You're pacing at ₹3.18 Cr this month against a ₹3.2 Cr target — on track. Yesterday's revenue was ₹8.2L, slightly below the ₹9.1L daily average.
✓ Detected overnight (proactive)
🔍 4 campaigns running on OOS SKUs detected at 3:02 AM — estimated ₹6,800/day wasted spend. Recommendation: pause these campaigns until stock recovers.
🔍 4 Amazon listings suppressed (image compliance violation) — detected at 1:15 AM. New infographic policy requires white background overlay. Recommendation: re-upload corrected images. ETA to fix: 2-3 hours.
⚠ Needs your attention
🚨 Delivery promises degraded for Thermosteel 1L Black in Delhi NCR + Mumbai — 5-7 day instead of 1-2 day. Conversion down 34%, still spending ₹4,200/day on ads there. Recommendation: shift spend to the Steel variant (full stock, 1-day delivery). Operations identified root cause: FC-DEL-03 at 91% capacity. Estimated waste if you don't act: ₹4,200/day for the next 4 days.
📦 3 SKUs below 14-day cover (Thermosteel 500ml Red, Flask 750ml Blue, Bottle 1L Green). POs in transit — ETAs March 14-19. Recommendation: rebalance stock from BOM-01 (52% utilized) to DEL-03.
↘ Watch list
⚡ Meta campaign "Thermotot Insulated Filter" showing early creative fatigue — CPC up 28%, CTR down 22%. ROAS still 3.1x but decay expected in 5-8 days. Creative production cycle is ~14 days — window to brief new creatives is now. Marketing team generating hypotheses.
🏷️ Milton dropped Thermosteel 1L equivalent by 12% on Amazon. BSR holding. Category team monitoring for further movement.
📊 Insight
Cross-channel analysis confirms Meta spend driving 42% lift in Amazon brand searches. In-platform ROAS of 2.8x is actually 4.5x including Amazon halo. Marketing recommends maintaining Meta budgets.
Channel Performance (MTD)
Open Marketing →Daily Performance
| Date | Revenue | Orders | Ad Spend | TACOS | ROAS | Adj. ROAS | Inv. % |
|---|---|---|---|---|---|---|---|
| Mar 11 | ₹9.8L | 482 | ₹42.1K | 4.3% | 3.6x | 4.8x | 72% |
| Mar 10 | ₹8.2L | 401 | ₹38.4K | 4.7% | 3.2x | 4.3x | 74% |
| Mar 9 | ₹9.1L | 448 | ₹41.2K | 4.5% | 3.4x | 4.5x | 76% |
| Mar 8 | ₹11.2L | 534 | ₹48.0K | 4.3% | 3.8x | 5.1x | 78% |
| Mar 7 | ₹7.6L | 372 | ₹36.8K | 4.8% | 3.1x | 4.1x | 80% |
| Mar 6 | ₹8.8L | 431 | ₹40.5K | 4.6% | 3.3x | 4.4x | 80% |
Team Activity (7 Days)
Brand Profile
Context captured during onboarding · Last updated: March 8, 2026
About the Brand
✎ EditPremium home & kitchen brand specialising in stainless steel drinkware, insulated bottles, and kitchen storage. Founded 2019 in Mumbai. Known for quality + design at accessible price points (₹500–2,500 ASP range).
