A brand should be profitable before it scales
not the other way around
❌ Stop Empty Metrics
✅ Profit-First System
Built on 8+ years of hands-on experience scaling DTC brands across 7+ countries
The Real Problem Isn't What You Think
❌ Every agency will tell you the problem is:
THEIR FIX: Optimize ads, creatives, and targeting.
- ×We’ll scale you to 10x ROAS.
- ×Your ads just need more creative testing.
- ×The fix is better targeting.
✅ The truth they won't tell you...
- 4X ROI, but your margins are thinner than ever.
- ₹50L/month topline, but your bank balance is empty.
- Winning ads ≠ winning the business.
Here's what the industry won't admit:
Revenue growth without profit growth is just expensive vanity.
Profit isn't the outcome. It's the foundation.
At Lab42, we don't chase vanity metrics or quick wins. These principles guide how we build sustainable, margin-protecting growth for every brand we work with.
1. Profit-First Approach
Every decision starts with profit impact. Revenue only matters when it adds margin.
2. Radical Transparency
No black-box reports. No vanity numbers. Just full clarity on your profit.
3. Compounding Growth
Every optimization stacks on the last, so profits and scale grow together.
4. Predictable Systems
Frameworks that replace guesswork with repeatable, profit-driven growth.
83% retention. 1.2-year partnerships. Clients stick because profits grow.
And Yes, Profitable Scaling Can Be Done (With Proven Systems)
Our partner brands break past flat growth curves by building profit-first systems that scale predictably.
Your Long-Term Growth Partner
With over ₹50M in attributed revenue for eCom brands across Meta & Google, we've learned one thing: scaling isn't just about ads. Every decision - from pricing and positioning to creative and channel mix - connects back to how the business makes money. Ad accounts show clicks, but the real engine sits outside them: the product, the systems, and the structure behind decisions.
Why "Creative-First" Strategies Fail
❌ The Creative Myth
Most agencies think better ads alone drive growth. They treat creative as the end goal, not the lever.
- ❌ Ads alone can't fix broken margins.
- ❌ Design won't solve bad economics.
- ❌ New concepts = instant growth.
✅ What Actually Drives Scale
- Creative as Targeting → Ads that attract the right customers, not just new designs.
- Product & Proposition → Structured for repeat value, not one-off spikes.
- Insights → Data that reveals business levers, not dashboard noise.
- Metrics → KPIs that tie back to cash flow, not surface-level ROI.
Reality Check: Most agencies optimize creative. We optimize profit.
What Every Profitable Scaling System Needs
1. Product & Pricing Fit
Shaping how your product is framed and priced. From structure to story, making sure what you sell connects with the buyers you want.
2. Conversion Path Clarity
A clear line from attention to purchase. Every stage tied to cash flow outcomes-not vanity metrics.
3. Creative as Targeting
In today's landscape, creative does the filtering. We build concepts that pull in the right customers-without chasing trends.
4. Systems That Compound
Each improvement stacks on the last. Not one-off spikes, but durable growth that strengthens over time.
Real Results From Partner Brands
These aren’t just revenue lifts. We build clarity at every stage — from cash flow to operations — so founders know exactly what’s working, what challenges to prepare for, and when it’s safe to double down.
From ₹12L/Month to ₹42.7L/Month
For months, this men’s fashion brand was stuck in the same cycle – spend more, get the same results. Revenue hovered at ₹10–12L/month, ROI stayed near 2.4, and CAC kept climbing above ₹700. The ceiling wasn’t the market; it was how growth was being managed.
From March 2025, we reset the system. Creative and funnel testing replaced guesswork, Facebook was scaled for volume while Google delivered efficiency, and the focus shifted to lowering CAC while steadily raising order value.
In five months, revenue jumped from ₹8.7L in February to ₹42.7L in July, blended ROI improved from 2.4 to 3.1, and CAC dropped from ₹827 to ₹635 even as spend more than doubled. By July, the brand was consistently crossing ₹40L+ per month, moving from stagnation to profitable scale.
