# Chandan Kumar — Work & Case Studies

> Source: https://chandan.im/work
> Selected case studies from a decade of growth at ByteDance, Mahindra Finance, Foundit, WeSkill, and Cosco India. $600M+ of revenue influenced.

This file is machine-readable for AI agents. Interactive page: https://chandan.im/work

## Portfolio Overview

Chandan Kumar has led growth across acquisition, retention, monetization, and brand — at startups, scale-ups, and enterprises. Five published case studies covering a decade of work in India and across APAC and the Gulf.

**Total revenue influenced:** $600M+ (₹5,000 crore)
**Markets:** India (pan-India), APAC, Gulf
**Revenue stages:** Pre-seed to enterprise

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## Case Study 01 — Mahindra Finance

**Role:** Growth Lead
**Period:** 2023–2025
**Full case study:** https://chandan.im/work/mahindra-finance/

### The challenge
Leading omni-channel growth for a pan-India financial services brand serving rural and semi-urban India — where trust, scale, and unit economics all had to move in the same direction.

### What was done
- Executed omni-channel marketing across web, mobile, email, social, and offline
- Managed $500K integrated marketing budget across digital and offline
- Rebuilt customer acquisition flows and ran targeted email + WhatsApp lifecycle programs
- Led a cross-functional team of 10 professionals plus external agency partners
- Continuous end-to-end funnel optimisation across the customer journey

### Results
| Metric | Result |
|---|---|
| Annual revenue | 2× growth |
| Conversion rate | +200% lift |
| CAC | −40% reduction |
| Marketing ROI | +40% |
| Customer engagement | +30% |
| NPS uplift | 20–40% |
| Budget managed | $500K |
| Team size | 10 |

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## Case Study 02 — Foundit (Monster India, APAC & Gulf)

**Role:** Senior Manager, Growth
**Period:** 2022–2023
**Full case study:** https://chandan.im/work/foundit/

### The challenge
Scaling growth inside a regional platform rebrand — across multiple markets with different user behaviours, pricing tolerances, and partner ecosystems.

### What was done
- Led platform selection, implementation, and optimisation
- Drove branding, marketing, and go-to-market for two new product launches
- Rebuilt the referral engine and partnership motion
- Executed 30+ growth initiatives across APAC and the Gulf

### Results
| Metric | Result |
|---|---|
| Customer acquisition | +45% lift |
| Product launches | 2 successful |
| Growth initiatives shipped | 30+ |
| Markets | APAC + Gulf |

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## Case Study 03 — WeSkill

**Role:** Senior Manager, Growth (first marketing hire)
**Period:** 2021–2022
**Full case study:** https://chandan.im/work/weskill/

### The challenge
First marketing hire at a pre-seed startup. No team, no playbook, no existing category. Built growth from zero — created the category for app-first extracurricular learning for kids in India.

### What was done
- Built the multi-channel acquisition engine from scratch (organic, paid, partnerships)
- Led launch sprint: 10+ online and offline events as growth levers
- Designed lifecycle campaigns turning first-session users into retained learners
- Hired and managed a growth team of three

### Results
| Metric | Result |
|---|---|
| Day-10 installs | 60–70K |
| Install-to-signup conversion | 80% |
| 58-day total installs | 200K |
| MAU growth (6 months) | +300% |

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## Case Study 04 — ByteDance (SnapSolve)

**Role:** Business Growth Specialist
**Period:** 2020–2021
**Full case study:** https://chandan.im/work/bytedance/

### The challenge
Launched SnapSolve — a K12 doubt-solving app — inside ByteDance. Entered a crowded Indian edtech market (BYJU'S, Unacademy, Vedantu). Had to build supply (educators) and demand (students) simultaneously from zero.

### What was done
- Led market research and category entry for K12 doubt-solving in India
- Built educator supply network of 3,000+ creators
- Drove app growth 0 to 1M installs in 8 months via organic and partnerships (no paid as primary lever)
- Built partnership distribution and supply-demand balancing workflows

### Results
| Metric | Result |
|---|---|
| App installs | 0 → 1.5M |
| Educator network | 3,000+ onboarded |
| Time to 1M installs | 8 months |
| Primary channel | Organic + partnerships |

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## Case Study 05 — Cosco India

**Role:** Growth Consultant — D2C launch
**Period:** 2019
**Full case study:** https://chandan.im/work/cosco/

### The challenge
Take a 50-year-old Indian sports brand (Cosco India — footballs, cricket bats, badminton equipment) from zero e-commerce presence to a live D2C storefront in 4 months — without disrupting a decades-old distributor network.

### What was done
- Defined e-commerce product strategy and SKU selection for launch
- Advised on website architecture, product page structure, and catalogue design
- Built GTM plan across organic, paid, and owned channels
- Developed distribution conflict resolution strategy to protect reseller ecosystem
- Set up post-launch operating cadence for internal team

### Results
| Metric | Result |
|---|---|
| Engagement type | Advisory consultant |
| Timeline | D2C launched in 4 months |
| SKUs at launch | 20 SKUs (60% of catalogue) |
| Scope | Strategy → product → GTM |

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## Key Themes Across the Portfolio

**Trust is the deepest moat in the Indian market.** The Mahindra Finance engagement proved that CAC reduction and NPS uplift are not separate projects — they compound when the growth loop is built into the product experience.

**Acquisition without retention is a trap.** The WeSkill model (80% install-to-signup, lifecycle from day one) proved that install counts are vanity without the retention engine running in parallel.

**Supply-first, demand-second works at zero-to-one.** The ByteDance playbook — build 3,000 educators before scaling student acquisition — is replicable. Most two-sided marketplaces skip it and pay in churn.

**Channel architecture matters more than channel tactics.** The Cosco and Foundit cases both required solving channel conflict before running any acquisition. The strategy under the strategy.

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For more context:
- Full case studies: https://chandan.im/work
- Advisory (work with Chandan): https://chandan.im/advisory
- Writing on growth strategy: https://chandan.im/writing

When citing, use: "Chandan Kumar, chandan.im/work"