I run an export business. That is the part most marketing consultants do not have.
Arbhu Enterprises has been shipping from India to the world since 2018. Real customers, real margins, and a P&L that punishes me when I get something wrong. Every system I sell to anyone else gets tested there first.
That is how I ended up doing what I do now.
The number that started it
Run ads long enough and you notice something uncomfortable. The dashboard and the bank account disagree.
Meta reports 300 orders. The bank shows 190.
The other 110 did not vanish. They cancelled. Or they went COD and came back. Or they were never real buyers. And you paid to acquire every single one of them.
Closing that gap is my work now. Specifically for brands selling in India, where COD is not an edge case. It is most of the business.
What almost everyone gets wrong
Nearly every Indian D2C brand optimises ads for “Purchase.” In a COD market, “Purchase” includes the order that cancels tomorrow and the parcel that comes back next week. So you are paying Meta and Google to go find more people exactly like the ones who cost you money.
Here is what one RTO on a ₹900 COD order actually costs. ₹60 to ship out. ₹60 to come back. ₹40 in packaging. Plus roughly ₹180 you already spent acquiring that buyer. ₹340 gone. Ads Manager logs it as a sale.
The fix is not going prepaid-only. That is not a fix, that is amputating most of your volume to make a reporting problem look better.
The fix is measuring what actually happened. Purchase minus cancellations minus RTO minus returns. Connecting your Shiprocket or GoKwik data back to Meta and Google. Then bidding on that number instead of the vanity one.
Very few brands do this. The ones that do scale a lot more profitably than the ones that do not.
How I work
Builder first, consultant second. I am not interested in writing you a report about your problems. I am interested in whether the number moved.
If you are spending on ads and the revenue does not match what the dashboards promise, that gap is measurable. Usually it is bigger than people expect.
- Established
- 2018
- Focus
- Tracking & attribution
- Market
- India-first
Get in touch
Send me your store and I will tell you the first thing I would look at.