Driving ₹1.94M in Revenue by Launching a D2C Ecommerce Product from Scratch
Industry
Fashion/D2C Ecommerce
Client
Kiana Fashion
Service
Product Launch & Monetization
Impact
₹1.94M in revenue within 3 months
The client was a Gujarat-based women’s fashion brand specializing in kurtis and festive Indian wear, selling directly to consumers across India. The brand had no existing ecommerce presence and wanted to validate demand before scaling further.
The objective was to launch the ecommerce product end-to-end, generate early traction, and validate whether the product resonated with the target audience through real purchase behavior.
CHALLENGES
From a product perspective, the core challenge was launching and monetizing a new D2C product with no prior demand validation:
• No existing website or ecommerce funnel
• No historical data on customer preferences or buying behavior
• Need to validate product-market fit quickly through real orders
• High competition in the women’s fashion ecommerce space
This required rapid execution, clear prioritization, and fast feedback loops to determine whether the product could generate sustainable demand.
MY ROLE
Execution was carried out by a team, while strategy, prioritization, and direction were owned by me.
I acted as the Product Owner for launch and monetization, where I:
• Owned the end-to-end ecommerce launch strategy
• Defined success metrics focused on order volume and revenue
• Prioritized funnel setup, product presentation, and go-to-market sequencing
• Guided execution across website, acquisition, and early growth experiments
APPROACH & KEY PRODUCT DECISIONS
Ecommerce Foundation & Funnel Setup
• Built the ecommerce website from scratch with a focus on usability and conversion
• Structured product and category pages to support browsing and purchase intent
• Ensured a smooth end-to-end purchase journey from landing to checkout
Product Page & Category Optimization
• Optimized product pages to clearly communicate design, fabric, and occasion fit
• Structured category pages to support discovery across festive and everyday wear
• Used SEO-led structuring to improve long-term discoverability and relevance
Go-to-Market & Demand Validation
• Launched paid acquisition immediately to validate demand quickly
• Used offers and discounts to reduce first-purchase friction
• Focused targeting on female audiences aligned with product positioning
Influencer & Social Proof Strategy
• Leveraged influencer marketing, including celebrity collaborations, to build trust
• Used social proof to accelerate adoption for a new and unknown brand
• Combined awareness and conversion efforts to drive early purchase behavior
THE OUTCOME
₹1.94M
Revenue generated
3 Months
Time to validate demand
13.8K
Monthly active users