Monthly performance
Aug 2026 final · Sep 2026 in progress · 7-month view Feb–Aug 2026Month in progress — September 2026 (day 1 of 30)
Revenue IN PROGRESS
₹895
through day 1
Customers
2
target 240
Orders
2
through day 1
Sub renewal
₹0
no batches closed yet
New customers
0
target 60
AOV excl. subs
₹448
7-mo avg ₹1,164
Deliveries
221
83 consignees — flagged below
Otter Wallet
₹0
0 customers
September is 1 day in — far too early for a trend read. August closed final at ₹4,06,288, down 16.8% from July's ₹4,88,566 — that's a confirmed full-month decline, not noise. Data flag: September's Deliveries (221) and Consignees (83) look implausibly high for a single day and don't reconcile with 2 orders — this looks like the same class of stuck-formula issue flagged on the revenue-target cell in prior refreshes, just showing up on a different field this time. Treat these two figures as unreliable until Anubhav confirms the underlying formula. The revenue-target cell itself still reads ₹28,076 this pull too — a fourth consecutive refresh with that specific cell broken; this dashboard continues using the ₹7.00L convention for September (per TargetPerformance's own explicit "Monthly Sales Target" field, which is a separate, correctly-behaving source).
Last completed month — July 2026 (final)
Revenue
₹4.89L
↑ 9.99% vs June
Customers
154
↓ 6.1% vs June
Orders
267
↓ 8.25% vs June
Sub renewal
₹1.66L
↑ 78.8% vs June
New customers
36
↓ 23.4% vs June
AOV excl. subs
₹1,208
7-mo avg ₹1,178
Deliveries
440
192 consignees
Otter Wallet
₹28,795
6 customers
July closed at ₹4.89L, missing its ₹6.5L target (75.2% achieved) but growing 9.99% over June — a genuine month-over-month gain despite the shortfall. Both can be true at once: worth framing to the team as "grew, but still short of target" rather than picking one story. Subscription renewal revenue nearly doubled vs June (all four July batches closing contributed to this), while new customer count and repeat orders both softened slightly.
7-month parameter matrix (+ Aug in progress)
Highest in row
Lowest in row
Better than last month
| Parameter | Metric | Target | Aug 26 In progress |
Jul 26 | Jun 26 | May 26 | Apr 26 | Mar 26 | Feb 26 | Jan 26 |
|---|
Revenue trend — 7 months
Channel trend — 7 months
Performance insights
August's entire revenue decline traces to subscriptions — open revenue held flat
Revenue fell 16.8% to ₹4.06L, but open (non-subscription) revenue was essentially unchanged (₹3.22L → ₹3.22L, -0.03%) — the whole decline is subscription renewal collapsing from ₹1.66L to ₹83.9K (-49.5%). That's a much sharper framing than "subscriptions still soft": this month, subscriptions are the entire story. July's unusually large 4-batch renewal cluster explains some of this, but not all of it — worth watching whether September's schedule (22 subs across 4 batches, none yet due) brings renewal revenue back toward a normal run rate or confirms a real downward trend.
Website's lead over WhatsApp held in August — 2 of the last 3 months now
Website orders (125) stayed ahead of WhatsApp (71) in August, continuing June's pattern (122 vs 61) after July's brief near-tie (98 vs 93). Going back further: April was still WhatsApp-dominant (222 vs 21). This reads as a genuine multi-month shift rather than noise, with July looking like the outlier rather than the new normal.
Active customers fell 5.2% in August while AOV held flat — a volume problem, not a spend problem
146 customers bought in August vs 154 in July — down, not up. AOV excluding subscriptions was essentially flat (₹1,212 vs ₹1,208). This is a different shape of problem than a pricing or basket-size issue: fewer people are buying, but the ones who do are spending normally. New customer count also fell (31 vs 36 in July), so this isn't offset by strong new-customer acquisition either. Worth investigating alongside the lapsed-customer counts on the Customers section (77 one-month lapsed).
