Thriving in 2024: The New Ecom Playbook is here

Step 1 of 3 · Tell us where you are

Where is your brand right now?

We work very differently with founders at different stages. Pick the one that fits — we'll take you to the right place.

The work looks different at each stage. Pick the one that's honest.

Pre PMF · 0 → 1

You're still figuring out what works.

That's exactly where we start.

Does this sound like you?

Zero-to-one looks different for different founders. But it almost always falls into one of these two places.

a) You've launched. You're spending. But nothing feels certain yet.

This is where most of our zero-to-one founders are. You have a website. You're doing ₹1–10L/month. You're running Meta or Google at ₹1–2L/month. Revenue is coming in, but you can't explain exactly why people buy, and you're not confident that turning off ads wouldn't stop the business.

Ask yourself

Do you understand why your customers are buying — beyond discounts or ads?
Are you using creatives to generate insights about your customers, or just to chase ROAS?
If you turned off paid tomorrow, would anything still move?
If you 5xed your budget overnight, would you feel more excitement or dread?

b) You haven't launched yet — but you're serious.

A smaller group of founders come to us before they've spent a rupee on acquisition. If this is you, the bar is higher. We need to see full-time intent, your business creating genuine value, and a willingness to invest in strategy before execution.

Ask yourself

Are you willing to invest in strategy before pouring money into execution?
Are you building something with a fresh point of view and are ahead of time for your category?

If either of these feels accurate, keep reading.

"Porcellia helps brands grow without increasing ad spend."

That's true. But it's also the most misunderstood part of what we do.

If you're here, you probably expect us to:

Reduce your ad spend
Improve your creatives
Bring in organic traffic
Fix performance marketing

We do all of that. But if that's why you're here, you're missing the point. Because none of those is your real problem.

The problem we're solving — before it exists

Most brands doing ₹15–20L/month are unprofitable. Not because their ads are bad. Not because their retention is broken. Not because their CRO needs fixing.

Because they never understood — clearly, precisely — who they are, who they're for, and why that person should pay full price to buy from them.

So they discount to acquire.

They spend to retain.

They optimise creatives to compensate for a positioning problem that creatives can never solve.

The revenue per user stays low.

The business stays fragile.

Scaling makes it worse.

That problem gets built in at zero-to-one. It compounds silently until the money runs out.

Our job, right now, is to make sure that never happens to you.

We do that through an insane amount of work on brand strategy, brand identity, and brand positioning — and then we accelerate and distribute it using every performance and growth lever available. Meta, Google, email, SEO, CRO. All of it. Built on a foundation that knows exactly what it's saying and why someone should believe it.

You will never have a revenue per user problem if you never have an identity problem.

That's what we're here to fix. Before it needs fixing.

What the work actually looks like

First, we build the foundation. Then we scale it. Aggressively.

Here's what sits at the core:

How your brand is positioned
How your product is perceived
How your pricing works
How your story is told
How your website converts
Why customers buy — and how fast, and how often
Why they don't come back

This is not performance marketing in isolation. Not CRO in isolation. Not creative strategy in isolation.

But we do all of it. You will have a performance marketing team running Meta and Google. A data analyst. A conversion rate specialist. Creatives being made and tested every week.

The difference is that every single one of them is operating from the layer of brand and identity. Not despite it. Because of it.

At zero-to-one, brand is the primary lever. Everything else plugs into it.

Why we're careful here

We take very few zero-to-one brands. This is deliberate.

We look for three things before we say yes:

Founder fit. At this stage, the brand is the founder. We need to understand how you think and why you're the person to build this.
Category fit. We specialise in new category creation — spaces where the positioning question isn't "how do we differentiate" but "how do we define." We combine the traditional growth playbook with a brand growth playbook built specifically for your business.
Creative ownership. The foundational work — positioning, narrative, brand identity — is either built entirely by us, or it's already at an unusually high standard. We don't patch other people's foundations.

What we won't do

We won't run ads into an unvalidated product. We won't make weak positioning look strong with good design. If the product or the thinking isn't there yet, we'll tell you — and tell you what needs to happen first.

Post PMF · 1 → 10

There's a high probability we're not the right fit for each other.

So before you proceed, read this note from our founder, Ritesh.

A note from Ritesh

Dear founder,

Either this is exactly what your business needs, or it isn't.

Either way, we save each other time.

— Ritesh, Founder

Most of the brands we've been able to meaningfully help fall into one of four situations. You'll likely recognise yourself in one of these.

You were growing well — and then growth slowed down.

Revenue is stable, sometimes even strong. But you've hit a ceiling. Scaling further feels harder than it should.

