From ₹1k to ₹90 lakhs in just 8 months.

About Pure Whites

Pure Whites sells farm-fresh ghee, honey, oils and mithai. When the brand came to The Shizz it had done a grand total of ₹1,000 in sales. There was no store worth the name, no strategy and no data. A blank page. So the work started before the media buying did. The Shizz built a CRO-first Shopify store, then a creative and content pipeline to feed it, then paid campaigns on Meta and Google to push traffic through it.

Organic social ran alongside, so a buyer who looked the brand up after an ad found something worth trusting. Eight months later, ₹1k a month had become ₹90 lakhs. Nothing existed to optimise, so everything had to be built first, in the right order.

The challenge

Pure Whites had no starting point at all. A new account has no campaigns, no customer data, nothing to retarget and no loyalty to lean on. That matters, because ad platforms do not optimise on instinct. They optimise on conversion events, and a store with no purchase history hands them nothing to learn from. Lookalike audiences need a seed of real buyers.

Retargeting needs a pool of people who have already visited. Neither existed. There was also no creative worth scrolling for, so even well-aimed spend would have landed on a weak asset. And the website did not so much convert as politely discourage buying, so bought traffic leaked at the final step. Building the plane and the runway at the same time.

What we corrected

The first job was a foundation, not a campaign: campaigns worth running and a real way to collect data, so decisions stopped being guesses. Events firing correctly, purchases attributed to the right source, performance readable by product and audience. Second came creative. The Shizz invested in assets that stopped the scroll and made Pure Whites look like the premium brand it is, which for a food label means product-forward frames, visible texture and packaging that still reads at thumbnail size.

Creative is the variable with the most influence in a young account: it sets what the platform charges for attention, and what a stranger believes about a jar of ghee. Third came a multi-platform funnel, so no interested buyer slipped through the cracks between first click and checkout.

Our approach

Creative led, data steered. Meta and Google campaigns did double duty, driving sales while teaching the account who actually buys, and every insight sharpened the next round. Google caught the buyer already searching for ghee or cold-pressed oil by name. Meta created the demand that sent them searching. Once a base of real purchasers existed, retargeting and retention were layered on top, and that is the step most new D2C brands skip.

Ghee, honey and oils are consumables with a natural reorder rhythm, so a first order is worth more than its own margin, provided the second one is engineered rather than hoped for.

The results

The account reached 4x ROAS in the first four months and climbed past 5x three months later, which is the right shape: efficiency improving over time rather than decaying. Sessions were up 3060%. Click-through rates rose 200% on stronger creative, and conversion improved 350% through the funnel, so the same visit was worth more at every step.

Pure Whites now adds 550+ new customers a month, and a third of revenue comes from repeat orders. That last figure makes the rest durable, because revenue arriving without fresh acquisition cost pulls down the blended cost of every sale. That is how ₹1k becomes ₹90 lakhs in eight months, and stays there.

Why a new brand gets searched before it gets bought

For a new D2C brand, the ad is rarely the last step in the decision. A cold buyer who meets an unfamiliar food brand in a feed will often go and check it: the Instagram grid, the reviews, the about page, sometimes the founder's name. What they find there decides whether the click becomes an order. An empty or abandoned social profile therefore taxes every rupee of ad spend, which is why organic content earns its place for a paid-first brand even when it drives little traffic of its own.

The practical version is modest. Keep the feed current, show the product being made and used, put a face to the brand, and make sure the website answers the question the ad raised. None of that converts on its own. All of it decides how much of the paid traffic survives the check.

What we ran

On Pure Whites, The Shizz ran Meta Ads, Google Ads, Retention Marketing, Social Media Management, Content Creation, Website Development & CRO and Design Development.