Overview

Ninety One (Outdoors91) is a disruptive force in the Indian cycling industry, offering a diverse range of bicycles, e-bikes, and scooters. While the brand held a strong reputation for functional and stylish mobility solutions, they faced the classic D2C challenge: shifting reliance away from third-party marketplaces. To evolve into a powerhouse independent brand, they needed a digital strategy that could capture and convert high-intent fitness and lifestyle audiences directly on their own platform.

Tasks & Challenges

The key challenge was to achieve significant scale via Ninety One’s own website. We had to solve for "leakage-free" growth by establishing multiple, category-specific funnels for various bikes, ranging from entry-level commuters to premium road bikes like the Bianchi series. This required reaching highly specific target audiences with tailored messaging, ensuring that the top-of-funnel awareness seamlessly transitioned into bottom-of-funnel conversions. The task was to move the needle on web revenue share while simultaneously increasing the average ticket size and maintaining a high ROAS.

Ninety One fuses global engineering excellence with deep consumer insights to redefine urban mobility, creating a tech-driven D2C ecosystem that prioritizes performance, fitness, and sustainable lifestyle choices for the modern Indian rider.

Achievements

+11X

Increase in ROAS

320%

Increase in Web Revenue

+15%

Increase in Avg. Ticket Size

+32%

Increase in Brand Traffic

Key Growth Drivers

    Execution Framework

    1. Full-Funnel Segmentation: Developed distinct marketing funnels for bicycles, e-cycles, and premium collections, ensuring the right product reached the right audience at the right time.

    2. Leakage Prevention & Optimization: Identified and sealed conversion gaps in the user journey through rigorous A/B testing of landing pages, checkout flows, and creative messaging.

    3. High-Intent Creative Strategy: Leveraged aspirational visuals and affordability triggers, such as "EMI starts at ₹10,417," to drive immediate action from fitness enthusiasts.

    4. Brand-Led Traffic Growth: Balanced performance marketing with brand awareness initiatives, resulting in a 32% surge in organic brand searches and direct website visits.

     

Conclusion

By moving away from a "one-size-fits-all" marketing approach and embracing a highly segmented performance framework, Ninety One successfully transformed its digital storefront. In just one quarter, our scaling strategies skyrocketed the website’s revenue share from a marginal 2% to a significant 18%. The result was a robust D2C engine that not only delivered a 320% increase in revenue but also established Ninety One as a dominant, independent player in the digital mobility space.

Using The Right Platforms

Clients Love Working With Us!

Jaskaran Singh
AVP Growth, BaaziGames

“Working with PROHED has turned out to be a great catalyst for us. Their innovative marketing solutions have helped us stay ahead of the competition and establish ourselves as the leading online gaming platform. Their strategies have not only helped us grow our audience but have also enabled us to retain our existing user base. We are confident that our collaboration with PROHED will continue to drive more success and growth in the future.”

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