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Strategy and growth consultancy for D2C
Brand strategy, growth audit, positioning, cohort analysis and go-to-market, decided before anyone spends a rupee.
What this is
Brand strategy, growth audit, positioning, cohort analysis and go-to-market planning. The outcome is a growth thesis you can act on immediately, so every rupee and every hour goes where it compounds rather than where it is habitual.
It is the engagement to take when the problem is not inside one channel. A fragmented strategy never gets fixed inside a media account, because the account is downstream of the decisions that broke it.
A wide catalogue is rarely short of budget. It is short of a decision about which two products carry acquisition.
How it actually runs
Start with the audit
Every engagement opens with a Growth Audit: a teardown of the funnel, the creative and the numbers, free and with no pitch, ending in a 90-day growth roadmap you keep whether or not you work with us. Scope is then written against the brand's goals and budget rather than sold as a fixed package.
Decide what the brand actually sells online
Catalogue breadth is the constraint nobody names. A brand with a long catalogue cannot afford a creative pipeline and an audience test for every product, so budget splits until nothing gathers enough data to prove anything. The fix is a hero-SKU structure: one or two products carry acquisition, and the rest of the catalogue earns its money after the first order through bundles and repeat. On Zama Organics that produced ketchup and ghee as the entry products, with ghee and Khapli atta turning into category drivers.
Say the same thing everywhere
On Zama Organics the messaging drifted between social and ads, so a shopper who saw both never met one brand, and the premium in the positioning never made it into the actual ads: the price stayed high while the reason for it stayed invisible. Pulling everything into one register is usually the first correction, and it costs nothing but a decision.
Give every channel a defined role
On British Biologicals every channel was mapped to a role: what it is for, who it speaks to, what it hands to the next channel, and how its success is judged. Roles make the handoffs explicit, which is where disconnected setups lose people. They also stop D2C from discounting to hit its own number and undercutting the retail and clinical partners the brand depends on.
Read the cohorts
Cohort analysis is what turns a spend number into a decision. Aazol's budget was re-pointed at first-timers, cart-abandoners and category switchers with separate creative for each. Pro Nature's audiences were segmented by intent and habit instead of broad interest. My Pahadi Dukaan's loyal base was hiding the fact that nobody new was arriving, which only shows up when you split the revenue by cohort.
Sequence the build: strategy, then creative, media and web
British Biologicals was treated as a system rather than a campaign. Strategy came first, then creative, media and web were built to serve it, in that order, because the reverse sequence is what produces a fragmented footprint in the first place.
Connect D2C to the rest of the business
On Zama Organics, B2B lead-generation funnels were opened for SKUs such as mushrooms and pulled pan-India enquiries from top restaurant chains, revenue the D2C plan would never have found on its own. The same category demand shows up as a household purchase and as a bulk enquiry, and one content investment can serve both if the funnels are built to catch each.
What we run
Proof
Strategy or brand consultancy was the leading part of the scope on each of these engagements.
- Zama Organics
From fragmented strategy to 3× D2C growth across multiple SKUs.
3× D2C growth · 5 hero SKUs scaled · pan-India B2B leads
- British Biologicals
A digital transformation that powered real omnichannel growth.
One strategy across brand, content, web and paid media
- Aazol
From Meta-heavy to full-funnel balance with 2.7× ROAS.
2.7× ROAS · CAC down 70% · ₹22.5L a month
- Vediko Origins
1321% increase in sales in just 8 months.
Sales up 1321% · peak ROAS 5.6× · CAC down 60%
Questions, answered
What is the Growth Audit, and is it free?
It is free and comes with no pitch. The Shizz tears down your funnel, your creative and your numbers, and hands you a 90-day growth roadmap you keep whether or not you go on to work with us. Every engagement starts there, before any proposal is written.
How is strategic consultancy different from just running ads?
It decides what the ads are supposed to do. On British Biologicals the transformation was treated as a system rather than a campaign: strategy came first, then creative, media and web were built to serve it, because the reverse sequence is what produces a fragmented footprint. A media account cannot fix a problem that was created upstream of it.
How do you decide which products should carry acquisition?
By evidence rather than preference, because the founder's favourite product and the market's favourite product are rarely the same one. On Zama Organics every SKU was treated as its own mini-brand and tested before it was scaled, which produced ketchup and ghee as the acquisition products and five hero SKUs in total out of a catalogue that previously had no agreed order of priority.
We sell through retail and marketplaces too. Will D2C compete with them?
It will if D2C is judged only on its own return, because it then discounts to hit that number and undercuts the partners the brand depends on. British Biologicals was the case for fixing it: D2C was connected to the retail and clinical presence and every channel was given a defined role, so a change in one is judged by its effect on the whole rather than on its own dashboard.
What does cohort analysis change in practice?
It changes what the money is pointed at. Aazol gave first-timers, cart-abandoners and category switchers separate creative, because a stranger and a returning buyer need entirely different sentences. My Pahadi Dukaan's loyal base was carrying the revenue and hiding the fact that nobody new was arriving, which only becomes visible when revenue is split by cohort.
How is a Shizz engagement priced?
The Shizz scopes every engagement to the brand's goals and budget rather than selling fixed packages, and starts with a free Growth Audit before any proposal.
Want a read on your own numbers?
We will tear down your funnel, creative and numbers, free and with no pitch, and hand you a 90-day growth roadmap you keep.
Book a Growth Audit →