About.
Founded in 2014 by Puneet Nanda, GuruNanda blends traditional Ayurvedic practices with modern science to make natural oral care, leading the category from oil-pulling formulas to essential-oil mouthwashes.
Challenge: scale beyond TikTok Shop.
GuruNanda's educational TikTok content drove over $15.5M in revenue and 1.1M orders in 2024, but TikTok Shop's lower margins could not sustain the full DTC operation. To diversify and run sustainably, the team needed to scale Meta efficiently while protecting margins, lift CVR and AOV to fund healthy CAC, and build recurring revenue through subscriptions.
How FERMÀT worked alongside the team.
FERMÀT let GuruNanda translate TikTok success into channel-diversified acquisition without rebuilding content from scratch.
The transformation was in how the brand monetized its existing content library. Creative agents repurposed GuruNanda's extensive UGC and organic video into video-first acquisition experiences with perfect ad-to-page alignment, carrying TikTok momentum into Meta. Merchandising agents built and tested new core bundle SKUs (Total Smile Makeover Kit, Total Gum Makeover Kit) and ran combination experiments with buy-more-save-more and free-gift offers, growing AOV 5x. Lifecycle agents restructured acquisition around routine-based dental care, weaving educational content about consistent product use to drive subscription opt-ins and customer lifetime value. The FERMÀT Growth Manager partnered on each experiment, compounding learnings across the program.
"At GuruNanda, we see FERMÀT as a vital part of our DTC strategy, helping us continuously optimize customer acquisition and solidify our presence in the natural wellness market. By leveraging FERMÀT, we can reach customers in meaningful ways, inspiring them to embrace healthy habits that promote oral wellness." - Dr. Anish Nanda, M.D., E-commerce Director & National Sales Manager, GuruNanda
- Video-first experiences repurposed existing TikTok content for Meta acquisition
- New bundle SKUs and offer combinations drove 5x AOV growth
- Routine-based educational content lifted subscription opt-ins
- 45+ experiences launched in four months
Results.
GuruNanda lifted weekly RPS 426%, lifted weekly AOV 175%, and launched 45+ new experiences in four months. Profitable expansion beyond TikTok Shop is now the brand's growth engine.
At GuruNanda, we see FERMÀT as a vital part of our DTC strategy, helping us continuously optimize customer acquisition and solidify our presence in the natural wellness market. By leveraging FERMÀT, we can reach customers in meaningful ways, inspiring them to embrace healthy habits that promote oral wellness. With consistent use, our natural oral care products empower customers to prevent oral issues before they arise, fostering a lifetime of healthier, happier smiles.
