Upriver started working with Nykaa to launch NYKD, a premium innerwear brand for women, on platforms other than Nykaa and make the private label a standalone brand on its own. The IPO’ed entity wanted a clear strategy to scale the brand on other marketplaces with an aim to become profitable in a given time period.
Upriver team discussed with the brand team to prioritise which styles to expose first on the marketplace as time was of essence and everyone wanted to see traction to have confidence.
Our focus was to set up the account for long term growth through best listing quality to rank high on Amazon SEO. We knew we were in competition with established brands with more than 10,000 reviews on top products. As we are not a discount brand and cannot fight on pricing, the only way to win from competition was through better SEO.
Since the lingerie category on Amazon is more search led we knew robust advertising strategy would be a key lever that would help us enable the brands objective of growth and profits. We onboarded Nykd on US based AI advertising software Perpetua for Amazon.
From time to time strategic inputs were given to the client on various fronts like when to open new FBA locations, GST advice, getting account manager from Amazon for escalating tickets and other support, negotiating with Amazon and Flipkart for referral fee discounts, gating the brand for brand protection, getting placements at various key assets etc.
Upriver onboarded the client on its custom dashboarding portal and detailed MIS available on a click in a simple to navigate dashboard. This was specially to keep the senior management in loop with the progress on Amazon.in
Within 9 months of working with Upriver, the brand now commands 32% market share in its category within branded players. Seeing the success of this brand, Upriver now manages multiple private labels of Nykaa on Amazon.
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