How Twillo Story Cut Logistics Costs by 45% and Reinvested in Growth?
India's first creative wellness brand partnered with Shift to streamline fulfillment, stabilize delivery performance, and reinvest savings into growth.
About the Brand
Twillo Story creates mindful journals, planners, art kits, and self-care stationery designed to help people slow down and embrace creativity. As demand surged across India and international markets, their existing logistics setup struggled to keep pace – leading to rising costs, manual workload, and inconsistent delivery performance.
Shift became their dedicated fulfillment partner, helping them centralize operations, optimize packaging, improve delivery coverage, and unlock capital for growth.
Key Results at a Glance
46%
Lower Fulfillment Costs
6
Hour Average Dispatch Time
86%
Reduction in Manual Workload
96%
Order Accuracy
The Challenge
As Twillo Story grew across India, their earlier logistics setup couldn't keep up with the increasing order volume.
Costs Increasing: Storage, packaging, and shipping expenses slowly increased as the brand expanded to more regions. This started affecting margins and marketing budgets.
Too Much Manual Work: Order processing, packing checks, and courier coordination took long hours every week. The team had less time to focus on product creativity and customer happiness.
Delivery Delays and Higher RTOs: Customers in Tier 2 and Tier 3 cities faced slower delivery times. This led to more returns and increased customer support issues.
Struggle During Sales Peaks: During festive seasons or special launches, dispatches slowed down. The team had to work harder to avoid delays and keep customer satisfaction intact.
Twillo Story needed a fulfillment partner that could take charge of operations, improve delivery performance, and allow their internal team to focus fully on brand growth and customer value.
Shift's Solution
Shift partnered with Twillo Story and streamlined fulfillment operations, giving the team more space to create new products and enhance customer experience.
Cost Optimization: Better packaging choices and smart courier selection helped reduce overall shipping and handling expenses.
Faster Order Processing: All orders synced automatically into Shift's system, speeding up picking and packing with almost zero manual effort.
Improved Delivery Performance: Courier routing based on performance data helped reduce delays and RTOs, especially for difficult pin codes.
Quality Checks for Safe Delivery: Every product went through a proper check to make sure journals and kits reached customers in perfect condition.
Easy to Scale During Peaks: Shift's systems and team handled high-volume sale days smoothly — no disruptions, no stress.
With fulfillment consistency locked in, Twillo Story could protect customer experience and reinvest time and money into creative expansion.
What Improved with Shift?
3X GrowthKey performance improvements after partnering with Shift Logistics.
| Metric | Before | After | Improvement |
|---|---|---|---|
| Fulfillment Cost | High / fragmented | Consolidated & efficient | 45% lower |
| Dispatch Speed | 48 hours | 6 hours | 8x faster |
| Manual Workload | 15–20 hrs/week | 2–3 hrs/week | 85% less |
| Delivery Coverage | Inconsistent | Pan-India | Nationwide reach |
| Order Accuracy | 75% | 95.5% | 20.5% higher |
Fulfillment Impact
Stronger delivery performance: Fewer support complaints and smoother customer experience
More focus on creativity: Team spends more time on product design and customer delight
Lower operational stress: Big sale days managed easily without pressure
Better unboxing experience: Secure and neat packaging enhances brand trust
Smooth and scalable fulfillment: Operations aligned perfectly with brand growth
Twillo Story now delivers faster and builds deeper customer loyalty - without worrying about operations.
What Twillo Story’s Founder Says
“Two years ago, we partnered with Shift and immediately saw a meaningful difference. The team helped us restructure our entire fulfilment process, enabling a 45% reduction in logistics costs. These savings allowed us to reinvest in marketing and expand our brand reach across India and internationally.”
Rupambika Khandai — Founder and CTO, Twillo Story
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Our proudest milestones reached
RoroSaur, a fast-growing baby nutrition brand, partnered with Shift to stabilise deliveries for their perishable products. By providing a dedicated support team, faster responses, and proactive NDR calling, Shift improved delivery reliability and protected product freshness - helping the brand maintain parent trust and operational consistency.
Harshi Thodima
Founder
Our proudest milestones reached
Hijab Stories, a fast-growing modest fashion brand, partnered with Shift to stabilise festive-season deliveries and reduce RTOs. With proactive customer calling, fast NDR resolution, and courier optimisation, Shift helped the brand maintain gifting deadlines, improve reliability, and strengthen customer trust during peak sales.
Syed Owais
Founder
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