Stationery on Flipkart: spend scaled 5.7x, sales up 127%.

The situation

This is a live Flipkart Ads account in the Stationery category, reported over June to August. The goal was to capture more inventory opportunity on Flipkart, which meant scaling spend quickly.

We are upfront that efficiency softened as spend grew. This case is about whether the trade was worth it.

What we did

1. A staged increase in budgets across the three-month window rather than a single jump.
2. Campaign architecture and targeting reviewed to put the extra spend behind products with stock and demand.
3. Placement and budget pacing monitored so spend followed demand instead of running ahead of it.
4. Seller-level reporting reviewed weekly, with actions agreed and tracked.

Reading the results

The outcome

Efficiency softened as expected with that scale, but total sales still grew well ahead of what the account started with.

This is a scale-first outcome: it makes sense where there is stock, demand and margin to support it, and less sense where margins are thin. Whether it is the right trade depends on what the account is trying to achieve.

What we took from it

• Decide in advance whether you are optimising for efficiency or for scale, because you rarely get both at once.
• Large scaling needs inventory depth. Spend behind products that run out is wasted.
• Compare Flipkart figures to Flipkart figures; do not read TROI as ROAS.

What happens next. We are now looking at which of the added spend is most efficient to keep, and where the account can recover some return without giving up the new level of sales.