Case Study
Indulgeo
How We Transformed Indulgeo's Marketplace Business Into A Profitable Growth Engine
Indulgeo Essentials, a premium clean beauty brand with cult-favorite products and a loyal D2C customer base, was under-leveraging its marketplace presence. Despite high brand equity in certain SKUs, platforms like Amazon and Nykaa weren’t delivering proportional traction. For a category where research plays a major role, visibility, conversion readiness, and algorithm alignment were falling short.
Key Business Challenge
Build a high-performance, SKU-led marketplace growth system that could translate existing brand love into high-velocity, high-efficiency platform sales — without discounting the brand.
Campaign
Marketplace Growth - India
Industry
Skincare & Beauty
Key Growth Levers
Before Scaling We Conducted
A Deep Platform Diagnostic
High Repeat but Low Discoverability
Hero SKUs had solid repurchase rates on D2C, but weren’t even surfacing in Top 100 listings on Amazon or Nykaa.
Weak Listing Architecture
Product pages lacked SEO-rich copy, structured bullets, comparison clarity, and keyword mapping — making them non-indexable and non-compelling.
Ad Spend Spread Too Thin
Sponsored ads were run across too many SKUs, leading to inefficient delivery, low CTRs, and minimal sales acceleration on any single product.
A Full-Funnel Rethink
We Engineered Platform-Led Growth Loops
Hero SKU Prioritization
Identified top 8 revenue-capable SKUs using a composite of past D2C data, high-margin %, and keyword search volume. Only these were scaled via ads and merchandising.
Full-Funnel Ad Structuring
Split campaigns by keyword intent clusters: solution-led (“anti-pigmentation serum”) vs branded discovery vs competitor offense — with budget fluidity based on RoAS momentum.
#ROI
Strategic Framework
We structured the marketplace strategy across four tightly defined pillar.
Listing Optimization System
Rewrote A+ content, titles, bullets, and backend keywords — but with a sharp lens on platform-specific ranking signals (e.g. order velocity > review count).
Flywheel Acceleration
Created structured visibility → conversion → ranking loops by linking ads to organic uplift. Used momentum to push hero SKUs into Top 10 listings in key subcategories.
Instead of pushing the full catalog, we went deep, not wide. We focused on creating velocity for select SKUs that could anchor Indulgeo’s authority on marketplaces. Once those began ranking, halo effects drove spillover interest to broader SKUs. Paid media wasn’t used to drive sales — it was used to trigger ranking algorithms.
Within 12 Months of Launch
Here Were Our Results
6 out of 8 chosen products, entered top 10 rankings on main keywords on Amazon — despite zero influencer support or performance discounts.
This validated that organic visibility can be engineered, not just earned.
Our Learnings
We Don’t Just Run Marketplace Ads
We Build Velocity Engines That Algorithms Reward
Marketplace success = momentum. It’s not about visibility, it’s about compounding SKU velocity.
Most brands waste budget by spreading it thin — the real wins come from concentrated SKU playbooks.
Listing hygiene is underrated — algorithm-friendly copy wins more than beautifully designed pages.
Ad RoAS isn’t the end goal — ranking lift is. That’s where real scale lives.
For us, marketplace growth is not media buying — it’s algorithm design, disguised as marketing.