How NutriPaws Scaled From ₹30L to ₹2.4Cr/Month

NutriPaws repositioned from a commodity dog food brand to premium therapeutic nutrition. Here’s how we helped them scale revenue and repeat purchase.

The Starting Point

The brand had product-market fit in therapeutic and premium segments but was underinvesting in paid acquisition and retention. Revenue was around ₹30L/month with strong repeat from a small base. The goal was to scale without sacrificing contribution margin.

Repositioning and Creative

We led with ingredient and outcome messaging instead of price. Creative highlighted single-protein formulas, vet input, and real pet stories. Meta and Google were aligned to the same landing pages and subscription CTA. Creative refresh every 3–4 weeks kept CTR and conversion stable.

Results and Takeaways

Within 8 months, monthly revenue reached ₹2.4Cr. Repeat purchase rate improved to 68%, and blended ROAS held at 3.8×. Key levers: subscription-first positioning, consistent creative, and LTV-based bidding. Premium pet nutrition can scale when unit economics and creative are aligned.

Frequently Asked Questions

What channels drove most of the growth?

Meta (feed + Reels) and Google (Search + PMax) shared roughly 60/40. Brand search grew as we scaled; we kept branded campaigns separate to protect efficiency.

How did you handle creative fatigue?

We had a pipeline of UGC and in-house video. We rotated angles (ingredient, pet outcome, owner story) and refreshed assets every 3–4 weeks. Frequency caps helped limit fatigue.

What would you do differently?

We’d have pushed first-party data and email/SMS earlier. Earlier segmentation and lifecycle flows would have lifted LTV and allowed more aggressive acquisition sooner.