- E-commerce
- Food & beverage
Putting Kashmir's Best on the Digital Map: AL Fajer Mart
A custom-built website with a fully configurable admin panel, followed by a targeted Meta awareness campaign — designed to establish AL Fajer Mart's digital presence and bring premium Kashmiri Saffron, Shilajit, and Honey to buyers across India and beyond.
2.1M+
Total Meta reach across campaign window
4.8x
Increase in website traffic post-launch
Rs. 3.2
Cost per unique reach (Meta CPR)
The challenge
AL Fajer Mart has been producing and selling premium Kashmiri Saffron, Pure Himalayan Shilajit, and natural honey since 2015 — products with a heritage of quality and authenticity. But without a credible digital presence, their reach was limited to walk-in buyers and word-of-mouth. They needed a platform that matched the premium nature of their products, gave their team full control to manage inventory and content independently, and a paid media strategy to build genuine brand awareness among buyers who had never heard of them.
How we engaged
Phase 1
Custom Website & Admin Panel Build
A fully custom-designed e-commerce website built from scratch — product catalogue, brand storytelling pages, and a bespoke admin panel allowing the AL Fajer team to manage products, orders, pricing, and content without any developer dependency.
Phase 2
Meta Ads Awareness Campaign
A targeted Meta awareness campaign designed to introduce AL Fajer Mart to high-intent audiences — health-conscious buyers, gifting searchers, and premium food enthusiasts — across India, driving traffic to the newly launched website.
Website
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Website & platform
Custom design & build
Designed and developed a premium e-commerce website from scratch, reflecting the brand's Kashmiri heritage with a clean, trust-building UI matched to a high-value product range.
Fully configurable admin panel
Built a bespoke admin dashboard enabling the AL Fajer team to independently manage products, update pricing, process orders, add new SKUs, and edit content — zero developer dependency.
Product catalogue architecture
Structured catalogue across core product lines — Saffron, Shilajit, Honey, and Kashmiri heritage products — with lab-certificate display and authenticity callouts built into every product page.
Conversion-focused UX
Trust signals, clear product provenance, certification badges, and a streamlined checkout flow designed for buyers purchasing premium wellness products for the first time online.
Meta awareness — numbers
Reach
Total unique accounts reached across campaign window
2.1M+
Impressions
Total ad impressions delivered
5.4M+
CPR
Cost per unique reach — highly efficient for premium niche
Rs. 3.20
CTR
Click-through rate on awareness creatives (above category avg)
2.8%
Traffic
Increase in website sessions during and post-campaign
4.8x
Frequency
Average times a unique user saw the brand during the campaign
2.6x
Audience & creative
Primary audience
Health-conscious adults aged 25–45 interested in Ayurveda, natural wellness, and premium food products across Tier 1 and Tier 2 Indian cities.
Secondary audience
Gift buyers and festive shoppers searching for premium, authentic Kashmiri products for Eid, Diwali, and corporate gifting occasions.
Creative approach
Visuals rooted in Kashmir's landscape and heritage — saffron fields, mountain origins, and handcrafted provenance — to communicate authenticity at a glance.
Messaging pillar
Lab-certified, directly sourced, established since 2015. Every ad reinforced trust and origin — the two things premium buyers need before they convert.
AL Fajer Mart had the product quality — what they needed was a digital home that reflected it, and an audience that knew they existed. The custom website gave their team ownership and independence; the Meta campaign put the brand in front of over 2 million people who had never encountered Kashmiri saffron this authentic. That combination — credible platform and targeted awareness — is the foundation every premium D2C brand needs.
Write Upright Digital — AL Fajer Mart