Case study · Ecommerce marketing & SEO

Rushi Herbs: Growing a Supplement Brand in India and the US from One WooCommerce Codebase

Rushi Herbs is a herbal and nutrition supplement brand from Surat, India, selling 16 products on two stores: rushiherbs.in for India (INR) and rushiherbs.com for the United States (USD). Digitruction runs the brand’s marketing technology end to end: search, AI search, product launches, marketplace listings and site performance.

• 2country stores, one shared codebase
• ~4×daily Google impressions in India within weeks
• 9.3%click-through rate from Google in India
• 3new products launched on both stores in one week

The challenge

The brand had a working WooCommerce store but very little organic reach. In August and September its India store received only 1 to 3 Google impressions a day, and the newly separated US store almost none. On top of that:

• Two markets, one catalogue. The same products had to sell in India and the US, with different currencies, prices, shipping, regulations (FSSAI vs FDA wording) and search behaviour, without Google treating the two sites as duplicates.
• Google Merchant Center flagged the India store for misrepresentation. The theme had shipped with demo “followers” counters, fake purchase pop-ups and countdown timers, and the product data told Google a lower base price than the pack customers actually paid.
• Product pages were written like labels. Search titles and descriptions listed milligrams and capsule counts, but not the words people type, such as “benefits”, “price in India” or “side effects”.
• A slow, fragile checkout path. An aggressive caching setting on the US store was delaying the JavaScript that powers the add-to-cart button for multi-pack offers.

Our approach

1. Two-market architecture without duplicate content

We built one shared code layer that detects which store it is running on and switches currency, prices, shipping and regulatory wording automatically. Both stores are linked with hreflang (en-IN, en-US and x-default), so Google shows the right store in each country. Visitors from outside India see a one-time “visit your store” prompt, which search engine crawlers never receive, so both stores stay fully crawlable.

2. Trust and Merchant Center compliance

We removed every misleading element from the public site: demo follower counts, fake sales notifications, countdown timers and generated reviews. Product descriptions were rewritten from each product’s real label with claim-safe wording. The structured data now reports the price customers actually pay, plus shipping and return-policy details taken from the store’s own policy pages, which is what Google Merchant Center checks.

3. Search wording based on real Indian searches

We collected more than 1,700 real search phrases from Google India’s suggestions for every product and found the same patterns everywhere: “capsules”, “benefits”, “uses”, “side effects”, “price in India”, “for men and women” and “benefits in Hindi”. Every India product page was rebuilt around them:

• Search titles such as “Black Garlic Capsules: Benefits, Uses & Price” instead of a bare product name.
• Descriptions written for shoppers, not for a label.
• 11 to 14 FAQs per product, including the live price and a short answer in Hindi, all marked up for Google.

4. Content clusters that link to products

We wrote 19 in-depth wellness guides for India and 14 for the US. Each guide links to the matching product and to related guides. For the brand’s hero product, marine collagen, we built a cluster of seven guides covering how to choose collagen, the best time to take it, vegetarian alternatives and safety.

5. AI search optimisation (ChatGPT, Perplexity, Gemini, Claude)

AI assistants increasingly answer “which supplement should I buy?” questions directly. We made the brand easy for them to read and quote:

• A live llms.txt file, built automatically from current products, prices and guides.
• Organization, Product and FAQ structured data on every page.
• Visible “last updated” dates on guides.
• AI crawlers explicitly allowed.

6. Product launches in days, not weeks

When the brand added Omega-3 Fish Oil, Vitamin B12 and Vitamin D3 + K2, we launched all three on both stores within a week. Each launch included:

• Market-based pricing, with 2-pack and 3-pack offers.
• A long-form landing page.
• A gallery composed from the real bottle photos, so the label text stays exact.
• A supporting guide for each product.
• A ready-to-upload Amazon.in listing kit with A+ content.

7. Speed and conversion fixes

We corrected the caching configuration that delayed the add-to-cart button for multi-pack offers on the US store, and added a cache warmer so the first visitor to each page also gets a fast, cached version.

Results so far

• India store: daily Google impressions rose from about 1 to 3 a day in August and September to 5 to 13 a day from mid-October. Over three months it earned 27 clicks from 291 impressions, a 9.3% click-through rate, at an average position of 24.6.
• US store: after relaunching as a dedicated US store in October, daily impressions grew from 0 to 5 a day to 10 to 25 a day.
• Clean technical health: all 56 India pages and 51 US pages pass our technical SEO audit (titles, descriptions, canonicals, structured data, indexability).
• Catalogue growth: three new products are live on both stores and listed for Amazon.in.

These are early results: most of the new search wording and content went live in late October and November, and search rankings usually take two to three months to settle. We will update this case study as the numbers mature.

Technology used

WordPress, WooCommerce, custom PHP plugins, Elementor, Yoast SEO, schema.org structured data, Google Search Console, Google Merchant Center, IndexNow and LiteSpeed Cache.

What this means for your business

Many ecommerce brands have the same problems: a store that works but is hard to find, product pages written for regulators instead of shoppers, and a second market added as an afterthought. We fix the technical side, the content and the search strategy together, so every improvement builds on the others.

Related services: full stack development, dedicated development teams, application modernization and UI/UX design.