Ethnic women's apparel case study: ₹12L to ₹24L a month in 3 months, then ₹34L
Case study
What changed
Only the months the original names are shown.
The numbers we shared
| What we shared | Figure |
|---|---|
| When the brand came to us | April 2024 |
| Monthly revenue at the start | ₹12L |
| Monthly revenue by July 2024 | ₹24L |
| First stretch | 3 months |
| Monthly revenue by September 2024 | ₹34L |
| Second stretch | 2 months |
Context
Where the brand stood
In April 2024 an ethnic women's apparel brand came to us. It had potential but sat in the good but not great zone, at a steady ₹12L a month.
Ethnic women's wear is its own game: buyers are particular and the seasons matter. We shared this story on our LinkedIn page in April 2025.
Problem
What was holding it back
Their Google Ads were running, but they were not working. ROAS was average and scaling felt a long way off.
Within the first few days of looking at the numbers we saw why. The audience was there, but the approach was not: generic targeting, scattered creatives and ads with no feeling in them.
What we did
What we changed
Rebuilt the audience
We redefined the customer persona, split the audience into segments and wrote each ad for one segment.
Tested two creative styles
We A/B tested bold creatives against elegant ones and kept what CTR, conversions and engagement favoured.
Moved the budget
We shifted money out of campaigns that did not perform and into the segments that converted.
Ads with feeling
We wrote ads that made people feel something about the clothes, not just see them.
Retargeted warm visitors
Once the first stretch was working, we brought high-intent visitors back with offers worth returning for.
New formats and peak seasons
We tested newer, more targeted ad formats and ran timely campaigns for festivals and wedding season.
The numbers
How to read these numbers
The chart shows the three monthly revenue figures we published. The brand was at ₹12L a month in April 2024. By July 2024 it was at ₹24L, 3 months in.
We then pushed harder on what was working, and by September 2024 the brand reached ₹34L a month, 2 months after the ₹24L mark.
Result
Where it ended up
By September 2024 the brand was doing ₹34L a month, up from ₹12L in April. When we shared the story, we said the momentum had not slowed since.
For founders
What it means for a founder
Running ads is not the same as ads working. If ROAS is average, look at who the ads reach and what they show before you raise spend.
Let the numbers move your budget. Take money out of what does not convert and put it where it does.
In ethnic wear, festivals and wedding season are where a good account pulls ahead. Be ready for them before they arrive.
Sources
Where we shared this story
- The Monastic Media LinkedIn page, 1 Apr 2025Scaling Up Without Slipping Down: The ₹12L to ₹34L Growth Formula!
- Om Panwala's LinkedIn, 1 Apr 2025Scaling Up Without Slipping Down: The ₹12L to ₹34L Growth Formula!
- Our website, 12 Apr 2025From 24L to 34L in Just 2 Months
This work ran on our performance marketing service, and the fashion brand guide covers the wider approach. Want the same for your brand? Book a call.
More results we shared
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