Customers
Aug 2026 final · Sep 2026 in progress · 7-month retention viewMonth in progress — September 2026 (day 1 of 30)
Active Sep IN PROGRESS
2
through day 1
Multi-purchase
n/a
too early — only 2 orders so far
New customers
0
target 60
AOV new cx
n/a
0 new customers so far
Last completed month — August 2026 (final)
Active Aug
146
↓ vs 154 Jul
Multi-purchase
60
bought 2+ times in Aug
New customers
31
target 60 · 51.7% achiev.
AOV new cx
₹1,149
vs ₹1,164 7-mo avg
Lapsed 1 month
77
bought Jul, not Aug
Lapsed 2 months
70
bought Jun, gone since
Lapsed 3 months
56
bought May, gone since
Total base (6mo)
349
active Mar–Aug window
Recomputed fresh from the CustomerPerformance7Months sheet now that August has closed — a real source, not the fabricated-looking placeholder names that were on this section before (the previous L1/L2/L3 lists were repetitive filler like "X Bose"/"Y Sinha" patterns that don't correspond to actual customers; replaced this pass with real names). Active customers fell from 154 to 146. New customer AOV held roughly flat at ₹1,149 vs the 7-month average of ₹1,164, on 31 new customers — a more credible sample than some recent single-digit-driven spikes.
AOV — new customers
₹1,149
↓ vs ₹1,417 last month
7-mo avg ₹1,164 · target ₹1,000 · 31 new customers this month
AOV — repeat customers
~₹1,220
↑ vs ~₹1,175 last month
7-mo avg ₹1,210 · target ₹1,500 · est. (open rev − new cx rev) / (orders − new cx) — recomputed fresh this pass, methodology unchanged
Multi-purchase customers — Aug
60
bought 2 or more times this month
Top: Damanjeet Singh (13 orders — likely bulk/wholesale, same anomaly flagged on the weekly dashboard, worth confirming) · NARANG MARCHE (7) · Meera Ahuja (6)
Customer frequency distribution — 7 months
Frequency bands (412 unique customers)
>2.25 orders/mo
35 (8.5%)
1.5 – 2.25
25 (6%)
<1.5 (occasional)
352 (85.4%)
Avg spend/customer 7mo: ₹5,687 · Avg spend/order: ₹1,446
Active customers — monthly trend
Top 5 most loyal customers active in Aug
| Customer | Orders Aug | Months active (6) | Avg spend/month |
|---|---|---|---|
| Tanya Singh | 3 | 6 / 6 | ₹21,530 |
| Taj Corbett Resort & Spa ⚠ likely B2B | 1 | 6 / 6 | ₹13,508 |
| Neena Rai | 5 | 6 / 6 | ₹7,365 |
| Rachana Johri | 6 | 6 / 6 | ₹7,211 |
| Verena Sas | 1 | 6 / 6 | ₹6,857 |
Computed over the 6 completed months Mar–Aug (Sep excluded, just started). "Taj Corbett Resort & Spa" reads as a business account by name, not a retail customer — worth confirming and excluding from retail-customer metrics if so.
📞 Call list — regulars absent this month (5+ of last 6 months, not Aug)
11 customers with strong prior-month habits have not bought in August
Recomputed fresh from CustomerPerformance7Months — this is a different, real list, not carried over from June. Notably, the customers previously flagged as "6-of-6 gone silent" (Astrid Kristensen, Fleuryse Girot, Jyotsana Dang, Sumona Bose) are not on this list anymore — they've all bought again since. A personal call or WhatsApp this week is the highest-ROI action for each name below.
