About the Client
Founded in 2006 under Life Style Foods Pvt. Ltd., Chukde built its legacy on delivering authentic Indian flavours with uncompromising purity and quality. Launched in 2012, Chukde Spices quickly became known for its premium whole spices, blends, spice mixes, and edible seeds.
Every product passes through fumigation and 27 rigorous quality checks to ensure freshness, consistency, and rich aroma. Today, Chukde continues to bring trusted Indian flavours to households through retail and quick commerce platforms.
Platform
Blinkit (Meta Ads)
Blinkit’s 10–20 minute delivery model makes it a high-intent, conversion-focused channel for everyday essentials like spices and masalas.
The platform allows brands to leverage Meta’s ad infrastructure, including Advantage+ Shopping and custom audience targeting, to reach the right consumers at the exact moment they’re ready to buy.
The Challenge
As Chukde expanded its presence on Blinkit, the brand faced multiple growth and scalability challenges within the quick commerce ecosystem.
The primary challenge was to increase product visibility and conversions across a highly competitive spice category while maintaining efficient acquisition costs.
Key challenges included the following:
- Limited optimization data is available for the platform algorithm due to restricted catalog usage.
- Difficulty in acquiring new customers while simultaneously re-engaging high-intent audiences.
- Identifying the right audience segments that aligned with spice, cooking, and grocery purchase behaviors.
- Finding winning ad creatives and messaging that could improve click-through rates and conversion intent.
- Scaling campaigns efficiently without negatively impacting cost per purchase.
- Improving customer journey experience from ad click to product page conversion.
- Achieving sustainable month-on-month growth while maintaining healthy ROAS.
The objective was not only to scale sales on Blinkit but also to create a structured growth engine capable of continuously improving performance metrics.
Strategy
To address these challenges, Cybez implemented a structured performance marketing and quick-commerce scaling strategy tailored specifically for Blinkit.
1. Complete Catalogue Integration
Cybez activated all available product catalogs on Blinkit to provide Meta’s and Blinkit’s algorithms with the maximum amount of product-level data. This allowed the system to optimize delivery based on consumer behavior, product demand, and conversion probability.
2. Full-Funnel Acquisition and Retargeting Structure
A two-layer funnel strategy was developed:
- Top-of-funnel campaigns focused on acquiring new users.
- Retargeting campaigns targeted warm audiences who had already interacted with products or ads.
This structure helped maintain a healthy balance between new customer acquisition and conversion recovery.
3. Blinkit Audience Performance Testing
Cybez systematically tested all audience categories available within Blinkit’s ecosystem. Audience groups were evaluated based on:
- Purchase intent
- Conversion rate
- Cost per purchase
- Return on ad spend
Only the highest-performing audience sets were retained and scaled.
4. Creative and Ad Copy Experimentation
Multiple ad creatives and messaging formats were tested to identify the best-performing combinations.
The team experimented with:
- Product-focused creatives
- Recipe-led creatives
- Benefit-driven messaging
- Everyday cooking use cases
- Regional flavour positioning
Winning creatives were then scaled progressively to maximize performance.
5. Advanced Audience Expansion
Beyond Blinkit’s native audiences, Cybez built additional interest-based audience clusters around:
- Cooking enthusiasts
- Health-conscious consumers
- Indian households
- Spice and recipe enthusiasts
- Grocery and kitchen shoppers
This audience expansion strategy unlocked new scalable customer segments.
6. Advantage+ Shopping Campaigns (ASC)
Cybez leveraged Meta Advantage+ Shopping Campaigns using the complete product catalogue. This enabled Meta’s machine learning system to automatically identify high-converting users and optimize campaign delivery at scale.
7. Destination-Level Optimization
Instead of directing users to generic catalogue pages, each campaign was connected to highly relevant product-level destination links.
This reduced friction in the customer journey and improved:
- Purchase intent
- Product discoverability
- Conversion rate
8. Performance-Based Budget Scaling
Campaign budgets were scaled gradually and only when strong ROAS signals were observed.
This disciplined scaling approach ensured:
- Stable performance
- Better efficiency
- Improved profitability
- Reduced wasted spend
As campaign optimization improved over time, the Cost Per Purchase (CPP) consistently reduced month-on-month.
9. Audience Performance
- Audience experimentation unlocked new high-performing consumer segments within the grocery and spices category.
- Interest-based targeting around cooking, health, and kitchen audiences improved campaign efficiency.
- Blinkit audience testing helped identify the most profitable user cohorts for scaling.
Results
Revenue Growth
- Achieved nearly 198% growth in overall revenue through structured Blinkit campaign optimization.
- Successfully scaled revenue while maintaining stable acquisition efficiency.
- TOF and retargeting campaigns together contributed to consistent revenue expansion across the quick commerce funnel.
Order Growth
- Increased total purchases by more than 202%, significantly improving order volume.
- Higher conversion rates were achieved through destination-specific product optimization.
- Improved customer intent and purchase behavior through refined audience targeting.
ROAS Improvement
- Improved overall ROAS by approximately 24% during the campaign scaling period.
- Retargeting campaigns consistently delivered stronger ROAS performance through high-intent audience engagement.
- Advantage+ Shopping campaigns helped Meta optimize delivery toward high-converting users.
Cost Per Purchase (CPP) Reduction
- Reduced CPP by nearly 21%, improving acquisition efficiency substantially.
- Efficient budget scaling and audience refinement helped lower customer acquisition costs over time.
- Campaign optimization improved profitability while simultaneously increasing scale.
Creative Performance
- Multiple ad copy and creative variations improved click-through and conversion rates.
- Product-focused and recipe-led creatives delivered stronger engagement across campaigns.
- Creative testing enabled faster identification of high-performing messaging angles.
Key Takeaways
- Over 202% increase in purchases driven by TOF acquisition campaigns and high-intent retargeting strategies.
- Nearly 198% revenue growth achieved through structured Blinkit scaling, audience optimisation, and full-catalogue activation.
- Approximately 21% reduction in Cost Per Purchase (CPP) through efficient budget scaling and audience refinement.
- Overall, 24% improvement in ROAS was achieved through continuous optimisation across creatives, targeting, and campaign structure.
- Retargeting campaigns consistently delivered stronger efficiency, helping maintain profitable conversion performance at scale.
- Creative experimentation across product-focused and recipe-led messaging improved engagement and conversion intent.
See how Chukde achieved nearly 202% orders growth on Blinkit through audience testing, catalog optimization, and full-funnel performance marketing. Request a free strategy session with Cybez to discover how scalable quick commerce growth can work for your brand.