Rebuilding Unocoin's Full-Funnel Growth Engine

Sathish joined Unocoin during a renewed growth phase for India's crypto market. Standard performance channels were restricted, so the team needed an acquisition model that could target relevant users at scale and carry them through KYC, deposits, and transactions.

He tested alternatives including influencers, content, outdoor campaigns, native ads, and DSP partners. Influencers and outdoor activity supported awareness, while DSPs showed both targeting precision and scalable traffic.

The first DSP model rewarded top-of-funnel volume, and too few users completed the deeper funnel. Sathish restructured payouts across KYC, deposits, and first transactions, negotiating directly with 60 to 70 partners and accepting that some would leave under the new model.

He also addressed friction inside Unocoin. He proposed a light KYC flow using Aadhaar authentication, reducing onboarding to about 20 seconds for limited transactions, and shaped products including Shake and Earn and Crypto Basket to create recurring reasons to return.

Sathish prepared requirements, user flows, and wireframes with his team, coordinated engineering feasibility, tested in development, and used controlled production groups before wider release. CleverTap segmentation matched each intervention to the relevant user cohort.

The combined system acquired 400,000 users during the 2021 festive period and reduced CAC by 60%, from roughly ₹2,000 to ₹750 to ₹800 for a depositing, transacting user.