Case Study

Strategy/Marketing
Domain Strategy/Marketing
Name of the Case: Aashiyana a one-stop shop for IHBs

Introduction

Home construction remains a desirable but challenging concept for an average home builder in India. There
is a lack of relevant guidance, ideas and information - mainly in visualising house designs, obtaining an
estimate for construction material and accessing good quality, reliable service providers. The home builder
turns to multiple sources for information. Most of them are not very reliable. Also, they lack access to a one-
stop, trustworthy platform for their homebuilding and homemaking needs. Tata Steel spotted an opportunity
to address the needs of IHBs and influencers through early engagement and e-commerce platform called
Aashiyana in 2018. Platform enables a house builder to take an informed decision cost-effectively while
building a house.

Background

Tata Steel was first to own pan India omnichannel home-building shop with largest network of trustworthy
service providers on Tata Steel Aashiyana. Aashiyana provided reliable payment gateway with various
payment alternatives (including EMI options on credit & Debit Card) and ensured 72 -hour last mile delivery
promise is fulfilled. As Aashiyana grew, 7 Tata Steel brands were onboarded. 20.5 Lakh+ unique visitors on
platform have visited Aashiyana and 20 K+ unique customers have been served since its inception.
Aashiyana’s turnover for FY21 was Rs. 726 Cr. and we are expecting to generate revenue of Rs. 1400 Cr. in
FY22.

Problem Statement/Challenges Faced

In May 2021 we revamped the UI/UX to enhance customers experience on Aashiyana and make it more user
friendly. We implemented mobile first approach as 90% of visitors were using mobile to navigate through the
website. However, the bounce rate of website has drastically increased after the revamp. We also observed
decrease in number of visitors on website by 20% monthly the average browse time on website has also
decreased by 40% over the months. Apart from these, the number of unique consumers per month has
become stagnant around 2K thus giving us the conversion ratio of around 1%. Now that the brand has
completed 3 Years we would also like to focus on cross- selling on brands on website

Critical Case Questions

1.) How do we increase the conversion ratio (visitor to buyers) on Aashiyana which is currently around
1%?
2.) What should be the strategy to increase cross-sell on the platform?
3.) How do we increase awareness about Aashiyana platform ensuring high ROMI and what should be the
right metric for measuring awareness?
4.) How do we increase consumer engagement reflected by average browse time and reduce the very
high bounce rate? What should be the benchmark for both the metrics?
5.) Given that Aashiyana is 3 years old, what are the strategic imperatives for TSL to make preferred one
stop platform for Individual Home Builders?