Case Study · D2C Food & Beverage · Rishta Foods
Fresh batter.
Fresher numbers.
Rishta Foods sells stone ground idli-dosa batter and coconut chutney to homes that don’t have three hours to soak and grind. We rebuilt their website for Gen Z, young moms and office-goers, then rebuilt their paid media around it. In 120 days, monthly traffic grew 4.3× while the cost of a click fell by more than half.
4.3×
Monthly link clicks
Dec ’25 → Mar ’26
−58%
Meta cost per click
₹0.26 → ₹0.11
21.89%
Peak monthly CTR
vs ~0.9% industry avg
7.0×
Google Ads ROAS
up from 3.9×
The brand
A traditional product. A very untraditional buyer.
Rishta Foods makes village style idli-dosa batter, multigrain and barnyard millet variants, and coconut chutney powder no preservatives, stone-ground, sold across Blinkit, Zepto, Swiggy Instamart, BigBasket, Amazon and Flipkart.
The problem wasn’t the product. It was who the brand was talking to. The old website looked like a wholesaler’s catalogue, while the actual buyer was a 26-year-old ordering breakfast on a quick-commerce app at 11 pm.
Ads pointed at pages that didn’t convert, CPCs sat at ₹0.26–₹0.64, and Google spend returned an inconsistent 1.7–4.2× on value.
What we did
Three moves, in order.
01
Rebuilt the storefront
A new rishtasfoods.com aimed squarely at Gen Z, young moms and office goers: warm, fast, scannable, with one tap paths to Blinkit, Zepto, Instamart and BigBasket. Every ad now landed somewhere built to sell.
02
Repositioned the creative
Out went generic product shots. In came hooks written for the feed “idli mini pizza,” “jumbo dosas for higher cravings,” “good mornings begin with great batter.” Food that scrolls like a snack, backed by psychology-driven testing across 31 campaigns.
03
Compounded the media
Winners got budget, losers got killed weekly. As creative relevance climbed, Meta’s auction rewarded us: every month cheaper than the last, every month bigger than the last. Google Search and Performance Max were rebuilt on the same conversion signals.
Watch the auction fall in love with the creative.
Real account data, 31 campaigns. Slide through four months: spend rose 1.8× results rose 4.3×.
Every rupee started returning seven.
Search + Performance Max, rebuilt on real conversion signals. Cost per click fell from ₹0.64 to ₹0.23 while CTR climbed from 6.77% to 11.24% and return on ad spend nearly doubled.
Return on ad spend by month. November's dip is where we took over and restructured; the rebuild paid for itself within one cycle.
Numbers straight from Ads Manager.
| Campaign | Month | Spend | Link clicks | CPC | CTR |
|---|---|---|---|---|---|
| Final sales campaign | Mar '26 | ₹20,211 | 2,30,209 | ₹0.09 | 34.27% |
| Final sales campaign – 2 | Mar '26 | ₹17,401 | 1,88,968 | ₹0.09 | 31.48% |
| Final sales campaign | Jan '26 | ₹9,709 | 93,853 | ₹0.10 | 29.66% |
| Final sales campaign | Dec '25 | ₹10,312 | 83,001 | ₹0.12 | 23.42% |
| Final sales campaign – 2 | Feb '26 | ₹7,541 | 46,200 | ₹0.16 | 22.06% |
| Post: "From yummy idli mini pizza…" | Mar '26 | ₹568 | 937 | ₹0.61 | 8.98% |
For context: the average CTR for food & beverage ads on Meta sits near 0.9–1.5%. These campaigns ran at 20–35× that benchmark, month after month.
8.4M
Impressions across Meta + Google
1.18M
Clicks to the brand
₹0.09
Best monthly CPC cheaper than a rubber band
31
Campaigns tested, scaled or killed
Your brand could be the next case study.
Rishta got a website their buyers actually use and media that gets cheaper as it scales. That’s the Morphiaas model: psychology driven creative, revenue accountable execution.