From ₹1L/Month to ₹10L+/Month
By early 2025, this décor brand was stuck at low six-figure sales, pulling in just ₹61K–₹1.2L/month. ROI sat between 1.3–1.8, CAC had climbed past ₹1,000, and a ₹699 price point left little margin even when volumes grew. The founder needed a path to scale without burning unit economics.
From March, we rebuilt the model. Creative optimisation reframed product value and brand story. Pricing was shifted from ₹699 to ₹999–1299, positioning the brand as premium handcrafted décor. New product lines above the average AOV expanded order values, while offer testing helped crack conversion psychology through simpler discounts, bundles, and urgency mechanics.
In five months, the shift was visible. Revenue grew from ₹1.2L in March to ₹10.4L in July, ROI lifted to 2.42, CAC dropped from ₹1,051 to ₹704, and monthly orders scaled from 111 to 659. By July, the brand was running past ₹10L+/month, with pricing power, healthier margins, and profitability restored on a ₹1Cr+ annualized pace.
From ₹4L/Month to ₹21L+/Month
At the start of 2025, this slow fashion label was stuck at ₹4–5L/month, with ROI stuck between 1.1–1.6 and CAC often above ₹3,500–₹5,500. The site was cluttered with multiple offers, diluting the brand story and confusing customers, while scaling attempts only added cost without real growth.
From March, we reset the model. Catalogue optimisation ensured the right products reached the right customers. We simplified offers, cutting the noise of discounts. Higher-ticket SKUs above the average AOV were added to improve unit economics, and the brand expanded beyond India into US, UK, and Singapore.
By July, the shift was clear: revenue climbed from ₹5.7L to ₹21.8L/month, blended ROI rose above 3.0, CAC dropped from ₹3,348 to ₹1,787, and monthly orders grew from 92 to 392. The brand had broken past its ceiling – running at ₹20L+ per month profitably, with a new international footprint driving growth forward.
From ₹1L/Month to ₹12L+/Month
At the start of 2024, this women’s slow fashion label struggled to scale. Revenue was stuck below ₹2L/month, ROI often sat under 1.0, and CAC pushed above ₹3,000–₹6,000, leaving little room for contribution margins.
From early 2025, the growth model was rebuilt. Instead of discounting offers throughout the year, we moved to a milestone-based offer strategy, which pushed AOV while preserving brand value. Growth was anchored on catalogue-first optimisation, ensuring the right products drove volume, before blending in creatives to lift efficiency further.
By July 2025, the shift was clear. Revenue grew from ₹93K in Dec ’24 → ₹7.8L+ in Jul ’25, ROI improved from 0.7 → 2.2, and CAC dropped from nearly ₹7,400 to ₹1,900. Monthly orders rose from just 18 in January to 183 by July, putting the brand on a path to consistent, profitable scale.
From ₹14.7L/Month to ₹18.3L+/Month with New Market Expansion
For over 10 years, this brand relied heavily on repeat buyers, with limited new customer acquisition and no real presence outside India despite running ads for 4+ years.
From June 2025, we reset the growth model. Catalogue optimisation matched the right products with new audiences, creatives were reworked for acquisition instead of only retention, and campaigns were scaled into the US and Canada.
By August, results were clear: revenue rose from ₹14.7L to ₹30L/month, ROI stabilised at 5.3-7.4, CAC dropped from ₹1,061 to ₹969, and orders grew from 197 to 258. For the first time, the brand was acquiring profitably at scale – building growth beyond India.
From ₹4L/Month to ₹45L+/Month
At the start of 2024, this mindfulness and journaling brand was stuck around ₹15L/month with ROI hovering at 1.3–1.6 and CAC often crossing ₹1,000. Scaling attempts only added cost without lifting profitability, and the founder needed a way to make the November–December peak season count.
From mid-year, we restructured growth. Creative optimisation sharpened messaging and visuals, improving conversion efficiency. We simplified offers, cutting down multiple discounts to focus on a single winning structure. On Google, campaigns shifted to TROI scaling for efficiency, while Meta carried volume. The strategy built towards a strong seasonal push.
