Building a Scalable Regional E-Commerce Engine for a Farm-Rooted Natural Skincare Brand in India

Industry: Skincare, D2C E-commerce, Wellness

Region: India 

Engagement: Multi-year digital strategy, brand development, performance marketing, Shopify engineering, BI analytics, and full-funnel e-commerce growth for a traditional, farm-to-face personal care brand.

Technology Stack Overview

E-commerce Platform: Shopify 

Marketing Technologies: Meta Ads, Google Ads, YouTube Ads, WhatsApp Campaigns.

Analytics: Custom BI dashboards, heatmaps, retention analytics, ROAS tracking.

Content Systems: Video production workflows, regional-first content structures.

Integrations: Payment gateways, logistics APIs, CRM automations.

Challenge

The skincare brand had a strong foundation rooted in organic farming and traditional formulations, but faced major challenges in building a scalable digital presence across India.

Key challenges included :

• Minimal digital visibility at launch and no established e-commerce strategy.

• Absence of retail presence, which made awareness and education essential.

• A need to reach Bharat audiences with diverse cultural and digital behaviours.

• Limited resources and a very small internal decision-making team.

• Product-market fit challenges in competitive online beauty categories.

• The need for rapid execution without compromising brand authenticity.

The brand needed a digital partner capable of combining cultural storytelling with technology, performance, and data-driven scale.

Solution

EC Infosolutions partnered long-term with the brand to design a Bharat-first digital growth model. 

The approach included brand narrative creation, e-commerce engineering, content production, performance marketing, behavioural analytics, community building, and data-driven optimisation across all customer touchpoints.

Key Functional Modules

1. Brand Identity and Narrative Development

• Created a story that connected farming heritage, purity, and natural ingredients.

• Positioned the brand as trustworthy, familiar, and culturally aligned.

• Built founder-led storytelling to strengthen emotional resonance.

2. Product-Market Fit and Audience Insights

• Conducted qualitative research across Tier 2 to Tier 4 cities.

• Refined product positioning around nourishment, tradition, and safety.

• Identified high-intent audiences for natural skincare categories.

3. Regional-First, Conversion-Optimised E-Commerce

• Developed a fast, mobile-first Shopify storefront.

• Optimised product storytelling through ingredient education.

• Created website structures friendly to regional language expansion.

4. Content and Video-First Strategy

• Produced ingredient-based videos and customer testimonials.

• Built WhatsApp-first communication for non-social audiences.

• Crafted founder-centric narratives aligned with Bharat families.

5. Performance and PPC Campaigns

• Executed Google, Meta, and YouTube campaigns with regional segmentation.

• Ran A and B tests on creatives, messages, and product bundles.

• Designed seasonal campaigns aligned with Indian cultural events.

6. Reputation and Community Development

• Launched ORM campaigns to strengthen trust.

• Created UGC pipelines from real users across different regions.

• Collaborated with micro-creators in rural and semi-urban markets.

7. Analytics and Continuous Optimisation

• Built a BI dashboard with ROAS, repeat purchase rates, and heatmaps.

• Refined ad spend and conversion strategies using behavioural insights.

• Optimised product bundling and discount strategies based on data.

Implementation and Delivery

The collaboration began in 2019 and evolved through a continuous delivery model. Work included e-commerce development, iterative CRO, narrative expansion, seasonal marketing, reporting automation, and deep involvement in founder-driven content.

Results

The brand transformed from a small regional idea into a high-growth D2C success story. 

Key outcomes from 2019 to 2025 include: 

• One hundred times growth in online revenue.

• Expansion of distributor and retail presence due to digital demand.

• Higher order volumes from Tier 2 to Tier 4 cities compared to metros.

• Significant improvements in search rankings for target ingredients. 

• High WhatsApp conversion through video-led storytelling. 

• A strong emotional brand built around authenticity and tradition.

The brand scaled nationwide without losing its cultural identity.

Key Takeaways

• Founder-led storytelling creates deeper, more trusted brand relationships.

• Video-first communication works especially well in non-metro India. 

• Simple, resilient tech stacks outperform complex systems in Bharat markets.

• Organic farming and natural ingredients resonate strongly with regional buyers.

• Data-backed decision-making accelerates scaling while protecting brand values.

Looking to build a digital growth strategy for your consumer brand.

EC Infosolutions partners with D2C companies to create scalable digital ecosystems built on cultural insight, storytelling, technology, and performance marketing.

Let us help you create a digital roadmap that grows revenue while staying true to your brand’s roots.