How Cult.fit gets 400K monthly organic traffic via SEO?

The origins of Amul date back to 1940s. Back then, Polson dominated the dairy industry in Mumbai by buying milk from farmers at lower rates and selling it to consumers at much higher prices. The milk sold was also adulterated with water to get higher margins.

To solve this issue, India's then Home Minister, Sardar Vallabhai Patel, urged the farmers to create their own organization to supply milk to Mumbai directly. And thus, Amul or Anand Milk Union Limited was born.

Today, Amul is the largest milk cooperative in the world, owned by ~4 million milk farmers!

Right from the start, Dr Varghese Kurien was particular about creating a strong & unique brand identity for Amul. In 1966, he handed over the advertising to Sylvester da Cunha.

That's when the ICONIC Amul girl and her "Utterly Butterly Delicious" tagline were conceptualized. The Amul girl was actually inspired by Polson's mascot.

But, while Polson's mascot was a refined, soft girl, Cunha & his team deliberately conceived the Amul butter girl to be the exact opposite. That is, a mischievous and humorous little girl who took a dig at the current events in the country!

Of course, the iconic mascot was immediately a huge HIT among Indian consumers!

Now, Amul's success in business & advertising with less than 1% of revenue spend, is almost unreal! So, how did they manage this feat?

Well, Amul does not spend separately to create a brand out of each of its products. Rather it focuses on umbrella branding or family branding!

So, Amul as a brand is synonymous with "Taste of India" and consumers identify every product as coming from Amul.

This strategy of creating an umbrella brand only works when your products are related and you identify the same principles across all products.

We did some quick math to figure out the advertising spend by Amul Butter for every household. And, turns out, Amul Butter spends INR 48.8 Cr on advertising to reach 2 crore households.So, their customer acquisition cost is a mere INR 24!

So, Amul is clearly doing pretty well at spending less while earning MORE!

Before the 1990s, underwear shopping was a hush-hush affair. The shopkeeper would hand you any random product and you simply had to trust their judgement. Moreover, underwear was a strictly functional commodity and no one remotely imagined making a fashionable brand out of it.

Enter Jockey! Founded in 1876, Jockey was wildly popular in the US for its shorts, with a Y-shaped fly.

Jockey's first attempt to enter India was through a partnership with Associated Apparels in 1962. But, it didn't go well.

Jockey only got a fraction of attention from them and in 1973, when the Indian government forced foreign companies to dilute their stake to 40% or less, Jockey left the country!

In 1991, Jockey re-entered the Indian market with their trusted partner, the Genome family, and this time they got their undivided attention.

And finally, the Genomal family had shown that they were ready to experiment & make bold moves. This was particularly critical for Jockey, given their ambitious vision of creating an aspirational underwear brand.

But, how did Jockey go from a newbie to a 50% market share in India. Well, Jockey's parent company, Page Industries, made bold moved in 4 key areas that changed the game entirely.

A) Product
1) In-house manufacturing =>Unlike Rupa and Lux, Page Industries were particular about having control over manufacturing and product quality.
2) Obsessed over quality => Page Industries placed an almost obsessive focus on product quality right from the start.
3) New products & variants => Page has constantly launched new products & variants at a rapid pace

B) Place
1) In-store advertising => Page laid excessive focus on in-store advertising, and ensured that Jockey got the bulk of the in-store promotional space.
2) Exclusive brand distributors => Jockey partnered exclusively with brand distributors who work with and push only a single brand at the stores.
3) Exclusive brand outlets => Page Industries has ~1000 exclusive Jockey outlets across India

C) Promotional or Messaging
In India, Western means Aspirational! Page played very well on this sentiment and ensured that people perceived Jockey as a premium, foreign brand.

The advertisements, posters, models, and every aspect of the brand was loudly western. In fact, they hired caucasian models for all their ads!

D) Pricing
1) Premium Pricing => The premium messaging that Page desired for Jockey, had to be reflected in the pricing as well. So, Page consciously priced their products in the sub-premium to premium range.
2) No discount policy => Additionally, Page also avoided offering any discounts on its products.

But, did this strategy really work? Well, of course it did!
1. In 2000, Rupa made a revenue of INR 100 Cr, while Jockey was at INR 21 Cr.
Fast forward to 2022, Jockey at ~INR 3725 Cr now makes 2.5x the revenue of Rupa (~INR 1474 Cr)!
2. Jockey is also completely debt-free, and has a healthy ROCE of ~64%, which is 2.2x that of Rupa (~28%).

Moneycontrol is a simple financial and business portal that hosts a ton of information on individual public companies, global and Indian indices, business news articles, personal finance, and more!

Moneycontrol's SEO numbers
- Traffic ⇒ 62M+
- Keywords ⇒ 3.8M
- Backlinks ⇒ 35.2M

Top Subfolders:
- /india/stockpricequote ⇒ 32.6M traffic
- /news ⇒ 7M traffic
So, majority of Moneycontrol's traffic comes from their "stockpricequote" pages.

Now, these 'stockpricequote' pages are essentially part of a stocks directory.
Each stock in the directory has it's own individual page. For example, there is dedicated page for Asian Paints, ONGC, HDFC bank and more!

Now, on the ONGC page there are many sections like
- ONGC share price
- SWOT analysis
- Stock Overview
- Advanced chart

This page also links to ONGC's financials page that includes their annual and quarterly balance sheet and profit and loss numbers.
Collectively these pages rank for high volume keywords like "ONGC share price", "ONGC revenue", "ONGC swot analysis" and more!

Since these pages primarily include general company data, many other reputed websites on the net link to them. For example, ONGC's Wikipedia page links to their Moneycontrol financials page.
So, with these pages they not only get high traffic but also links - so it's a win-win situation!

Not all sections under these "stockpricequote" pages are available for free to a user. Moneycontrol hides part of the data under a CTA, so serious traders would be encouraged to buy their pro plan.
Apart from this, they also run ads on their platform which brings part of their revenue!