from 5–6/month before to 115 orders in December alone
Order Growth
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Best TACOS
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Total Orders
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Narchuvai Foods
India
South Indian Food
CASE STUDY
Indian Market
D2C FOOD BRAND
From 5 Sales a Month to 115 — and a 2.65% TACOS: How a Complete Amazon Overhaul Built Narchuvai Foods Into a Self-Running Organic Growth Engine
About
Client Profile and Key Objective
Narchuvai Foods is an authentic South Indian D2C food brand selling homemade-style Chettinad masalas, health mixes (ABC Malt Mix — Apple, Beetroot, Carrot), traditional sweets, and spice blends on Amazon India. No preservatives, no artificial colours — grandma’s recipes in a D2C format. Strong products with a clear audience, but nearly invisible on Amazon. When they came to Pavithraa, they were selling just 5–6 units a month. The goal: build a complete Amazon presence and drive compounding, self-sustaining growth.
Challenge
Narchuvai Foods had strong products but a broken Amazon setup — listings with weak unoptimised titles, no FBA (missing Prime badge), no product bundles, no brand store, and no structured PPC. Amazon’s algorithm had no reason to surface them. The result: 5–6 sales per month despite genuine product quality and a clear target audience of health-conscious South Indian food buyers.
Strategic Approach
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Fix the foundation before running a single ad – Audited all listings and identified the core blockers — keyword-poor titles, no A+ content, missing backend search terms, FBM fulfilment with no Prime badge, and no bundles to increase basket size. Rebuilt every listing with SEO-optimised titles, bullets, and descriptions before activating campaigns. Traffic from ads only converts if the listing is already doing its job.
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FBA migration and combo strategy to unlock scale – Migrated the full catalogue to FBA — unlocking Prime eligibility and the ‘Fulfilled by Amazon’ trust badge. Simultaneously created 7 combo product listings (Chettinad Masala Combo, Weekend Combo, Back to School Healthy Snack Combo, Traditional Wellness Combo, Homemade Idli Podi Combo) to increase average order value and give Amazon more products to index, rank, and surface.
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PPC structured to build organic rank — not just ad sales –
Launched tiered Sponsored Products campaigns (exact → phrase → broad) with weekly negative keyword hygiene and placement-based bid adjustments. The objective: drive enough consistent sales velocity to earn organic rank. By October, 52% of all orders were organic. By December, with ad spend cut to its lowest (₹951), organic sales were 70% of total revenue — the organic engine was running entirely on its own.
Creative & Listing Approach
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SEO-first listing titles built for search and conversion – Rewrote all titles to lead with the hero keyword, brand USPs (Authentic, Chettinad, Homemade, No Preservatives, Grandma’s Recipe) and variant details — covering every buyer search intent in a single title. The ABC Malt Mix listing targets ‘Apple Beetroot Carrot Health Mix’, ‘Natural Drink for Kids’, ‘Adults and Elders’ and ‘Zero White Sugar’ — multiple audience segments in one optimised listing.
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Combo bundles for higher value and wider placement – 7 combo products created specifically to trigger ‘Frequently Bought Together’ and ‘Customers Also Bought’ placements. The Chettinad Masala Combo (5 masalas) and Weekend Combo (Biryani + Curry Masala) gave gift buyers and cooking enthusiasts a curated, higher-value option — while generating new ASINs for the algorithm to rank and surface in category search.
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Amazon Choice badge as the conversion trust anchor – Systematically worked toward the Amazon’s Choice badge on hero products through improved listing conversion rate, low return rate (via accurate, detailed descriptions), and review velocity. The badge appears at the search result level — lifting CTR on both organic and paid placements and compounding every other optimisation made to the account.
Result
21x Order Growth
261 Total Orders
across 3 months, ₹1,06,660 in total sales
11.48x peak ROAS in December
the best month with the least ad spend (₹951)
2.65% TACOS in December
only ₹951 spent on ads against ₹35,920 in total sales
Key Takeaway
By December, Narchuvai Foods spent the least on ads and sold the most. That's the compound effect of getting the Amazon foundation right first — listings, FBA, combos, brand store, and reviews — before scaling PPC. The ads built the organic rank. The organic rank built the brand. A 2.65% TACOS isn't a metric. It's proof that the work is done.