Case study · Sports nutrition
NutriStar: a growth role across the store, the sale campaigns and the catalogue.
NutriStar is an Indian sports-nutrition retailer selling 2,000 products from 70+ brands on a heavily customised Shopify store. From August to November 2026 I was its growth and Shopify manager: I rebuilt the product page, halved the homepage’s page elements, built the Big Gains Festival and Diwali campaigns and cleaned up the catalogue for search. I also built BrandDesk, the merchandising tool the founders use.
My role
Growth and Shopify manager. I worked across the store, the sale campaigns and stock decisions, and built BrandDesk, the internal tool the founders use to run merchandising.
- Client
- NutriStar
- Country
- India
- Sector
- Sports nutrition
- When
- Aug to Nov 2026
- Live
- nutristar.in
The problem
NutriStar sells sports nutrition through a heavily customised Shopify store: 2,000 products from 70+ brands, with about 15 third-party apps built into the theme.
The collection structure had drifted. One brand’s URL was serving as the main whey collection, holding 344 products from 47 brands, only 50 of them that brand’s own.
What I did
- Audited the theme for speed, accessibility, conversion and SEO, and turned the findings into a 22-task plan the founders signed off.
- Rebuilt the product page: an offers carousel, redesigned flavour and pack pickers with per-flavour pricing, expiry dates, Nutricash rewards and a trust strip. Eight scattered custom blocks became one component.
- Replaced a paid sticky add-to-cart app with a custom one, redesigned the quick-add popup and made product cards show an in-stock variant’s image.
- Halved the homepage’s page elements, from 8,289 to about 4,000, removed render-blocking jQuery and cut the page HTML from 1.50 MB to 1.18 MB.
- Shipped 20 releases to the live store from a separate draft theme. Each release changed only the files involved, with a backup taken first.
- Built the Big Gains Festival sale: an Amazon-style deal page, sale labels on product cards and an offer strip on product pages. Then the Diwali page, and a site-wide switch to Festive offers across banners, cart and coupons.
- Set up bundle and freebie offers with GoKwik, the checkout partner.
- Audited the collection structure, wrote SEO titles and descriptions for brand pages, redesigned the collection page and cleaned up inconsistent product tags.
- Fixed product pages that Google Merchant Center had flagged as unavailable.
- Built BrandDesk, an internal merchandising tool that reads the store’s Shopify data. It has its own case study.
Timeline
Aug to Nov 2026.
Results
- Homepage page elements, down from 8,289
- ~4,000
- Homepage HTML, down from 1.50 MB
- 1.18 MB
- Releases to the live store, each backed up first
- 20
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