Client Background
Tamarind Chutney is an Indian direct-to-consumer fashion and lifestyle brand known for handcrafted, artisanal apparel created with sustainable practices. With an expansive catalog exceeding 200 distinct SKUs across men's and women's apparel, accessories, and home goods, the brand possessed strong customer love on social channels but struggled to establish predictable, profitable volume on Flipkart Marketplace.
The Challenge: Traffic Without Margin
When Mosaic Brands conducted our initial technical audit of Tamarind Chutney's Flipkart seller account, we identified three core bottlenecks suppressing profitability:
- Listing Quality Disconnect: Product titles lacked critical attribute tokens (fabric, cut, sleeve length, occasion), causing Flipkart's SmartSearch algorithm to miss high-intent searches.
- Regional Warehouse Misalignment: Inventory was concentrated in a single northern hub, meaning Tier-2 and Tier-3 customers in Western and Southern India saw long delivery estimates (5–7 days), drastically cutting conversion rates.
- Broad Keyword Ad Bleed: Flipkart PLA campaigns were bidding heavily on generic broad keywords ("cotton dress", "unisex shirt") with high cost-per-click (CPC) and low purchase intent, eroding overall campaign ROAS down to 2.4x.
Our 5-Step Turnaround Strategy
Mosaic Brands executed a systematic listing and advertising restructuring plan through our dedicated Flipkart marketplace management service over an 8-week sprint:
1. Catalog Architecture & LQS Optimization
We completely rewrote product titles, bullet points, and backend search keywords across all 200+ active listings. Each listing was audited against Flipkart's Listing Quality Score (LQS) metrics to ensure 100% attribute completion, raising average catalog LQS from 62% to 94%.
2. Custom A+ Rich Graphic Content
We designed high-resolution A+ graphic banners highlighting artisanal fabric craftsmanship, sizing charts with Indian body proportions, and lifestyle styling guides. This increased average on-page dwell time and lifted product detail page conversion by 28%.
3. Flipkart Assured & Multi-Node Inventory Allocation
We partnered with the brand's logistics team to rebalance inventory across regional Flipkart fulfillment centers. Activating multi-node delivery unlocked the "Flipkart Assured" badge across 80% of top SKUs and enabled 24-48 hour delivery in key target metros.
4. High-Intent Tier-2/3 Search Query Harvesting
Through continuous Flipkart search query mining, we shifted ad budget away from high-CPC generic terms into high-converting long-tail and regional search phrases where Tamarind Chutney had a clear pricing and aesthetic advantage.
5. Dayparting & Dynamic Bid Management
Campaign budgets were aligned with peak shopping hours, reducing bids during low-converting morning slots and aggressively scaling bids during high-intent evening hours and payday weekends.
The Results
+140% ROAS Increase
Overall campaign ROAS scaled from a baseline of 2.4x to an aggregate 5.8x on Flipkart PLA campaigns.
₹42 Lakhs Revenue
Monthly Flipkart revenue surged by ₹42 Lakhs within 90 days of full catalog optimization.
35+ Page 1 Rankings
Organically ranked on Page 1 for high-volume category queries without requiring continuous ad subsidies.
-38% Ad Spend Wastage
Negative keyword sculpting pruned low-converting search terms, saving budget for proven high-margin hero SKUs.
"Restructuring our catalog and updating our A+ content transformed our visibility on Flipkart. The results speak for themselves. Mosaic Brands brought clarity and data-driven discipline to a channel we were almost ready to give up on."
— Tanvi R.
Founder, Tamarind Chutney