3x Increase in Online Sales & 117% Increase in ROAS In 6 Months | UmedMart

About the Brand

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.

Challenge

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.

Strategy & Delivery Overview

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:
Real product usage and reviews
Sourcing process rooted in rural origins
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.