Lower CAC. Higher AOV. Built for HNI buyers.
Candere by Kalyan Jewellers sells precious jewellery online across India with a ₹25,000–₹30,000 average ticket. The brief was to drive higher revenue without paying more for traffic — by replacing broad-net ads with a curated affiliate network targeting high-intent HNI buyers in tier 3 and tier 4 cities.
Three numbers from a 5-month sprint.
Affiliate-first acquisition tied to HNI behavioural data delivered compounding lifts on every tier of the funnel — visit, transaction, and revenue.
Qualified visitor sessions nearly tripled — driven by 52 hand-picked publishers and lifestyle email cohorts in tier 3-4 cities.
Source · Google Analytics · 5-month windowConfirmed paid orders moved in lock-step with traffic — proof that acquired audiences were purchase-ready, not browsers.
Source · Candere e-commerce platformRevenue grew faster than orders thanks to a higher AOV — HNI affiliate audiences bought heavier baskets per session.
Source · Internal P&L · same comparison windowPremium category. Saturated paid surfaces.
Candere's CAC was creeping up as Meta and Google audiences saturated. The brief: keep AOV at ₹25,000+ while bringing acquisition cost down — and reach buyers in cities where high-end jewellery wasn't available offline.
- 01Constraint
CAC was rising
Paid social CPMs grew 30%+ year-over-year. Without changing the channel mix, Candere's CAC was on track to overtake AOV margin within two quarters.
Pre-engagement audit - 02Audience
HNI is a niche
Buyers willing to spend ₹25K+ online aren't on broad targeting lists — they need behavioural signals (luxury subscriptions, premium e-comm history) to reach efficiently.
Audience definition - 03Geography
Tier 3 + 4 cities
Affluent buyers in tier 3-4 cities have the willingness to pay but can't access designer jewellery in-store — a structural advantage for online-first brands.
Strategic opening
Five plays, one affiliate-first engine.
Bee Online operated as Candere's external acquisition team — building the affiliate network, writing the email playbook, and running the geo-personalisation engine.
- HNI email targeting — segmented lists by lifestyle signal, premium credit-card use, and luxury e-comm history.
- 52-publisher affiliate network — vetted PAN-India, paid on confirmed orders only.
- ₹5,000+ ticket gating — only mid-to-premium online lifestyle buyers received outreach.
- Geo-personalised creative — different designs and product categories by region, matching local taste.
- Tier 3-4 city focus — concentrated spend in cities with low designer-jewellery supply and high latent demand.
- CAC-locked compensation — partners paid only on closed sales, making the channel CAC-bounded by design.
Every funnel tier moved up — together.
Traffic, transactions and revenue compounded in lock-step. The lift on revenue exceeded traffic — clear evidence that the new audience converted at a higher AOV than the previous broad-net mix.
ReadRevenue compounded faster than traffic — the audience wasn't just bigger, it was wealthier. Affiliate + email + geo-personalisation isolated buyers ready to spend at the top of Candere's category.
Partnering with Bee Online has elevated our digital presence, driving stronger engagement and consistent growth in conversions nationwide.Candere · Kalyan Jewellers
Built for premium D2C with real margin pressure.
Candere's playbook isn't a templated affiliate retainer. It's a CAC-aware acquisition system designed for a category where AOV is high, audience is narrow, and spend has to stay efficient.
If your brand sits in jewellery, fashion, beauty or premium home — and CAC is starting to pinch — the same operating model applies.
Google Analytics · Candere e-commerce platform · Internal P&L · Affiliate network reporting. All figures across the same 5-month comparison window.
A simplified, prospect-safe view of the Candere × Bee Online affiliate engagement. Specific tactics, vendors and unit-economic detail withheld by design.
Shared on request. Not for redistribution. Specific strategies, partner stack and CAC detail available under NDA.