Wakefit - Mattress, Furniture, Home Decor
Revenue Growth · Full-Funnel Marketing ·
P&L Ownership · Martech · SEO · CRM
Who
Client Profile
Wakefit is a ₹1,100 Cr+ online business in mattresses, furniture and home accessories, operating across D2C and marketplaces (Amazon, Flipkart). After successfully scaling the brand, it completed its IPO in 2025.
The mandate: grow faster than the category, improve marketing efficiency, and build the systems and team to sustain it.
What
The Problem Statement
Wakefit was already a leader in terms of online revenue. However, profitability had to improve given the upcoming IPO without the revenue growth stalling.
The problem statement had the following parts:
Continue growing revenue at 30%+ overall
Shift revenue share from marketplaces to D2C to drive higher profits
Increase new customer acquisition to improve overall LTV
Setup best-in-class attribution systems to make sure that every rupee is judiciously spent
How
What We Built
Performance Marketing: Full ownership of media spends across Meta, Google and marketplaces. Rebuilt campaign architecture with granular ROAS tracking at product-group level. Separated brand from non-brand in PMax to prevent cannibalisation of branded intent and RoAS over-reporting. Restructured marketplace campaigns to eliminate cannibalization.
SEO: Rebuilt sitemap and crawl structure. Aggressively optimised the mattress category page - new keyword variants, content refresh, high-quality backlinking. Mattress category moved from position 5 to #1. Non-branded organic clicks grew 33% YoY.
Retention & CRM: Refocused CRM away from high-volume, low-ROI campaigns toward high-value cohorts. CRM ROI improved 3x in three months. Automated flow audit cut 25 redundant flows and reduced communication volume by 20%.
Martech & Attribution: Fixed Meta CAPI event values. Built SKU-level GA4 funnel reports. Connected offline retail conversions to Google Ads. Automated reporting saved 60+ person-hours per month.
Experimentation: 40+ growth initiatives led - including a 2.8x CVR uplift via mid-funnel CTV campaigns, AI-powered feed title optimisation, and more. Two initiatives featured as published Google Case Studies.
Team & Operations: Built and led a team of 15. Rationalised agency and affiliate partnerships - saving ₹1Cr+/month with no revenue impact.
Outcome
The Results
Revenue - 35%+ YoY growth
ROAS - 2x improvement
Organic clicks - +33% YoY
SEO Ranking - Mattress category #5 to #1
CRM RoI - 3x
Cost savings - ₹2.5Cr+ per annum via automation
Google recognition - 2 published case studies
Who
Client Profile
Wakefit is a ₹1,100 Cr+ online business in mattresses, furniture and home accessories, operating across D2C and marketplaces (Amazon, Flipkart). After successfully scaling the brand, it completed its IPO in 2025.
The mandate: grow faster than the category, improve marketing efficiency, and build the systems and team to sustain it.
What
The Problem Statement
Wakefit was already a leader in terms of online revenue. However, profitability had to improve given the upcoming IPO without the revenue growth stalling.
The problem statement had the following parts:
Continue growing revenue at 30%+ overall
Shift revenue share from marketplaces to D2C to drive higher profits
Increase new customer acquisition to improve overall LTV
Setup best-in-class attribution systems to make sure that every rupee is judiciously spent
How
What We Built
Performance Marketing: Full ownership of media spends across Meta, Google and marketplaces. Rebuilt campaign architecture with granular ROAS tracking at product-group level. Separated brand from non-brand in PMax to prevent cannibalisation of branded intent and RoAS over-reporting. Restructured marketplace campaigns to eliminate cannibalization.
SEO: Rebuilt sitemap and crawl structure. Aggressively optimised the mattress category page - new keyword variants, content refresh, high-quality backlinking. Mattress category moved from position 5 to #1. Non-branded organic clicks grew 33% YoY.
Retention & CRM: Refocused CRM away from high-volume, low-ROI campaigns toward high-value cohorts. CRM ROI improved 3x in three months. Automated flow audit cut 25 redundant flows and reduced communication volume by 20%.
Martech & Attribution: Fixed Meta CAPI event values. Built SKU-level GA4 funnel reports. Connected offline retail conversions to Google Ads. Automated reporting saved 60+ person-hours per month.
Experimentation: 40+ growth initiatives led - including a 2.8x CVR uplift via mid-funnel CTV campaigns, AI-powered feed title optimisation, and more. Two initiatives featured as published Google Case Studies.
Team & Operations: Built and led a team of 15. Rationalised agency and affiliate partnerships - saving ₹1Cr+/month with no revenue impact.
Outcome
The Results
Revenue - 35%+ YoY growth
ROAS - 2x improvement
Organic clicks - +33% YoY
SEO Ranking - Mattress category #5 to #1
CRM RoI - 3x
Cost savings - ₹2.5Cr+ per annum via automation
Google recognition - 2 published case studies
Who
Client Profile
Wakefit is a ₹1,100 Cr+ online business in mattresses, furniture and home accessories, operating across D2C and marketplaces (Amazon, Flipkart). After successfully scaling the brand, it completed its IPO in 2025.
The mandate: grow faster than the category, improve marketing efficiency, and build the systems and team to sustain it.
What
The Problem Statement
Wakefit was already a leader in terms of online revenue. However, profitability had to improve given the upcoming IPO without the revenue growth stalling.
The problem statement had the following parts:
Continue growing revenue at 30%+ overall
Shift revenue share from marketplaces to D2C to drive higher profits
Increase new customer acquisition to improve overall LTV
Setup best-in-class attribution systems to make sure that every rupee is judiciously spent
How
What We Built
Performance Marketing: Full ownership of media spends across Meta, Google and marketplaces. Rebuilt campaign architecture with granular ROAS tracking at product-group level. Separated brand from non-brand in PMax to prevent cannibalisation of branded intent and RoAS over-reporting. Restructured marketplace campaigns to eliminate cannibalization.
SEO: Rebuilt sitemap and crawl structure. Aggressively optimised the mattress category page - new keyword variants, content refresh, high-quality backlinking. Mattress category moved from position 5 to #1. Non-branded organic clicks grew 33% YoY.
Retention & CRM: Refocused CRM away from high-volume, low-ROI campaigns toward high-value cohorts. CRM ROI improved 3x in three months. Automated flow audit cut 25 redundant flows and reduced communication volume by 20%.
Martech & Attribution: Fixed Meta CAPI event values. Built SKU-level GA4 funnel reports. Connected offline retail conversions to Google Ads. Automated reporting saved 60+ person-hours per month.
Experimentation: 40+ growth initiatives led - including a 2.8x CVR uplift via mid-funnel CTV campaigns, AI-powered feed title optimisation, and more. Two initiatives featured as published Google Case Studies.
Team & Operations: Built and led a team of 15. Rationalised agency and affiliate partnerships - saving ₹1Cr+/month with no revenue impact.
Outcome
The Results
Revenue - 35%+ YoY growth
ROAS - 2x improvement
Organic clicks - +33% YoY
SEO Ranking - Mattress category #5 to #1
CRM RoI - 3x
Cost savings - ₹2.5Cr+ per annum via automation
Google recognition - 2 published case studies