Case study · Moolwan, our own D2C home décor brand
What can one person and one hour a day do against Amazon and Flipkart?
Moolwan, a Bengaluru home décor brand, runs nine marketing channels with one person working about an hour each working day, using ai-dm. This case study shows what that produced, with the real numbers and the screens behind them.
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Published · Updated · Data window 29 Jun–26 Sep 2026 · Real data
Moolwan at a glance
Moolwan is our own D2C home décor brand from Bengaluru, run on ai-dm every day. One person runs its nine marketing channels in about an hour each working day. Between 25 June and 23 September 2026 its pages were shown 344,000 times in Google's AI results, and it ranks #2 of 17 in the Google Maps local pack.
| Fact | Figure | Source and date |
|---|---|---|
| Team | One person runs 9 marketing channels in about an hour each working day | Team, Sep 2026 |
| Google's AI results | 344,000 impressions | Search Console · Generative AI features · 25 Jun–23 Sep 2026 |
| Top guide | 8,479 impressions for the top guide (TV placement by Vastu) | Search Console · Generative AI features |
| Product rich results | 1,400 products ready for rich results (24 invalid) | Search Console · Product snippets · 26 Sep 2026 |
| Merchant listings | 1,380 valid merchant listings (1 invalid) | Search Console · Merchant listings · 26 Sep 2026 |
| Google Maps | #2 of 17 in the Google Maps local pack | ai-dm · Local presence · Sep 2026 |
| Meta Ads | 2.13× Meta ROAS on ₹28,064 spend (below a 4× benchmark) | ai-dm · Paid ads · last 30 days to 26 Sep 2026 |
| ChatGPT | 368 new users from ChatGPT | GA4 · First user source · 29 Jun–26 Sep 2026 |
| AI assistants | Named in 1 of 233 tracked AI assistant answers | ai-dm · Sep 2026 |
| Website health | 70% (1 critical, 10 high) | ai-dm · 150-page crawl · Sep 2026 |
| Decisions | 32 open suggestions · 3 decisions recorded, accuracy "gathering" | ai-dm · Sep 2026 |
How does one person run nine marketing channels for a D2C brand?
By letting an always-on brand intelligence engine do the watching, research and writing, while a person makes every decision. The film shows it in 70 seconds, with real numbers.
One person, one hour a day: how Moolwan runs 9 marketing channels with ai-dm
A 70-second film on how one person runs nine marketing channels for Moolwan, a Bengaluru D2C home décor brand, with ai-dm: the marketplaces it competes with, the channels it has to run, and what it achieved, from 344,000 impressions in Google's AI results to #2 on Google Maps. Real Search Console, GA4 and ai-dm data.
Transcript
In home décor, every search is a fight. Amazon. Flipkart. Myntra. Nilkamal. Moolwan is a small décor brand from Bengaluru. One person. One hour a day. Nine channels. So ai-dm carries the load. It learns the brand. It watches every channel. Shown 344,000 times in Google's AI results. 1,400 products, ready for rich results. Number 2 on Maps, among 17 nearby rivals. Articles ranking beside Nerolac and NoBroker. And shoppers from Maharashtra to West Bengal. Every channel, on one screen. One person decides. Built inside our own brand. Now it's ready for your brands. ai-dm. [On screen: the ai-dm logo and "Win the why."]
Who does a small D2C brand compete with on Google?
On product searches, Moolwan competes with Amazon, Flipkart, Myntra, Nilkamal Homes and Nestasia. The wider home décor category is led by names like IKEA, Pepperfry and HomeTown.
Moolwan sells showpieces, statues, canvas wall art and gifts, straight from its own manufacturing. It has no big media budget: its Meta spend in the last 30 days was ₹28,064. Every search it wants to win is also wanted by marketplaces with far larger teams.
elephant showpiece for home
- amazon.in
- flipkart.com
- myntra.com
- nilkamalhomes.com
- nestasia.in
Which marketing channels can one person run with ai-dm?
