How We Built a Custom Shopify Store for an Indian D2C Brand
Behind-the-scenes look at building a custom Shopify store for an Indian D2C brand — the brief, design decisions, integrations, performance results, and hard-won lessons.
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Baby Forest
babyforest.in
About the client
Baby Forest is a premium Ayurvedic baby care brand specialising in bath, body, and wellness products for newborns, infants, and toddlers. Rooted in Kaumara-Bhrtya — the pediatric branch of Ayurveda — the brand is endorsed by Mira Rajput and serves parents across India who prioritise natural, safe ingredients for their children.
The outcome
Results that speak for themselves
₹3Cr+
Annual revenue milestone
1.8s
Average page load time
4.2%
E-commerce conversion rate
65%
Revenue from mobile shoppers
Free Download: 3 Detailed Case Studies with Real Numbers
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Case study details
The Challenge
Baby Forest had already built a loyal following among parents who valued Ayurvedic baby care. But their online storefront wasn't keeping up with the brand's premium positioning. The existing website looked dated, loaded slowly on mobile, and wasn't converting the traffic it was getting.
In the premium baby care segment, trust is everything. Parents research extensively before putting anything on their child's skin. Every element of the digital experience — from product photography presentation to ingredient transparency — needs to instil confidence. Baby Forest needed a website as premium as their products: elegant, fast, and built to convert discerning parents into repeat customers.
With plans to onboard Mira Rajput as brand ambassador, the stakes were even higher. The website had to handle celebrity-driven traffic spikes without breaking a sweat, and the brand's digital identity had to be polished enough to sit alongside a high-profile endorsement.
Our Solution
We designed and developed a premium Shopify store using the Retina theme as a foundation, extensively customising it with custom Liquid code to match Baby Forest's sophisticated brand identity. The result was a storefront that felt more like a luxury wellness brand than a typical Shopify store.
The design was trust-first from the ground up. We built dedicated ingredient transparency sections, safety certification displays, and Ayurvedic heritage storytelling into the product pages. Every design decision was made through the lens of a parent asking: "Is this safe for my baby?"
For the user experience, we built a pincode-based delivery checker that covers 20,000+ pin codes across India — giving parents instant confidence that delivery is available in their area. The checkout flow was optimised for mobile-first Indian shoppers, with UPI as the primary payment option and a single-page checkout that reduced cart abandonment significantly.
When Mira Rajput came on board as brand ambassador, we built dedicated campaign landing pages and a brand ambassador section that seamlessly integrated into the existing store. The site's performance architecture — lazy-loaded images, CDN optimisation, and efficient Liquid rendering — ensured it handled the resulting traffic spikes without any degradation.
The full analytics stack (GA4, GSC, Facebook Pixel, Instagram Shopping) was configured for e-commerce tracking, giving the Baby Forest team clear visibility into which channels and campaigns were driving actual revenue.
What we built
Key features delivered
Premium Theme Customisation
Retina theme extensively customised with custom Liquid for a luxury baby care aesthetic — soft colour palettes, generous whitespace, and typography that communicates safety and elegance.
Trust-First Product Pages
Ingredient transparency sections, safety certifications, Ayurvedic heritage storytelling, and pediatrician endorsement displays — every element designed to answer "Is this safe for my baby?"
Pincode Delivery Checker
Real-time delivery availability verification across 20,000+ pin codes pan-India, with estimated delivery dates and COD availability — reducing purchase hesitation instantly.
Mobile-First Checkout
Single-page checkout optimised for mobile shoppers with UPI-first payment flow, auto-filled addresses, and one-tap reordering — driving 65% of total revenue from mobile devices.
Celebrity Brand Integration
Dedicated brand ambassador section and campaign landing pages for the Mira Rajput collaboration — seamlessly integrated with performance-optimised pages that handled traffic spikes.
Performance at Scale
Sub-2-second load times despite rich product imagery, achieved through lazy loading, CDN optimisation, and efficient Liquid rendering — ensuring zero downtime during celebrity campaign launches.
Client testimonial
“We needed a website as premium as our products. Innovatrix understood the Ayurvedic baby care space and delivered a store that parents trust at first glance. When Mira Rajput came on board, the site handled the traffic surge beautifully. The results speak for themselves — we're now touching three crores in annual revenue.”
Baby Forest Team
Brand Management
Service area
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