Scaling DTC Wellness & Personal Care Brands In India

Meta stopped being just a social media company years ago.

Today, a huge part of its advantage comes from AI and automation.

Two systems are playing a major role:

1. GEM (Generative Ads Model): Meta's system is getting better at understanding buying intent and matching people with relevant ads.
2. Andromeda: Meta's ranking engine that helps determine which ad gets shown to which person, at what time, and in what context.

What Changed?

A few years ago, media buyers spent most of their time asking:

"Who should see this ad?"

Today, the bigger question is:

"Do we have the right creative for Meta to find the buyer?"

That's the shift.

Your biggest advantage today isn't audience targeting.

It's giving Meta enough quality creative, enough variation, and enough data to work with.

Why We're Seeing Broad Audiences Work Better

One of the biggest mistakes I still see in Indian supplement and wellness brands is trying to control too much.

The account ends up with dozens of interests, dozens of audiences, and dozens of ad sets because the assumption is that tighter targeting automatically leads to better performance.

In many cases, we're seeing the opposite.

Meta has become significantly better at identifying who is likely to buy. When you stack layer after layer of interests, you're often limiting the platform instead of helping it.