Creating the Digital Gold Category in India
Problem
How do you create an entirely new digital product class and drive mainstream adoption in a market where the physical form of the product carries deep emotional and cultural weight? How do you avoid regulatory trouble when product innovation is racing ahead of regulatory oversight?
Approach
Guided by detailed consumer and partner primary research, devised product and GTM strategy. After launch, leveraged customer feedback and analytics heavily to keep refining both product and scale-up strategy. Given limited launch bandwidth, thin margins, seasonal nature of sales, and huge demand from partners to launch this as B2B2C on their respective fintech platforms, prioritising who to partner with and when, and who not to partner with became the biggest success driver.
Impact
Launched on Paytm, Walmart's PhonePe, Google Pay, and more investment/fintech platforms. Acquired 10M+ new customers. Built business from 0 to $124M GMV.