• UmedMart is a Government-backed e-commerce platform that empowers rural women entrepreneurs by providing them with a marketplace to sell handcrafted and organic products. 
• Focused on sustainability, authenticity, and quality, UmedMart supports over 6 lakh self-help groups (SHGs) across 30,000 villages in 34 districts of Maharashtra. 
• By enabling rural artisans and women to create sustainable livelihoods through eco-friendly products, the platform drives both economic growth and social impact.

• UmedMart was struggling to scale website purchases profitably in a landscape dominated by digitally native and mainstream brands with stronger brand perception and packaging appeal.
• The platform’s biggest differentiator- its social impact and women-empowerment mission, was not being clearly or consistently translated into the ad campaigns.
• Existing creatives focused primarily on products rather than purpose, limiting emotional connection with ethically conscious and value-driven consumers.
• Product discovery was not aligned with audience intent, highlighting the need for sharper audience segmentation and category-level communication to drive efficiency.

• Building Awareness Through Purpose-Led Storytelling
  Positioned UmedMart not just as an e-commerce platform, but as a mission-driven marketplace empowering rural women entrepreneurs across Maharashtra.
  Campaign messaging highlighted the human stories behind each product, connecting purchases to real social impact and reinforcing UmedMart’s purpose beyond transactions.

• Establishing Trust Through Authentic UGC-Led Creatives
  To address trust and quality concerns, we leaned heavily into user-generated and creator-led content. UGC creatives showcased:

• 1. Real product usage and reviews
  2. Sourcing process rooted in rural origins
  3. Benefits of organic, chemical-free, and handcrafted products

This helped humanize the brand, validate product quality, and build credibility among first-time buyers.

• Purpose + Product Messaging Across the Funnel
  We aligned messaging across funnel stages:

• • Upper funnel: Mission-led and impact-focused storytelling to drive awareness and emotional connection.
  • Mid funnel: Product benefits, quality cues, and sourcing transparency
  • Lower funnel: Clear CTAs, category-led creatives, and ease-of-purchase messaging

• Catalogue Segmentation for Performance Efficiency
  We moved away from broad targeting and adopted intent-driven audience segmentation.
  Different product categories like organic foods, home decor, gifting, were mapped to audiences most likely to purchase them, improving relevance, CTRs, and conversion rates.
  

• Catalogue Segmentation for Performance Efficiency
  To enable scalable growth, we segmented product catalogues based on performance signals like Highest revenue-generating products, Best-selling SKUs, High-demand categories, etc.
  This allowed us to prioritize budgets on proven winners while continuously testing and scaling new products efficiently.

Campaign Creatives