Learn how the GuruNanda team leveraged FERMÀT funnels to transform their viral TikTok success into a sustainable DTC business with optimized customer acquisition across channels.
ABOUT
GuruNanda is a wellness company that specializes in holistic health products, blending traditional Ayurvedic practices with modern scientific insights. Founded by Puneet Nanda in 2014, the company has become a leader in natural oral care products, offering innovative solutions from oil-pulling formulas to essential oil-infused mouthwashes. After experiencing viral success on TikTok in 2024—generating over $15.5 million in revenue and 1.1 million orders—GuruNanda sought to expand its success across additional DTC channels.
CHALLENGE
Despite achieving remarkable success on TikTok Shop, the one channel alone was not enough to support a thriving DTC business. The GuruNanda team needed to lift both CVR and AOV to efficiently expand their investment in Meta advertising.
While GuruNanda's educational TikTok content drove significant sales volume, the company faced challenges in scaling their business beyond the platform. TikTok Shop's lower margins weren't sufficient to support a comprehensive ecommerce operation. The team recognized the need to diversify their channels and build a more holistic DTC business.
To achieve this, GuruNanda needed to overcome several key hurdles:
- Scaling Meta advertising performance efficiently while maintaining healthy margins
- Increasing conversion rates and average order value to support sustainable customer acquisition costs
- Building a recurring revenue stream through higher subscription opt-in rates
STRATEGY
FERMÀT enabled GuruNanda to leverage their existing viral content while experimenting on customer acquisition funnels that prioritized margin health and customer lifetime value.
Working closely with their FERMÀT growth manager, GuruNanda implemented several key strategies to achieve their goals:
- Leveraging Existing Content in Video-First Shopping Experiences:GuruNanda's extensive library of user-generated and organic content became a powerful asset in their FERMÀT implementation. The team created video-shop-focused acquisition funnels that maintained perfect alignment between ad creative and post-click experiences. This approach allowed them to translate their TikTok success into high-converting customer journeys across all DTC channels.
- Implementing Strategic Product Bundling to Drive AOV:To improve margin profiles and support profitable Meta advertising, GuruNanda developed new core bundle SKUs through FERMÀT. The team created and tested multiple variations of their "Total Smile Makeover Kit" and "Total Gum Makeover Kit," experimenting with different bundle combinations to achieve an impressive 5x growth in AOV. But creating these new bundles was just the beginning. In partnership with their FERMÀT Growth Manager, the GuruNanda team experimented with a variety of new customer acquisition offers, buy-more-save-more deals, and free gift with purchase promotions in order to maximize AOV.
- Optimizing for Subscription Growth and Customer Lifetime Value:Now moving beyond pure CAC optimization, GuruNanda restructured their acquisition funnels to emphasize long-term value and routine-based dental care. By incorporating educational content that highlighted the benefits of consistent product use, they continue to optimize towards increasing subscription opt-in rates and overall customer lifetime value.
RESULTS
Using FERMÀT funnels, the GuruNanda team has successfully expanded their DTC business model, profitably advertising on additional channels beyond TikTok Shop – and the business continues to grow each day.
Since implementing FERMÀT, GuruNanda has achieved remarkable results, including:
- 426% increase in weekly funnel Revenue per Session
- 175% lift in weekly funnel Average Order Value
- 45+ new funnels launched within just 4 months
The GuruNanda team continues to leverage FERMÀT as a core component of their DTC strategy, regularly launching new funnel experiments to further optimize their customer acquisition efforts and strengthen their position in the natural wellness market.
At GuruNanda, we see FERMÀT as a vital part of our DTC strategy, helping us continuously optimize customer acquisition and solidify our presence in the natural wellness market. By leveraging FERMÀT, we can reach customers in meaningful ways, inspiring them to embrace healthy habits that promote oral wellness. With consistent use, our natural oral care products empower customers to prevent oral issues before they arise, fostering a lifetime of healthier, happier smiles.