| Customer | Of last 6 months | Avg monthly spend | Action |
|---|---|---|---|
| Sahiba Sawhney | 5 / 6 | ₹11,672 | 📞 Call today |
| Nicole Schaulin | 5 / 6 | ₹3,913 | 📞 Call today |
| Simi Das (Discount) | 5 / 6 | ₹3,442 | 📞 Call today |
| Malini Kapoor | 5 / 6 | ₹3,317 | |
| Ashima Singh | 5 / 6 | ₹2,553 | |
| Parveen Khanna | 5 / 6 | ₹2,499 | |
| Sukumar Ranganathan | 5 / 6 | ₹2,496 | |
| Sonal Bhandari | 5 / 6 | ₹2,144 | |
| Lorraine Young | 5 / 6 | ₹1,755 | |
| Smita Luther | 5 / 6 | ₹1,028 |
Lapsed customers — action list
77
Lapsed 1 month · bought Jul, not Aug
70
Lapsed 2 months · bought Jun, gone since
56
Lapsed 3 months · bought May, gone since
New customer cohort retention
% of each cohort who bought again in subsequent months
Cohort
M+1
M+2
M+3
M+4
M+5
Jan 26 (24)
33%
8%
17%
13%
—
Feb 26 (26)
38%
35%
31%
—
—
Mar 26 (33)
22%
18%
—
—
—
Apr 26 (21)
67%
29%
—
—
—
May 26 (32)
29%
—
—
—
—
⚠️ This cohort table has not been rebuilt this pass — it still reflects Jan–May cohorts only and hasn't been extended through the Jun/Jul/Aug cohorts. Treat as historical reference; rebuilding it needs a dedicated per-cohort tracking pull.
Customer insights
60 customers ordered 2+ times in August — same count as July, a stable repeat rate
60 of 146 active customers (41%) placed more than one order in August — actually a higher share than July's 60-of-154 (39%), despite fewer total active customers. Top repeat buyers: Damanjeet Singh (13 orders, ₹16,992 — likely a wholesale account, see note below), NARANG MARCHE (7, ₹12,435), Rachana Johri (6, ₹7,096). Excluding the likely-wholesale accounts, the organic repeat engine looks steady rather than declining.
New customer AOV held flat at ₹1,149 — no longer a 7-month low
₹1,149 in August vs the 7-month average of ₹1,164 — essentially in line, not the ₹702 low flagged two refreshes ago. 31 new customers this month. Fast follow-up within 72 hours of delivery remains good practice, but the "onboarding gap" framing from before no longer matches the data.
The 6-of-6 gone-silent list fully turned over — new names, not a repeat
Astrid Kristensen, Fleuryse Girot, Jyotsana Dang, and Sumona Bose — all previously flagged as gone silent — have bought again and are off every list on this dashboard now. In their place, a different set of 11 regulars (5+ of last 6 months) didn't buy in August: Sahiba Sawhney, Nicole Schaulin, Simi Das, Malini Kapoor, Ashima Singh, Parveen Khanna, Sukumar Ranganathan, Sonal Bhandari, Lorraine Young, Smita Luther. This looks like ongoing churn-and-recovery across a rotating group rather than a small fixed set of chronic lapsers — worth tracking whether the same handful of names keep cycling on and off this list over future refreshes.
Items sold
Aug 2026 final · Sep 2026 in progress · 7-month category matrixTop 3 categories — Aug 2026 (final)
#1 Vegetables
₹1,02,715
↑ 18.4%vs ₹86,734 Jul
Vol Aug
1,489 units
Vol Jul
1,244 units
#2 Subscription
₹98,852
↓ 46.8%vs ₹1,85,904 Jul
Vol Aug
22 units
7-mo peak
₹1.86L Jul
#3 Exotic
₹43,278
↑ 40.3%vs ₹30,857 Jul
Vol Aug
303 units
Vol Jul
211 units
Subscription fell back sharply after July's four-batch peak (₹1,85,904 → ₹98,852, -46.8%) — expected, since July closed an unusually large cluster of renewals. Vegetables took over as #1, up 18.4% on strong volume growth (1,244 → 1,489 units). Category total for August sums to ₹4,21,419 against ₹4,06,288 official monthly revenue — a ~3.7% gap, likely a mix of returns/adjustments and items outside the category taxonomy; worth a quick sanity check with Anubhav if it persists next pull.
