The Starter Labs

What The Starter Labs does

The Starter Labs is a Mumbai-headquartered, India-focused digital marketing agency that builds and scales direct-to-consumer (D2C) brands. Founded in 2018 by Rehan Dadachanji and Kartik Khanna, the firm employs 251–500 people across offices in Mumbai (headquarters at Paragon Condominium, Worli), Delhi NCR, and Bengaluru. Since February 2023, it has operated as a subsidiary of the Zoo Media network while retaining its brand identity. The company's core differentiator is its CRO-based "HEMO" methodology (Hook, Engage, Maintain, Optimize), which it positions as an impact-focused, metrics-driven framework for D2C brand building rather than a software platform or proprietary technology stack.

The agency delivers services across eight integrated practice areas: D2C Strategy, Digital Content Solutions (design, branding, copywriting, photo and video production), Technology Solutions (responsive web development, web management, SEO), Marketplace Strategy & Optimization (including Amazon A+ content and listing management), Performance Marketing (data-driven paid media across social, native, and programmatic), Influencer & Creator Solutions, Social Commerce Strategy & Execution (SMO, performance-based social ads, community building), and CRM & Customer Retention (email, WhatsApp, push notifications, loyalty automation). Notable client work includes Captain Zack (7.4x native ROAS, #1 pet grooming brand), DSP Mutual Funds (344% increase in monthly engagement), Cosco Sports (5.26x ROAS, organic Instagram blue tick verification), Bummer (Shark Tank India-featured, ROAS improvement from 1.8x to 5.2x), AO Smith India (63.2% organic traffic increase), and campaigns for Shark Tank India (5.2M views in 24 hours) and Orangetheory Fitness (3M impressions).

The Starter Labs operates a sales-led, professional services revenue model with quote-based, scope-tailored pricing that is not publicly disclosed. It serves a mix of enterprise, mid-market, SMB, and startup clients across verticals including pet care, financial services, sports, fitness, fashion, beverages, technology, media, legal, education, and water treatment. Client acquisition relies on direct engagement and referrals within the Zoo Media ecosystem. The company has no disclosed AI/ML capabilities, no proprietary software platform, no API, no patents or trademarks, and no disclosed funding rounds or revenue figures; it is privately held and currently operating.

Name

The Starter Labs

Legal name

The Starter Labs

Website

https://thestarterlabs.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Mumbai-based digital marketing agency operating in India, specializing in D2C brand building through its HEMO methodology. Offers full-funnel services including strategy, content, performance marketing, influencer, social commerce, and CRM. Subsidiary of Zoo Media since February 2023.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (541810), Marketing Consulting Services (541613)

SIC

Services-Direct Mail Advertising Services (7331)

akta.pro industry

PRIMARYBPAFAKAA

B2B Demand Generation & Lead Nurture Agencies

Business & Public Services/Marketing, Advertising & PR Services/Direct Marketing & Lead Generation (Email, Telemarketing, Demand Gen)

SECONDARYMPAAAIAD

CRM Strategy, Implementation & Managed Services

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Direct Marketing (CRM, Email/SMS, Loyalty)

Keywords

• Digital marketing agency
• Performance marketing services
• D2C marketing solutions
• Influencer marketing solutions
• Content marketing services

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Digital Marketing Services: Full-service digital marketing agency providing D2C strategy, digital content solutions, technology solutions, performance marketing, influencer & creator solutions, social commerce strategy, and CRM & customer retention services to brands.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels10 records

Core offering

The Starter Labs is a digital marketing agency specializing in direct-to-consumer (D2C) brands, offering a comprehensive suite of services including D2C strategy, digital content creation, technology solutions (web development and SEO), marketplace optimization, performance marketing, influencer/creator solutions, social commerce strategy, and CRM and customer retention. The agency uses a proprietary CRO-based HEMO approach (Hook, Engage, Maintain, Optimize) to deliver measurable business outcomes such as increased ROAS and reduced customer acquisition costs for brands in India.

Product overview

The Starter Labs is a service-based digital marketing agency, not a software product company. They offer a comprehensive suite of D2C-focused marketing services organized as distinct practice areas: D2C Strategy (consulting for direct-to-consumer brand building using a CRO-based HEMO approach), Digital Content Solutions (full-funnel content creation across design, copy, and production), Technology Solutions (web development, management, and SEO), Marketplace Strategy & Optimization (marketplace presence management), Performance Marketing (data-driven paid media campaigns), Influencer & Creator Solutions (influencer marketing), Social Commerce Strategy & Execution (social media optimization and conversion-focused campaigns), and CRM & Customer Retention (email, WhatsApp, and loyalty automation). These services function as integrated practice areas rather than a modular software platform with distinct product SKUs.

Differentiator

Problem solved

Functional benefit

Products and services

• D2C Strategy

Quantifiable outcome

• Captain Zack achieved 7.4x Native ROAS and #1 ranking in pet grooming category
• +6 more outcomes

Named customers18 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Zoo MediacoreStrategic or Co-development Partner · 1 February 2023The Starter Labs was acquired by Zoo Media network in February 2023 to strengthen Zoo Media's D2C capabilities. The acquisition was covered extensively in industry publications including Campaign India, Financial Express, Inc42, and others. The Starter Labs continues to operate under the Zoo Media umbrella as part of the network's hyper-specialization strategy.

Scale indicators10 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Dentsu Webchutney: India arm of Dentsu's digital network; serves enterprise clients across D2C, BFSI, and tech with full-service digital capabilities. Competes for the same enterprise briefs but as part of a global network portfolio.
• Performics India: Publicis-owned performance marketing agency operating in India. Directly competes on performance-led mandates for enterprise brands but as part of a global network with broader service breadth.
• iProspect India: Dentsu's global performance and digital marketing agency with India operations. Competes for large enterprise performance briefs as a network-backed incumbent.
• Mirum India: WPP-owned digital agency in India offering strategy, technology, content, and performance marketing. Competes on enterprise digital transformation mandates as part of a global network.

Direct peers

• Schbang: Mumbai-based digital solutions agency with a strong D2C and performance marketing focus, serving many of the same brand categories (BFSI, FMCG, fashion) as TSL. Closely comparable in headcount, geographic footprint, and service offering.
• WATConsult: Mumbai-headquartered full-service digital agency offering performance, content, social, and influencer marketing. Directly comparable in service mix, target client profile, and India-focused D2C enterprise positioning.
• Social Beat: Bengaluru-based digital marketing agency with explicit D2C specialization across performance, SEO, and content. Competes for the same enterprise D2C mandates and reports comparable scale and case-study outcomes.
• The Glitch: Mumbai-based creative and digital agency serving enterprise consumer brands with content, social, and brand strategy. Comparable service portfolio and customer profile, particularly in lifestyle and FMCG verticals.
• Gozoop: Mumbai-headquartered integrated digital agency offering performance, social media, influencer, and content services to enterprise clients. Directly comparable in GTM motion (sales-led) and D2C/enterprise mix.
• FCB Kinnect: Mumbai-based creative + performance agency serving enterprise consumer brands. Comparable in combining brand storytelling with measurable performance outcomes for D2C and BFSI clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-starter-labs
• Facebookfacebook.com/thestarterlabs

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Starter Labs