Pre-GTM

Problem & the context

OKR for Holi (March 03–04) is to hit ₹180 crore in GMV with an AOV of ₹520 and 3 ordering occasions per user across the day. With current campaigns, you've forecasted ₹145 crore and a ₹35 crore gap to close.

Key Features:

Pre Holi
- Gulaal, Water balloons, White Tshirts/kurtas, water guns, coconut or sarso oil, anti color skin and hair protectors

Post Holi
- color removers, detergents, Juices and mixers

Holi Parties

- Gujiyas, Thandai, snacks, cold beverages

Define the goal

1. Generate ₹180 crore in GMV while keeping the AOV at ₹520 while covering ₹35 crore gap with current GMV at ₹145 crore

List down all the input levers to that goal.

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The users

Channel and distribution documents

Cross functional alignment

Touchpoint 1 — Pre-launch alignment meeting (March 1)

• Who: Marketing, Ops, Product, Design, Finance
• What: Walk everyone through the GTM plan, confirm owners, confirm dates
• Output: Everyone leaves knowing exactly what they own and by when

Touchpoint 2 — Launch day check-in (March 04, 11AM)

• Who: Marketing + Ops only
• What: Is GMV on track by 10AM? Are SKUs in stock? Do we need to push harder?
• Output: Go/adjust decision on afternoon campaigns

Project Plan

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During-GTM

Milestones

Milestones to Track

GMV to cross ₹90 crore by 10AM on March 4 — if below ₹70 crore, trigger emergency flash offer

AOV to hold at ₹500+ by 10AM on March 4 — indicates bundle attach is working

Orders per user to reach 1.8+ by 2PM on March 4 — validates the multi-occasion behavior hypothesis

Holi Bundle Kit attach rate to hit 30%+ of total orders by 12PM on March 4

Evening party items (mixers, juices, snacks, thandai) to be nudged to morning buyers by 5PM on March 4

Post-Holi cleanup orders (detergent, skincare) to contribute ₹12 crore+ by 2PM on March 5

Communication

Marketing — Monitor nudge open rates and conversion per time slot. If any wave underperforms, fire a backup push within the hour

Operations — Track real-time inventory levels across dark stores. Trigger secondary stocking immediately if top 10 Holi SKUs drop below 20% availability

Finance — Track GMV collections wave by wave against the ₹180 crore target. Flag immediately if morning wave closes below ₹90 crore

Product Analytics — Monitor user engagement on Holi SKUs, identify abandoned baskets, and coordinate with Marketing to fire recovery nudges within 30 minutes of drop-off

Post-GTM

User Calls

1. Shortlist users across three segments to get a complete picture of bundle performance and purchase intent:
3. High-value bundle buyers — users with high AOV and category variety who bought the Holi Kit but also added items outside the bundle. This tells you what the bundle missed and what should be included next time.
4. Partial bundle buyers — users who bought 3 out of 5 bundle items individually. These are your clearest signal that the bundle had the right instinct but failed at discovery or pricing.
5. Non-bundle buyers with high variety — users who assembled their own Holi basket without touching the bundle. Understand why — was it price, awareness, or trust?
7. Key question to ask all three: What did you need on Holi that you couldn't find or didn't think to order from Zepto?
8. Track which planned items underperformed against forecast — a SKU that was pushed but didn't sell is as important a signal as one that spiked.

Convene Product Analytics to walk through the full funnel:

Percentage of orders that included the Holi Bundle Kit — did 30%+ attach rate hold?

Average orders per user across the day — did 3-occasion behavior (morning → restock → evening) actually materialize?

AOV achieved vs ₹520 target — which SKU category was the biggest driver or drag?

Unexpected sales movements — new spikes or drop-offs that weren't in the plan, to be noted as hypotheses for next year

Competitive gap — what did Blinkit or Instamart or Bigbasket or Flipkart Minutes do that drove engagement we didn't capture?

Close with a retrospective on any operational mishaps — stockouts, delayed nudges, failed pushes — and assign owners to resolve before the next festive cycle.

Data

• Top SKU spikes: Thandai 8.4X, Water balloons 6X, Gujiya 4.4X YoY
• Ancillary items also moved: cow dung cakes 1.5X, water pistols and photo booth props 1.3–1.5X

Validate the 3 core hypotheses against 2025 actuals:

• Did 3-occasion behavior hold? (morning play → afternoon restock → evening party)
• Did the Holi Bundle lift AOV to ₹520 or above?
• Did the post-Holi cleanup campaign contribute ₹15 crore or more on March 5?

Debrief

1. What we planned — targets, levers, ICPs, timing
2. What happened — actuals vs targets, what worked, what didn't
3. What we'd do differently — 3 specific changes for Holi 2026

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