How Godrej Cartini doubled conversion on its Easy Chopping Knife from 6% to 12%
Godrej Cartini, the kitchen knife brand of India’s Godrej group, nearly doubled sales from almost the same traffic by teaching buyers how to choose, use and care for each knife.
Why were buyers unhappy with a trusted brand?
Buyers expected more from the Godrej name, and reviews said so: blunt blades, rust, and knives that were too small or too large. Those were also the top three return reasons.
The listings gave buyers no way to choose well. Titles used 65 of the 200 characters allowed, with size, purpose, color and blade material scattered through them. There were no infographics, and nothing on which knife suits which job or how to care for it.
A second problem blocked any fix. Distributors had created most of the listings, so the brand’s updates didn’t show on 45 ASINs, even after Godrej enrolled in Amazon’s Transparency program.
What did EcomBuddha do?
- 1Studied Amazon reviews, Google reviews and Reddit threads to list every complaint.
- 2Learned from Godrej why blades lose their edge and why rust appears, so the listing could explain it honestly.
- 3Added care instructions to every listing: protecting the edge, keeping it sharp longer, avoiding rust, and regular upkeep.
- 4Added a “which knife for which job” guide and a material explainer: food-grade SS420 steel, and why it outlasts carbon steel.
- 5Rewrote titles with high-intent keywords in one standard format, in Godrej’s own tone and brand theme. All content was ready in 45 days.
- 6Won back content control in parallel: raised 12 tickets and worked with Amazon’s category and catalog teams. With 4–5 days for each Amazon reply, this ran the full project, until 36 of the 45 listings showed the brand’s content.
Results
Source: Seller Central Business Reports, return reports and Brand Analytics, March–June 2024 project.
“Their approach was very scientific and data-backed. We did not know our customers were facing so many issues. They knew exactly what to do, how to do it and how to get it done.”
— Pravin P, E-commerce Head, GodrejFAQ
Why are my kitchen knives getting returned?
For Cartini, buyers couldn’t tell which knife suited which job or how to keep it sharp, so a good knife felt like a bad one.
Why don’t my image updates show on Amazon?
Usually because another seller created the ASIN and still controls its content. Brand Registry or Transparency alone may not fix it.
How do you fix content on ASINs we don’t control?
We raise and track tickets with Amazon’s catalog and category teams and your account manager until the brand’s content goes live. Expect weeks, not days: each reply takes 4–5 days.
Turn “not as expected” into five stars.
