Client Background
VogueNaari is a direct-to-consumer contemporary ethnic wear label specializing in festive kurtas, designer co-ord sets, and wedding guest ensembles. While the brand maintained an active Instagram following and Shopify storefront, their presence on Myntra—India's premier fashion marketplace—was virtually invisible, lost beneath massive national retail chains and fast-fashion conglomerates.
The Challenge: Low Rank and Incomplete Attributes
When Mosaic Brands conducted our initial catalog diagnostic on Myntra, the barriers to scale were evident:
- Zero Paid Search Presence: VogueNaari had never run sponsored campaigns on Myntra, relying exclusively on organic traffic in an algorithm heavily favoring promoted listings.
- Missing Facet Attributes: Critical fashion filter attributes—such as ornamentation type, sleeve styling, fabric transparency, pattern, and occasion—were left blank or incorrectly categorized during bulk uploads. As a result, when shoppers filtered for "Anarkali Kurta Set" or "Wedding Silk Kurta", VogueNaari's listings were automatically excluded.
- Non-Optimized Hero Imagery: Product thumbnails failed to meet Myntra's high editorial standards, blending into white backgrounds without conveying drape, fabric sheen, or movement.
Our 4-Stage Fashion Scaling Framework
Mosaic Brands executed an end-to-end turnaround plan tailored to Myntra's merchandising algorithms:
1. Complete Fashion Taxonomy & Attribute Tagging
We systematically reviewed every SKU in VogueNaari's catalog, enriching mandatory and optional Myntra attributes. We matched each style to granular high-volume search filters, instantly indexing listings across hundreds of faceted navigation paths.
2. High-Fashion Visual Guideline Deployment
We directed a refresh of primary listing images, ensuring high-contrast studio editorial styling, clear silhouette depictions, close-up fabric texture shots, and standardized fit dimensions tailored to the Myntra mobile app experience.
3. Launching First Myntra Sponsored Ads
We structured VogueNaari's first Myntra PLA (Product Listing Ads) and Sponsored Brand campaigns. Bidding was calibrated around specific style keywords ("festive kurta sets", "designer chikankari", "cotton sharara sets") rather than broad high-cost generic terms.
4. Festive & Big Fashion Festival (BFF) Surge Strategy
Ahead of major Myntra shopping events, we prepared aggressive bid buffers, targeted competitor brand alternatives, and secured premium placement during high-traffic browsing hours.
The Results
+95% Search Visibility
Catalog impressions on Myntra search and category pages nearly doubled within the first 60 days.
3.2x Myntra Ad ROAS
Maintained a healthy 3.2x return on ad spend across all sponsored campaigns, generating immediate first-order profits.
₹18 Lakhs Revenue
Scaled monthly Myntra channel revenue to ₹18 Lakhs, establishing Myntra as the brand's fastest-growing sales channel.
Page 1 Category Ranks
Achieved Page 1 rank for 20+ competitive ethnic search queries during festive sale events.
"We had zero ad presence on Myntra before Mosaic Brands stepped in. Within 2 months, we were ranking on page 1 for our core categories, and our ad campaigns were operating profitably. They made Myntra our strongest marketplace channel."
— Priya S.
Founder, VogueNaari