BLENDED ROAS
5.8×
Held steady at high volume
EDEVOLVE DIGITAL
Your growth is our growth
PERFORMANCE · GROWTH
LUXURY HANDCRAFTED CHIKANKARI · EST. LUCKNOW
GROWTH CASE STUDY
House ofChikankari
From ₹25–30 L a month to a ₹9 Cr peak — a 10× scale-up in the first six months, the Shark Tank India stage, and three more years of compounding.
10×
REVENUE GROWTH IN SIX MONTHS
₹9Cr
PEAK MONTHLY REVENUE, 2025
33%
INTERNATIONAL ORDER SHARE
46mo
RETAINED — MAR 2022 TO DEC 2025
01
The Brief
House of Chikankari built its name on the hand-embroidery traditions of Lucknow — a craft that rewards patience but resists scale.
By early 2022 the brand had a loyal following and roughly ₹25–30 L in monthly sales, yet its ambitions had outgrown its reach.
The mandate was deliberately steep: multiply revenue tenfold inside six to nine months without letting profitability slip — and do it in time to position the label for a Shark Tank India pitch. Growth of that order usually comes at the cost of margins. Our task was to prove it needn’t.
That meant treating heritage as a growth asset rather than a constraint: telling the craftsmanship story at scale, opening two international markets from a near-standing start, and turning first-time buyers into a repeat base.
WHERE WE STARTED
- Monthly revenue plateaued at ₹25–30 L
- Only ~5% of orders from overseas
- Roughly 600 orders a month
- Repeat purchase rate near 20%
- A hard deadline — pitch-ready by August 2022
THE TARGETS WE SET
REVENUE
₹2.5–3 Cr
Monthly, up from ₹25–30 L
BLENDED ROAS
5–6.5×
Held through the scale-up
ORDERS
4,000+
Per month, from ~600
INTERNATIONAL
33%
USA & UK, from 5%
02
The Approach
A single full-funnel engine across Meta and Google — storytelling at the top, intent capture in the middle, a loyalty loop at the base — tuned every week against blended profitability.
01
Craft-led creative on Meta
Facebook and Instagram carried the brand story: the hands behind the embroidery, the provenance of each piece, the quiet luxury of the finish. Emotional, heritage-first creative did the persuading so performance creative could do the converting.
02
Intent capture on Google
Search, Shopping and Display went after high-intent demand — buyers already looking for chikankari and occasion wear. Google carried a steady 7× ROAS and balanced our reliance on any single platform.
03
Two new markets, built to fit
Dedicated campaigns for the USA and UK, with creative, sizing cues and messaging rewritten for each audience — not simply the India ads pointed abroad.
04
A loyalty loop, not a leaky bucket
Retargeting and members-only offers pulled buyers back for a second and third order, lifting the repeat rate to 29.11% and improving the economics of every rupee acquired.
05
Engineered for the pitch
We deliberately protected a double-digit month-on-month curve while holding ROAS in the target band — the kind of clean, profitable growth line that stands up to investor scrutiny.
03
The Results
By October 2022 the brand had hit every headline target, and cleared several.
MONTHLY REVENUE
₹3.2Cr
From ₹25–30 L — a clean 10×
MONTHLY ORDERS
4,000
Up 566% from ~600
INTERNATIONAL SHARE
33%
From 5% — a 6.6× jump
REPEAT CUSTOMERS
29%
Up from ~20%
GOOGLE ADS ROAS
7×
Consistent, platform-balanced
BEFORE & AFTER · THE SCALE-UP, MAR → OCT 2022
| METRIC | BEFORE | AFTER | MOVEMENT |
|---|---|---|---|
| Monthly revenue | ₹25–30 L | ₹3.2 Cr | 10× |
| Blended ROAS | 6× | 5.8× | Held |
| Monthly orders | 600 | 4,000 | +566% |
| International orders | 5% | 33% | 6.6× |
| Repeat customer rate | ~20% | 29.11% | +9 pts |
THE OUTCOME
Shark Tank India
We prepared the full investor pitch in August 2022, on the deadline the brief had set. House of Chikankari took the growth story to the Shark Tank India stage, and the episode aired in January 2023.
04
Compounding
The scale-up wasn’t the ceiling. Every year that followed set a higher peak than the one before it — and the engagement ran another 38 months.
PEAK MONTHLY REVENUE, BY YEAR
₹3.2Cr
2022
The scale-up
₹4.7Cr
2023
+47% on 2022
₹6.9Cr
2024
+47% on 2023
₹9Cr
2025
+30% on 2024
SUSTAINED FOR
38mo
Nov ’22 → Dec ’25, without a reset
AVERAGE MONTHLY REVENUE
₹3Cr+
Maintained past the scale-up
BLENDED ROAS
4.5–5×
Profitable across three years
The hard part of a 10× month isn’t reaching it. It’s clearing it again the following year, and the year after that.
From November 2022 the mandate changed from acceleration to durable growth. Creative was refreshed on a rolling cycle so fatigue never compounded, the USA and UK accounts were run as their own P&Ls rather than spillover, and budget moved between markets and platforms as each season demanded.
Blended ROAS settled into a 4.5–5× band — slightly below the sprint figure, and deliberately so. At this volume the right trade is a little efficiency for durable scale. Monthly revenue averaged above ₹3 Cr across the period while the annual peak kept climbing, finishing at ₹9 Cr in 2025 — roughly 30× the pre-engagement baseline.
WHAT THE LONG RUN REQUIRED
- Rolling creative refresh against fatigue
- USA and UK run as separate P&Ls
- Budget rebalanced season by season
- Weekly tuning on blended profitability
- Repeat base compounding under the new demand
“
We didn’t just scale spend — we scaled a heritage brand into a profitable, investor-ready business, and set it on the national stage.
EVOLVE DIGITAL · HOUSE OF CHIKANKARI
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EVOLVE DIGITAL
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