6X sales conversions at 30% lower CPC — Grow to Eat Microgreen

Customer: Sanjeev Kapoor Premium Foods
(DIY Microgreens)

Product Purchase Page: https://amzn.to/37tELR1

Target Consumer demography: Home cooks interested in health and well-being


“Initially we weren’t sure about this, but as an innovative brand ourselves, we wanted to try this awesome idea. In the end the results & the user experience blew my mind.

tinychef’s voice ads experience didn’t feel like an advertisement!

No wonder the conversions and other metrics went beyond our expectations!

And most importantly, they did all the work, we just had to provide the inputs they needed to create this whole experience.”

Vinod Padmanabha, SK Brands

About customer:

SK brands is a leading Indian houseware brand across multiple product categories. It is backed by Chef Sanjeev Kapoor, the most celebrated face in the Indian Culinary Space. SK brands recently forayed in the growing organic health food category by introducing high-quality ‘Grow your own’ Microgreen mixes.

This premium offering with Organic, Open-Pollinated, Non-Hybrid & Non-GMO Microgreens Seeds that are easy to use & grow — with pre-measured cocopeat which can be hydrated in the planter tray along with the seeds for a week near a window or your kitchen. It comes in a handpicked assortment of nutritious & easy to grow microgreen seeds that will pep up your salad/ recipes in just 8 days.


This niche and innovative product (a microgreens growing DIY kit) range relied heavily on offline retail sales channels and corporate gifting also contributed significantly to the total sales. Due to the Covid-19 lockdowns both these channels suffered heavily and the sales plummeted. The key challenges the brand faced were:

  • Low Category penetration (low awareness)
  • Niche product (lack of product education)
  • Over-reliance on physical / offline sales channel
  • High CAC on digital & social channels

Tinychef — a perfect solution:

Tinychef with its Culinary AI™ technology, tried to meet the business need by creating a marketing solution using the best in class interactive-voice solution which also offered a new marketing and sales channel (& created a true omni-channel consumer experience)

tinychef’s interactive voice-first solution not only addressed the challenges but delivered much more:

  • Tinychef added contextual voice marketing to generate brand awareness and product knowledge, using interactive dialogue based ads.
  • Added voice commerce that showed exceptional sales conversions despite the low penetration of voice-assistant devices in India. This completed a true-omni-channel experience for the brand.
  • Tinychef not only turned the branded recipe content into conversations but also increased consumption occasions by adding more relevant recipes from our own database of thousands of recipes (thus creating more contextual opportunities).
  • The solution was offered on voice-first platforms like Amazon Alexa and Google Home thus enabling users to have both audio as well as audio+visual interactive, step-by-step guided cooking experience which made the experience completely hands-free.
  • Improved Google Voice search performance with voice search optimization techniques

Results speak for themselves:

  • 6X sales conversion vs existing digital channels
  • 30% lower CPC vs existing digital channels
  • Achieved 15% consents (Voice-CTR) on Tinychef vs 3% CTR on digital channels
  • Created 64k monthly engagements to deliver category and brand awareness using contextual, consent based ads.

Sample creatives on voice platforms :

Voice Shopping advertisement with Consent interaction

Welcome advertisement with Consent interaction

Welcome advertisement with Consent interaction

Microgreens Skill landing page

Send recipe / ingredients to the phone