Ecommerce brands we own and run

Ecommerce brand management is the daily work of keeping a brand listed, priced, in stock and paid, on marketplaces and its own storefront. We do it for our own brands, and the same way for clients across India, from Delhi NCR to Mumbai and Bengaluru.

What ecommerce brand management covers

It covers everything between a finished product and the money reaching your bank account, except the physical movement of goods. In practice that is six kinds of work, and we run them together because each one depends on the others.

• Catalogue and listings: the product data, titles, attributes, images, variation listings and A+ content that every channel reads from.
• Marketplace accounts: pricing, stock levels, promotions, returns and claims, settlement reconciliation and account health on Amazon, Flipkart, Meesho, Myntra and Ajio.
• Your own storefront: a Shopify or WooCommerce store, with checkout, payments, GST invoices and site speed looked after.
• Advertising: sponsored ads inside the marketplaces, and Google Ads and Meta Ads for the storefront, run by our digital marketing arm.
• Measurement: tracking that ties ad spend to real orders, so each sale is counted once and in the right place.
• Money: matching every payout to the orders behind it, and showing what each product leaves you after fees, returns and advertising.

Each of these fails quietly when it runs alone. A listing written without returns data repeats the sizing complaint that caused the returns. A campaign run without stock data keeps sending shoppers to a product that is about to sell out.

A price set without reading the settlement report forgets a fee. Keeping all six under one plan, and one weekly report, is how those gaps show up while they are still small.

Why we run brands of our own

Because this work is learned from the seller’s side of the panel. We own and run live ecommerce brands on the same marketplaces and storefront platforms we run for clients.

A fee change, a new returns rule or a rise in advertising costs reaches our own payouts as well as yours, so we deal with it as a seller, not as an observer.

An operator, not an agency: the panels, reports and payouts we manage for you are the ones we work in for our own brands.

That shows up in the work in three practical ways.

• We read reports the way owners do. We know which settlement lines are worth disputing and which are routine, because we reconcile our own.
• We price with every fee counted. Commission, shipping fees, likely returns and advertising are added up before a price goes live, not discovered at month end.
• We keep routines for the slow jobs. Claims, brand approvals and listing reinstatements reward persistence and good records more than cleverness, and we keep both.

If you are comparing ecommerce agencies, ask each one three things: which seller accounts it runs for itself, whether it has reconciled a settlement report line by line, and whose name your accounts will sit in.

What it does not mean

It does not mean your brand will see the results ours do. Categories, prices, products and budgets differ, and we do not offer our own sales as a forecast for yours.

What it does mean is narrower and more useful: the methods we use on your accounts are ones we already use on live accounts, with our own money.

Do our own brands compete with yours?

They can, if we sell in your category. Before any work starts, we tell you which categories our own brands sell in. Where there is an overlap, we discuss it openly and you decide whether to go ahead.

Your sales data, costs, supplier details and advertising results are used to run your accounts and nothing else. They are not shared with our own brands or with other clients.

What we run and what stays with you

We run the account side; you keep the product, the stock and the final say on money. The table shows where most engagements settle, and the actual split for your brand is written into the scope before work starts.

Two rows matter more than the rest. Late dispatch and poor packing show up on the marketplace as account health problems. We watch for them and report them, but only your team or your fulfilment provider can fix them.

The other is tax. Your accountant files GST; we give them a reconciled settlement summary, including the TCS (tax collected at source) that each marketplace collects under GST from your payouts, so the credit can be matched and claimed.

Which Indian marketplaces suit which kind of brand

It depends on your category, your price point and how much return risk your margin can carry. We work on Amazon, Flipkart, Meesho, Myntra and Ajio, and build storefronts on Shopify and WooCommerce, but few brands need every one of them at once.

• Amazon and Flipkart are broad marketplaces where shoppers search across almost every category we sell into. Many sellers compete on the same search terms, so listing quality, price and advertising decide who is seen.
• Meesho is price-led. A product has to hold its margin at a sharp price, listings have to read clearly on a small phone screen, and RTO (return to origin: an order that comes back undelivered) needs close watching.
• Myntra and Ajio are fashion and lifestyle platforms. They approve brands before listing, hold catalogues to stricter imagery and size-chart standards, and suit apparel, footwear and accessories more than home or kitchen goods.
• Your own storefront gives you the customer relationship, your full range and your own pricing, but every visitor has to be brought there, usually by paid advertising.

Our advice is usually the same: start where your category already sells, run one or two channels properly, and open the next once the first is reconciled and making money. Opening every account at once spreads stock, attention and budget too thin to learn from.

If you are weighing a storefront against the marketplaces, our article on choosing between a marketplace and D2C sets out what each route costs and what it asks of your team.

How our three ecommerce services fit together

They share one set of product data and one view of stock, price and margin. The catalogue feeds every channel, the marketplace accounts and the storefront sell from it, and advertising and tracking sit across both.