Leading so far — September 2026 (day 1, effectively no data yet)
Only ₹895 in category-tagged revenue so far (Vegetables ₹438, Soup Kit ₹142, Exotic ₹110) — 1 day into a 30-day month. Not remotely enough to read anything into yet; this card will start being meaningful after the first week closes. Source: ItemSalesCategories, pulled fresh this update.
7-month category matrix — value & volume (+ Aug in progress)
Highest in row
Lowest in row
Better than last month
| Category | Metric | 7-mo avg | Aug 26 In progress |
Jul 26 | Jun 26 | May 26 | Apr 26 | Mar 26 | Feb 26 | Jan 26 |
|---|
Long shelf-life tracker — Flours · Dressings & Spreads · Oils · Sweeteners
Category insights & messaging
📉 Fruits — down 29% in August, second straight monthly decline
Fruits peaked at ₹65,087 in June and has fallen for two months running: ₹47,872 (Jul) → ₹33,967 (Aug), now below even May's ₹46,179. The "star of summer, double down" call from earlier refreshes was right about June but has been overtaken by events — this looks like a real seasonal turn, not noise. Hold off on Fruits-led campaigns until this stabilizes; consider whether supply or seasonality (mango/litchi season ending) explains the drop before planning further spend here.
🌾 Flours — July's spike was the anomaly, August reverted to trend
Flours jumped to ₹36,306 in July (from ₹17,225 in June) then fell back to ₹17,361 in August — almost exactly the June level. The "steady 7-month climb" read was distorted by July's one-month spike; the real trend looks more like a plateau around ₹15K–17K/month with July as an outlier, not a new baseline. Worth checking July's order log for what drove that spike before building a campaign around a growth story that August didn't confirm.
🚀 Exotic — genuine 2-month acceleration, from ₹15K to ₹43K
Exotic has grown for two consecutive months: ₹15,117 (Jun) → ₹30,857 (Jul) → ₹43,278 (Aug), a 186% increase from June. This directly reverses the "supply-constrained, manage expectations" read from earlier — whatever constraint existed has eased. This is now the strongest growth story across categories and deserves active messaging investment, not expectation management.
🥣 Soup Kit — a modest but real uptick to ₹4,859 in August
Soup Kit had been flat around ₹2,800–3,000/month for three months (May–Jul) before rising to ₹4,859 in August — a genuine, if small, increase. This lines up with the same early-return signal already flagged on the weekly dashboard (Soup Kit revenue reappeared in the most recent completed week after going to zero). Worth considering whether the planned September re-launch broadcast should move earlier to capture this momentum rather than waiting for Sep 1.
Subscriptions
Aug 2026 final · Sep 2026 in progress · Based on live renewal data (cols K:W)Month in progress — September 2026 (day 1 of 30)
Total in period IN PROGRESS
22
subs due across 4 batches: Sep 5, 12, 19, 26
Renewal revenue so far
₹0
no batches due yet
First batch
Sep 5
6 subs due — 4 days away
Largest batch
Sep 19
8 subs due
September's renewal schedule is confirmed from cols K:W: 6 due Sep 5, 3 due Sep 12, 8 due Sep 19, 5 due Sep 26 — 22 total, none renewed yet since none are due. Data note: this live sheet only tracks the current/near-term renewal cycle and gets rolled over — it no longer holds August's batch-by-batch history (the specific dates and per-batch rates shown in the last few refreshes), so August's batch detail below could not be re-verified this pass and has been replaced with the aggregate final figure only.
Last completed month — August 2026 (final)
Renewal revenue
₹83,919
final, from MonthlyPerformance
vs July
₹1,66,088
↓ 49.5%
vs June
₹92,899
↓ 9.7%
Batch detail
Not available
source sheet rolled over — see note above
August's subscription renewal revenue closed at ₹83,919 — down 49.5% from July's ₹1,66,088. Some of that drop is expected (July had an unusually large 29-sub cycle across four batches, per the note carried from the last refresh), but a real decline is still worth watching into September. Without the per-batch breakdown, it's not possible this pass to say whether the decline is broad-based or concentrated in specific batches/products — that level of detail needs a pull timed to when each batch is still live in cols K:W, not after the fact.
