The challenge
A Mumbai D2C lifestyle brand selling premium home essentials hit Rs 8 Cr ARR on the back of paid acquisition and immediately stalled — the 4-person CX team was buried in WISMO ("where is my order") tickets, return requests and broken-discount-code complaints. Every Diwali sale broke them. Founders were personally answering Instagram DMs at 1am. Repeat purchase rate was 19% on a category that should be doing 40%+.
How we deployed
- Wired Shopify, Shiprocket and Gorgias into one Unicommerce-fed event bus.
- Deployed an AI tier-1 agent on WhatsApp, web chat and Instagram DM that answered WISMO, returns, exchanges and discount-code issues in real time.
- Built a post-purchase WhatsApp sequence — order confirmation, dispatch, OFD, delivered, review request — all auto-fired off Shiprocket webhooks.
- Set up a Klaviyo win-back loop firing at 45, 75 and 120 days post last order, segmented by AOV band.
- Anomaly detection on logistics — flagged stuck shipments to CX before the customer noticed.
What changed
- ARR scaled 9.7× from Rs 8 Cr to Rs 78 Cr inside 18 months on the same 4-person CX team.
- 82% of tier-1 tickets resolved without human touch — CSAT held at 4.7/5.
- Repeat purchase rate climbed from 19% to 53% on cohorts hitting the new post-purchase loop.
- WISMO ticket volume dropped 71% as proactive shipping updates pre-empted the question.
- Founder stopped answering 1am Instagram DMs in week 3.
"We were going to hire 12 CX agents to hit Rs 50 Cr. We hit Rs 78 Cr with the same four. The AI does WISMO, the team does the hard conversations."
— Co-founder · D2C Lifestyle Brand