Oxy99 — Bleed & Margins

Case Study · Website, Commerce & Branding · Medical Oxygen · India

Oxy99.

Website Branding Packaging Swiggy Instamart

"India's most trusted oxygen brand had 30 years of credibility and a digital presence that didn't show it. We rebuilt from the ground up."

1991 Since: backed by ING. L & A BOSCHI Italian air separation technology

#1 India's most trusted portable oxygen brand

Dual Channel: Google Ads + Swiggy Instamart for last-mile reach

High ROAS: performance campaigns that consistently delivered

The Field.

What the market told us

Portable oxygen spans emergency medicine, high-altitude travel, sports recovery, and senior wellness. In India, the market grew sharply post-pandemic as consumers became aware of oxygen as something you could carry. Oxy99 was already there with 30 years of manufacturing credibility. The digital presence hadn't kept up.

01 Portable oxygen shifted from emergency product to everyday wellness tool post-2021.

The pandemic made oxygen a household conversation for the first time. Athletes, trekkers, seniors, travellers - a product that lived in hospital supply chains suddenly had five distinct consumer segments, each requiring different messaging and different reasons to buy.

02 Last-mile accessibility determines who wins in emergency wellness categories.

Intent to buy oxygen in a moment of need is extremely high - but purchase is abandoned if the product isn't immediately available. Integration into Swiggy Instamart placed Oxy99 in the path of high-intent consumers at the exact moment they searched, with delivery in minutes. Distribution strategy, not just brand strategy, was the growth lever.

The Brief

India's most trusted oxygen brand needed a digital presence to match.

Oxy99 came with 30+ years of manufacturing expertise, Italian process technology from ING. L & A BOSCHI, and genuine medical certification. What it lacked was a website and commercial infrastructure that communicated any of that at the moment of purchase.

We were brought in across website, performance marketing, and branding, with a brief to sharpen the digital presence first, run campaigns that put Oxy99 in front of the right people at the right moment, and redesign the packaging to carry the brand's credibility clearly.

The Insight

Trust already existed. We just had to make it findable and shoppable.

Most brands spend years building medical credibility. Oxy99 already had it. The gap was entirely commercial: the website wasn't converting the traffic it had, and campaigns weren't targeting the moments where the product had an urgent role.

The strategy: build a site that converts, capture intent through search and last-mile distribution, then give the brand visual authority through packaging that matched its standing.

30 years of trust.
One rebuild to
make it land.

The Luxury Calculus

Neither fear nor sterility.

Health-adjacent products sit between two defaults: fear-based urgency marketing that leads with crisis framing, and cold clinical sterility that reads as a hospital pamphlet. Portable oxygen in particular sits in a category primed for the former - most competitors in this space lead with emergency scenarios and urgency copy.

Oxy99 had 30 years of manufacturing credibility and process technology most competitors in the category couldn't claim. Leaning on fear marketing would have put that credibility in the service of the weakest trust signal available - the same framing used by brands with nothing substantive to stand on. It would have positioned a market leader like a challenger trying to manufacture urgency it didn't need.

The bet was the opposite: rebuild the brand around the credibility that existed. Clean product architecture, authoritative packaging, and distribution through Swiggy Instamart not as an urgency play but as a friction-removal strategy for genuine, high-intent moments of need.

We didn't sell oxygen
as an emergency.
We sold it as something
you'd already decided you needed.

The Work.

02 Deliverables

Website Redesign

Reimagined the digital storefront to convert the traffic the brand had already earned. Clean product pages, authoritative layouts, and conversion-focused navigation, designed so someone who'd never heard of Oxy99 could understand the product, trust the brand, and buy in under two minutes.

UX Redesign Conversion Optimisation Responsive Design User Behaviour Mapping

Branding & Packaging

Redesigned Oxy99's packaging to lead with what the brand actually had - 30 years of manufacturing credibility, Italian process technology, and medical certification. Clean, authoritative, and clear across four distinct consumer contexts: emergencies, altitude, sports recovery, and senior wellness. The can now communicates the brand's standing before anyone reads a single word.

Brand Identity Packaging Design Art Direction Multi-context System

The Result.

#1 Category position reinforced

India's most trusted portable oxygen brand, now with a website and brand presence that reflects the position earned through 30 years of manufacturing.

High ROAS Performance campaigns

Google Ads and Swiggy Instamart working in parallel: search intent captured at the top, last-mile convenience closing at the bottom.

Minutes Delivery: Swiggy Instamart integration

Emergency oxygen, available in the time it takes to make a cup of tea. Distribution as a brand promise, not just a logistics footnote.