By December, the results were clear: revenue jumped past ₹45L, paid ROI climbed to 2.3, CAC fell to ₹601, and orders surged to 3,200+. Net ROI hit 2.12, turning the costliest festive quarter into the brand’s most profitable run – with scale and margins both intact.
Results Build Trust. Experience Builds Partnerships.
Work with a partner who delivers not just outcomes, but a process you can trust.
Atif Malik
Prashanth Vastred
Sanchit Jain
The Questions That Actually Drive Profitable Growth
Traditional Agencies chase surface metrics. We dig into what actually drives durable growth:
| Focus Area | Traditional Agencies Ask | Lab42 Asks |
|---|---|---|
| Product Strategy | Which product gives you the highest ROI? | Which product scales profitably without breaking margins? |
| Volume Planning | Which product should we push for volume? | Which product drives repeat buyers, not just one-time sales? |
| Performance Analysis | What's your ROI right now? | How do margins hold up as you scale spend? |
| Creative Strategy | What's your best creative? | Which creative pulls in the most valuable customers? |
| Growth Planning | How much revenue can we add this quarter? | Which channels, products, and cohorts will still be profitable six months from now? |
❌ Traditional Agencies Ask
- ❌ "Which product gives you the highest ROI?"
- ❌ "Which product should we push for volume?"
- ❌ "What's your ROI right now?"
- ❌ "What's your best creative?"
- ❌ "How much revenue can we add this quarter?"
✅ Lab42 Asks
- ✅ "Which product has the margin to scale without breaking?"
- ✅ "Which product brings repeat buyers vs. one-off acquisitions?"
- ✅ "What happens to your margin when spend increases?"
- ✅ "Which creative pulls in the most valuable customers?"
- ✅ "Which channels, products, and cohorts will still be profitable six months from now?"
The P.R.O.F.I.T. System™
A clear framework that keeps growth disciplined and financially sound.
Performance Review
Identify where money leaks across channels and fix them.
Roadmap
Structure the customer journey so it's clear and measurable, not just conversion-focused.
Ongoing Optimization
Continuously adjust campaigns to strengthen returns, not vanity metrics.
Foundations
Set up clean data, tracking, and processes so performance is measurable.
Intelligence Dashboard
One clear view of margins and returns across channels, creatives, and audiences.
Testing Protocol
Run disciplined experiments that prove real financial impact before scaling.
Frequently Asked Questions
Getting Started
Who we work with & requirements
Our systems are designed for DTC brands doing who are ready to grow responsibly.
DTC brands doing at least ₹7L+/Month in revenue. We don't take on every brand - if margins, product-market fit, or operational basics aren't in place, it's not the right fit.
Traditional agencies just sell media buying.
At Lab42, we focus on:
• The right products to scale.
• The right customers to acquire.
• The right data to guide sustainable growth.
Pricing & Partnership
Investment & contract details
We don't charge on a % of ad spend or sell packages - Our pricing is tailored specifically to your budget and the scope of work required.
We believe in crafting unique solutions rather than offering a generic package. The key performance indicators (KPIs) we establish are always designed to ensure profitability for you.
If we're doing our job, you'll want to stay. If not, you shouldn't be stuck.
What we do is keep every decision tied back to profit drivers - so growth is disciplined, not wasteful.
Process & Results
What we do & how we do it
We don't promise "90-day turnarounds." Some improvements are immediate (like measurement clarity), others stack over months.
We focus on scaling paid campaigns on Meta and Google, structuring data dashboards, and guiding decisions on product mix, margins, CRO, bundling, offer creation, and inventory planning.
We also handle - concepts, copy, and testable variations built for scale (not organic content or brand films).
While we don't run retention directly, we provide the data visibility that helps founders shape their retention strategy with confidence.
In-house teams know the brand deeply. Where we add value is in building systems and decision frameworks that keep teams from chasing the wrong metrics.
Book Your 30-Min Profit Audit
In just 30 minutes, you’ll know exactly where profits are leaking, what’s blocking scale, and how to fix it — backed by 8+ years of DTC growth systems.
Who Is This For?
We conduct only 5 profit audits per month to keep them detailed and actionable.
Lab42 - Profit Growth Analysis Call
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