Nine, for Moolwan: SEO, AI search visibility, Google Maps, product listings, Meta ads, Instagram, content, reviews and AI assistants. ai-dm watches each one every day and brings up only what changed. The person reviews and approves.
| Channel | What ai-dm does | What the person does |
|---|---|---|
| Google Search (SEO) | Tracks keywords and rank changes, flags pages losing clicks | Reads the daily signal |
| Google's AI results (AI search visibility) | Tracks where Moolwan's pages appear in Google's generative AI features | Approves new articles |
| Google Maps and Business Profile | Local audit, pack rank across a geo-grid, 17 nearby competitors, Business Profile upkeep | Approves profile changes |
| Product rich results and merchant listings | Builds and checks product structured data | Fixes flagged items |
| Meta Ads (Meta ads analysis) | Reads spend, ROAS, CTR and creative performance against Moolwan's baseline | Approves budget and creative moves |
| Instagram (social media management) | Plans and writes posts from the brand thesis; publishes after approval | Approves each post |
| Content | Writes SEO and AI-search-ready articles with images and schema | Reviews and publishes |
| Reviews (review management) | Tracks reviews and drafts replies; posts after approval | Approves replies |
| AI assistants | Tracks brand mentions in AI answers and visits from ChatGPT | Reads the signal |
What results did Moolwan get in 90 days?
Real Moolwan numbers from 29 June to 26 September 2026, each with its source.
344k
impressions in Google's AI results
Moolwan's pages were shown 344,000 times in Google's generative AI features in three months.
Search Console · Generative AI features · 25 Jun–23 Sep 2026
8,479
impressions for one guide
The top page is Moolwan's guide to TV placement by Vastu. Its feng shui colours guide follows with 7,853.
Search Console · Generative AI features · pages
1,400
products ready for rich results
Almost the whole catalogue is eligible for Google's product rich results; 24 items are flagged to fix.
Search Console · Product snippets · 26 Sep 2026
1,380
valid merchant listings
Products are eligible for Google's free shopping listings, with 1 invalid item.
Search Console · Merchant listings · 26 Sep 2026
#2 of 17
in the Google Maps local pack
Second among 17 nearby competitors, with a local health score of 90.
ai-dm · Local presence · Sep 2026
2.13×
Meta ROAS on ₹28,064
171,489 impressions and 3,895 clicks in 30 days on a small budget, still below a 4× benchmark.
ai-dm · Paid ads · last 30 days to 26 Sep 2026
368
new users from ChatGPT
Shoppers arriving at moolwan.com from chatgpt.com.
GA4 · First user source · 29 Jun–26 Sep 2026
8 states
of engaged shoppers
Maharashtra 7,863 · Karnataka 3,699 · Uttar Pradesh 3,095 · Tamil Nadu 2,618 · Telangana 2,561 · Gujarat 2,384 · Delhi 2,381 · West Bengal 1,821 active users, spending 36 seconds to 1 minute per visit.
GA4 · Region · 29 Jun–26 Sep 2026 · bot traffic excluded
The original Search Console screens
Straight from Google Search Console for moolwan.com, so you can check the numbers above.
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How did a small D2C brand get 344,000 impressions in Google's AI results?
By publishing guides that answer one shopper question well. Two such guides lead Moolwan's impressions in Google's generative AI features.
- One question per article. "Where should the TV go by Vastu?" and "Which feng shui colours bring luck?" are questions Indian homeowners really ask.
- The answer comes early. Each guide gives a clear answer and a checklist, not a sales pitch.
- Built with ai-dm's article workflow. Search intent research, outline, article, images and schema, the same workflow available for any brand you manage.
Can a small brand's article rank next to big names?
Yes. Moolwan's ai-dm-written guide to TV placement by Vastu appears in the same search results as guides from Nerolac, NoBroker and HouseGyan.
The same article is Moolwan's top page in Google's AI results, with 8,479 impressions in three months. The workflow that wrote it is available for every brand your agency manages.
tv placement vastu living room
- nerolac.com
Sofa & TV Placement as per Vastu – Living Room Guide - nobroker.in
Where to place TV in living room according to Vastu? - housegyan.com
TV Position in Living Room as Per Vastu - moolwan.com
Vastu Vibes Only: The Ultimate Guide to TV Placement…8,479 AI-results impressions
How does ai-dm work on a brand like Moolwan?
Gather. Analyse. Detect. Alert. Recommend. You act. Monitor. Learn and repeat. Always on.
- 1
Gather
Every signal from the brand's website, search, AI search, ads, social media and competitors is captured and kept as it arrived.
At Moolwan: Search Console, GA4, Meta Ads, Business Profile, the website and competitor searches.
- 2
Analyse
The engine builds a private, living model of the brand and reads every signal against it.
At Moolwan: tone, mission, positioning and audience, kept in its brand dossier.
- 3
Detect
Changes are measured against the brand's own baseline, so real problems and opportunities stand out from noise.
