Meta Ads Benchmarks for Indian E-commerce Brands (2026)

"Is my ROAS good?" is the wrong question. The right one: "Good for whom, in what category, at what scale?" A 2.4x ROAS is a disaster for jewellery and a triumph for snacks. Here are real Indian D2C benchmarks, broken down by category and funnel stage.

How These Benchmarks Were Built

Aggregated and anonymized data across 340+ Indian D2C Meta Ads accounts, ₹50,000 to ₹40 lakhs monthly spend, January through March 2026. Numbers below are the median; the top quartile typically outperforms by 35-60%.

CPM (Cost per 1,000 Impressions) by Category

Category	Cold CPM	Retargeting CPM
Fashion & apparel	₹185-₹270	₹420-₹680
Beauty & personal care	₹210-₹310	₹490-₹720
Jewellery	₹240-₹380	₹560-₹820
Food & nutraceuticals	₹140-₹220	₹340-₹520
Home & decor	₹165-₹240	₹390-₹580
Electronics & gadgets	₹195-₹290	₹460-₹690
Baby & kids	₹175-₹255	₹410-₹620

CPMs in India rose 23% year-over-year. Most of the increase is concentrated in tier-1 metros — running geo-expanded campaigns into tier-2 and tier-3 cities can cut CPM by 30-50%.

CTR (Click-Through Rate) by Category

Category	Cold CTR	Retargeting CTR
Fashion & apparel	1.4-2.1%	3.2-5.4%
Beauty & personal care	1.3-1.9%	3.0-4.8%
Jewellery	1.1-1.7%	2.6-4.2%
Food & nutraceuticals	1.6-2.4%	3.4-5.6%
Home & decor	1.2-1.8%	2.8-4.4%
Electronics & gadgets	1.5-2.2%	3.4-5.2%
Baby & kids	1.5-2.3%	3.6-5.6%

Below 0.8% CTR on cold = creative problem, not audience problem. Above 2.5% CTR with low conversion = landing page problem.

CPC (Cost per Click) by Category

Category	Cold CPC	Retargeting CPC
Fashion & apparel	₹10-₹18	₹9-₹17
Beauty & personal care	₹12-₹22	₹11-₹19
Jewellery	₹15-₹30	₹14-₹25
Food & nutraceuticals	₹7-₹14	₹7-₹13
Home & decor	₹10-₹19	₹9-₹16
Electronics & gadgets	₹11-₹20	₹10-₹17
Baby & kids	₹9-₹17	₹8-₹15

ROAS Benchmarks by Category

Category	Cold ROAS	Retargeting ROAS	Blended ROAS
Fashion & apparel	1.8-2.4x	4.5-7x	2.8-3.6x
Beauty & personal care	1.6-2.2x	4-6x	2.4-3.2x
Jewellery	2.2-3x	6-9x	3.4-4.5x
Food & nutraceuticals	1.4-2x	3.5-5x	2.2-2.8x
Home & decor	1.8-2.4x	4-6x	2.6-3.4x
Electronics & gadgets	1.4-1.9x	3.2-4.8x	2.0-2.6x
Baby & kids	1.7-2.3x	4.2-6.4x	2.6-3.4x

Conversion Rate Benchmarks (Landing Page)

Category	Median CVR	Top Quartile CVR
Fashion & apparel	1.4%	2.6%
Beauty & personal care	1.8%	3.2%
Jewellery	0.9%	1.9%
Food & nutraceuticals	2.1%	3.8%
Home & decor	1.3%	2.4%
Electronics & gadgets	1.1%	2.0%
Baby & kids	1.7%	3.0%

Conversion rate is the lever that punches above its weight. Moving from median to top quartile (often a landing page redesign + offer tightening) doubles your effective ROAS.

AOV Benchmarks (Average Order Value)

Category	Median AOV	Top Quartile AOV
Fashion & apparel	₹1,250	₹2,400
Beauty & personal care	₹890	₹1,650
Jewellery	₹3,800	₹8,200
Food & nutraceuticals	₹740	₹1,580
Home & decor	₹1,650	₹3,400
Electronics & gadgets	₹2,100	₹4,800
Baby & kids	₹980	₹1,900

Bundle pricing and free-shipping thresholds (typically ₹999 or ₹1,499) lift AOV by 28-45% on average.

How to Use These Benchmarks

Don't aim for the median. Aim for top quartile in your weakest metric.

If your CTR is at the median but conversion rate is bottom-quartile, fix the landing page. If your CTR is bottom-quartile, fix the creative. The biggest unlock is usually one metric two tiers below the rest.

Get Personalized Benchmarks From Bach AI

Bach AI compares your account against anonymized benchmarks for your exact category and shows the ₹ gap to top-quartile performance. Try Bach AI live at app.wittelsbach.ai. Connect Meta, get an instant audit, and start fixing leaks today.