Tata Neu: Turning Around Croma's Online GMV and ROAS

Peeyush was the point contact for a broad initiative to improve Croma's online commercial performance on Tata Neu. The mandate covered three interconnected problems: ad efficiency, user experience, and inventory availability.

Diagnosing the Ad Efficiency Gap

He led the diagnostic on Croma's search and performance marketing. The analysis surfaced a core issue: the ad feed was not synchronized with actual inventory and pricing. Ads were running for products that were out of stock in specific locations, and the pricing shown in ads did not always reflect the best available price. Users were clicking through to dead ends.

Peeyush worked across the marketing and product teams to fix the feed logic, ensuring that location-level availability gated ad serving and that the best pricing was surfaced in the creative. ROAS improved from 5-7x to 15-20x as a result.

Reimagining the User Journey

With traffic quality improving, the team turned to conversion. Peeyush worked with product and design to reimagine the information hierarchy and user journey on the Croma section of the app, making it easier for users to find the right SKU, evaluate it, and complete the purchase.

Pricing and Inventory

The third workstream addressed the structural causes of demand loss. He worked with the pricing and operations teams to build a pricing engine and reduce out-of-stock situations, ensuring that the traffic the improved ads were driving had a higher chance of converting.