How Neofit went from launch to ₹4Cr/month in nine months.
Neofit had a great plant-protein product and no demand engine. We built the brand system, the paid-media motion, and the creator roster in parallel — and scaled to ₹4Cr monthly revenue at a 5.2x blended ROAS without buying unprofitable growth.
Neofit came to us with a finished plant-protein product, a logo, and almost no demand. The founders had bootstrapped formulation and manufacturing but had never run paid media or built a brand system that could carry premium pricing. The brief was simple to state and hard to do: build a demand engine that scales profitably, and a brand that justifies a price 30% above the category average.
Wellness D2C is brutally competitive in India — CACs are inflated by deep-discounting incumbents, and trust is the real bottleneck. Neofit had no reviews, no creator proof, and no tracking infrastructure. Early test campaigns burned budget at a 1.4x ROAS because the creative led with price instead of ingredients, and attribution was guesswork without server-side tracking.
We treated brand and performance as one system. First we rebuilt the identity around 'real ingredients, no theatre' and shipped a conversion-led PDP. Then we stood up first-party tracking (GA4 + Meta CAPI) so every rupee was attributable. Creative led with ingredient provenance and third-party lab results, and a 22-creator nano/micro roster supplied authentic proof we whitelisted into paid. Spend scaled only as ROAS held above 4x.
How it actually shipped.
- Phase 1Weeks 1–4
Brand system + tracking foundation
Repositioned around ingredient provenance, rebuilt the PDP for conversion, and stood up GA4 + Meta Conversions API so attribution held up post-iOS.
BrandingCROAnalytics - Phase 2Weeks 5–10
Creative testing at volume
Ran 60+ ad variations across Meta and Google, killing anything under benchmark within 7 days. Ingredient-led UGC outperformed studio creative 3:1.
PerformanceCreative - Phase 3Weeks 11–20
Creator roster + whitelisting
Built a 22-creator nano/micro roster, shipped product for authentic reviews, and whitelisted the top performers as paid ads from their own handles.
InfluencerWhitelisting - Phase 4Months 6–9
Profitable scale
Scaled spend 4x while holding ROAS above 4x by expanding into Google Performance Max and a retention email/WhatsApp flow for repeat purchase.
ScaleRetention
What changed for Neofit.
From a standing start to ₹4Cr monthly run-rate in nine months.
Profitable from month three and held through 4x spend scaling.
Blended CAC of ₹312 — well below the wellness D2C benchmark.
Retention flows turned first orders into a compounding base.
“Inplex didn't just run our ads — they built the entire demand engine. Nine months in, we're at ₹4Cr a month and still profitable. They said no to the easy discount playbook and it was the right call.”
Lessons that transfer.
Brand and performance are one system
Paid media only scaled once the brand justified the price. Treating them separately wastes spend.
Tracking before scale
Verified server-side attribution turned guesswork into decisions — and unlocked confident spend increases.
Proof beats polish
Ingredient-led creator UGC out-converted glossy studio work 3:1. Authenticity is the performance lever.
Discounts train the wrong customer
Saying no to launch discounts protected margin and attracted buyers who repurchase at full price.
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