Case Study
Dyanora
How We Helped Dyanora Scale from ₹50L to ₹5Cr+ Monthly Sales in 24 Months While Maintaining TACoS Below 5%
Dyanora is an Indian smart TV and home appliance brand positioned at the intersection of affordability and feature-rich performance. Competing in one of the most aggressive eCommerce categories — with brands constantly warring over price and specs — the real challenge wasn’t just advertising. It was building a scalable, multi-platform performance engine that delivered volume without eroding margin.
Key Business Challenge
Scale marketplace sales 10x while keeping TACoS disciplined, building brand recall in a parity-driven category, and ensuring Flipkart and Amazon growth didn’t cannibalise each other.
Campaign
eCommerce - Indiawide
Industry
Electronics
Key Growth Levers
Amazon Growth | Marketplace Growth
Before Scaling, We Diagnosed
Why Performance Was Stagnant Despite High Search Demand
SKU Spread Without Focus
Too many models were promoted without priority. Mid-range TVs with high conversion potential weren’t being supported with ranking budgets.
Flipkart and Amazon Competing, Not Complementing
No channel-level budget separation — both platforms were eating into each other’s visibility, hurting rank stability.
Media Spend Was Flat Across Funnel
Awareness, engagement, and marketplace performance were running in silos — with no sequencing or conversion logic tying them together.
A Structured Growth Engine
That Combined Marketplace Logic with Full-Funnel Media Design
Hero SKU Stack on Marketplaces
Identified 6 high-margin models across 32”, 43”, and 50” ranges with proven demand elasticity. Focused 80% of budgets here to build velocity and protect organic rank.
Meta + YouTube for Brand-Led Mid Funnel
Used Meta and YouTube to drive awareness and engagement on key product USPs (screen size, smart features, after-sales trust) — increasing branded search volumes and softening cold audiences.
#ROI
Strategic Framework
We engineered a disciplined growth stack across Amazon, Flipkart, Meta, and YouTube — treating each platform like a cog in the flywheel, not an isolated channel.
Platform Decoupling Strategy
Allocated budgets and campaign priorities platform-wise: Flipkart → high-velocity models in Tier 2/3 pin codes, Amazon → premium shoppers and event spikes. Prevented overlap and pricing wars.
Media-to-Marketplace Conversion Loop
Layered smart remarketing for those exposed to Meta/YouTube with direct Amazon/Flipkart CTAs. Built high CTR remarketing audiences around festival windows, Prime Day, and BBD periods.
This wasn’t just a media-buying operation — it was a flywheel. Top-of-funnel awareness built recall, which drove marketplace search. Search behavior informed which SKUs got ranking budgets. Each Flipkart/Amazon push reinforced the next. Dyanora didn’t scale with brute-force — it scaled with structured platform alignment and RoAS discipline.
18 Months In,
Here Were Our Results
The 43” Smart TV model, once considered mid-tier with moderate velocity, became the anchor SKU after it was repositioned with “festival pricing logic” and pushed heavily during Meta engagement bursts.
It now contributes 25%+ to monthly marketplace GMV.
Our Learnings
We Don't Just Run Campaigns
We Build Flywheels That Tie SKU Economics with Media Momentum.
TACoS discipline is not about spend cuts — it’s about SKU-level conviction.
Flipkart and Amazon are not interchangeable — each has its own playbook and should be budgeted as such.
Mid-range SKUs often outperform on margin + velocity — if ranked correctly and supported with awareness.
Full-funnel media only works when it’s sequenced to support platform conversion — not just for views.
For us, performance marketing isn’t about ads — it’s about engineering profitable distribution at scale.