Subscription renewal revenue — 7 months
Jun 2026 — renewal revenue analysis
Revenue waterfall — Jun
Potential (24 subs)
₹89,181
Renewed (13)
₹54,557
Lost — not renewed (11)
−₹21,322
Lost — downgrades (2)
−₹13,524
11 of 24 subscriptions were not renewed — a 45.8% non-renewal rate. 2 customers renewed but downgraded from a 28-week to a 12-week cycle, losing ₹6,888 each.
Product switches on renewal
| Customer | Was | Now | Rev change |
|---|---|---|---|
| Chetna Khuller | Salad Regular [28 Wks] | Hearty Greens [12 Wks] | −₹6,888 |
| Indra Keshari | Salad Regular [28 Wks] | Hearty Greens [12 Wks] | −₹6,888 |
| Chaishta Dhingra | Salad Regular [12 Wks] | Hearty Greens [12 Wks] | +₹252 |
| Neera Bahel | Salad Regular [12 Wks] | Classic Greens [12 Wks] | +₹252 |
| Amit Aggarwal | Salad Regular [4 Wks] | Hearty Greens [4 Wks] | −₹30 |
Jun 2026 — full subscription detail by expiry date
Expiry: Jun 06 · 5 subscriptions · 3 renewed · 2 not renewed
| Customer | Product | Past subs | Value | Status | Renewed to | New value |
|---|---|---|---|---|---|---|
| Tanya Singh | Veggies Box [4 Wks] | 72 | ₹4,176 | Renewed | Veggies Box | ₹4,176 |
| Tanya Singh (2nd sub) | Veggies Box [4 Wks] | 72 | ₹4,176 | Renewed | Veggies Box | ₹4,176 |
| Santosh Pai | Zesty Greens Box [4 Wks] | 6 | ₹2,660 | Renewed | Zesty Greens Box | ₹2,660 |
| Meera Elley | Lettuce Crew Box [4 Wks] | 1 | ₹1,824 | Not renewed | — | −₹1,824 |
| Harneet Talwar | Salad Regular Box [4 Wks] | 5 | ₹2,690 | Not renewed | — | −₹2,690 |
Expiry: Jun 13 · 2 subscriptions · 1 renewed · 1 not renewed
| Customer | Product | Past subs | Value | Status | Renewed to | New value |
|---|---|---|---|---|---|---|
| Amit Aggarwal | Salad Regular Box [4 Wks] | 5 | ₹2,690 | Renewed | Hearty Greens Box [4 Wks] | ₹2,660 |
| Punita Singh | Salad Mini MG Box [4 Wks] | 4 | ₹1,960 | Not renewed | — | −₹1,960 |
Expiry: Jun 20 · 6 subscriptions · 2 renewed · 4 not renewed
| Customer | Product | Past subs | Status | Renewed to |
|---|---|---|---|---|
| Niki Mahajan | Rocket Lover’s Box | 3 | Renewed | Rocket Lover’s Box |
| Ritin Rai | Salad Mini Box | 3 | Renewed | Salad Mini Box |
| Dr. Hemanth Paul | Hearty Greens Box | 10 | Not renewed | — |
| Kunal Duggal | Salad Mini Box | 3 | Not renewed | — |
| S K Raghavan | Salad Regular Box | 3 | Not renewed | — |
| Suranya Aiyar | Salad Mini Box | 0 | Not renewed | — |
Expiry: Jun 27 · 11 subscriptions · 7 renewed · 4 not renewed
| Customer | Product | Past subs | Value | Status | Renewed to | New value |
|---|---|---|---|---|---|---|
| Chetna Khuller | Salad Regular Box [28 Wks] | 11 | ₹14,280 | Renewed | Hearty Greens Box [12 Wks] | ₹7,392 |
| Neera Bahel | Salad Regular Box [12 Wks] | 10 | ₹7,140 | Renewed | Salad Regular Box [12 Wks] | ₹7,140 |
| Neera Bahel (2nd sub) | Salad Regular Box [12 Wks] | 10 | ₹7,140 | Renewed | Classic Greens Box [12 Wks] | ₹7,392 |
| Amit Kapur | Veggies Box [4 Wks] | 31 | ₹4,177 | Renewed | Veggies Box [4 Wks] | ₹4,177 |
| Chaishta Dhingra | Salad Regular Box [12 Wks] | 10 | ₹7,140 | Renewed | Hearty Greens Box [12 Wks] | ₹7,392 |
| Indra Keshari | Salad Regular Box [28 Wks] | 10 | ₹14,280 | Renewed | Hearty Greens Box [12 Wks] | ₹7,392 |
| Sumona Bose | Signature Blend Trio | 3 | — | Renewed | Signature Blend Trio | — |
| Aradhana Sharma | Peppery Greens Box [4 Wks] | 7 | ₹1,938 | Not renewed | — | −₹1,938 |
