Manam x Iterator: Craft, Creativity and Commerce
E-COMMERCE · Shopify · 2022 to Present
Manam is much more than a bean-to-bar operation. It is a flavorful movement that celebrates regional terroir and the forgotten soul of chocolate.
Founded by Chaitanya Muppala in 2021, the brand set out to re-imagine how India sees and savors chocolate while putting Indian cacao on the global map. With direct access to 3000+ acres of West Godavari farmland and farmers, the brand introduced 250+ premium products across 45 categories, using cacao as both chocolate and an ingredient.
The Karkhana in Hyderabad was listed in Time Magazine's World's Greatest Places in 2024, alongside winning 20+ international chocolatier awards.
Key Challenges
Even as Manam pushed boundaries in retail, translating that richness to the digital realm posed unique hurdles:
- •Retail to Online Consistency: Creating a digital storefront that reflects Manam's premium retail experience and craftsmanship required a personalized build beyond off-the-shelf themes.
- •Personalized Gifting Experience: With gifting as a major revenue driver, every touchpoint needed to feel bespoke while remaining operationally simple.
- •Inventory & Fulfillment Complexity: Balancing fresh and shelf-stable products, kitchen allocation, and variable demand at scale demanded intelligent coordination.
- •Dynamic Pin Code Management: With cold-chain challenges in India, especially in summer months, serviceable zones needed constant review to avoid compromised deliveries.
- •Data Intelligence: Failed deliveries and customer requests offered valuable insight, but required a system to convert signals into operational improvements.
How We Solved These Challenges
From the start, Manam collaborated with us to build an online system that feels as special as their chocolates. Together, we blended design, automation, and secure technology to deliver a premium digital experience.
1. Bespoke Storefront Design & Theme Customization
- •Storytelling was woven through every page to showcase bean origin, making process, and flavor profiles.
- •Modular layouts elevated brand heritage and premium appeal.
- •The design language reflected warm luxury and translated Manam's sensory identity into digital engagement.
2. Seamless, Personalized Gifting Experience
- •“Make Your Own Tablet” enabled customers to personalize packs, toppings, and couverture.
- •Customers could attach a voice message with gifting orders.
- •A unique QR-linked URL generated a personalized, shareable page for recipients with name and audio playback.
3. Private App for Zipcode Analytics & Failed Pincode Capture
- •Captured every unserviceable pin code entered and mapped demand for expansion.
- •Triggered customer emails when service became available in their area.
- •Converted failed delivery attempts into a strategic analytics engine for real-time growth decisions.
4. Multi-Location Inventory Automation
- •Orders were auto-tagged per warehouse (Hyderabad, Delhi, etc.) using pin code, freshness, and stock status.
- •Fulfillment routes were optimized for delivery time and freshness, reducing manual errors and improving turnaround.
Ongoing Iterations & Continuous Optimization
Manam's digital journey continues to evolve as we work closely with their team on continuous optimization and innovation. From refining gifting workflows to scaling infrastructure for festive peaks, seasonal logistics, and gifting volume, our collaboration remains focused on building resilience, agility, and delight into every interaction.
This ensures Manam's digital experience keeps growing as rich and nuanced as its chocolate itself.
Impact
- •Unified digital-first experience with immersive, recognized retail destinations.
- •Delivered operational agility for India's climate and logistics realities.
- •Harnessed data for smarter expansion and exceptional service.
What emerges is a marketplace every bit as nuanced, soulfully crafted, and innovative as Manam's cacao-an embodiment of Indian chocolate's future.
