India's Leading Baby & Kids Retailer Grows Onsite Ad Revenue by 190%, Expands to Offsite with Osmos

Background

One of India’s largest online marketplaces for maternity, baby and kids products began its monetization journey with Osmos. Despite a strong customer base and a growing library of seasonal and category-led pages, the retail media program was still in its early stages.

The retailer’s ad revenue stood at Rs 45 Lakhs in January 2025. By June 2025, within six months their monthly ad revenue surged to ₹1.3 Crores. This growth wasn’t simply the result of higher advertiser budgets. It was driven by smart ad inventory expansion and Osmos’ performance consulting that unlocked deeper monetization opportunities.

Challenge: Lack of Ad Inventory Planning & Relevant Insights

The retailer faced three core limitations at the start:

• Advertisers’ willingness to spend Was increasing, Ad Revenue wasn’t
  Advertisers often increased their budgets, however, due to insufficient inventory supply to deliver ads, higher budget allocation didn’t translate into proportional revenue growth
  
  
• Static Inventory and Limited Cross-Category Exposure
  Ad placements were confined to predictable pages and didn’t leverage pages specific to seasonal moments like Back to School or Rakhi Day. Huge monetization potential remained untapped
  
  
• Lack of Merchant-Level Insights to Drive Spend Growth
  Advertisers who were getting great ROAS weren’t increasing spends simply because they weren’t aware of their performance relative to others.
  

The Solution: Osmos’ In-house Supply Planning Expertise

• Ad Revenue Increased In Proportion With Budget Allocation
  Daily advertiser budgets were increased by 40%. Osmos’ recommendation to parallely expand ad inventory and category-level floor CPC adjustments, led to additional budgets being efficiently absorbed, resulting in improved campaign delivery and higher overall ad revenue.
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• Increased Inventory without losing Contextual Relevance
  Osmos enabled the platform to expand inventory beyond traditional placements. By adding custom placements such as e.g., Back to School. These pages were powered by homepage APIs that preserved user browsing context, allowing for cross-category ad delivery without compromising relevance.
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• Deployed Actionable Merchant Reports to Stimulate Demand
  Osmos generated reports specifically highlighting Pareto merchants with strong ROAS and GMV but low ad revenue relative to their GMV. This enabled the retailer to build a targeted pipeline of high-performing merchants with clear potential to confidently scale their ad budgets.
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• Extending beyond Onsite
  Building on this momentum, the retailer extended its retail media programme to offsite in May 2026 via Meta channel. In its first three months live, the offsite programme generated ₹8 lakh in ad revenue across 5 advertisers.
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Impact

• 190% increase in overall ad revenue in six months 
• 30% increase in PLA Ad Revenue MoM (June’25)
• 47% increase in Display Ad Revenue MoM (June’25)
• Onsite and Offsite channels live