From Farmers Market to Nationwide D2C: Northwind Botanicals

A Shopify launch and Meta awareness push that took a small herbal tea brand from local stalls to 12,000 online orders in six months.

12K+

Total orders in the first six months after launch

3.2x

Year-on-year revenue compared to market-stall-only sales

18%

Customers who ordered again within 90 days

The challenge

Northwind Botanicals started at weekend farmers markets in Pune with a loyal following for their chamomile, tulsi, and masala chai blends. Demand outpaced what a single stall could serve, but the brand had no website, no paid media, and no way to ship nationwide. They needed a credible e-commerce home, a simple way to manage products and orders in-house, and a cost-efficient campaign to introduce the brand to tea lovers who had never visited their stall.

How we engaged

Phase 1
Shopify store and brand refresh
Designed and built a conversion-focused Shopify store with subscription options, gift boxes, and a content-led About page that told the farm-to-cup story.
Phase 2
Meta awareness campaign
Launched a Meta awareness and traffic campaign targeting health-conscious shoppers and gift buyers across Tier 1 and Tier 2 cities in India.

Website & platform

Custom Shopify theme

Mobile-first storefront with warm botanical photography, clear product tiers, and fast checkout.

Subscription and gifting flows

Built repeat-order subscriptions and festive gift bundles without third-party plugins that slowed the site.

In-house product management

Trained the Northwind team to update blends, pricing, and seasonal collections without developer help.

Trust and compliance

Ingredient sourcing, brewing guides, and allergen notes on every product page to reduce pre-purchase hesitation.

Campaign results

Reach
Unique accounts reached during the six-month flight
840K
Impressions
Total ad impressions across awareness creatives
2.1M
CTR
Click-through rate on prospecting ads
2.4%
CPA
Average cost to drive a first site visit from cold audiences
Rs. 118

Audience & creative

Primary audience

Urban professionals aged 25 to 40 interested in natural wellness, Ayurveda, and premium pantry staples.

Secondary audience

Gift shoppers searching for artisan food boxes for Diwali, corporate hampers, and housewarming presents.

Creative approach

Soft natural light, steam rising from cups, and close-ups of loose-leaf texture to signal craft and freshness.

Messaging pillar

Farm-sourced, small-batch, and shipped fresh. Every ad reinforced origin and quality, not discounting.

Northwind always had a product people remembered after one cup. What they lacked was a way for anyone in India to discover them. The Shopify store gave them control; the Meta campaign put the brand in front of hundreds of thousands of new buyers. That pairing, a trustworthy shop and consistent awareness, is what turned a market stall into a national D2C label.

Write Upright, Northwind Botanicals