| Veena Saluja | Salad Mini Box [28 Wks] | 0 | ₹10,400 | Not renewed | — | −₹10,400 |
| Srishti Mandaar | Salad Mini Box [12 Wks] | 4 | ₹5,200 | Not renewed | — | −₹5,200 |
| Brian Rodricks | Salad Mini Box | 3 | — | Not renewed | — | — |
Subscription revenue — month parameter matrix
| Metric | — | Aug 26 In progress |
Jul 26 | Jun 26 | May 26 | Apr 26 | Mar 26 | Feb 26 | Jan 26 |
|---|
Subscription insights
Renewal rate dropped to 54.2% — nearly half of subs are lapsing
The live data (cols K:W) shows 24 subscriptions reached expiry in June, with only 13 renewing — a 54.2% rate. 11 non-renewals is the highest monthly count this quarter. This needs active investigation: was there a service issue, a pricing change, or a gap in renewal outreach in June specifically?
Biggest revenue risk — long-cycle to short-cycle downgrades
Chetna Khuller and Indra Keshari both renewed from a 28-week Salad Regular (₹14,280) to a 12-week Hearty Greens (₹7,392) — a ₹6,888 drop each, ₹13,776 combined. Both switched from long-cycle to short-cycle. This is not churn — they stayed — but signals a preference for shorter commitments. A mid-cycle check-in before the 28-week renewal point may help retain full value.
Hearty Greens Box is the renewal destination — use this
3 of 5 customers who changed product on renewal moved to the Hearty Greens Box. When customers have a choice at renewal, they consistently pick Hearty Greens. Lead with it in all July renewal conversations and in the subscription sign-up flow for new customers.
Veena Saluja — ₹10,400 non-renewal, first-time subscriber
Veena Saluja had a 28-week Salad Mini Box (₹10,400) that expired Jun 27 and was not renewed. With 0 past subscriptions, this was her first subscription and she didn’t come back. That is the single largest non-renewal loss this month. A personal call to understand why should happen this week — first-subscription churn is the most preventable kind.
Use cols K:W going forward — not cols A:G
The start-of-month data (cols A:G) reflects pre-expiry planning, while cols K:W captures pauses, skips, and adjustments during the month before expiry — it is the accurate view. This refresh confirms cols K:W now shows 24 subscriptions reaching expiry (not the 15 from the prior cut), with a materially lower 54.2% renewal rate. Always reference cols K:W for actual renewal performance.
Recommendations
Aug 2026 final · Sep 2026 in progress · Rebuilt Sep 1 from current data across all sectionsHigh priority
5
act this week
Medium priority
4
complete Sep
Low priority
plan now
3
Revenue recoverable
₹1L+
conservative, from lapse + renewals
Customers to contact
214
11 at-risk regulars + 77+70+56 lapsed
September target
₹7.0L
confirmed from source's own TargetPerformance sheet
High priority
Act within 48 hours — revenue and retention at direct risk
H1 · Sep 5Subscriptions
Prep the Sep 5 renewal batch — first of 4, due in 4 days
6 subscriptions due Sep 5, then 3 on Sep 12, 8 on Sep 19 (the largest batch), 5 on Sep 26 — 22 total confirmed from cols K:W. August's renewal revenue fell 49.5% to ₹83,919; whether September's rate holds, recovers, or falls further will be the clearest signal yet on whether the August drop was a one-off (large July batch skewing the comparison) or a real trend. Reach out to the Sep 5 batch proactively rather than waiting for the expiry date.
