Every install has to earn its keep against a wafer-thin basket size.
Building an install base cost-efficiently was the first problem: every install needed to earn out against a wafer-thin basket size, so cost per install could not be allowed to drift the way awareness-only app campaigns typically do. Once the base was large enough, the brief shifted: convert installs and app opens into repeat purchases.
Install discipline first, then a shift to repeat purchase.
A
Cost per install held to a strict ceilingInstall campaigns were run against a firm CPI discipline so growth stayed affordable against thin margins, landing at ₹29.99.
B
Reach built across West BengalCampaigns scaled to a 37.7M reach within the hyperlocal market rather than spreading thin nationally.
C
Retargeting shifted toward repeat purchaseOnce the install base reached scale, the brief pivoted to converting installs and app opens into repeat orders.
“Every install had to earn its keep against a tiny basket size, and ADG held cost per install to ₹29.99 while we scaled to 176K installs across West Bengal. That discipline is what made the growth affordable.”
WHAT CARRIES OVER TO YOUR BUSINESS
When margins are thin, the real skill isn't generating volume, it's refusing to let acquisition cost drift as volume grows. Protect the unit economics first; the scale that doesn't break them is the only scale worth having.