Website
Founded in
2013
Industry
Fashion (D2C)
Location
India
Platform
About the Brand
Kimora is a premium Indian ethnic fashion brand based in Surat, a city that’s also one of India’s largest hubs for textile and embroidery manufacturing. The brand primarily works in sarees, lehengas, and bridal suits across various fabrics. Kimora built its name over a decade in the wholesale market, supplying retailers across India and overseas.
Moving into direct-to-consumer sales meant selling into a different kind of buying decision. That shift put new demands on Kimora’s website and marketing: convincing an individual shopper, not a retailer placing a bulk order, to commit to one of the bigger purchases in her wardrobe.
The Challenge
Kimora had built over a decade of trust in the wholesale market. Stepping into D2C meant starting over in almost every way that matters for digital growth.
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01
No Brand Awareness in the Digital Space
Retailers who bought from Kimora at wholesale knew the brand well. Individual shoppers scrolling Instagram or searching Google mostly didn't. The name carried little weight outside the trade it had spent a decade building.
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02
Underperforming Paid Campaigns
Ad spend on Meta and Google wasn't paying off, and part of the reason was structural: a new Pixel and a new ad account with limited historical conversion data. It was making early optimization and audience learning more difficult.
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03
Conversion Gaps on the Website
Kimora's website was functioning, but its product pages weren't built to convert the traffic paid campaigns were sending. Users dropped off at several points between landing and checkout rather than at one obvious bottleneck, so no single fix would move the needle on its own.
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04
Undefined Target Audience
Kimora knew its products were for saree lovers, but that's a category, not an audience. Without sharper digital audience insight, even strong creative was reaching the wrong people at the wrong time.
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05
Intense Market Competition
Ethnic wear is one of the more competitive categories in Indian eCommerce. Brands with years of ad spend, optimized campaigns, and built-up recall already occupied the space Kimora was trying to enter.
Solution
Our team recognized that Kimora needed a comprehensive approach that would build their digital foundation while driving immediate results. We developed a multi-phase strategy focusing on audience development, creative excellence, and systematic optimization.
Aureate Labs delivered a holistic growth plan across four connected pieces.
We redesigned the PDP and improved conversion across key pages, giving paid traffic landing pages that could actually close the sale.
We restructured campaigns, tested creatives, and scaled the audiences that were actually working, instead of spreading budget thin.
Optimized targeting, creatives, and tracking to bring cost per acquisition down and push ROAS up.
We connected Shopify and GA4 to create more consistent cross-channel reporting and better understand which campaigns contributed to sales.
Tools & Platforms Used:
Results that we delivered in 90 days
Business Impact
- The redesigned PDP turned paid traffic into paying customers instead of losing it at the product page, which made every rupee of ad spend go further
- Meta Ads moved from an unpredictable cost center to a scalable, repeatable growth channel
- Google Ads became a second reliable acquisition channel rather than a secondary experiment
- With CRO, Meta, and Google Ads measured against the same numbers, Kimora’s team could see which channel was actually driving growth
- Strong Facebook Pixel data and tested audience segments now provide a reliable foundation for future campaigns.
- A library of high-performing creative assets was built to sustain ongoing growth.
Testimonial
Aureate Labs transformed our online store. Conversion rates jumped, and our Meta and Google Ads now deliver profitable growth month after month.
Kimora Hitax, eCommerce Manager
Key Takeaways for Fashion & D2C Brands
Ad performance is only half the story.
A well-run campaign sending traffic to an unoptimized PDP will always look worse in the numbers than the ads themselves deserve.
High-consideration categories need the PDP to work as hard as the campaign.
Bridal and festive wear involve longer research windows, so product pages need to answer fabric, sizing, and trust questions upfront, not just create urgency.
A shared measurement system beats separate ones.
Connecting Shopify and GA4 let CRO and ad performance get judged against the same numbers, instead of each channel pointing to its own dashboard.
Scaling works best when spend follows data.
Reallocating budget weekly toward what was already converting produced steadier ROAS than a fixed media plan set at the start of the quarter.
Ready to See Similar Results?
If you’re running paid campaigns but not seeing the ROAS or conversions to match, the gap is usually in how your website and ad campaigns connect, more often than a flaw in either one by itself.
Here’s what that looks like in practice:
Free Growth Marketing Audit
We review your CRO setup, Meta and Google campaigns, and attribution. Then we show you where spend is wasted and where your site is losing conversions.
30-Minute Strategy Call
We walk through the audit findings, talk through your growth goals, and figure out if we’re a fit.
90-Day Growth Plan
CRO and paid ads work together, with weekly KPI tracking and budget shifted toward what’s actually converting.
