Categories Name : FOR START-UPS COMPANIES
Sub-Category : Campaign with the Best ROI
Campaign Name : Search to Scale: How Behoma Achieved 311% Growth & 85.7% Market Dominance
Behoma, a home décor and festive gifting brand, entered Amazon India's highly fragmented Home & Garden category with zero brand recognition. Through a disciplined, search-first advertising strategy using Sponsored Products and Sponsored Brands, the brand transformed from an unknown challenger into a category leader within one year.
Revenue & Volume
Net sales grew +311% year-over-year, with ordered units increasing +250% YoY. This growth was fueled by a deliberate full-funnel approach — Sponsored Brands drove discovery at the top, while Sponsored Products captured high-intent shoppers at the bottom. SP alone delivered 71.2% of total ad-attributed OPS at 3.30x ROAS, while overall search ads ROAS improved +11% YoY.
Visibility & Reach
Total campaign impressions reached 75.3 Crore. Sponsored Brands impressions surged +875% YoY (from 2.73 Cr to 26.58 Cr), reflecting a strategic shift in spend share from 23.9% to 33.9% toward brand-building formats. Ad clicks grew +339% YoY, and CTR exceeded category benchmarks by +9.1%, with a +26% uplift over the campaign period.
Market Share Dominance
Behoma exceeded planned market share targets across every sub-category. In Votive Candle Holders, the brand achieved 85.7% share against a 40% target. Candlestick Holders reached 24.3% (vs. 15% planned), Display Trays hit 15.7% (vs. 8% planned), and Plant Cachepots reached 14.3% (vs. 12% planned).
Category Expansion
The brand systematically expanded from 3 sub-categories to 20+ — entirely through search-led advertising. Growth in new categories was extraordinary: Diyas & Lanterns (+65,141%), Pooja Thali (+1,401%), Votive Candle Holders (+1,143%), and Idols & Figurines (+505%).
Festive Season Amplification
A 300% spike in ad investment during October 2025 (Diwali/Navratri) — paired with Top of Search bid multipliers up to 200% — ensured dominance during peak demand windows, driving brand recall improvement of +35% YoY.
Strategic Validation
Behoma proved that owning search real estate equals owning the customer journey. The deliberate interplay between Sponsored Brands (discovery) and Sponsored Products (conversion) created a self-reinforcing loop — visibility drove consideration, consideration drove conversion, and conversion drove category dominance.