The catalogue comes first

Every product gets one master record: dimensions, materials, MRP (maximum retail price), HSN code (the classification GST uses), compliance declarations and the claims you can support. Our catalogue and listing service builds it and adapts it to each marketplace and to your storefront.

Accounts and storefront sell from it

Marketplace account management keeps prices, stock and offers in line on Amazon, Flipkart, Meesho, Myntra and Ajio. A D2C storefront on Shopify or WooCommerce sells the same products to customers who come to you directly, against the same stock count.

Advertising and tracking sit across both

Our digital marketing arm runs sponsored ads, Google Ads and Meta Ads against the margin each product actually earns. Tracking and attribution makes sure a storefront sale is recorded once, so the ad accounts can be checked against real orders.

You can take one service or all of them. If you take one, we still ask for the data the others would have given us, because pricing without returns data, or advertising without stock data, is guesswork.

Where the money goes when you sell online

Between the price a customer pays and the amount that reaches your bank sit tax, marketplace fees, returns, advertising and the timing of payouts. Most of ecommerce brand management is seeing each of those clearly, product by product.

• GST on the sale. The selling price includes GST at the rate for that product, which you pay over in your own returns.
• Commission and fees. Each marketplace deducts commission and other fees, such as fixed, shipping or collection fees; the names and the basis differ by marketplace and category.
• Returns and RTO. A returned or undelivered order can cost shipping both ways, a return fee, and sometimes the product itself if it comes back unsaleable. Our guide on how to reduce RTO covers the part a seller can change.
• Advertising. Sponsored ads on a marketplace, and paid traffic to a storefront, are a cost of each sale and belong in the margin calculation.
• TCS and TDS. Marketplaces collect TCS under GST and deduct TDS under income tax from payouts. Both can be claimed as credits, but the cash is held until they are.
• Our fee, with GST at 18% shown on its own line.

We report the outcome per product as contribution: the rupees a product leaves you after GST, marketplace fees, returns and advertising, before your own overheads.

A product with healthy sales and negative contribution is a cost. Finding those products is often the first useful thing a reconciliation does.

How we plan for sale events and seasons

We plan them backwards from the event date. Marketplace sale events, such as Flipkart’s Big Billion Days and Amazon’s Great Indian Festival, ask for prices, stock and offers to be submitted well before the event starts.

A sale planned in its final week tends to be a discount without the extra volume.

For each event or season, the plan covers five things.

• Which products take part, chosen on contribution at the event price, not on revenue.
• Event prices and offers, submitted through each marketplace’s deal or promotion tools, within the floor prices you approve.
• Stock, agreed with your team or fulfilment provider, so advertised products do not run out mid-event and cancellations do not damage account health.
• Advertising, with budgets raised ahead of the peak and brought back down once it passes.
• Listings, refreshed with seasonal images or search terms where the category calls for it.

Seasons differ by category. Festive and gifting peaks around Diwali, stationery around the school year, quilts and blankets in winter. We build the calendar for your categories when work starts and revisit it every quarter.

Regions differ too. Durga Puja moves demand in Kolkata and across Bengal, Onam in Kerala and Pongal in Tamil Nadu, each on its own date. For the planning itself, see our guide to festive sale planning for online sellers.

How an engagement with us starts

It starts with a conversation about what you sell and what is not working, then a read of the accounts themselves. Nothing is quoted before we have seen the panels, because the state of an account decides most of the work.

1. Your enquiry. Tell us the categories, the channels you sell on and the problem you want solved. We reply with questions.
2. A read of the accounts. With the access you grant, we look at listings, account health, open claims, settlements and returns, and note what is broken.
3. A written scope and quote. Which channels, which tasks, which approvals stay with you, what we need from you each week, and the fee.
4. Handover. Access is granted user by user, the backlog is listed in order of the money involved, and the weekly routine starts.
5. The first monthly review. What we found, what we fixed, what we recommend next, and anything you need to decide.

You can stop at the quote. If the read shows the problem sits somewhere we do not work, such as late dispatch or a product that cannot hold a margin at any price, we say so instead of selling you a service.

What we need from you to run it

We need a decision-maker on your side, information that only you hold, and a working line to whoever handles your fulfilment. Without those, any operator, ourselves included, is guessing.

• A decision-maker who approves prices, offers and new listings, and joins the weekly call.
• Cost prices and floor prices for each product, so no price goes live below what you can afford.
• A stock count from your team or fulfilment provider, sent on a fixed day.
• Notes and photographs for every return that comes back damaged, used or wrong.
• Documents: GST registration, trademark papers, compliance certificates and the label details behind your Legal Metrology declarations.
• A contact at your fulfilment provider, if you use one, because dispatch problems and returns evidence start on their side.

