Case Studies articles

A fast-growing Indian discount-broking app was buying installs efficiently but bleeding them in the account-opening funnel — only 36% of the users who started KYC finished it, and just 8% of installs ever placed a trade. Over five months we rebuilt the KYC funnel, the first-trade experience, and the early-retention loop: KYC completion climbed from 36% to 59%, install-to-first-trade doubled from 8% to 17%, D30 retention rose from 12% to 20%, and CAC payback fell from 14 months to 8. Here is the full activation playbook.

An Indian bill-payment and recharge app could acquire users at scale but could not keep them — most paid once and lapsed. Acquisition was never the problem; repeat usage was. Over four months we rebuilt the lifecycle: bill-due reminders across push and WhatsApp, a UPI Autopay mandate-adoption programme, rewards and streaks for repeat payers, and behavioural 30/60/90-day win-back sequences. Month-1 repeat-payment rate climbed from 27% to 43%, D30 retention from 9% to 17%, UPI Autopay adoption from 11% to 29%, monthly churn fell roughly 30%, and reactivation campaigns recovered about 22% of lapsed users. Here is the full retention playbook.

A professional networking app had installs but almost no activated users — most people never completed a profile or formed enough connections to reach the value moment, so retention and word-of-mouth were both weak. Over six months we redefined the activation metric, rebuilt onboarding around it, and engineered a double-sided invite loop. Profile completion went 41% to 67%, install-to-5-connections 22% to 44%, D7 retention 14% to 27%, and the k-factor 0.3 to 0.7. Here is the full activation-and-viral-loop playbook.

A B2B invoicing and GST-billing app for small businesses had no shortage of trials — SMB owners installed and started one every day. The problem was downstream: most never created their first invoice, and only 4% ever paid. In five months we rebuilt the product-led-growth motion around first value — compressing time-to-first-invoice from ~3 days to under 20 minutes, lifting activation from 38% to 64%, and nearly tripling free-trial-to-paid from 4% to 11%. Here is the full activation playbook.

A digital lending app for small and medium businesses was paying a fortune to acquire borrowers — and most of them never finished the application. Install-to-application sat at 14% and application-start-to-submitted at just 31%, so the blended cost-per-funded-loan was unsustainable. Over six months we rebuilt the loan-application funnel, fixed the document-upload and KYC drop-off, launched a WhatsApp win-back for abandoned applications, and re-pointed every rupee of media at the funded-loan event. Cost-per-funded-loan fell ~38%. Here is the full playbook.

A newly launched Indian bill-payment, utility, and rent-payment app wanted volume and real transactions — fast, from a standing start in one of the most commoditised categories in India. In 8 months we drove 10M+ installs (6.84M through Google UAC alone at ₹5.77 CPI), a 4% install-to-payment conversion rate, and ₹100 crore-plus in payments processed. Here is the full-funnel Google + ASO + YouTube playbook that did it.

A new SEBI-registered stock broker app entered one of the most saturated app categories in India — dominated by four well-funded incumbents. In 90 days, we ranked it #1 for "demat", "demat account", "free demat account", and 4 more category-defining keywords on the Indian Play Store — with all 10 target keywords landing in the top 3. Here is the full 6-layer playbook — paid-impressions priming, listing experimentation, backlink campaigns, YouTube brand juice, and the affiliate-led reputation push.

How we took a regional Indian fitness app from 15K MAU to 213K MAU in 9 months — the channel mix, creative system, and retention loop that made the math work.

How a small studio took a stack-runner hyper-casual game to 2M installs at ₹4 blended CPI in 8 weeks with a disciplined creative pipeline and rewarded-ad economics.

Vernacular EdTech is one of the most under-served opportunities in India. Here is how we took a Hindi-Marathi learning app from 25K installs to 412K in 6 months — and the lessons that apply to any regional language app.

A Hindi news app wanted to rank for "hindi news" and "latest news"—the most competitive keywords in their category. Here is how we did it, and drove 300,000 downloads in the process. (Anonymised client results.)

A regional language OTT app asked us to help them compete against Netflix and Hotstar. Here is how owning the regional keyword space and using content clips as ads drove 1M+ downloads, 51% activation, and a 65% lift in watch time.

Dating apps live or die on gender balance and geographic density. Here is how we helped a regional app reach 500K users with a 60/40 ratio, 42% D7 retention, and stronger city density in 12 months.

After the FTX collapse, trust became the core growth problem for crypto apps. This case study shows how a trust-first ASO, review, and referral system took an Indian exchange from 45K to 250K users.

A leading Indian trading app needed quality installs, not just volume. Here is how we drove 180,000 installs at ₹8 CPI with strong retention using trust-first ASO and value-based UA.