Date
Jul - Oct 2020
Project
Brand Strategy, Positioning & Digital Transformation Strategy
Client
Mapro Foods
Duration
4 months
Turning Digital from Expense into Revenue Engine
Client Overview
Mapro Foods is a legacy Indian FMCG brand with decades of dominance in offline retail and tourist-driven sales. Known for jams, syrups and fruit-based products, Mapro had strong brand recall but limited direct digital revenue contribution.
About Project
Mapro engaged Umanshi during the Covid period to design a digital transformation strategy and marketing roadmap. While digital initiatives existed in silos, the mandate was to unify them into a single, revenue-led plan and answer a fundamental question: why can’t digital contribute 30% of Mapro’s revenue instead of remaining an expense function?
Challenge
Fragmented Digital Efforts
Digital existed but lacked direction.
Website, Amazon and Indiamart were active sales drivers, but there was no integrated strategy connecting assets, content, media spends and revenue outcomes.
Offline-Heavy Legacy Mindset
Digital was seen as support.
As a brand built on physical retail and tourist footfall, digital was treated as an add-on rather than a core business lever.
Covid-Induced Urgency
Physical channels stalled overnight.
With footfalls disrupted during Covid, Mapro needed a scalable, dependable digital revenue model—fast.
Our Strategy
Reframing Digital as a Revenue Channel
We changed the starting question.
Instead of asking how much to spend on digital, we asked how digital could deliver 30% of total revenue—forcing sharper decisions across assets, budgets and teams.
Step-by-Step Digital Readiness
We broke transformation into phases.
The roadmap covered:
• Fixing existing digital assets
• Creating new revenue-driving assets
• Defining global and local sales drivers
• Aligning paid, organic and fixed-cost investments
This ensured execution was realistic, not aspirational.
Consumer-Lifecycle Led Planning
Change in approaching different consumer segments at different life stages.
We structured everything around the 5A consumer lifecycle—Awareness, Appeal, Ask, Act, Advocate.
Budgets, content and media were allocated differently at each stage, with a 3-year glide path from awareness to advocacy.
Built for Business Outcomes
30% Revenue Vision
Digital reframed as a growth engine.
3-Year Revenue Roadmap
Clear glide path from awareness to advocacy.
5:1 ROI Benchmarking
Budgets modelled against Deloitte digital ROI norms.
