A brand track study in Delhi NCR didn't just measure awareness — it found the exact point in the user journey where digitally comfortable, motivated customers were quietly disengaging.
Tata 1mg needed to understand its standing in its headquartered market, Delhi NCR — not just on paper, but in the minds of the consumers it was trying to win over, since awareness had room to grow. The brief went further than a standard brand track: discover the real barriers to category and brand usage, and find a concrete way to improve the medicine discovery and purchase journey.
We ran 80+ qualitative in-depth interviews alongside 600+ quantitative interviews — deliberately covering users, non-users, "flirters" (people who'd tried but not committed), and lapsers of the category. This mix mattered: a pure usage survey would have missed why people who were curious about e-pharmacy never converted, and a pure qualitative study wouldn't have told us how widespread that hesitation actually was.
That third finding reframed the whole problem. This wasn't primarily an awareness gap to close with more advertising spend — it was a sequencing problem inside the product itself.
Based on this, Tata 1mg restructured its ordering flow to make "Upload Prescription" the very first step, rather than something users encountered deeper into the journey — directly addressing the barrier that was sending customers to competitors before they'd even seen what Tata 1mg offered. Alongside this, the team improved medicine discovery and added "same salt" substitute suggestions for trusted brands, and ran RWA and market drives encouraging prescription uploads within housing societies.
With the product fix in place, Tata 1mg also greenlit its first large-scale marketing campaign in the market, built around two clear, research-validated promises: "Genuine Medicines" and "Same Day Delivery" — run across channels in Delhi NCR.
The shift gave the brand, in the words of the brand custodian, a meaningful revenue impetus — not from spending more on advertising alone, but from fixing the specific point in the journey that advertising couldn't have fixed by itself.