Case Study · Supplements
Subscription attach: 8% → 47%. LTV up 3.2x in 6 months.
Nutrition & Supplements Brand · 6 months
Business Overview
Supplements brand doing ₹80L/month. Repeat purchase was manual — people had to remember to reorder. Every acquisition needed to earn back CAC in one order.
Problem
The category is inherently repeat-driven, but the funnel was one-time. Founders were scaling ads to compensate for a broken retention engine.
Diagnosis
Zero subscription flow. 12% M2 repeat. No replenishment logic. LTV / CAC of 1.2x — barely profitable.
Strategy
- 01Subscription-first funnel
- 02Replenishment reminders (email + WhatsApp)
- 03Bundle-based upsells at checkout
- 04Loyalty tiers for annual buyers
- 05Founder education content flywheel
Execution
- • M1–2: Subscription product setup, PDP redesign
- • M3–4: Retention flows, WhatsApp broadcast
- • M5–6: Loyalty tiers + community launch
Metrics
Sub Attach Rate
8%47%+39pp
Repeat Rate M2
12%54%+42pp
LTV
₹1,200₹3,850+220%
Monthly Revenue
₹80L₹2.4Cr+200%
LTV / CAC
1.2x3.9x+225%
Key learnings
In repeat-driven categories, retention is the growth engine — not acquisition.
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