Dulaar

Problem statement

The brand had been stuck at the same revenue level for over two years and wanted to supercharge its growth to the next level.

What we did

• Conducted consumer research to understand existing brand perception
• Conducted secondary research to map the category landscape and potential white spaces
• Analysed existing customer data to understand the customer base, demography and behaviour

Growth recommendations

• Research and data analysis showed Dulaar had the potential to lead the new-born entry segment, where willingness to pay a premium is high
• Diversified the portfolio to introduce SKUs for the right occasion at the right price, building a repeat ladder
• Redesigned the website home and PDP landing pages to drive conversions and communicate the premium proposition
• Built a social media strategy around founder-led content and extensive creator seeding to build trust and reach

Results

• Positioned Dulaar as the go-to comfort-first kids apparel brand in India, capturing the customer at the point of category entry
• A 3× increase in revenue over a nine-month period
• A 2× improvement in website conversion rate
• A 20% improvement in repeat rate