Key Numbers
Channel Presence
| Channel | Status | Revenue Share | Fulfilment | Since | Account |
|---|---|---|---|---|---|
| Amazon.in | Active | 62% | FBA (Delhi, Mumbai) + Easy Ship | Jun 2019 | Basil Home Solutions |
| Shopify D2C | Active | 26% | Own warehouse (Mumbai) → Shiprocket | Mar 2020 | basilhome.in |
| Flipkart | Active | 12% | Flipkart Assured (Delhi) + Self-ship | Sep 2020 | Basil Home Solutions |
| Meesho | Paused | — | — | Jan 2023 | — |
Fulfilment Setup
Ad Platforms
Team & Roles
| Name | Role | Terminal6 Role | Decisions |
|---|---|---|---|
| Nitin R. | Founder & CEO | Brand Head | Strategy, pricing, new channels, budget |
| Priya S. | Marketing Lead | Sr. Marketing | Campaign management, creative, budget split |
| Rahul M. | Operations Manager | Sr. Operations | Inventory, FBA shipments, courier |
| Ankita D. | Amazon Executive | Amazon Ads (L2) | SP bids, keywords, listing updates |
Active Policies & Directives
Key Competitors
Onboarding Timeline
Sr. Marketing Manager
Cross-channel ads, budget allocation, creative health · Managing: Amazon Ads, Google Ads, Meta Ads agents
Campaign Performance
| Campaign | Channel | Status | Spend | Revenue | ROAS | CPC | CTR | Conv% |
|---|---|---|---|---|---|---|---|---|
| Thermosteel 1L — SP | Amazon | Degraded | ₹1.26L | ₹4.28L | 3.4x | ₹8.4 | 0.42% | 4.1% |
| Thermotot Filter | Meta | Fatiguing | ₹84K | ₹2.60L | 3.1x | ₹14.2 | 1.8% | 2.8% |
| Thermosteel 1L Steel | Amazon | Active | ₹68K | ₹3.12L | 4.6x | ₹6.2 | 0.51% | 6.8% |
| Brand — Google | Active | ₹42K | ₹2.10L | 5.0x | ₹4.8 | 3.2% | 4.2% | |
| Sipper 1L — Retarget | Meta | Paused | ₹0 | — | — | — | — | — |
Six Throttle Signals
Sr. Operations Manager
Inventory, fulfillment, FC utilization · Managing: Inventory Agent, Fulfillment Agent
SKU Inventory Health
| SKU | Product | Stock | Cover | Velocity | Restock | FC | Status |
|---|---|---|---|---|---|---|---|
| THERMO-1L-STL | Thermosteel 1L Steel | 580 | 38d | 15/day | — | BOM-01 | ✓ Healthy |
| THERMO-1L-BLK | Thermosteel 1L Black | 342 | 28d | 12/day | — | DEL-03 | ⚠ Delivery |
| THERMO-500-RED | Thermosteel 500ml Red | 86 | 9d | 10/day | Mar 16 | DEL-03 | ⚠ Low |
| FLASK-750-BLU | Flask 750ml Blue | 62 | 8d | 8/day | Mar 18 | BOM-01 | ⚠ Low |
| SIPPER-1L-BLU | Sipper 1L Blue | 0 | OOS | 6/day | Mar 14 | DEL-03 | 🔴 OOS |
Sr. Category Manager
Pricing strategy, competitive positioning, assortment, P&L · Managing: per-category agents
Sr. Marketplace Manager
Cross-channel listing health, Buy Box, compliance · Managing: Amazon, Flipkart, Shopify D2C agents
Sr. Finance Manager
P&L, settlements, margins, compliance · Managing: P&L Agent, Settlement Agent
Channel P&L (MTD)
| Channel | Revenue | COGS | Fees | Ad Spend | Contribution | CM % |
|---|---|---|---|---|---|---|
| Amazon.in | ₹18.4L | ₹7.0L | ₹3.1L | ₹2.0L | ₹6.3L | 34.2% |
| Shopify D2C | ₹7.8L | ₹2.6L | ₹0.4L | ₹0.8L | ₹4.0L | 51.3% |
| Flipkart | ₹3.6L | ₹1.4L | ₹0.7L | ₹0.5L | ₹1.0L | 27.8% |
What's my Shopify revenue this week vs last week?
Shopify D2C this week (Mar 5–11): ₹7.8L from 1,120 orders. Last week: ₹6.4L (+21.9%).
Top contributor: Thermosteel 1L Steel variant — ₹1.6L (+38%), driven by the Meta halo effect we flagged in the briefing.
Source: daily_sales (Shopify channel), Mar 5–11 vs Feb 26–Mar 4
Yes, show me those SKUs. Why are they showing sold out?
Marketplace Agent + Operations Agent investigated. Here are the 8 SKUs:
Root cause: Unicommerce → Shopify inventory sync failed 18 hours ago. All 8 SKUs have stock in Basil's warehouse (avg. 45 units each), but Shopify shows 0. The sync job has been stuck since yesterday 3:12 PM.
Top 3 by daily views (= demand being lost):
1. Thermosteel 1L Red — 82 views/day, 34 units in warehouse
2. Flask 750ml Premium — 64 views/day, 52 units
3. Sipper 500ml Kids — 48 views/day, 28 units
Help me plan the budget allocation for next month. We're increasing total spend by 20%.
Pulling March performance from all channels and running the allocation model. This will take a moment — consulting Marketing (channel ROAS), Finance (margin constraints), and Category (growth priorities)...