CommerceSight

TruNativ: Creating Whitespace at Scale

2023–2024

Overview

Working against India's most cutthroat nutrition environment meant that a brand like TruNativ had to find a way to stand out from fierce protein competitors that were constantly battling for attention in a shrinking market with rapidly diminishing returns on ad spend.

Challenges

Competitive category. Low ROAS. No margin to grow.

In India’s raw protein market, TruNativ was competing with other established players, causing cost pressures with a ROAS of only 0.70 due to messaging overlaps, crowded auctions, and declining efficiencies, making optimizations futile for growing the business.

Solution

Change the conversation. Build your own demand.

First Sight realized that gut health was a high-intent but underserved space in Indian nutrition. Repositioning TruNativ from its place among the protein clutter, we created a new line, Everyday Fiber, positioning it as a daily health must-have. Growth was driven by Amazon via focused, benefits-based messaging, endorsement from celebrities, and a focus on building share through SPAs & SDs.

Results

The results speak for themselves.

MRR achieved on Amazon

1Cr

Amazon bestseller positioning

42%