If you run a D2C brand in Mumbai, you are operating in India’s most premium consumer market.Mumbai customers spend more per order, expect more from packaging and product, and respond differently to creative than the rest of the country. Mumbai is also the influencer and content capital of India. Your competition is using that to their advantage. If your agency is not built around premium category dynamics and creator led ads, you are leaving money on the table.
We are Aim n Launch. We are a performance marketing agency that works with D2C brands across India, with deep experience in Mumbai’s premium categories: food and beverage, beauty, personal care, accessories, jewellery, and lifestyle. We run Meta Ads, Google Ads, CRO, Shopify development, and full creative production. Our reporting is built on CM2, which is what your business actually keeps after the cost of goods, shipping, returns, and the cost of every ad that brought the sale. CM2 is the number that pays your team. ROAS is the number that flatters a slide. This page is about what we do for Mumbai D2C brands and why the city’s market shape changes how you run ads.
Mumbai is different. Here is what we have seen across our Mumbai client base:
• Higher AOV than most cities. Average order values in Mumbai for premium categories run 20 to 40 percent higher than in the rest of India. The ad strategy has to be built around lifetime value, not first order ROAS.
• Lower COD share than NCR. Mumbai customers prepay more often. That makes payment funnel and trust signals more important than COD form optimisation.
• Premium F&B is huge. Speciality coffee, craft beverages, nut butters, premium snacks, chocolate, gourmet condiments. These categories have specific creative norms and ad fatigue patterns.
• Influencer driven discovery. A larger share of Mumbai customers discover brands through Instagram creators. Your creative strategy has to either work with creators or compete against creator first brands using the same playbook.
• Higher Meta CPMs. Mumbai pin codes are some of the most expensive in India to advertise to. This means creative quality and audience efficiency matter more here than in cost averaging markets.
A generic D2C agency cannot give you the right answer for these dynamics because the levers that work in NCR will not always work in Mumbai. The agency has to actually understand the city’s market shape.
Mumbai engagements cover six surfaces. The retainer covers all six as a package. Most premium D2C brands need work on every surface, not just one.
Theme work, custom upsells, payment integration, page speed, and the backend changes that lift conversion. Premium brand store experience matters more in Mumbai
than almost anywhere else.
Static ads, UGC video ads, founder led videos, creator briefs, full production for hero campaigns. We push 8 to 12 new ad assets per week. For premium Mumbai brands we typically push more creator led content because that is what the audience converts on.
Automated WhatsApp flows and email sequences that recover abandoned carts, upsell after purchase, and build repeat buyers running 24/7 even when your team isn’t.
Account audit, audience consolidation, Advantage Plus shopping, retargeting cleanup, creative testing roadmap, weekly optimisation. For most Mumbai D2C brands this is 60 to 75 percent of total ad spend. At higher spend tiers the focus shifts heavily to creative production and creator led ads.
Performance Max, Search, Shopping, brand defence, YouTube. For premium Mumbai brands, Google Ads is usually under invested because Meta gets most of the attention. The brands that win Mumbai at scale almost always have a tightly run Google Ads programme.
Product page, checkout, payment funnel, post purchase upsells, abandoned cart flow, AOV expansion through bundles. Mumbai customers tend to drop off less on COD forms and more on checkout payment selection. The CRO priorities here are different from NCR.
OUR CLIENTS EXPERIENCE
UNCOMFORTABLE ORGANIC GROWTH
Audit phase. We pull ad accounts, Shopify data, GA4 data, payment funnel data, and unit economics. Output: a written report with the three biggest profit leaks in your business and the order to fix them in. Most Mumbai brands have never seen their CM2 mapped by SKU and by channel.
Quick wins phase. Operational fixes that need no creative production. Bidding strategy, audience consolidation, retargeting cleanup, payment funnel optimisation, basic upsell setup, page speed cleanup. Most brands see a 10 to 20 percent profit lift from this work alone because nothing in the bucket was tightened.
Creative engine phase. We ship 8 to 12 new ad assets a week. Heavy focus on creator led video and UGC for Mumbai, because that is what the audience responds to. Winners get scaled, losers get killed quickly.
Budget pushed into proven winners. CM2 reporting becomes weekly. Work begins on the next bottleneck, usually AOV expansion or repeat purchase. For Mumbai premium brands, the next bottleneck is almost always retention.
The bar:
Reporting that ties to your P&L. CM2, blended CAC, contribution per order.
Minimum 8 to 12 new creatives a week, with a healthy share of creator led video.
Honest conversations about everything outside the ad account.
Direct access to the strategist on your account.
A weekly written update that takes five minutes to read.
Truth telling when something on your side is broken.
If your current agency cannot deliver this, the conversation is overdue.
Retainers start at ₹75,000 per month for brands spending ₹5 lakh to ₹15 lakh per month on ads, and scale up based on spend volume, services included, and creative production needs. Most Mumbai brands we work with sit between ₹1 lakh and ₹3 lakh per month in agency fee. The exact number depends on category, current spend, and how much creative volume you need. We share the proposal after the audit.
No. We are headquartered in Delhi NCR with our office in Mahipalpur. We work with Mumbai brands fully remotely. The full team operates on Slack, weekly Google Meet calls, and one strategy review every two weeks. For brands at higher spend tiers we travel to Mumbai once a quarter for in person strategy and creative shoots.
Yes. We have shipped work for Mumbai based brands across food and beverage, beauty, personal care, accessories, and lifestyle. We track the city’s D2C ecosystem closely because the market dynamics, AOV norms, and creative patterns are different from NCR or Bangalore.
Two ways. First, we source UGC creators from your city through our network of around 200 vetted Indian creators. Second, for hero campaign shoots we either travel to Mumbai or coordinate with a partner production house in the city. Most creative production we do is faster and cheaper than what an in city Mumbai shoot would cost because of our process.
No. The minimum is a 90 day engagement, then month to month. If we are not earning our fee in lifted profit, you should not be paying us.
We share specific client names and metrics on the first call under NDA. Public case studies are available on our case studies page.
CM2 is contribution margin after every variable cost: cost of goods, fulfilment, returns and RTO, payment gateway fees, and the cost of the ad that brought the sale. ROAS hides whether the sale actually made money. CM2 cannot. We use CM2 because in premium D2C, a 5 percent CM2 leak across a year can wipe out months of profit growth.
That is a great problem to have. If retention is strong, the acquisition team can take more risk on Meta and Google to drive new customer growth. We will run the acquisition motion hard and tie everything back to blended CAC and first order CM2.
Book a free 30 minute profit audit with our team. We will look at your ad accounts and unit economics together and tell you the three biggest leaks before you decide whether to work with us