Each service page sets out what that service needs in more detail. The short version: the sooner these arrive, the sooner our weekly calls are about your sales rather than about missing information.

What you hear from us, and how often

You hear from us weekly in writing, monthly in a review, and outside that rhythm whenever something threatens an account. Every figure we send can be traced back to a download from the marketplace, the storefront or the ad platform.

• Weekly: one short report per brand covering net sales by channel, returns and RTO, claims filed and settled, stock running low, account health and the changes we made. It opens with one figure, agreed with you at the start, so each week can be read against the last.
• Monthly: contribution by product, the settlement reconciliation, TCS collected for your accountant, fee or policy changes from the marketplaces, and our recommendations.
• As it happens: policy warnings, listing removals, suspensions, payment holds, and stock running out on products that are being advertised.

The weekly report is kept short on purpose. A report read every week does more than a dashboard opened once a quarter, and anything that needs a decision from you is listed first, with the reason and our recommendation.

Reports come as a shared sheet or a PDF, whichever your team reads. The sheet keeps the downloads behind each figure, so your accountant can check any number without asking us.

Categories we sell into, and their rules

We sell into home textiles, apparel and fashion, kitchen and dining, personal care, stationery and office, footwear, toys and baby care, pet supplies, sports and fitness, luggage and travel, furnishings, and festive and gifting. Each has its own marketplace rules, return patterns and paperwork.

Our pages on the industries we serve go through them one category at a time. Two examples show how far the rules differ:

• In apparel and fashion, size charts, fit notes and returns decide the economics, and Myntra and Ajio matter as much as Amazon and Flipkart.
• In home textiles, dimensions, fabric and care claims have to match the label exactly, and colour accuracy in photographs drives the return rate.

Some rules apply across categories. Packaged goods sold online must carry Legal Metrology declarations, such as MRP, net quantity and the maker’s or importer’s details, and the listing must show them too, apart from the month and year.

Our catalogue work enters and checks them for every product.

Toys need BIS (Bureau of Indian Standards) certification and the ISI mark under the Toys (Quality Control) Order.

Footwear is among the other categories covered by BIS quality control orders, so check whether a QCO (quality control order) covers your product before you list it.

We ask for the certificates and label details at handover, and we do not list a product in a regulated category until we have them.

When handing over your ecommerce makes sense

It makes sense when the product sells, the stock is reliable and the bottleneck is the work around the accounts. It makes less sense when the problem sits upstream, in the product, the cost price or fulfilment.

Signs that handing over will help:

• Listings, claims and settlements fall behind because the people who should do them are also running the business.
• You sell on one marketplace and want to open a second without doubling the workload.
• Settlements have never been matched to orders, so nobody knows what is owed.
• Advertising runs, but nobody can say which products make money after it.
• You are launching a storefront and want it built by the people who will also run it.

Signs it will not help yet:

• Orders regularly leave late or arrive damaged. Fix dispatch first; no account work survives poor fulfilment.
• The product cannot hold a margin after marketplace fees and returns at a price customers accept.
• Stock is uncertain from week to week, so any listing we build may have to be paused.

We would rather tell you that in the first conversation than take a fee for work that cannot pay back.

What we will not do on your accounts

We will not put an account at risk to lift a week’s numbers. Marketplace accounts are slow to build and quick to lose, and most of the shortcuts sellers are offered break a platform rule.

• We do not buy reviews, trade discounts or gifts for ratings, or post reviews from accounts we control.
• We do not raise an MRP so that a discount looks bigger than it is.
• We do not list your products on another brand’s listing, or put another brand’s name in your titles or search terms.
• We do not write claims on a listing that your label, test reports or certificates cannot support.
• We do not leave a problem out of the weekly report because it reflects badly on us.

If a growth plan depends on any of these, it is not a plan we will run, on our own brands or on yours.

How this arm works with our other two

The digital marketing arm runs advertising and tracking for the brands we operate, and the garments arm supplies apparel brands that need stock or a private label. You deal with one house, and one scope can cover work from more than one arm.

When our marketing arm advertises a brand we operate, budgets follow contribution rather than revenue. A product that loses money after fees and returns is fixed or repriced before it is advertised, because advertising a loss only makes it larger.

Apparel brands sometimes need both sides: a garment source and an operator. Our garments arm sources readymade garments from manufacturers and supplies them at wholesale from Gandhi Nagar, New Delhi, with private label produced through partner units. We do not own a factory.

Clients can be anywhere in India. Ecommerce and marketing work is done remotely, over calls, shared sheets and the access you grant in each panel, while garment sourcing happens in Delhi.

A brand in Mumbai or Bengaluru is run exactly as one in Delhi NCR: the same weekly report, the same reconciliation and the same call. Only the festival calendar and the categories that sell locally change the plan.

To start, tell us what you sell and where you sell it. We reply with the questions that decide the scope, and you see the plan before anything is signed.