Turnouts: Turning a COVID Shift Into 3,000+ Loyal Customers

Turnouts is an eCommerce startup I founded in 2019 (pre-COVID), selling t-shirts. I promoted the brand both online (Facebook and Google Ads) and offline (exhibiting at community stalls and local markets).

The opportunity: When COVID hit and remote work became the norm, people who previously relied on formal workwear began looking for comfortable clothing suited to working from home. I recognized this shift and repositioned the brand -promoting t-shirts as comfortable, everyday essentials made from 100% cotton, breathable fabric.

The solution: Facebook Ads drove strong traffic and helped scale the business locally in the early stages. As demand grew, I expanded logistics to other parts of India and used Google Ads to reach a wider audience. Within a year, I grew the customer base to over 3,000 users through consistent, strategic marketing.

The core concept I promoted was “Affordable T-shirts at just ₹199.” By anchoring the price point, I was able to drive volume - for example, offering free shipping on a minimum purchase of 3 t-shirts, which also increased average basket value.

Customer Lifetime Value (LTV) is critical for any eCommerce business, so I focused heavily on retention - achieving a 20% month-over-month increase in returning customers, which helped the brand grow sustainably and profitably.

Key takeaway: For any business, understanding opportunity cost is essential - it’s not just about showing the right product to the right audience, but understanding market conditions and positioning accordingly. This is what builds a stronger brand message and long-term customer loyalty.