Brand, demand and commerce for a December launch.
Fifteen years of backward integration. Your own knitting, fabric processing and garmenting. Lines running for Reliance, Aditya Birla and Cult.fit. Almost nobody launching in this category has that, and it takes years to build.
Spend the next four months there.
The brand, the demand, and everything between a stranger and a checkout. Not a vendor you brief and then chase, but the marketing team you would hire if you had a year to build one.
You stay a stakeholder throughout.
Product R&D nearly done. Identity, IP and trademarks in place. Knitwear for ages 0 to 24 months at launch, then 24 to 36 months next season, extending every year after that. What you asked us for:
That last line is what we built this around.
You said it yourself: better knitwear, but still a t-shirt. Nobody can feel GSM through a phone screen. Everything above the base layer is what a customer can actually perceive, and it is what she pays the difference for.
Cut layers out of the stack and you cut the price you can defend. That is why this cannot be run as five disconnected line items.
Jacadi opened its first India boutique in Mumbai in March 2025 and runs D2C alongside it. Choupette has sold luxury kidswear here for years with stylist assistance and boutique service. Little Tags puts Dolce and Gabbana in front of the same customer.
Premium organic has already trained Indian parents to spend ₹1,500 to ₹3,500 on a baby garment that comes with a story. "Luxury kidswear for India" is not a sharp enough wedge on its own. Finding the one that is sharp enough is the first thing we do together.
Bands indicative, from publicly listed pricing as of mid 2026.
Acquisition cost does not have to be recovered on the first order, which changes what we can afford to pay for the right customer.
Knowing when a child is about to outgrow a range is worth more than another 10% off a Meta CPM. The size-up prompt becomes a growth channel.
Most kidswear brands in India are run for the first transaction. Running this for the decade is a real structural advantage.
Where we do not already have the right partner, we run an RFP, down-select, run the interviews, and hand you a shortlist with a recommendation. You make the final call. If you later want marketing in house, we scope the role, run the hiring and onboard the person, then step back to advisory.
| Decision | How it works | Sits with |
|---|---|---|
| Positioning and brand narrative | We develop and present options with reasoning. You choose. | YOU APPROVE |
| Campaign concepts and creative direction | Concepts come to you before production spend is committed. | YOU APPROVE |
| Pricing, discounting and promotion | We recommend and model the margin effect. You decide. | YOU DECIDE |
| Budget allocation across channels | Proposed monthly, adjusted in the business review. | YOU APPROVE |
| Partner selection | RFP, down-select, interviews, shortlist with a recommendation. | YOU DECIDE |
| Day to day execution and optimisation | We run it. You see it in the dashboard, not in your inbox. | MASONRY |
| Weekly working session | What shipped, what is next, what needs a decision from you. | MASONRY RUNS |
| Monthly business review | Against the numbers agreed at kickoff. No surprises. | MASONRY RUNS |
A live dashboard you can open any day, not a PDF that arrives on the 5th. Direct access to me, not an account manager. You spend hours on this, not weeks.
Shopify build, merchandising architecture, product data and copy, payments and COD, shipping and returns, gifting infrastructure, analytics and tracking, pre-launch QA.
Narrative and messaging framework, tone of voice, message hierarchy by audience, art direction for the launch campaign, packaging and unboxing, customer journey mapping.
Campaign shoot from pre-production through post, casting, styling, lookbook and catalog imagery, campaign film and cutdowns, monthly production, copywriting, asset library.
Channel strategy, content pillars, calendar and publishing, community management and response SLAs, social search and answer engine optimisation.
Creator tiering and sourcing, seeding program, paid partnerships and whitelisting, launch PR and press kit, ambassador program design.
Meta and Google account structure, audience strategy, creative testing operations, feed and catalog management, budget pacing, measurement on MER and blended CAC.
Email and WhatsApp, automated flows including size-up and replenishment, WhatsApp Business API, AI assisted query handling, loyalty and referral, single customer view.
Operating cadence and dashboard, pricing and promotion architecture, marketplace strategy for phase two, hiring support for your first in house marketing hire, vendor management.
Safe to defer to Q1: marketplace expansion, loyalty program, offline activation, international. Everything else compounds, and cutting one piece weakens the others.
Every partner is managed by us and paid through a structure you approve. You never chase a vendor, because we do.
None of them optimises for the brand, and the brand is the only thing you are actually selling. When conversion drops, performance blames the site and the developer blames traffic quality. You end up refereeing.
One strategy and one person answerable for it. When something breaks it comes to us, and it comes back with an answer. You are buying judgment, not just hands.
A customer paying a premium expects a human when it matters. So we automate the volume and protect the moments that carry the brand.
WhatsApp Business API approval takes one to three weeks. That makes this a September task, not a November one.
The shoot feeds the website, the ads, organic, seeding and PR. Everything downstream waits on it.
If any of these slip we would rather cut launch scope than compromise launch quality. A focused December followed by a strong January beats a rushed December you only get to do once.
You asked for posts and reels per month. Any agency will give you that number, and every one of them will give you roughly the same one, whether the strategy behind it is excellent or nonexistent. That is what makes it a poor way to choose a partner.
Volume is an output. It falls out of the channel plan, and the channel plan falls out of positioning, and positioning falls out of the product, the price and the customer. None of those are settled yet. Committing to sixteen posts today would just be committing to fill sixteen slots.
What we will commit to now:
The channel never goes dark.
The content bank has real runway at launch, rather than a week of scramble.
Paid creative gets tested at a velocity that actually moves performance.
All three get numbers attached at kickoff, agreed with you, and reported weekly.
Ask us for cadence once we have agreed the strategy. Then the number means something and we can stand behind it.
Real numbers need your pricing, margin and inventory depth. What we optimise for is fixed regardless.
Happy to sign an NDA before any of this moves.
We never take a percentage of media. An agency paid on a slice of your ad spend has a reason to want your ad spend to go up, and that is exactly the wrong incentive to build into the contract.
You have spent fifteen years learning to make the garment. There is no version of the next four months where your time is better spent approving Instagram captions.
Hand the brand and the demand to a team that does this for a living, stays integrated with you, and answers for the number.
Strategy stays coherent, because one group holds all of it. Execution goes to people who are genuinely good at their piece. And when a marketing problem shows up, and it will, someone's job is to solve it rather than explain why it is not theirs.
You get your December. And you get to spend it on the product.
Next step: decide the scope, and we will get you a priced proposal within a week.