Most people think D2C success is about better creatives, better funnels, or the right agency.
It’s not. (well maybe it is a bit but that all comes MUCH later)
It’s about strategy.
This is a story about how we took The Cinnamon Kitchen, a vegan and gluten-free bakery doing less than ₹2L a month (with zero website), and turned it into a high-converting, premium-priced, inelastic brand with 60% repeat customers, high ROAS, and a story that people actually care about.
Let’s break it down.
What is the business?
The Cinnamon Kitchen is a plant-based, gluten-free bakery brand founded by Priyasha Saluja. It started with a simple mission: making better, healthier bakery goods.
What category is it playing in?
Plant-based, gluten-free, clean-label, and “healthy” desserts.
What was the situation?
They had:
But we had a problem.
Gluten-free and plant-based are no longer differentiators.
The market was saturated. Every new-age bakery was screaming clean-label, vegan, gluten-free. And honestly? Nobody cared.
There was no reason to choose The Cinnamon Kitchen over the other dozen brands doing the same thing.
What’s the status quo?
Most gluten-free/vegan brands are fighting a losing battle — screaming the same “healthy” benefits, playing pricing wars, and competing for the same TAM.
Why does this suck?
Because when everyone is doing the same thing, the only way to win is either to be:
The secret we realised?
We didn’t need to be better. We needed to be the only.
We leaned into something nobody else was doing: repositioning The Cinnamon Kitchen as India’s first PCOS-friendly bakery.
This wasn’t some clever positioning trick.
This came from the founder’s own story. Priyasha has PCOS. She struggled with food intolerances for years. Through her own healing, she learned something critical:
Dairy + Gluten together = a hormonal disaster for women with PCOS.
Once we discovered this, everything clicked.
We weren't a gluten-free bakery anymore.
We were a life-enhancing brand for 60% of Indian women. (60% women in India have PCOS)
What does this enable us to do?
This changed everything:
And because the product was actually bloody amazing, our repeat % soared to 60%+ within a year of launching.
It also allowed us to charge a 50–70% premium over our competitors. Because if a woman with PCOS sees two gluten-free products, and only one is PCOS-safe, she’s picking the safer one — even if it costs more.
All. Because. Of. Strategy.
What’s the benefit to the customer?
She’s not buying “healthy dessert.”
She’s buying trust.
She’s buying relief from years of restriction, guilt, bloating, or skin issues.
She’s buying a moment of indulgence she doesn’t have to second guess.
We are the only
plant-based bakery in India
who offer
100% PCOS-safe desserts made without dairy, gluten, or hormonal disruptors
by
leaning into a founder-led story, medical truth, and nutritional science.
Sexy shorthand: “PCOS-Friendly Bakery”
If you’ve been around me long enough, you’ve heard of our Anti-Elastic Growth Framework — the idea that the strongest brands are the ones where price elasticity doesn’t matter. This means that ideally, you should be able to continually keep increasing the prices of your products without sacrificing conversion rates and revenue.
The Cinnamon Kitchen lives this out in real-time.
We can:
Why? Because our differentiation is rooted in sacrifice.
Most brands try to be for everyone. We decided to be only for women with PCOS.
This narrowed our TAM. But it 10x’d our conversion rates.
That’s the paradox most founders don’t get:
If you want more people to love you, you have to be okay with alienating others.
That’s how you win in 2025.
And within a few months of launch , TCK felt like a real brand — not a “healthy dessert” commodity.
The best part?
We didn’t change the product.
We didn’t hire a big agency.
We didn’t spend crores on influencers.
We just rewrote the story.
And when you get the story right, everything else becomes easier.
That’s strategy.
If you’re a D2C founder stuck at ₹2–5L MRR wondering why your amazing product isn’t scaling — don’t fix your ads.
Fix your positioning.
I’ll say it again: don’t be better. Be the only.
Most brands aren’t stuck because of bad ads.
They’re stuck because they’re not positioned to win.
Because they’re playing in a crowded space with a forgettable story.
And until you fix that,
➡️ Scaling will always feel like a grind.
➡️ Your creatives will fatigue faster.
➡️ Your conversion rates will stay average.
➡️ Your repeat % will never cross that magic 30-40%.
You don’t need a better agency.
You need a better lens.
At Porcellia, we don’t just plug leaks.
We rewire the foundation — so that growth becomes frictionless.
If you’re doing ₹5L–200L MRR and know your product deserves better results…
We’ll help you find your stardust.
From D2C & Interested in staying on top of growth trends?
Everyone is talking about their wins,
but there is so much more you can learn from our failures.
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