CutiePage
Founded and scaled CutiePage — India's digital gifting platform — to 50,000+ users and 10,000+ monthly active users, with 10,000+ orders delivered.
CutiePage is India's digital gifting platform. People pick a design, personalise it with their own photos and words, and share a private link — turning a birthday or anniversary into something that actually feels personal. Most users finish in under fifteen minutes. It has grown to 50,000+ users and 10,000+ monthly active users.
Project At A Glance
Timeline
Apr 2026 – Present
Industry
Consumer · Gifting · D2C
Contribution
Founded the product; owned product direction, growth strategy, and the systems that keep it reliable at scale
Collaboration
Project Visual
CutiePage
Summary
What this project demanded.
CutiePage is India's digital gifting platform. People pick a design, personalise it with their own photos and words, and share a private link — turning a birthday or anniversary into something that actually feels personal. Most users finish in under fifteen minutes. It has grown to 50,000+ users and 10,000+ monthly active users.
Role
Founder
Year
2026
Problem Space
Gifting is a deadline behaviour, not a browsing one. Users arrive already anxious because an occasion is tomorrow, which means every optional step is friction and the default template has to already feel like a gift.
Scaling brought problems that had nothing to do with headcount: demand clusters hard around occasions, so capacity has to be planned around the worst hour rather than the average week. User-uploaded photos became the dominant performance weight. And support volume scaled with emotion rather than users — a broken gift on someone's anniversary is a different severity of problem than an ordinary bug.
Capability 01
Consumer Product
Capability 02
Growth
Capability 03
Scaling
Capability 04
Product Strategy
Capability 05
D2C
Context
Gifting is a deadline, not a category.
Nobody wakes up wanting to browse gift options. They remember an anniversary is on Friday. That reframing set every product priority: templates that are good out of the box, a flow short enough to finish under pressure, and speed on a shared link treated as a growth metric rather than a nice-to-have.
01
What I owned
- Founded the product and set overall direction and positioning
- Growth strategy built around the product's own sharing loop
- Reliability and performance standards for occasion-driven traffic spikes
02
What it produced
- 50,000+ users on India's digital gifting platform
- 10,000+ monthly active users sustained through recurring occasions
- 10,000+ orders delivered, most completed in under fifteen minutes
Signal
50,000+
Users on India's digital gifting platform
Signal
10,000+
Monthly active users sustained through recurring occasions
Signal
10,000+
Orders delivered across birthdays, anniversaries, and festivals
Growth driven by the product's own sharing loop.
Insight
Emotional products have a higher correctness bar than technical ones. A dashboard that glitches is a bug report; a gift that glitches is a ruined moment someone cannot redo.
Core Interaction Shifts
The product decisions that changed how the experience felt.
Shift 01
Time-to-Gift as the North Star
Optimised for how fast someone leaves with a finished gift rather than time on site. Engagement is a vanity metric when the user wants to be done.
Shift 02
Distribution Built Into the Product
Every gift is a link sent to exactly the kind of person who would use the product. The gift is the marketing, so the recipient experience drives acquisition.
Shift 03
Retention Through Recurring Occasions
Users have a calendar full of occasions, not one. A good first gift earns the second, which is how 10,000+ monthly actives hold against a 50,000+ user base.
Influence & Validation
What changed because of the work.
CutiePage grew from an idea into India's digital gifting platform, with growth driven by the product's own sharing loop rather than paid acquisition.
50,000+ users and 10,000+ monthly active users
10,000+ orders delivered across birthdays, anniversaries, and festivals
Growth driven primarily by the sharing loop built into the core product