The challenge
AJ Fits is an Indian women's ethnic wear label selling kurtis, co-ord sets, chudithars and western tops, made in India and sold at everyday price points rather than occasion-only ones. That positioning is the hard part. A shopper buying a ₹600 cotton kurti does not research for a week — she decides in a couple of minutes on a phone, usually against a marketplace listing showing forty near-identical products. So the store has to answer three questions faster than a marketplace can: does it come in my colour, will it fit, and what happens if it doesn't. A single flat 'Kurtis' collection loses that shopper, because the way she is actually shopping is 'a maroon straight kurti in cotton, in an XL, that I can send back'.
What we did
- Built the merchandising around the four ways this catalogue is genuinely browsed rather than one product tree — silhouette (flared, straight, short, Bindoo Kali), fabric (cotton, rayon, handloom, silk, ikat), occasion (everyday, festive) and colour, each as its own set of collections a shopper can land on directly from search.
- Published colour as a first-class browse path — maroon, blue, pink, green, yellow, purple, teal and black each get their own collection — because in ethnic wear colour is the first filter a buyer applies and burying it in a sidebar costs the visit.
- Designed the product cards to settle the fit question before the click: size chips on the card itself, quick view, and remaining-stock signals, so a shopper is not clicking into four products to find out her size sold out.
- Put the reassurance into the buying path instead of the policy pages — premium fabrics, made in India, free shipping on all orders, 7-day exchange and a stated delivery window sit on the header bar and the product page, which is where the hesitation actually happens.
- Built search to work like the store's own shop assistant, with suggested routes (kurtis, co-ord sets, chudithars, cotton kurtis, festive wear, western tops) prompting the query rather than waiting for a perfectly typed one.
- Gave the co-ord sets and chudithars their own destinations rather than folding them into kurtis, since a matching-set buyer and a single-piece buyer arrive with different intent and a different budget.
- Wired the Instagram community into the storefront — the @aj.fitsss feed and a tag-us prompt — so the social audience the brand already has lands somewhere that converts, and added a blog so the collection language has room to earn search traffic of its own.
- Built the whole thing mobile-first on a bespoke theme, because for this audience and this price point the phone is not the secondary experience, it is the entire one.
The results
How we would approach yours
Every engagement starts the same way: a free audit of the store as it stands today — speed, technical SEO, checkout friction and paid efficiency — followed by a prioritised roadmap that puts effort against expected impact. You keep the findings whether or not we go further.
From there the work runs in weekly sprints against a live staging link, on fixed scope, with design, development and marketing in one team. That last part is why a conversion problem gets diagnosed once here rather than being passed between two agencies who each think it belongs to the other.