At Moolwan: low CTR on /housewarming-gifts, 83% below expected for its rank.
- 4
Alert
The team hears what changed, the likely reasons and how confident the engine is, with the evidence attached.
At Moolwan: one "today's signal" per channel, and 32 open suggestions.
- 5
Recommend
ai-dm suggests what to do next, ranked by the evidence behind each option.
At Moolwan: broaden Business Profile keywords, at 70% confidence.
- 6
You act
The team decides and acts. Nothing changes without their approval.
At Moolwan: one person approves or dismisses, in about an hour each working day.
- 7
Monitor
ai-dm tracks whether the action is working against what it was expected to move.
At Moolwan: 3 decisions recorded in the decision ledger, accuracy "gathering".
- 8
Learn and repeat
The outcome is written back into the brand model, and the loop runs again. Always on.
At Moolwan: the loop runs every day.
Who did the heavy lifting: ai-dm or the team?
ai-dm did the research, writing, tracking and analysis. The one person spends about an hour each working day reviewing and approving.
| ai-dm | The one person |
|---|---|
| Learned the brand from its domain: tone, mission, positioning and audience | Checked and edited the brand profile once |
| Ran the starter research: website health, search visibility, AI assistant visibility and brand mentions | Read the results |
| Wrote the articles that appear in Google's AI results, with images and schema | Reviewed and published them |
| Built and checked product structured data across 1,400 products | Fixed the flagged items |
| Watches nine channels and posts one "today's signal" per channel | Reads the few that matter |
| Raises suggestions with a confidence level (32 open right now) | Approves or dismisses them |
| Records every approved decision in the decision ledger | Decides |
What does the agency owner see every morning?
One screen for the whole brand, with a single "today's signal" on each channel. These are Moolwan's real screens; your brands can see the same view in a white-label brand portal.
What isn't working yet for Moolwan?
Plenty. We show the weak numbers as plainly as the strong ones, because ai-dm shows them to us every morning.
| Area | Where it stands | What ai-dm shows |
|---|---|---|
| Meta ROAS | 2.13×, below a 4× benchmark | The gap, the spend behind it and the signal to act on |
| AI assistant mentions | Named in 1 of 233 tracked AI assistant answers | Low visibility in AI assistant answers, even while Google's AI results are strong |
| Website health | 70%, with 1 critical and 10 high findings from a 150-page crawl | Each finding and the pages it affects |
| Decision ledger | 3 decisions recorded; accuracy "gathering" | Accuracy fills in as outcomes arrive |
How did we measure this?
From Moolwan's own accounts, over one fixed window, with bot traffic removed.
- Sources. Google Search Console, Google Analytics 4 and ai-dm's own tracking for moolwan.com.
- Date range. 29 June to 26 September 2026, unless a figure says otherwise.
- Bot traffic excluded. GA4 traffic with no region ("(not set)") and from Colorado showed 1-second visits, so it is left out of every figure here. For that reason we don't quote the raw GA4 user total.
- Real data. Every number on this page is real Moolwan data, shown with its source and date.
- Updated. Every quarter. The date at the top shows the last update.
What would this look like for the brands your agency manages?
The same engine that runs Moolwan works on every brand you manage. Here is what your team gets, with every post, ad and reply published only after your team approves it.
AI search visibility
See where each brand appears in Google's AI results and AI assistant answers, and which pages get cited.
Meta ads analysis
Spend, ROAS, CTR and creatives read against each brand's own baseline, with the likely reasons for every change.
Google Ads analysis
Campaign and search performance with the same change detection and evidence.
Competitor ad tracking
Competitor ads from the Meta Ad Library, and off-site mentions of each brand.
Social media management
Posts planned and written from each brand's thesis, published on every connected channel after your team approves.
Review management
Review replies and Business Profile upkeep, posted after your team approves.
White-label reporting
Reports and a brand portal under your agency's logo and domain.
Lead generation for your agency
Prospect discovery, audits and pitch decks built from a prospect brand's domain.
Connections available today: Meta (Facebook, Instagram, Meta Ads), Google Ads, GA4, Search Console, Google Business Profile and reviews, LinkedIn, Pinterest, X and the brand's website.
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Who built ai-dm, and why run it on our own brand first?
ai-dm was built inside Moolwan before it had a name. From 2023, strategy workflows ran Moolwan. In November 2025 they became ai-dm.
