โA 12-week journey of transforming a โน200 Crore business from data overwhelm to profit clarityโ
The Starting Point:
Growth Brings Complexity
In India's unique e-commerce landscape, being on a single marketplace isn't an option. Your customers are everywhere - from a college student browsing Myntra for the latest fusion wear, to a working professional ordering through Quick Commerce for next day's function, to a homemaker comparing prices across Amazon and Flipkart. Each marketplace has its own audience, its own rules, and its own way of eating into your margins.
Meera Fashions* started as a small boutique in Mumbai's fashion district in 2015. By 2023, they had grown into a โน200 crore powerhouse in women's ethnic wear, being forced to juggle between the complexities of every major Indian marketplace. Like most Indian brands, they faced the brutal reality, missing out on even one platform meant losing a significant market share to competitors.
The Search for Solutions
The team tried everything - from hiring more analysts to building custom Excel models. They even attempted to create their own dashboard using PowerBI. But the complexity of Indian e-commerce proved too overwhelming.
Their daily challenges were mounting, especially with platform-specific policies eating into their working capital.
Priya, Finance Head
The Breaking Point:
When Success Becomes a Problem
Their daily challenges were mounting, especially with platform-specific policies eating into their working capital.
"Managing multiple marketplace rules was like running five different businesses"
Priya, Finance Head
Each platform had its own playbook:
- Amazon: 7-day settlements, 30-day returns, 20-25% return rates
- Flipkart: 14-day payments, 14-day returns, up to 28% returns in ethnic wear
- Myntra: Bi-weekly payments, return rates spiking to 35% during sales
- Ajio & Nykaa: 14-15 day settlements, seller-borne return shipping
โDuring peak seasons, we had โน2.5 crores stuck in returns and payment cycles.โ
โWith โน5 crores in inventory spread across platforms, and another โน3 crores in payment cycles, we were constantly juggling funds just to keep operations running.โ
Amit
The breaking point came during the 2023 festive season. Despite record-breaking sales of โน40 crores in just two months, their โprofits didn't reflect the surge.โ They were drowning in data but starving for insights.
The Forcesight Solution: Four Pillars of Transformation
The implementation of Forcesight brought four game-changing capabilities that transformed how Meera Fashions operated:
1. AI-Powered Decision Intelligence
Forcesight's AI engine started providing actionable recommendations:
- Which products to promote on which platforms
- When to restock specific SKUs
- Which channels needed immediate attention
- Price optimization opportunities across platforms
"The biggest change was moving from gut-feel to data-driven decisions"
Amit
2. SKU-Level Ad Optimization
Previously, Meera Fashions was spending โน15 lakhs monthly on ads across platforms without clear ROI visibility.
Forcesight's analytics revealed:
- 40% of ad spend was going to products with negative profit margins
- High-performing SKUs were getting minimal ad exposure
- Platform-specific ad performance varied significantly
"We reallocated our ad budget based on SKU-level profit data,"
"Within 8 weeks, our ad ROI improved by 85% while maintaining the same budget."
Digital Marketing Head
3. Intelligent Inventory Placement
Forcesight's inventory optimization engine transformed their warehouse strategy:
- Analyzed order patterns across regions
- Recommended optimal inventory placement
- Reduced shipping costs by 28%
- Decreased delivery times by 35%
"We discovered we were shipping sarees from Surat to Delhi, only to ship them back to Gujarat for customer delivery,"
"Forcesight's inventory optimization eliminated such inefficiencies."
Priya, Finance Head
4. Multi-Level Profit Analytics
The platform provided unprecedented visibility into profitability:
- Channel Level: Understanding platform-specific performance
- Order Level: Identifying profitable order patterns
- SKU Level: Tracking individual product performance
"For the first time, we could see exactly how each SKU performed across different platforms,"
"A saree that was losing money on Amazon was highly profitable on Myntra due to different customer return behaviors."
Amit
2. SKU-Level Ad Optimization
Previously, Meera Fashions was spending โน15 lakhs monthly on ads across platforms without clear ROI visibility.
Forcesight's analytics revealed:
- 40% of ad spend was going to products with negative profit margins
- High-performing SKUs were getting minimal ad exposure
- Platform-specific ad performance varied significantly
"We reallocated our ad budget based on SKU-level profit data,"
"Within 8 weeks, our ad ROI improved by 85% while maintaining the same budget."
Digital Marketing Head
4. Multi-Level Profit Analytics
The platform provided unprecedented visibility into profitability:
- Channel Level: Understanding platform-specific performance
- Order Level: Identifying profitable order patterns
- SKU Level: Tracking individual product performance
"For the first time, we could see exactly how each SKU performed across different platforms,"
"A saree that was losing money on Amazon was highly profitable on Myntra due to different customer return behaviors."
Amit
The Transformation:
12 Weeks Later
Today, Meera Fashions has a completely different approach to multi-channel management:
1. Real-time Profit Tracking:
- Every sale’s profitability is calculated instantly
- Channel-specific performance is visible at a glance
- Inventory decisions are based on actual profit data
2. Optimized Operations:
- Reduced return rates by 15% through better channel-product matching
- Decreased shipping costs by 22% through data-driven courier selection
- Improved inventory turnover by 30%
3. Financial Impact:
- Overall profit margins improved by 8%
- Working capital requirement reduced by 25%
- Time spent on reporting reduced from 180 hours to 5 hours monthly
