Building Viraasi into a
₹6 Crore Jewellery Brand
How The Ecom Growth built Viraasi's Shopify store from the ground up and scaled it to ₹6 Crore in revenue through SEO-driven organic growth and consistently high-ROAS paid campaigns — in just 2 years.
About Viraasi
Viraasi is an artificial jewellery D2C brand founded by Urwashee Saxena, built around accessible, beautifully crafted pieces for the modern Indian woman. When Urwashee approached The Ecom Growth, Viraasi had a strong product vision but no digital presence at all — no website, no online catalogue, no way for customers to discover or buy the collection online.
Rather than a redesign or optimisation project, this was a build from absolute zero: The Ecom Growth was brought in to construct Viraasi's entire online business — the store, the catalogue, the organic visibility, and the paid acquisition engine — from the ground up.
Starting From Absolute Zero
When Viraasi partnered with us, there was no existing digital infrastructure to build on:
- No website — the brand had never sold online before
- No product catalogue structured or listed anywhere digitally
- Zero organic search visibility — the brand didn't exist on Google
- No paid acquisition channel and no prior campaign data to work from
- No analytics, tracking, or measurement framework in place
Every piece of Viraasi's digital growth — the store, the traffic, the customers — had to be built from a completely blank slate.
Building the Entire Growth Engine
We took Viraasi from zero to a fully operating, scaling D2C business — handling every layer ourselves, from the first line of the store build to the ad campaigns running two years later.
Shopify Store Build — From the Ground Up
With no existing website to work from, we designed and built Viraasi's entire Shopify store from scratch — architecture, theme customisation, collections structure, and a conversion-focused checkout — purpose-built for an artificial jewellery catalogue.
- Full Shopify store build: theme, structure, and custom design
- Collection architecture organised by category, occasion, and material
- Mobile-first design for India's predominantly mobile shopping audience
- Conversion-focused checkout and product page templates
Product Cataloguing & Listing
We catalogued Viraasi's entire jewellery range from scratch — writing product descriptions, structuring variants, and organising the collection into a clean, browsable catalogue that gave every piece a proper digital shelf for the first time.
- Full product catalogue build-out and structured listing
- SEO-aware product titles and descriptions for every SKU
- Variant and collection organisation across the full range
SEO Foundation & Content Engine
We built Viraasi's organic search presence from nothing — technical SEO, on-page optimisation, and a sustained content strategy. Over 2 years, this compounded into more than 1 million cumulative organic visitors, all without a paid click.
- Full technical SEO foundation: site structure, metadata, schema
- On-page optimisation across every collection and product page
- Ongoing content and keyword strategy targeting jewellery search demand
- Consistent execution over 2 years, compounding into 1M+ organic visits
Google & Meta Ads — Achieving 4–5X ROAS
With no prior campaign data to work from, we built Viraasi's paid acquisition engine from scratch on Google and Meta — testing creatives, audiences, and offers until campaigns stabilised at a consistent 4–5X return on ad spend.
- Google Ads and Meta Ads accounts built and structured from zero
- Creative and audience testing across both platforms
- Retargeting campaigns layered on top of the growing organic base
- Continuous optimisation sustaining 4–5X ROAS over 2 years
Ongoing Growth Management Across 2 Years
This wasn't a one-time build — The Ecom Growth managed Viraasi's website, SEO, and paid channels continuously across the full 2-year partnership, compounding early wins into a ₹6 Crore revenue business.
- Continuous website iteration as the catalogue and traffic grew
- Ongoing SEO content and technical maintenance
- Always-on paid campaign management and budget scaling
₹6 Crore Built From Zero
In 2 years, Viraasi went from having no online presence at all to a ₹6 Crore D2C jewellery business:
| Metric | Before | After (2 Years) |
|---|---|---|
| Online Store | Did not exist | Fully built, live Shopify store |
| Total Revenue | ₹0 | ₹6 Crore (organic + paid) |
| Organic Traffic | 0 | 1M+ cumulative visitors |
| Paid Ads ROAS | No paid channel | 4–5X (Google & Meta) |
| Product Catalogue | Not listed online | Fully catalogued & SEO-optimised |
"Two years ago, Viraasi didn't have a website. Today it's a ₹6 Crore jewellery brand with over a million cumulative organic visitors and paid campaigns running at 4–5X ROAS. Urwashee trusted us to build everything from zero — and that trust compounded into a real business."
— The Ecom Growth TeamStack & Tools
What This Project Proves
Viraasi's story shows what's possible when a brand trusts one partner to build the entire growth stack from zero. There was no legacy website to redesign and no existing traffic to optimise — every visitor, every rupee of revenue, and every ranking was built from nothing. A properly built Shopify foundation, a compounding SEO engine, and disciplined paid acquisition, run together over 2 years, turned a brand with no online presence into a ₹6 Crore business. That's what a real growth system looks like when it's built right from day one.
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