Premium ethnic wear case study: ₹6L to ₹55L a month at 9.2x ROAS
Case study
What changed
Start is the monthly revenue when the founder came to us. Months 1 to 4 are the months the page lists.
The numbers we shared
| What we shared | Figure |
|---|---|
| Monthly revenue at the start | ₹6L |
| Month 1 | ₹13L at 8.4x ROAS |
| Month 2 | ₹24L at 8.1x ROAS |
| Month 3 | ₹38L at 9.0x ROAS |
| Month 4 | ₹55L at 9.2x ROAS |
| Best single ad | 6.1% CTR, ₹142 CPP |
| Repeat purchase rate | 31% within 90 days |
| Final numbers on the page | ₹5.97L ad spend, ₹174 CPP, 3,440 orders, AOV ₹1,599 |
Context
Where the brand stood
A small ethnic wear brand making hand-block printed kurtas, co-ord sets and festive pieces, with premium positioning at ₹1,199 to ₹2,999. The founder had started it 2 years before coming to us and built it entirely on organic Instagram and word of mouth. Monthly revenue was ₹6L, mostly from existing followers and DM orders.
She was nervous about paid ads after hearing too many stories of brands burning money on Meta. Her brief was simple: help me grow, but don't waste my budget.
Problem
What was holding it back
Premium craft wear has a smaller audience than mainstream fashion. These buyers care about handloom, sustainability and artisanal quality, and they pay premium prices for it, but you have to find them precisely.
Mass audiences bring volume at a lower ROAS. That was not what this founder needed. Every rupee had to go where it had already shown it could earn.
What we did
What we changed
Map the buyer before building
We spent 5 days defining who buys premium hand-block printed ethnic wear: women 28 to 45 in metro and tier 1 cities, interested in handloom, sustainable fashion, artisanal clothing and Indian heritage, with premium shopping signals. The pool was perhaps 800,000 to 1.2 million people.
Start small on purpose
We started at ₹3,000 a day: 3 cold ad sets at ₹1,000 each. Retargeting for product page visitors and 75% video viewers went live on day 8, once the pixel had 100+ purchase events.
Tell the craft story
The top ad was a 47-second video of the block-printing process: the carved wooden block, the fabric, the hand impression, then the finished kurta, then a woman wearing it. No voiceover. It ran at a 6.1% CTR and a ₹142 CPP.
Scale only above 7x
Budget went up only when ROAS stayed above 7x for 5 days in a row. If it dropped below 7, we held. Over 4 months the daily budget moved from ₹3,000 to ₹20,000.
Add gifting and retention
Month 2 added gifting campaigns for men ahead of anniversaries and birthdays, plus an email retention flow. Month 3 added corporate gifting and Advantage+ seeded with the narrow audience.
The numbers
How to read these numbers
The chart is monthly revenue: ₹6L at the start, ₹13L in month 1 at 8.4x ROAS, ₹24L in month 2 at 8.1x, ₹38L in month 3 at 9.0x and ₹55L in month 4 at 9.2x.
The final numbers on the page sit beside that: ₹5.97L in ad spend, a ₹174 cost per purchase, 3,440 orders and an AOV of ₹1,599. The email flow from month 2 drove a 31% repeat purchase rate within 90 days.
Result
Where it ended up
In 4 months the brand went from ₹6L to ₹55L a month at 9.2x ROAS, by aiming precisely, scaling patiently and putting budget only behind what had already worked.
For founders
What it means for a founder
A small, precise audience can beat a big broad one when the product is premium. Know exactly who buys before you spend.
Show how it is made. For a craft product, the process is the ad.
Write down a scaling rule and keep it. Here it was: raise budget only after 5 days above 7x ROAS, and hold otherwise.
Retention pays for acquisition. The 31% repeat rate brought the effective CPP down over time.
Questions
Questions founders ask
What was the daily budget?+
₹3,000 a day at the start, ₹8,000 in month 2, ₹15,000 in month 3 and ₹20,000 in month 4.
Which ad worked best?+
A 47-second video of the block-printing process, with a 6.1% CTR and a ₹142 CPP.
Sources
Where we shared this story
- Our website, 12 Jun 2026₹6L to ₹55L: How a Small Ethnic Wear Brand Hit 9x ROAS
- Our Google Business Profile, 28 Aug 2026₹6L to ₹55L: How a Small Ethnic Wear Brand Hit 9x ROAS
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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