From ₹1.2Cr to ₹5.5Cr per month — with a 4x contribution margin.
Skincare Brand (₹1.2Cr → ₹5.5Cr / month) · 8 months
Business Overview
A premium Indian skincare brand had strong product-market fit but was scaling with a broken funnel. Meta ROAS looked 'okay' at 1.8x, but the P&L was bleeding. Contribution margin was 4%. Cash flow was tight.
Problem
The founder believed the problem was traffic quality. In reality, the business had 6 profit leaks: overpriced shipping absorption, no upsell architecture, weak retention, wrong media mix, missing subscription, and poor creative testing cadence.
Diagnosis
We ran the Profit Engineering™ audit. Contribution margin was 4% (target: 22%+). Repeat rate was 12% (target: 35%+). Blended MER was 1.9x (target: 2.8x). We identified ₹42L/month in leaks before touching a single ad.
Strategy
- 01Rebuild unit economics — pricing, bundles, shipping
- 02Deploy subscription funnel with founder-video onboarding
- 03Rebuild retention (Klaviyo + WhatsApp)
- 04Restructure Meta with contribution-margin targets
- 05Add Google Search for bottom-funnel intent
- 06Launch marketplaces with margin discipline
Execution
- • Month 1–2: Unit economics rebuild, subscription launch
- • Month 3–4: Retention stack, Klaviyo flows, WhatsApp broadcasts
- • Month 5–6: Meta + Google restructure with new offers
- • Month 7–8: Marketplace launch (Nykaa, Amazon), scaling
Metrics
Key learnings
Revenue growth without margin growth is theatre. Fix the business, then scale spend.
Let's engineer your
next chapter of growth.
30-minute strategy session. We'll diagnose the leaks in your funnel and map a Profit Engineering roadmap — no pitch, no obligation.