End-to-end D2C build for India's only wood mosaic brand — Shopify storefront, Meta + Google paid, SEO, creative production and daily ops, all run by NullStack.

One team, one mandate: build the storefront, build the demand engine, build the creative pipeline, build the operations layer — and build a category that did not exist in the Indian D2C market. All for **Saajawat**, India’s only manufacturer and seller of handcrafted **Wood Mosaic** wall art, alongside a full premium home decor catalogue.

VISIT THE STOREFRONT

E-commerce · Premium home decor · Wood Mosaic, marble & resin furniture

End-to-end build · Ongoing performance programme

Storefront, paid media, creative production, SEO, daily ops

Shopify · Razorpay · Meta Ads · Google Ads · GSC

A category that did not exist — and a price point the market had to be educated into.

Saajawat is a homegrown Indian premium home decor brand. The hero line — **Wood Mosaic**, three-dimensional wall sculptures hand-cut and painted from pine and mounted on plywood — is not a SKU. It is a **category**. No other Indian D2C brand manufactures it. No marketplace listing has trained the buyer to recognise it. No competitor’s creative has primed the audience to want it. Around that hero category sits a broader catalogue — marble and epoxy resin dining tables, designer wall clocks, metal wall art, console tables, LED-lit acrylic wall pieces, and a deeper home decor range — competing against established names and a long tail of marketplace sellers.
The brief was the most demanding version of a D2C engagement:

1. Create category demand from zero for Wood Mosaic — make Indian buyers understand the product, want it, and trust it enough to prepay.
2. Compete in the crowded categories — marble dining tables, designer clocks, wall decor — where price-led marketplace incumbents dominate.
3. Build a prepaid-first brand in a country where Cash on Delivery is the default. Trust had to be engineered into every touchpoint — the storefront, the creative, the payment flow, the post-purchase experience.
4. Scale from zero to a sustained daily order volume predictably, profitably, every day.

One mandate, one team. We built the e-commerce platform, the demand engine, the creative production pipeline and the operational backbone — and we run all four every day.

A Shopify build engineered for the prepaid customer.

Shopify was the right platform for a premium D2C brand at this stage — PCI-compliant payments by default, predictable hosting, and a theme layer flexible enough to express a premium brand without the overhead of a fully custom platform. We built saajawat.com as a conversion-instrumented, trust-engineered storefront across the homepage, the collection architecture and every product page.

Catalogue architecture	Dual-taxonomy navigation — category-led (Wood Mosaic, Dining Tables, Wall Clocks, Wall Hangings, Console Tables, LED Wall Art) and material-led (marble, epoxy resin, metal, acrylic, wood). Shoppers reach the right SKU in two clicks regardless of which mental model they bring.
Product page	Wood mosaic and marble furniture are high-consideration, high-AOV categories. Every PDP is built around the decision consistent imagery angles, dimensional drawings, material descriptors, installation guidance, prominent return terms. Schema markup on every page so SKUs surface with rich snippets.
Razorpay payments	Razorpay integrated with UPI, cards, net banking, wallets and EMI surfaced in the order most likely to convert for an Indian premium buyer. Tight checkout instrumentation, failed-payment retries and abandoned-cart recovery wired in from day one.
Delivery partner integration	Multi-courier fulfilment with real-time tracking, RTO management and reverse pickup co-ordination. For furniture and wall art — categories where damaged delivery kills repeat purchase — this is non-negotiable infrastructure.
Performance	Compressed and lazy-loaded imagery, deferred non-critical scripts, third-party tags on a controlled loader. The result feels fast on mid-tier Indian mobile devices — which, as the search data later confirmed, is where **75% of the audience actually shops
Trust signals	Verified-purchase reviews on every PDP, trust badges at checkout, return and exchange terms linked from every product page — not buried in the footer. For a prepaid-first brand in a COD market, on-site trust is the conversion lever.

Meta and Google, run as one acquisition engine.

Performance marketing is where Saajawat gets discovered, qualified and converted. We own the entire paid stack strategy, account architecture, creative pipeline, audience design, bidding logic, day-to-day optimisation and daily reporting.

Meta Ads — Facebook & Instagram:
Ad account setup, pixel implementation, catalogue feed, audience architecture and campaign management all in-house. The structure is deliberately simplified:

Prospecting through a Catalogue Sales (dynamic product ads) ad set that lets Meta’s algorithm rotate the full Saajawat catalogue against broad audiences, and a New Sales prospecting ad set fed by hero-creative video and static.
Bottom-of-funnel retargeting that closes the loop on warm traffic with dynamic product ads pulled directly from the Shopify catalogue feed.
Creative discipline over budget pumping — in a category like handmade home decor, declining CTR responds to fresh lifestyle creative, not to budget increases. We rotate static and video assets on a cadence that keeps the audience seeing new work.
Indian D2C buying patterns respected premium home decor sees evening and weekend purchase peaks. Daily performance is read after the day closes, not at lunchtime when intra-day numbers misrepresent reality.

Google Ads — Shopping, Search & YouTube:
A multi-property Google account managed end-to-end:

Google Shopping via Merchant Center. Saajawat’s catalogue is correctly categorised under Home & Garden › Decor › Artwork › Sculptures & Statues for the wood mosaic range, with collection-level taxonomy assignment driving feed health.
466 clicks at 2.12%
CTR and an average rank of 1.7 through Merchant Listings in the last three months high-intent traffic landing on the right SKU.
Google Search campaigns covering brand defence (protecting “saajawat” and its many phonetic misspellings from competitor bids) and high-commercial-intent non-brand terms like “marble dining table,” “mosaic wall art” and “resin wall clock.”
YouTube Ads running the same product-video assets produced for Meta — repurposed for in-stream and shorts placements to extend creative ROI.

The layer underneath everything visible.

Before any of the above shipped, and continuously since, we run:

Competitor research pricing, range, positioning, paid-creative monitoring and on-site experience audits across the marble furniture and wall-decor incumbents and the D2C home decor cohort. Meta Ad Library is a daily-read tool, not a quarterly one.

Market research Indian premium home decor category sizing, channel preferences, price elasticity, occasion-led demand patterns, regional purchase behaviour.

Audience research first-party data from the Shopify customer base, social audience insights, paid-platform audience profiling, customer-service conversation analysis.

This is the layer that makes creative briefs sharper, audience targeting tighter and offer architecture smarter. It is what makes scaling a category-creation brand possible.