How Miraggio, India's Premium D2C Women's Accessories Brand, Achieved a 274X Revenue Uplift and 178X Transaction Growth with Netcore

Miraggio is a premium Indian D2C women’s fashion accessories brand offering trend-led handbags, wallets, laptop bags, sling bags and accessories that combine contemporary style with everyday functionality. Founded in 2019 and based in Gurugram, the brand sells through its own website and leading fashion marketplaces, and refreshes its catalogue with new collections monthly rather than seasonally. Its audience is women aged 18–40: working professionals, college students and fashion-forward shoppers seeking affordable luxury.

Industry Context

India’s women’s handbags and accessories market is valued at over ₹25,000 crore and is expanding steadily within a consolidating market, with demand shifting towards accessible premium brands (Indian Retailer, 2026). Digital-first brands in the category are also working with higher customer acquisition costs than a few years ago, which places more weight on converting existing traffic and returning buyers. Messaging behaviour has shifted alongside this. An analysis of more than 26 billion WhatsApp messages sent by over 1,800 D2C brands found that automated engagement journeys averaged an 11.1% click-through rate, against 2.6% for conventional broadcast campaigns, with fashion brands contributing the largest share of WhatsApp-driven revenue (Apparel Resources, June 2026). For Miraggio, that pointed to an opportunity already sitting inside its own customer base.

Ahead of Women’s Day, Miraggio set three objectives for the campaign:

• Convert high-intent shoppers – website visitors, product viewers and cart abandoners – before they left without completing a purchase
• Re-engage a large segment of 2023–24 buyers who had become inactive
• Deliver timely, consistent communication across WhatsApp and SMS through a short sale window

The gap: one message for a base behaving in different ways

Miraggio’s customers engaged unevenly across channels, and its earlier campaigns went out broadly rather than in response to individual behaviour. That approach wasn’t designed to send a message minutes after someone abandoned a cart, or to treat a dormant 2023 buyer differently from a first-time browser. Generic re-engagement had already been attempted with the dormant segment and had not translated into repeat purchases.

What was at stake

A handbag is a considered purchase. Someone comparing two totes on a Tuesday evening will keep comparing – on another tab, on a marketplace, in a store – unless something brings her back while the decision is still open. On a sale weekend, that window closes in minutes.

The dormant 2023–24 cohort carried a quieter cost. These were customers Miraggio had already paid to acquire, and who had already chosen the brand once. Leaving them inactive meant paying again, at current rates, to reach people already on the list – and each generic re-engagement attempt that missed made the next one easier to ignore.
From the customer’s side, the gap was one of relevance: a woman who bought a work tote in 2023 and a first-time browser were getting the same message on the same day.

Four changes, each retiring a specific constraint.

1. Segmentation that reads behaviour, not lists

Static lists go stale between campaigns. Cohorts were built on live signals instead – dormant users, 120-day email openers, page-visit droppers, and 30/60/90/180-day purchasers – so each segment refreshed itself as customers moved between them.

2. Journeys triggered by inactivity, not by calendar

A scheduled send always arrives after the decision. Browse Drop-off, Cart Abandonment and Checkout Abandonment journeys fired within minutes of a customer going quiet, catching intent while it was still open.

3. Channel fallback instead of channel choice

Committing to one channel per campaign means losing whoever isn’t on it. Each journey tried WhatsApp first and fell back to SMS on non-delivery, so reach followed availability rather than assumption.

4. One offer, one action, per segment

Competing asks dilute a short window. Browse reminders, cart recovery and the B1G1 offer each carried the customer’s name, a single value proposition and one time-bound CTA.

Revenue and transactions moved together, indicating recovered purchases rather than a change in order mix.

• 274X uplift in attributed revenue during the Women’s Day Buy 1 Get 1 campaign, driven by behaviour-led journeys and targeted omnichannel campaigns
• 178X increment in total transactions, with automation journeys contributing the majority of attributed transactions in the campaign period

Order value and engagement improved alongside volume.

• 38X rise in average order value, as the Buy 1 Get 1 offer encouraged customers to purchase more per transaction
• 22% CTR uplift on the Checkout Abandonment WhatsApp journey

Beyond the numbers

• High-intent shoppers were recovered and purchase drop-offs reduced across the browse, cart and checkout stages
• 16,076 dormant 2023–24 buyers were re-engaged via whatsapp, who had not responded to any of the earlier generic campaigns. Engagement improved as messaging became more relevant to each segment, rather than uniform across the base

The segments and journeys built for Women’s Day remain in place and can be applied to any subsequent moment – a monthly collection drop, a festive sale or a routine re-engagement window – without being rebuilt each time. As Miraggio continues to grow its presence across channels, the same behavioural triggers give the team a consistent way to reach customers at the point of intent rather than on a fixed calendar.