- 2023
Strategy workflows start running Moolwan
- Nov 2025
The workflows become ai-dm, at ai-dm.ai
- Today
Moolwan runs on ai-dm every day, and agencies can run it for their brands
Ruchi Malhotra, founder and CEO
IIT Kanpur. Enterprise software development at Verifone and HP. Founder of Moolwan.
Sanjay Srivastava, co-founder and COO
IIT Roorkee. 24+ years in marketing strategy and business development, including leadership roles at a US multinational in the semiconductor industry.
Could ai-dm run your brand the same way?
Start with one domain. You'll see the same first report Moolwan got.
- Enter a brand's domain.ai-dm builds its first brand intelligence report.
- Read the report.Search, AI search visibility, local presence, competitors and website health.
- Connect platforms as you go.Each connection opens more channels.
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Billed in USD and INR. Per-brand plans or pay as you go. See pricing
Questions agencies ask about this case study
Short answers to what digital marketing agencies ask most, from AI search visibility to white-label reporting.
Can a small D2C brand show up in Google AI Overviews and other AI search results?
Yes. Moolwan's pages were shown 344,000 times in Google's AI results between 25 June and 23 September 2026, measured by the Generative AI features report in Google Search Console. The two pages leading those impressions are how-to guides that each answer one shopper question directly.
How much time does one person spend running Moolwan's marketing?
About an hour each working day, across nine channels. ai-dm does the research, writing, tracking and analysis; the person reads the day's signals and approves or dismisses each suggestion.
How can a digital marketing agency manage more D2C brands without hiring?
ai-dm builds a private model of each brand and watches its channels every day, so your team reads a short list of signals instead of opening every platform. That is how one person runs Moolwan in about an hour a day. Billed in USD and INR. Per-brand plans or pay as you go.
How do agencies track a brand's visibility in ChatGPT and AI search?
ai-dm tracks where a brand is named in AI assistant answers and which of its pages are cited, alongside its impressions in Google's AI results. For Moolwan it shows 344,000 Google AI impressions, but only 1 mention in 233 tracked AI assistant answers, so AI assistant visibility is one of its open gaps.
Does ai-dm do Meta ads analysis and Google Ads analysis?
Yes. ai-dm connects to Meta Ads and Google Ads, reads spend, ROAS, CTR and creatives against each brand's own baseline, and explains the likely reasons for every change with the evidence attached. Moolwan's Meta ROAS is 2.13× on ₹28,064 over 30 days.
Can ai-dm track competitor ads?
Yes. ai-dm tracks competitor ads from the Meta Ad Library and off-site mentions of each brand, so your team sees what competitors run and where the brand is discussed.
Can ai-dm handle social media management and review management for an agency?
Yes, with your team in charge. ai-dm plans and writes posts, drafts review replies and keeps the Google Business Profile up to date. It publishes each post and reply only after your team approves it.
Is there white-label reporting for agencies?
Yes. Reports and the brand portal carry your agency's logo and domain, so the brands you manage see your agency, not ai-dm.
How can a digital marketing agency find D2C brands to pitch?
ai-dm's prospect discovery finds brands with marketing gaps, and it builds an audit and a pitch deck from a prospect brand's domain, so your first conversation starts with evidence.
Which platforms can ai-dm connect to today?
Meta (Facebook, Instagram, Meta Ads), Google Ads, GA4, Search Console, Google Business Profile and reviews, LinkedIn, Pinterest, X and the brand's website.
Is this real data or a demo?
Real. Every number comes from Moolwan's own Google Search Console, Google Analytics 4 or ai-dm workspace, with its source and date shown next to it. Bot traffic is excluded.
Does ai-dm change ad accounts or post on its own?
No. The team decides and acts, and nothing changes without their approval. ai-dm publishes posts, ads and review replies only after a person approves each one, and records every approved decision in the decision ledger.
Why is Moolwan's Meta ROAS below benchmark?
Because it is. At 2.13× against a 4× benchmark, it is one of the gaps ai-dm flags every day. We show it so you can see that ai-dm reports weak numbers as plainly as strong ones.
Does ai-dm do attribution modelling?
No. ai-dm doesn't build first-click, last-click, multi-touch or media-mix models, and it doesn't merge GA4 and Meta into one number. It shows what changed, the likely reasons and the evidence behind every number.
Does ai-dm read Shopify revenue or order data?
No. ai-dm reads no Shopify order, revenue or customer data.
How much does ai-dm cost?
Billed in USD and INR. Per-brand plans or pay as you go. Current prices are on the pricing page at ai-dm.ai/pricing.