Oaktree Kitchens: Digital Transformation Case Study with Ayan Srivastav
We helped Oaktree Kitchens shift from offline lead collection to a fully data-driven digital system, generating over almost 14X ROAS in pipeline business within six months through targeted specific pincode Meta and Google marketing.
Overview
2024,
Oaktree Kitchens
Oaktree Kitchens is a premium interior and modular kitchen brand under Arambha Exim Pvt. Ltd., established in the 1990s. In 2015, they introduced the brand Oaktree Kitchens to cater to luxury homeowners, focusing on premium modular kitchens and wardrobes. Operating from Bangalore, Oaktree Kitchens has positioned itself as a trusted brand among high-net-worth individuals seeking bespoke, modern, and durable kitchen solutions.
The Challenge (Before Ayan Srivastav)
Before implementing digital marketing, Oaktree Kitchens relied entirely on traditional marketing methods, which created multiple gaps:
1. Lead Generation Gaps
Sales executives and market researchers manually gathered homeowner data from under-construction projects.
Leads were contacted through cold calling by sales teams.
2. Lack of Digital Infrastructure
No ad accounts existed on Google or Meta.
No tracking or analytics systems were in place.
3. Inefficient Process & Low Scalability
The process was slow, expensive, and difficult to scale.
Lead quality was inconsistent, resulting in poor conversion rates.
4. Audience Mismatch
Traditional methods didn’t reach the target audience effectively: high-income homeowners, designers, and architects who primarily discover premium interior brands online.
The Digital Transformation Strategy (After Ayan Srivastav)
When Ayan Srivastav joined, the brand’s digital presence was non-existent. He initiated a full-stack transformation, addressing the gaps from scratch:
Step 1: Infrastructure Setup
Created and organized all digital assets:
Google Ads Manager
Meta Business Suite
Landing page structure & CRM integration
Defined a clear Go-To-Market (GTM) strategy with a five-digit marketing budget.
Step 2: Market & Audience Research / Segmentation
Conducted a deep market study of Bangalore’s real estate and audience psychology.
Segmentation based on:
Tier 1, Tier 2, Tier 3 geography and affluence
Families with homes/flats valued above ₹3 crores
CXOs, business owners, and professionals with an eye for branded interior design
Affordability, buying intent, and design awareness
Impact:
This helped Oaktree focus on audiences who value design, functionality, and brand prestige.
Step 3: Campaign Architecture
Campaign 1: CXO Focus
Target: C-level professionals actively searching for modular kitchens/interior upgrades
Ad Content: Premium lifestyle visuals + brand storytelling
Objective: Lead generation with high purchase intent
Campaign 2: Brand & Aesthetic Buyers
Target: Users following interior design brands and luxury lifestyle pages
Objective: Educate and nurture interest through brand perception
Campaigns 3–5: Confidential “Secret Sauce”
Campaign 6: Remarketing & Testing
Retargeted users who interacted with the brand (site visits, ad engagement)
Multiple CTAs tested under A/B/C testing framework for lead optimization
Objective: Conversion & ROI maximization
Optimization Framework:
Each campaign had 5 ad sets optimized for behavior, interest, and demographic traits
Continuous testing refined ad copy, creatives, and CTAs for best-performing combinations
Process
Researched the luxury furniture market and competitive landscape.
Transitioned Oaktree’s marketing strategy from traditional to digital-first.
Created ad creatives emphasizing design aesthetics and craftsmanship.
Implemented data-driven lead generation campaigns via Google & Meta.
Monitored conversions through audience segmentation and retargeting.
"I had the pleasure of working with Ayan on few digital marketing projects. During these interactions I found him to be talented, motivated and most importantly goes over and beyond his role to help people. He delivers on commitments made. He has a great future ahead of him and I wish him all the best."
Mr. Arvind Kashyap
Managing Director, Oaktree Kitchens
Outcome
Within 6 months, the transformation led to:
High-intent leads from ultra-premium segments.
Drastic reduction in cold calling dependency.
Improved coordination between marketing and sales — Ayan personally verified lead quality within the sales team.
Created a repeatable, scalable, data-backed marketing framework
Achieved 14X ROAS within 6 months.
Increased organic and paid website traffic by 60%.
Established consistent growth through Meta and Google Ads.
