Trust into Transaction.
Platform logic must adapt to buyer psychology — not just geographies.
In wellness, awareness is not the issue — clarity and conversion depth are.
Meta should create belief; Google should capture it. Only then does repeat scale happen.
Global performance marketing = segment-first thinking, not just export-ready creatives.
For us, global scale in wellness is not about media spend — it’s about earning every transaction with intent clarity and funnel sequencing.