Pashtush is a heritage-inspired brand rooted in India’s rich artistic traditions, bringing authentic, handcrafted shawls directly from artisans to customers worldwide.
The brand has been operating at a low scale for the past six months, limiting overall growth momentum.
Scalability remains a challenge, with performance heavily dependent on Adv+ campaigns.
There is a need to diversify campaign structures to reduce over-reliance on a single approach.
Website audit gaps are affecting user experience and may be impacting conversion rates.
Additionally, optimal budget distribution between domestic and global accounts continues to be a key challenge.
Use a structured campaign funnel to drive scalable growth while reducing reliance on Adv+ campaigns. Test creatives, audiences, and placements independently for better control and insights. Optimize region-wise messaging and scale consistently profitable markets. Focus on strong creatives to lower acquisition costs, and strengthen retention through loyalty benefits and personalized experiences to improve LTV.
We started with a clear campaign structure covering prospecting, retargeting, and retention, and gradually increased budgets based on performance. Along with this, we ran manual campaigns using interest-based, lookalike, and geo-specific audiences to gain better control and clearer insights across both domestic and global markets. Creatives, audiences, and placements were tested separately to understand what works best. We also focused on improving the website user experience to help boost conversion rates. Separate budgets and campaigns were allocated for domestic and international markets, with more focus on high-performing regions and region-specific creatives and messaging.
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