Sudathi is a Surat-based saree brand (launched Sept 2023) selling affordable Banarasi, Paithani, Kanjivaram, woven, printed, and ready-to-wear sarees.
Fast-growing with 6L+ customers, 8.5L+ app downloads, and a Shark Tank India S4 deal, traffic was never their bottleneck.
Challenge
Sudathi had strong festival traffic, but conversions lagged because shoppers struggled with too much choice. Static collections, weak intent signals, and untargeted retargeting meant high-intent users dropped off and CAC stayed high.
What needed fixing
Faster discovery: Help shoppers find the right saree quickly
Clear intent signals: Adapt journeys based on early behaviour
Smarter spend: Retarget serious buyers and time add-ons better
Process
Instead of redesigning pages or adding more creatives, Sudathi used Helium to influence decisions while they were happening. Helium unified real-time behaviour, product performance, and ad signals to shape every session dynamically.
What Helium changed
Session-aware journeys: Each shopper’s browsing behaviour was read live to adjust what they saw next.
SKU-intelligent merchandising: High-performing and context-relevant SKUs were surfaced based on intent, not static rules.
Smarter chase logic: Retargeting and on-site nudges focused only on high-intent users, reducing waste and improving conversion quality.
Results
Post-Helium, Sudathi saw a 25% conversion uplift on nearly half their traffic, up to 5× lower retargeting CAC, and ~5% increase conversion within three visits across Meta and Google cohorts all without increasing ad budgets, redesigning the brand, or adding more creatives. Stronger attach and repeat behaviour, especially during the Birthday Sale, came purely from better signals, smarter SKU exposure, and more relevant shopper journeys not from doing more, but from doing it better.
What Changed for Sudathi
Who They Chased in Ads
• Shift: Retargeting focused only on high-intent visitors, not every site visitor.
• Result: Cleaner ad signals, up to 5× lower CAC, and faster optimisation.
What They Pushed in Front
• Shift: Static saree listings became intent-aware and adaptive.
• Result: Faster discovery, less scrolling, and 25% higher conversions.
What They Showed on PDPs
• Shift: Product pages adapted to where the shopper was in their journey.
• Result: Better add-ons, stronger repeat visits, and higher peak-sale performance.
Viren Lathiya
Co-founder | Sudathi