The Situation
Haldi & Kumkum was built on a beautiful idea — bringing back the charm of traditional return gifting for weddings, baby showers, namakaranams, and other cultural celebrations. The products were thoughtfully curated, culturally rich, and genuinely differentiated. But the business had one glaring problem: nobody knew they existed. With zero digital presence and zero orders coming in, the brand was essentially invisible to the very audience that would love what they had to offer. The traditional gifting market, while deeply emotional, is also fiercely driven by visibility and word-of-mouth — and without a social media footprint, Haldi & Kumkum was losing ground to competitors before the race had even begun.
Our Approach
SmartStart designed a data-backed social media strategy tailored specifically to the traditional gifting space — identifying the right platforms, the right content formats, and the right audience segments to drive measurable business results.
Step 1 — Audience Research & Platform Strategy
We began with a deep dive into the target audience — women aged 25–45 planning traditional functions, largely active on Instagram and Facebook. We mapped out content themes, posting frequencies, and engagement tactics that would resonate with this audience’s cultural sensibilities and purchase behaviour.
Step 2 — Content Creation & Community Building
SmartStart developed visually rich, culturally authentic content that showcased Haldi & Kumkum’s products in real function settings. From reels to carousels to festive campaign posts, every piece of content was crafted to trigger emotional connection and drive direct inquiries. Consistent posting built a loyal, engaged community around the brand.
Step 3 — Performance Marketing & Order Conversion
We ran targeted paid campaigns on Meta platforms, zeroing in on users actively planning events and celebrations. Ad creatives were A/B tested, budgets were optimised based on conversion data, and inquiry-to-order conversion was tracked closely — ensuring every rupee spent on advertising translated into measurable revenue.
The Results
Haldi & Kumkum went from zero orders at the start of the engagement to generating a consistent average monthly revenue of ₹13,00,000 — a complete business transformation within 6 months.
Targeted Meta ad campaigns delivered a steady, high-intent lead flow — with inquiries coming in daily from customers actively planning weddings, baby showers, and traditional ceremonies across the region.
Organic social media growth built a loyal community of followers who engaged regularly with the brand’s content — creating a word-of-mouth effect that compounded the impact of paid campaigns.
A scalable digital sales system was established — ensuring Haldi & Kumkum had the tools, content pipeline, and ad framework in place to sustain and grow their revenue well beyond the engagement period.
Guide the Process and Solve Problems
A weekly, executive-level decision mechanism to guide the process and solve problems as they arise.
“Honestly, I wasn’t sure social media would work for something as traditional as what we do. But SmartStart just got it — they understood the emotion behind our products and translated that into content that actually made people stop and place orders. I still can’t believe we went from nothing to where we are now in just a few months.”
