← Case Studies
Cumin Co.
Project Dates: February 2025 – January 2026
Scaling a Premium Toxin-Free Cookware Brand from 0 to ₹1.6 Cr+ MRR in 12 Months
₹93.1M
Total Revenue Generated (+332.9%)
31x
Order Growth (71 to 2,221 orders)
15,908
Total Orders (+530.2%)
3.09M
Sessions Driven (+51.7%)
Context
Cumin Co. launched in February 2025 with zero traction in a crowded, competitive cookware market. Positioned for health-conscious Indian home cooks (25–45) seeking toxin-free, chemical-free premium cookware. The brand had no performance history, no identified Hero SKU, and no established audience – everything was built from scratch.
Objectives
- Launch with zero existing data and build performance foundations
- Identify a Hero SKU to anchor scaling
- Hit aggressive festive season revenue targets through Phase 2 scaling
- Recover operational efficiency and refine audience in Phase 3
What we did
- Phase 1 (Launch) – Product discovery, strategic testing, Instagram hype creation, and competitor deep-dives. First 10 days: ₹60,936 ad spend → ₹3.94L revenue at 6.1x ROI
- Phase 2 (Scaling) – Aggressive festive growth, scaling spend from ₹65K to ₹1Cr monthly
- Phase 3 (Pivot) – Audience refinement and recovery of operational efficiency after funnel degradation
- Identified Dosa Tawa as the Hero SKU – sustained 2.5x to 4.6x ROAS during heavy scaling
- Repositioned on safe/chemical-free messaging which resonated highest with target audience
- Diagnosed and corrected scale challenges: FB spend causing 31% junk traffic, male audience bias at 29%, LPV-to-ATC drop from 25% to 3.7%
