I have spent the last three years doing digital marketing for an Indian gifting e-commerce brand.
Not a giant. Not a VC-funded unicorn with a growth team of forty. A focused, product-led brand selling personalised gifts — custom photo frames, caricature standees, story books for kids, LED name lamps, Spotify keychains — to Indian buyers across every tier of city and every gifting occasion on the calendar.
What I have learned in three years about personalisation, conversion, and what Indian buyers actually do when they land on a product page — none of it matches what the generic e-commerce playbooks say.
This is what actually happened.
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