Target
✦ 4+ of 6 renew
✦ Revenue: track vs Aug's 49.5% drop
✦ Deadline: Sep 5
✦ Revenue: track vs Aug's 49.5% drop
✦ Deadline: Sep 5
H2 · This weekCustomers
Call the 3 highest-value regulars who didn't buy in August
Sahiba Sawhney (5/6 months, ₹11,672/mo avg — by far the highest spend on this list), Nicole Schaulin (5/6, ₹3,913/mo), Simi Das (5/6, ₹3,442/mo). Note: the group flagged as gone-silent last refresh (Astrid Kristensen, Fleuryse Girot, Jyotsana Dang, Sumona Bose) has fully turned over — all bought again, off this list entirely. This is a genuinely different set of names now, not a repeat.
Target
✦ Recover 2 of 3
✦ Revenue: ~₹15K/mo
✦ Deadline: this week
✦ Revenue: ~₹15K/mo
✦ Deadline: this week
H3 · This weekCustomers
WhatsApp the 77 one-month lapsed customers — bought Jul, not Aug
This is the freshest, most recoverable lapse bucket. Use the Download button on the 1-month lapsed list to share with the sales team. A personalised message referencing their usual category outperforms a generic "we miss you" broadcast — same principle already confirmed working on the weekly dashboard's lapsed-customer outreach.
Target
✦ Recover 19 of 77
✦ Revenue: ~₹27K
✦ Deadline: this week
✦ Revenue: ~₹27K
✦ Deadline: this week
H4 · This weekCustomers
Confirm whether Damanjeet Singh and Taj Corbett Resort & Spa are B2B accounts
Damanjeet Singh placed 13 orders in August alone (₹16,992) and shows the identical pattern on the weekly dashboard. Taj Corbett Resort & Spa reads as a business name outright and appears on the "most loyal customer" table with 6/6 months active. If these are wholesale/B2B relationships, they should be tracked separately from retail customer metrics — they're currently inflating multi-purchase counts and possibly AOV figures across both dashboards.
Target
✦ Confirm account type
✦ Adjust metric treatment if B2B
✦ Deadline: this week
✦ Adjust metric treatment if B2B
✦ Deadline: this week
H5 · This weekItems
Investigate the Fruits decline — down 2 straight months from its June peak
Fruits fell from ₹65,087 (Jun) → ₹47,872 (Jul) → ₹33,967 (Aug), now below even May. This reverses the "star category, double down" call from earlier and needs a real answer: is this seasonal (mango/litchi season ending), supply-driven, or demand softening? The answer changes whether September messaging should push Fruits or pivot toward Exotic, which is showing the opposite trend.
Target
✦ Identify cause
✦ Decide Sep messaging stance
✦ Deadline: this week
✦ Decide Sep messaging stance
✦ Deadline: this week
Medium priority
Complete this month — growth and retention levers
M1 · Sep Week 1Items
Push Exotic messaging — 2-month acceleration, from ₹15K to ₹43K
Exotic grew ₹15,117 → ₹30,857 → ₹43,278 over Jun–Aug, a 186% increase. This directly reverses the earlier "supply-constrained, manage expectations" read — whatever the constraint was has eased. This is now the strongest growth category and should get active campaign investment rather than expectation-management messaging.
Target
✦ ≥₹50K Sep revenue
✦ Feature in next campaign
✦ Launch: Sep Week 1
✦ Feature in next campaign
✦ Launch: Sep Week 1
M2 · Sep Week 1New customers
Follow up with August's 31 new customers within 72 hours of delivery
New customer AOV held at ₹1,149, roughly in line with the 7-month average — the earlier "7-month AOV low" flag no longer applies. Still worth a standard onboarding follow-up to convert first-time buyers to repeat, especially given active customer count fell 5.2% this month and new-customer acquisition needs to carry more weight.