Ask yourself

Are you solving something people deeply care about — or just competing for the same demand as everyone else?
If you increased your prices by 10–20%, would your customers still choose you?

You're spending consistently on ads, but the business doesn't feel healthy.

Traffic is coming in. Revenue looks fine. But profitability is inconsistent, and scaling feels fragile.

Ask yourself

As you scale, is your dependence on paid marketing reducing or increasing?
Are your AOV and repeat purchase rates strong enough to make acquisition and retention work together — not against each other?

You're in the early stages, still figuring out what works.

You're doing ₹2–10L/month. Trying different things. Seeing some traction. But nothing feels predictable yet.

Ask yourself

Do you understand why your customers are buying — beyond discounts or ads?
Are you using creatives to generate insights about your customers — or just to chase ROAS?

You're pre-revenue — and want to get this right from day one.

You haven't scaled yet, but you don't want to build something fragile.

Ask yourself

Are you building this full-time with serious intent — or treating it as a side project?
Are you willing to invest in strategy before pouring money into execution?

If even one of these feels like a strong "yes", keep reading.

At this point, you already have a sense of where things are breaking. And you may have heard this about us:

"That they help brands grow without increasing ad spend."

That's true. But it's also one of the most misunderstood parts of what we do.

If you're here, you probably expect us to:

Reduce your ad spend
Improve your creatives
Bring in organic traffic
Fix performance marketing

We do all of that. But if that's why you're here, you're missing the point. Because none of those is your real problem.

You don't have a traffic problem.

You don't have a creative problem.

You don't have a channel problem.

You have a revenue per user problem.

Let's simplify this.

100,000 people enter your ecosystem in a year.

You make ₹5 per user → ₹5,00,000.

Same 100,000 people.

Now you make ₹10 per user → ₹10,00,000.

Same number of users. Completely different business.

Most founders try to scale before they deserve to scale.

They push more traffic into a system that isn't built to convert, retain, or monetise properly — and then blame Meta, creatives, or their agency.

We don't force growth. We remove the reasons it isn't happening.

Because if growth feels hard (despite good ops), something fundamental is broken.

What we do sits at the core of your business

How your brand is positioned
How your product is perceived
How your pricing works
How your story is told
How your website converts
How your customers think
Why they buy
How fast they buy
How frequently they buy
Why they don't come back

This is not performance marketing.

This is not CRO.

This is not creative strategy.

This is what decides whether you scale — or don't.

And the order matters.

First, we increase your revenue per user. Then — and only then — we scale. Aggressively.

Because scaling a broken system only makes you lose money faster.

This is not for everyone

If you're getting a few thousand visitors a month, this won't work.
If you're looking for cheap execution, this won't work.
If you want someone to "handle ads", "do SEO", or "improve creatives", this won't work.
If you're looking for quick wins, this won't work.

Here's the simplest way to think about it: if you have 15,000 people coming to your website every month, even a small increase in revenue per user pays for this work. And this is not a one-time gain. It compounds across every user, every month, for years.

But this only works because of how deep we go.

We speak to your customers.

We study behaviour.

We break down your category.

We analyse positioning.

We rebuild your narrative.

This is not execution. This is changing the inputs that drive your growth.

So if you're looking for:

Better ads
More traffic
Opening new channels for growth
Faster growth
Retention, performance marketing, CRO

We do all of this. But none of it works without fixing/building what sits underneath. And that's what Porcellia's true value prop is.

If this isn't for you

If you're merely looking for execution on platforms like Meta, Google, Reddit, or SEO, this likely won't be the right direction.

I understand — proceed to view available slots ↓

Book a call with a 0→1 specialist.
Check your email for a confirmation & next steps immediately after.

Thriving in 2024: The New Ecom Playbook is here

Thriving in 2024: The New Ecom Playbook is here

The Old E-commerce Playbook: Time to Move On

The New E-commerce Playbook: What’s Working Now

Organic is the way to go

Before You Freak Out: The Old Stuff Still Matters

Mastering the New Playbook: What You Need to Focus On

The Risks of Sticking to the Old Model

Your business will die because you can’t tell a story.

Your business will die because you can’t tell a story.

Real growth lessons from
brands making the rules up.

Where is your brand right now?

Pre-revenue or early traction

Revenue is coming in

You're still figuring out what works.

a) You've launched. You're spending. But nothing feels certain yet.

b) You haven't launched yet — but you're serious.

There's a high probability we're not the right fit for each other.

You were growing well — and then growth slowed down.

You're spending consistently on ads, but the business doesn't feel healthy.

You're in the early stages, still figuring out what works.

You're pre-revenue — and want to get this right from day one.

Real growth lessons from brands making the rules up.

Real growth lessons from
brands making the rules up.