Case study · Period care
Mahina: a custom Shopify theme and custom apps, launched with every feature in place.
Mahina is an Indian period-care brand selling reusable, leakproof period underwear for adults and teens. I led a team of three developers to build its custom Shopify theme and apps from the Figma designs, with a product page that explains flow, rise and fabric, build-your-own-pack bundles and a Know Your Flow quiz. The store launched with every feature in place, average order value rose 28% and support time fell 40%.
My role
Lead Shopify developer. I led a team of three developers through the build and launch plan, and built the major parts of the store myself, including the product page and the custom apps.
- Client
- Mahina
- Country
- India (Gurgaon)
- Sector
- Period care
- When
- About 6 months, launched in 2024
- Live
- mahina.co
The problem
Period underwear is new to many shoppers. The store had to explain the product clearly, make buyers feel confident and offer upsells without coming across as pushy.
The brand also wanted to launch with every feature in place from day one.
What I did
- Guided three developers on the build and launch plan, and kept code quality and consistency high across the theme.
- Converted the Figma designs into flexible, fully functional Shopify sections on a custom theme built from scratch.
- Built the full product page: size charts, absorbency guidance and product education that helps shoppers pick the right flow, rise and fabric.
- Developed custom Shopify apps and features: build-your-own-pack bundles with tiered discounts, a “Know Your Flow” quiz and contextual cross-sells.
- Built campaign and sale pages for promotions and new launches.
- Built the end-to-end shopping flow, from discovery and education to the pack builder and checkout, with support connected along the way.
Timeline
About 6 months, launched in 2024.
Results
- AOV
- +28%
- Speed score
- 95+
- Support time
- -40%
Mahina launched with every feature it wanted on day one. Average order value rose 28%, the store scored above 95 on site speed and support time fell 40%. A big reason for the drop in support time is that shoppers now find answers on the site themselves.
What Mahina said
“We hired Tanuj to deliver inside six months, and he had the build done and launched ahead of that. He gave us an immaculate handoff from Figma to Shopify theme and set up our acquisition funnels quickly, without compromising on quality. Efficient, prompt, and he gets the job done.”
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