Indium Group · Residential launches

Indium Group — ₹40,000 of media, ₹2.75 crore of site-visit pipeline

Last updated 2026-09-09

This is the engagement behind the benchmark quoted everywhere else on this site, and the one number worth understanding properly before it is quoted back.

The result

What the 625× actually is

Pipeline divided by media, over a fourteen-day window. ₹2.75 crore of site-visit pipeline against roughly ₹40,000 of media.

It is deliberately **not** described as ROAS, because it is not revenue and it is not closed. Site-visit pipeline is the value of the inventory that qualified buyers came to see. Calling that "625× ROAS" would invite a comparison against closed-revenue multiples and would be misleading in our favour, which is exactly why the frame is stated before the number.

Why the quality rate is on the card

₹266 on its own is a cost per form fill. Paired with 51% sales-ready — scored by the client's sales team, not by us — it becomes an effective ₹520 per lead worth calling.

We do not publish the first figure without the second. A ₹150 lead at 10% sales-ready costs ₹1,500 per useful lead and looks better on a dashboard, which is how most agency benchmarks in this category are constructed.

What made it work

• A tight catchment drawn from the buyer research rather than from the postcode
• Creative tested as distinct arguments — price, connectivity, proof — not as colour variants of one message
• A qualification standard agreed before launch, so "good lead" meant the same thing to both sides on day one
• A short, controlled test window rather than a slow burn, which is what made the fourteen-day read trustworthy