Breaking Out of B2B Limbo & Winning in D2C for Ecopack India

The Challenges

• Strong B2B presence, zero consumer recall: Because Ecopack operated almost entirely in B2B, the end consumer had no idea who they were. They wanted to enter the D2C world – but had no digital storefront, no content engine, and no way to inspire consumers.

• Undercutting in B2B was becoming a real threat: Competitors had larger on-field sales teams and deeper resources. This meant Ecopack risked:
  • Losing business purely due to reach
  • Customers learning about new products late
  • Dependence on manual sales calls for upsells and relaying product info

They needed a digital point of sale + continuous communication layer, not just periodic sales outreach.

• B2B sweet shops needed simpler, more contextual messaging: Many of Ecopack’s bakery/sweet shop clients aren’t highly digital. They need straightforward communication:
  • “What is this product?”
  • “How do I use it?”
  • “Why is it better?”

Not a glossy brand campaign – but practical, everyday education.

• Product understanding was a bottleneck: A single baking mould costs a few rupees, but needs to be baked to demonstrate its use. A pack moves in quantities of 30… or 300… or 10,000, depending on the product. Consumers (both B2B & D2C) needed to see usage, baking results, recipes, and real-world applications to understand value.

Our Solution: An Always-on, Discoverable, and Consumable Marketing Ecosystem

We built Ecopack’s digital, content, and communication ecosystem – a complete shift from “sales-call dependent” to always-on, discoverable, and consumable.

1. A Fully Functional Website Built for B2B + D2C

We designed a two-pronged website structure:
A. Product Information Pages

• Features
• Sizes
• Materials
• Use-cases
• Certifications
• Applicability for bakeries, food brands, and sweet shops

B. E-Commerce Product Pages

• For D2C buyers to directly purchase
• For B2B teams to share links instead of explaining products repeatedly
• Reduced load on sales coordination
• A digital catalogue accessible 24/7

This became Ecopack’s primary, centralized point of sale. Plus, the call back to Ecopack Global’s backing & an extensive list of certifications being showcased gives prospects more confidence.

2. Social Media Designed for Two Very Different Audiences

As the famous quote from Netflix’s popular series, Narcos – Some people respond to flattery (emotion), others respond to numbers (logic). The trick is to know what’s relevant for the party we’re dealing with.

For B2B sweet shops, cafés & kitchens, knowing how a product helps them make more money is critical. So, for them our content mix accomodated:

• Clear product explainers

• Festive greetings & brand presence

• “How to use this product” videos

• Quick spec breakdowns

• Packaging tips, FAQs, hygiene standards, FSC messaging

On the other hand, for D2C home bakers & consumers, social media is where they come to be educated, inspired, and wowed by all the cool stuff that’s happening in the world and how they can taste some of that goodness:

• Trivia & knowledge posts

• Recipes

• Baking hacks

• Festive dessert ideas

• Tutorials using Ecopack moulds, cups & liners

The result?
A page that both informs and inspires.

3. A Lead Magnet That Actually Worked: The Ecopack Cookbook

To unlock D2C growth, we created a free downloadable Ecopack Baking Cookbook. Easy to make & delicious recipes, that all integrated usage of Ecopack’s products, thereby showcasing usage & product features.

It was promoted through:

• Social media
• Meta ads
• Influencer content
• Website prompts

The Results:

For a packaging brand, that’s a high conversion rate – because the lead magnet wasn’t fluff; it showed real usage.

B2B Relationship-Strengthening Through Print & Direct Communication

To stay deeply connected with traditional businesses:

• We designed yearly calendars for sweet shops & café owners
• Flyers, recipe cards & product guides were added to every order
• Monthly email + WhatsApp campaigns were launched for:
  • Festive spikes
  • New product launches
  • Low-MOQ offers
  • Best-selling moulds
  • Seasonal relevance (e.g., monsoon-proof packaging)

This kept Ecopack top-of-mind throughout the year.

Influencer & Content Collaborations for Social Proof

Food is visual. Packaging is functional.
Both need demonstration.

So we brought food creators onboard to:

• Use Ecopack moulds in real recipes
• Showcase performance in baking
• Share tutorials & festive bakes
• Drive their audiences to the website

This bridged the gap between “What is this product?” and “Ah, this is how I can use it.”

Results Achieved

• Digital Presence Transformed: Ecopack shifted from being a behind-the-scenes supplier to a category-recognized brand.

• ~527 Leads Generated: Through the cookbook funnel – with 12.43% converting into customers.

• B2B Communication Strengthened: Consistent WhatsApp, email, and print communication improved retention & recall.

• Sales Team Load Reduced: Thanks to product-based pages and D2C ordering — fewer calls needed for specs, product info, or repeat ordering.

• Cross-Segment Awareness Built: For the first time, both D2C home bakers and traditional sweet shops saw Ecopack as a brand, not just a supplier.

Why This Matters

Ecopack India didn’t grow because of discounts or pricing wars. It grew because of education, accessibility, and consistent communication with its B2B partners.

By building a modern brand ecosystem – website, content, direct communication, and real usage demonstrations – we unlocked growth across both B2B and D2C segments.

A functional, frugal, and future-ready solution for a legacy-in-the-making brand.

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At Greek Alphabet Media, we’re backed by 5+ years of experience in branding & marketing for FMCG & D2C brands, with specialisation in coffee & beverages. If you’re looking to launch a new brand or take your existing brand to the next level, get in touch.