How Bombay Shirt Company
Scaled Revenue by 42% in 4 Months
Driving profitable growth for India’s first online custom shirt brand with Product Performance Management, Product Analytics, and smarter Google campaigns.
“Our order volume and revenue has both doubled. By focusing on our best-selling products and eliminating non-performers, we not only enhanced our website’s performance but also maximized our ad spend efficiency.”
Scaling a 500+ SKU catalog efficiently
Bombay Shirt Company had a wide catalog and a strong offline presence, but needed a smarter way to grow online sales without wasting ad spend.
Bombay Shirt Company is India’s first online custom shirt brand — offering 500+ products across a rich catalog of styles, fabrics, and occasions.
With a strong offline presence but low online conversions, the brand needed to shift to a product-led performance approach — identifying profitable SKUs, improving budget allocation across Meta and Google, and using product analytics to scale the right products.
Limited Product & Category-Level Insights
With a wide range of products, the team had no visibility into which SKUs and categories were actually profitable on a per-product basis.
Low Discoverability for 200+ SKUs
More than 200 SKUs were undiscoverable or zombie products because ad spend was skewed unevenly across the catalog.
Inefficient Budget Allocation
The brand was heavily dependent on Meta. To scale order volume, it needed to diversify channels and allocate spend more efficiently across products.
Product Performance Management
BigAtom’s Product Performance Quadrants revealed the true state of Bombay Shirt Company’s catalog — and defined a clear strategy for every product segment.
High Potential Products
400+ SKUs had strong potential but insufficient budget — profitable products waiting to be unlocked with dedicated ad spend.
Hero Products
Only 56 SKUs were truly profitable for the brand. These were the priority products to protect and scale further.
Low Discoverability
200+ products needed better visibility and testing before a confident budget decision could be made.
Non-Performers
63% of ad spend was being wasted on non-performing products — a major opportunity to recover and redeploy budget.
Five targeted strategies
Precision analytics and automation across Meta and Google turned the segmentation framework into compounding, measurable results.
Built Product-Level Visibility with Analytics
BigAtom’s 360° Product Analytics gave the team deep visibility into product and category performance, surfacing top categories like White Shirts and Business Shirts for dedicated campaigns.
Used Product Quadrants to Identify Growth
BigAtom’s Product Performance Quadrants revealed which SKUs to scale, which needed more visibility, and which were silently draining budget without returns.
Created Custom Product Sets for High-Converting SKUs
Custom Product Sets promoted high-converting products from the Less Discoverable quadrant — giving profitable but under-promoted SKUs the budget to gain traction across Meta and Google.
Optimized Google Campaigns for Scale
Google Search campaigns were split into exact and phrase match strategies (+10% impression share). PMax campaigns were set up via Google Merchant Center with product titles optimized by occasion, color, style, and fabric — delivering a 3× increase in orders in Q3 vs Q2.
Reduced Wasted Spend with Stop-Loss Automation
BigAtom’s Stop-Loss Automation automatically paused poor-performing products, preventing budget from being wasted and redirecting spend toward stronger SKUs and categories for compounding returns.
Product-led performance metrics
Shifting to SKU-level precision delivered compounding gains across revenue, acquisition, and return on ad spend.