Target
✦ 10 of 31 buy again
✦ Revenue: ~₹11K
✦ Deadline: mid-Sep
✦ Revenue: ~₹11K
✦ Deadline: mid-Sep
M3 · HoldItems
Hold off on a Flours campaign — July's spike didn't hold into August
Flours jumped to ₹36,306 in July then fell back to ₹17,361 in August — almost exactly June's level. The "steady climb, ready for a campaign" read from earlier was based on the July spike, which now looks like a one-month anomaly rather than a trend. Wait for September data before committing campaign spend here.
Target
✦ Re-evaluate after Sep data
✦ No spend until confirmed
✦ Revisit: early Oct
✦ No spend until confirmed
✦ Revisit: early Oct
M4 · Decide by FriItems
Decide whether to move the Soup Kit re-launch earlier than Sep 1
Soup Kit ticked up to ₹4,859 in August from a flat ₹2,800–3,000 run in May–Jul — a real, if modest, early signal. The weekly dashboard shows the same pattern breaking in the most recent completed week. The planned prior-buyer broadcast (Nov 2025–Mar 2026 cohort) could launch now to capture this momentum instead of waiting for the calendar date.
Target
✦ Decide: launch now or Sep 1
✦ List already built
✦ Deadline: Fri
✦ List already built
✦ Deadline: Fri
Low priority
Plan now, execute over the next 4–8 weeks
L1 · OngoingSubscriptions
Spread subscription renewal dates — revenue swung ₹83.9K to ₹1.66L month to month
July's outsized 4-batch cluster inflated that month and made August's revert-to-normal look like a bigger drop than it may be. Staggering renewal anchors across the month would produce a more stable, readable monthly trend and reduce the risk of any single month looking artificially strong or weak.
Target
✦ Monthly sub floor: ₹90K+
✦ Volatility reduced
✦ Plan by Oct
✦ Volatility reduced
✦ Plan by Oct
L2 · MonitorBroadcast
Website's lead over WhatsApp held for a second month — worth understanding why
Website stayed ahead in August (125 vs 71), continuing June's pattern after a near-tie in July. If this is a durable shift in how customers order, marketing spend and messaging design should probably follow — but that requires knowing what's driving it, which needs the still-unresolved broadcast tracking data (see the weekly dashboard's escalation on this).
Target
✦ Track September channel split
✦ No action until pattern confirmed 3rd month
✦ No action until pattern confirmed 3rd month
L3 · Sep Week 2–3Customers
Frequency nudge — 352 of 412 customers (85.4%) still buy under 1.5×/month
Pick the top 30 occasional buyers by 7-month total spend. Offer a 4-week trial subscription or a loyalty incentive for their next 3 orders. Moving 10 of them to 2×/month at the average spend/order (₹1,446) would add real recurring monthly revenue without new acquisition cost.
Target
✦ 10 move to 2×/month
✦ Uplift: ₹14,460/mo
✦ Plan by Sep 15
✦ Uplift: ₹14,460/mo
✦ Plan by Sep 15
September–November revenue targets
| Month | Target | Key driver | Actions feeding this month |
|---|---|---|---|
| September 2026 | ₹7.00L | Sub renewal recovery + Exotic push | H1 Sep 5 batch · H3 lapsed outreach · M1 Exotic campaign · M4 Soup Kit timing |
| October 2026 | TBD | Fruits resolution + frequency nudge | H5 Fruits investigation outcome · L3 frequency nudge · L1 renewal spread |
| November 2026 | TBD | Depends on Sep/Oct trend confirmation | To be set once September's subscription and Fruits signals are confirmed |
Only September has a confirmed target (from the source's own TargetPerformance sheet). October/November targets were previously invented round numbers not tied to any real source — removed rather than carried forward as fake precision.