Client: BetterHerbs
Industry: Nutrition & Wellness
Engagement: Growth Marketing Advisory
Background
BetterHerbs is a nutrition and wellness brand offering products across categories such as pregnancy, lactation, women’s wellness and children’s nutrition.
When I started working with BetterHerbs, the brand was generating approximately ₹1 crore per month through its website. The founder wanted to take the business beyond this level, but growth was beginning to plateau.
The engagement focused on identifying the marketing bottlenecks preventing the next stage of growth and helping the team build stronger systems across acquisition and retention.
Objective
To identify the key barriers to growth and help the BetterHerbs team optimise Meta Ads, Google Ads and retention marketing while building stronger frameworks for positioning, persuasion, customer communication and marketing decision-making.
Strategy
1. Identifying the Meta Ads Growth Bottleneck
One of the first areas I looked at was the relationship between increasing ad spend and audience reach.
As Meta spend increased, account frequency was also rising, indicating that the brand was repeatedly reaching the same audience instead of sufficiently expanding its reach. This should not happen, as we had pregnancy and lactation products.
This highlighted an important growth problem: increasing budgets alone would not necessarily create incremental growth. The account needed greater creative and audience diversity.
2. Moving Beyond Doctor-Led Advertising
BetterHerbs had built strong credibility around doctor-led advertising, with doctors in white coats recommending the products.
While this authority-based communication worked, relying heavily on one persuasion mechanism limited the range of people and motivations the brand could speak to.
The strategy was therefore to introduce multiple persuasion techniques and creative angles across Meta Ads.
Instead of communicating only through authority, we explored how different customer motivations, pain points, benefits and emotional triggers could be translated into advertising.
This created a broader creative system designed to reach different audience segments while giving Meta more variations to work with.
3. Building a Structured Growth Marketing Framework
Beyond channel optimisation, I worked with the team on the frameworks required to make better marketing decisions.
This included developing and documenting:
- Brand positioning
- Key customer archetypes
- Persuasion techniques
- Brand Key framework
- Creative and communication direction
- Channel-level growth thinking
The objective was to move from individual campaign decisions towards a more structured understanding of who the brand is speaking to, what motivates them and how that should translate into marketing communication.
4. Creating a 30-Day Post-Purchase Journey along with other key Journeys
Retention was another important growth opportunity because BetterHerbs sells products that are designed for regular use.
For products such as pregnancy and lactation supplements, simply getting the customer to purchase was not enough. The customer needed to understand how and why to use the product consistently.
We therefore worked on a 30-day post-purchase communication journey across email and WhatsApp.
The idea was to handhold customers after purchase, encourage regular product usage, educate them and build a stronger relationship with the brand.
Once the customer had completed the initial purchase cycle, the next opportunity was to introduce the next box or a larger pack through structured upselling and replenishment flows.
This shifted retention from simply sending promotional messages to building a system around product usage, replenishment and repeat purchase.
5. Strengthening the Team
As part of the advisory engagement, I also supported the founder with hiring to strengthen the team’s ability to execute the marketing strategy internally.
The focus was not to take over execution, but to help the business build the right capabilities around the strategy.
Outcomes
The engagement was primarily advisory. The key outcomes were therefore the strategic foundations and recommendations developed during the engagement:
- Identified rising account frequency as a potential Meta Ads growth constraint
- Developed a strategy to diversify creative beyond doctor-led advertising
- Introduced multiple persuasion-led creative approaches
- Built frameworks around positioning, customer archetypes and brand communication
- Developed the foundation for a 30-day post-purchase retention journey
- Established email and WhatsApp strategies for product usage, replenishment and upselling
- Supported the founder in strengthening the marketing team through hiring
Conclusion
BetterHerbs had already built a significant business, but reaching the next level required looking beyond simply increasing ad spend.
The engagement focused on identifying where growth was getting constrained and building the frameworks to address those constraints across acquisition, creative, retention and team capability.
The core shift was from asking “How do we spend more?” to asking “How do we reach more of the right people, communicate with them differently and retain them for longer?”
That is where growth marketing becomes more than channel optimisation. It becomes a system for finding the next growth lever.