← All Case StudiesCASE STUDY · MEN'S ETHNICWEAR · META + CRO
Virasat Kurta: ₹1.91 Cr, RTO Under Control.
A men’s embroidered-kurta brand with strong demand and a steep return problem. We scaled acquisition while attacking the ₹71L return load head-on.
₹1.91 Cr
Total Sales · 8 Months
₹2.56 Cr gross. Net sales ₹1.82 Cr.
₹2.56 Cr
Gross Sales
Across 16,297 orders.
16,297
Orders
9,375 fulfilled in-period.
₹1,571
Average Order Value
Men’s embroidered ethnic ticket.
13.98%
Returning Customer Rate
Repeat demand despite a COD book.
THE RECEIPTS
Real Dashboards. Real Numbers.
What the account actually looked like. Pulled straight from the platforms the work ran on.
WHERE THEY STARTED
Strong Demand. A Steep Return Load.
Pain 01
A HEAVY RETURN LOAD
₹71.1L of returns against ₹2.56 Cr gross — roughly 28% by value. The single biggest threat to margin.
Pain 02
COD-FIRST AUDIENCE
A men’s ethnic buyer base that defaults to cash on delivery, maximising refusal and RTO risk.
Pain 03
UNFOCUSED SPEND
Budget spread thin without a bestseller-led structure or a retargeting funnel.
THE WORK
Attack the Returns. Then Scale.
01
RTO ATTACK PLAN
WhatsApp COD confirmation, pincode-level risk flags, address validation and a prepaid incentive to reshape the order mix.
02
BESTSELLER-LED META
Spend concentrated on proven movers (the Brown Mirror-Embroidery Kurta + Pajama led the account), cold → retargeting.
03
CRO FOR EXPECTATION-MATCH
Fabric, fit and size clarity on PDPs to cut the expectation-mismatch returns at the source.
04
PROFIT REPORTING
Daily Margifi brief on net margin per delivered order, not platform ROAS.
WHAT MOVED
16,297 Orders. Returns Contained.
Total Sales · 8 Months
₹1.91 Cr
₹2.56 Cr gross. Net sales ₹1.82 Cr.
Gross Sales
₹2.56 Cr
Across 16,297 orders.
Orders
16,297
9,375 fulfilled in-period.
Average Order Value
₹1,571
Men’s embroidered ethnic ticket.
Gross ₹2.56 Cr · Discounts ₹3.02L · Returns ₹71.1L · Net sales ₹1.82 Cr · Total ₹1.91 Cr · 16,297 orders
“Our returns were eating us alive. They treated it as a conversion and PDP problem, not just couriers — and the margin finally held.”
· Founder, Virasat KurtaBOOK A CALL
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