— FMCG

Hindustan Unilever (Brooke Bond Taj Mahal)

1,000+ orders a month sustained, average order value doubled, and return ratio halved from 20% to 10% — on HUL's first-ever heritage-tea D2C launch.

The brief

This was Hindustan Unilever's first direct-to-consumer venture under a heritage tea brand, going up against established players like Teabox and VAHDAM. A premium price point, a high initial return ratio from mismatched expectations, and the operational complexity of building a funnel from scratch all had to be solved at once.

What we saw

Tech plus targeting equals traction — but tea isn't one-size-fits-all. It needs storytelling, pairing suggestions, and cultural moments. Retention through subscriptions and CRM is the next frontier, not just first-order acquisition.

The work

We ran programmatic media and affiliate partnerships, layered Adobe site tags for user profiling, and used AI-based journey mapping for retargeting. Full-funnel display, video, and email drove acquisition; remarketing loops recovered abandoned carts and powered cross-sell; segmented emails split new, returning, and churned buyers. Explainer videos and recipe integrations carried the brand story.

The outcome