Vilása Home

About the brand

Vilása Home is a premium home and tableware brand where India's artisanal craft meets Victorian elegance — handcrafted brass, fine bone china and porcelain, some finished with 24 Kt gold accents. Tea sets, dinnerware, barware and gifting pieces built for people who care how their table looks.

The situation before we stepped in

In the months before Command Ads came on board, Vilása's performance reflected:

• ROAS sliding to 2.8 in August — well below the brand's break-even ROAS of 4
• Ad spend concentrated on a low-ticket bestseller that drove order volume but couldn't carry the economics
• Higher spend producing more orders, but not more profit
• No clear path to scale without losing money on every extra rupee

The account looked busy. It just wasn't making money.

Objective

Starting 16th September 2026, the objective was to:

• Get the account above break-even ROAS and keep it there
• Shift growth from order volume to order value
• Put the brand's premium, high-AOV range at the centre of acquisition
• Improve revenue without increasing daily spend

Our approach

We started with the number that decides everything: break-even ROAS. With a break-even of 4, every scaling decision was judged against one question — does this spend make money?

That reframed the product strategy. The low-ticket bestseller was moving volume but dragging the account below break-even, so we stopped building acquisition around it. Instead, we rebuilt the campaigns around Vilása's high-value pieces — the collections a premium buyer actually wants on their table or to gift — and pointed spend at audiences who buy at that price point.

The result was a different kind of customer: fewer orders, but far larger ones — exactly what a premium craft brand needs to scale profitably. And as the festive gifting season arrived, the account was already set up to capture high-value demand rather than chase cheap volume.

What changed (October vs August)

• ROAS moved from 2.8 to 5.1
• Net ROAS moved from 2.6 to 4.4 — comfortably above break-even
• Average order value increased 3.4×
• Daily revenue nearly doubled (~2×)
• Daily ad spend stayed broadly the same (+7%)

Less volume, more value — and an account that now makes money on every rupee it spends.