Why we built Fixus

The agency model is broken for modern brands

If you’ve scaled a consumer brand in India in the last three years, you’ve lived this story:

You hire a performance agency. They optimise ROAS on Meta. Then a creator agency, who picks influencers off a sheet. Then a media planner. Then a shopper marketing person for retail. Each one optimises their slice, and none of them talk to each other.

Meanwhile your customers are doing something different entirely: discovering on Instagram, validating on Reddit, ordering on Blinkit, and never seeing your TV spend at all.

What we’re actually building

Fixus is one team across four pillars: performance, affiliate, creators and modern distribution. We’re built around three convictions.

1. Distribution is a marketing problem. Awareness without availability is theatre. We get your SKUs live on the shelves consumers actually use — quick‑commerce, marketplaces, modern retail — and then market into them.

2. Channels should feed each other. A creator activation that drives traffic to a Blinkit listing that converts at 11% velocity gets you better shelf placement, which lowers your CAC, which lets you scale paid. We run the loop, not the silos.

3. The metric is your P&L. Not ROAS in isolation. Not impressions. Customers acquired, repeat purchase, contribution margin. The numbers your investors actually ask about.

What to expect here

Field notes from the work — channel breakdowns, launch playbooks, honest takes on what’s working and what isn’t. Less theory, more receipts.

Glad you’re here.