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Case Study
Chappan Bhog

How We Reallocated Chappan Bhog’s Marketplace Spend for Growth — Driving 135% Higher Sales With 35% Better TROAS

Chappan Bhog operates in a competitive sweets and gifting category across Amazon and Flipkart, where established bestsellers can generate dependable revenue but concentrating spend only behind existing winners can restrict the next phase of growth.

 

The opportunity was to make the advertising portfolio work harder as a whole.

 

That meant protecting demand around hero products, reducing the cost of capturing high-intent shoppers, and then reinvesting the efficiency gains into mid-performing and emerging products with headroom to grow.

Key Business Challenge

Create more marketplace revenue from the existing advertising engine — improving media economics while using the savings to build the next set of products capable of contributing meaningful sales.

Campaign

Marketplace – Amazon & Flipkart

Industry

Sweets & Gifting

Key Growth Levers

Amazon | Flipkart

Before Re-architecting, We Diagnosed
Where Spend Wasn’t Creating Enough Headroom

Expensive Traffic

CPCs were consuming too much of the available media headroom, limiting how much demand budgets could efficiently capture.

Bestseller Dependence

Top products deserved protection, but concentrating growth around existing winners alone limited broader catalogue contribution.

Missed Re-engagement

Shoppers who had already shown interest represented a lower-friction conversion opportunity that could be captured more systematically.

From Spending on Winners to
Reinvesting Efficiency Into the Next Layer of Growth

Intent-Led Targeting

Tightened keyword and audience targeting around higher-intent shoppers, reducing inefficient traffic and improving media productivity.

CPC Optimisation

Continuously refined bids to reduce the cost of accessing demand, creating greater reach and conversion headroom from available budgets.

#ROI

Bestseller Defence

Protected visibility around top-selling products to defend their existing contribution while keeping spend profitability-led.

Remarketing at Scale

Expanded remarketing to re-engage shoppers already familiar with the products and capture conversion at stronger economics.

Growth SKU Funding

Redirected efficiency gains towards mid-performing and emerging products, giving the next layer of the catalogue greater visibility and sales opportunity.

We treated advertising efficiency as capital to be redeployed. Savings created through tighter targeting, lower CPCs and remarketing weren’t simply retained — they funded visibility for products with untapped growth potential.

Results Within 6 Months

Overall Sales
↑ 0 %
TROAS
↑ 0 %
CPC
↓ 0 %
Bonus Win!

Efficiency funded diversification. Lower CPCs created room to invest behind emerging products — allowing growth to extend beyond Chappan Bhog’s established bestsellers.

Our Learnings
We Don’t Just Optimise Marketplace Spend

We Turn Efficiency Gains Into the Next Layer of Revenue
01

Media efficiency has greater value when the savings have a growth destination. Lower costs can become capital for building the next set of winning products.

02

Bestsellers and emerging SKUs need different advertising jobs — defend the former while deliberately creating visibility for the latter.

03

Remarketing can be especially valuable when conversion efficiency matters, because it allows brands to monetise demand they’ve already paid to create.

04

Portfolio-level marketplace growth requires looking beyond individual campaign ROAS. The stronger question is whether the entire advertising system is producing more revenue from every rupee deployed.

For us, profitable marketplace growth isn’t just about making ads cheaper — it’s about turning every efficiency gain into new revenue headroom.
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