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‘Our Goal Remains To Create Digital Growth Stories’ Kaushal Thakkar Founder & MD, Infidigit

We are an ROI focused agency serving clients with international standards by implementing the best practices and nurturing growth with High returns on Investments.

1. Brief us about your business model. How did you get the ideas of this business?

We provide Organic Search services to brands like SEO, ASO, CRO etc. The organic first approach helps us to ensure that we deliver higher ROI’s as compared to other similar businesses. This helps the client to overall make their business more efficient.

While working with Myntra I found that there is a dearth of agencies focused on Organic search marketing and SEO. Unlike the businesses in the first world countries, Indian Marketers were investing heavily on Google and Facebook, but missing the opportunity of Organic Search that could deliver much higher ROI/ ROAS. Hence the idea of Infidigit was born. An SEO-first approach to create a win – win – win situation for Clients (by delivering Higher ROI), Team Members (for Better opportunities & exposure) & the Country (Revenue stays in India, more jobs created)

2. How are you different from the existing competitors?

We are an ROI focused agency serving clients with international standards by implementing the best practices and nurturing growth with High returns on Investments.

Our approach for every brand is unique – which helps in growth and target-oriented delivery.

With a client to employee ratio of 1:3 (1 client: 3 resources) we are able to give the right attention to our brands and get the most out of our collaborative efforts.

3. What is the funding status and monetization model?

Funding Status: We are a bootstrapped company. Yes, we are looking to get funded.

Monetization model: Fixed cost and retainer fees for Search Engine Optimization, App Store Optimization, Conversion Rate Optimization and other services. Sweat equity from start-ups.

4. What challenges are you facing in running your business?

SEO in India is still underrated. Many marketers still rely on channels that drive quick results over a short span of time but driving ROI with these channels becomes challenging as over time these channels can’t drive ROI like SEO. To give you an example: If the 12 months ROI via paid channels is X then the SEO delivers at least 4X ROI within 12 months.

To address this, we are on a mission to educate the marketers and decision-makers on the importance of organic marketing channels and how these channels help in growing a business and achieve the marketing goals.

5. What are the traction details (like users and other achievements of the company)?

I’m proud to share that we’re the only Indian company to win the Highest Honor in SEO. Our campaign for (South Africa) competed against the best SEO agencies from across the world to bag the SMX Award USA (Search Engine Land Award – 2020).

We have won 20+ other international and Indian awards. Our clientele & team is growing steadily. In the last 18 months we have seen a 90% increase in both the clients and team as compared to April 2020.

While we’ve been performing SEO for our clients, we took up the task of setting up an internal team dedicated to perform SEO for our own website. The results were incredible. We achieved 4900% growth in the inbound leads and 2472% increase in our organic sessions.

6. How do you look at expansion?’

Our goal remains to create digital growth stories and concentrate on moving the spend needle towards organic by charging Rs 1 per visit where paid channels may charge 10x or 100x. We have already helped several brands achieve this.

To make our model more scalable, we are also enhancing our capabilities with an AI product. We are also looking at expanding our reach more aggressively in the USA and Europe in the coming year.

7. What are your marketing plans?

Being a organic first organisation, our marketing strategy is also influenced by it.

E.g. Till now, while we were focused more on textual content. People are increasingly consuming video content, and so we are also making video content as a major part of our marketing strategy.

8. What has been the biggest learning’s so far?

Our biggest learning – If you invest in your team they will provide multifold returns back to you.

During April 2020, we had our annual appraisals due, because of covid, the situation was challenging. Some of the clients business were completely grounded, so they had stopped their marketing efforts. Many of our competitors did not provide any increments or delayed their increments. We at Infidigit had a different view, the team needed increment more during this time than ever, so we went ahead and did the increments in April 2020 and followed it up in April 2021. This trust in the team paid back, they were more efficient, able to manage more projects, work remotely easily, etc.

I feel we really lived the quote of Zig Ziglar – “You will get all you want in life, If you help enough other people get what they want.”

9. What is the market size and opportunity?

The size of the digital industry in India was ~16 thousand crores INR in 2020. It is estimated to be ~19 thousand crores INR in 2021. Since we are also targeting the USA, Europe & Other countries we estimate the market size to be around 50 thousand crores INR.

10. How did you manage your services during lockdown?

Due to the pandemic, the dependence on digital mediums peaked to levels unforeseen. The demand increased and at the same time the lockdown made visits to the office a dream for a few months. Fortunately, our entire team joined hands and ensured that the work happens seamlessly from their homes. Since all of us are digital natives & in the business of digital marketing, the work from home was much easier for us than several other organizations.

11. How has your company been adjusting to the new normal?

We have now become a hybrid workplace, people come to the office when they have to connect with other team members for long hours, but most of the days they are working from home. Offline events have moved online. We have our stand-up comedy hours also online and so do our coffee conversations.

12. Have you witnessed any major changes in the business/sector in the post-Covid scenario?

The industry understood that Value creation is more important than valuation creation. This shifted some part of the marketing investments from immediate growth creating channels to high ROI generating channels like SEO, ASO, CRO.

Monies from traditional formats of business have also moved to online channels.

e.g. One of our ecommerce clients relied heavily on traditional marketing methods for store visits before covid. After the lockdown was imposed we helped the brand take the digital-first route with impressive results. We were able to deliver organic revenue growth of over 500% for them.

It definitely makes more sense to invest online and get more business than opening stores.

Source: Business World

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