Aura Farmers

Aura Farmers, the brand of Agrocyclex Bio Products Pvt Ltd, presses rice husk and rice bran into plates, bowls, cups and cutlery that compost in 60 to 90 days. Startup Savera ran the whole launch: a 48 page website with a full schema layer, the analytics and Search Console setup, a 90 day marketing plan, the SEO and local search programme, the ads plan and the launch creative. This is the clearest example on this site of what we mean by handling everything.

The client

The raw material is agricultural waste. Rice husk and rice bran are pressed with heat into tableware, with no plastic and no chemical binders. That material choice is genuinely rare: the Indian compostable tableware market is dominated by bagasse and areca, so rice husk is a differentiator rather than a synonym.

The range covers 10 inch and 12 inch round plates, 180 ml bowls, 250 ml cups and cutlery. The site states that the products handle wet and oily food, are microwave safe, are FSSAI food safe compliant and compost in 60 to 90 days. Manufacturing is at Moraiya, on the edge of Ahmedabad. The company was incorporated in 2026, which is the single most important fact about the marketing problem.

Industry and audience

Two audiences of roughly equal commercial value, which is unusual and makes everything harder.

D2C. An eco conscious household buying a pack at a time, who has decided to stop using plastic and wants to know the thing they are buying is actually different from the last thing that claimed to be.

B2B. Cafes, restaurants, caterers, event and wedding planners, campuses, institutions and corporate gifting, ordering by the carton and deciding on unit cost, volume and consistency of supply.

A site that speaks only to one of them loses the other. Both funnels converge on a single WhatsApp number, because in this market that is where an Indian buyer actually wants to talk.

The problem

Compostable tableware is a crowded shelf where every competitor uses the same three words. “Eco friendly” is not a differentiator, it is background noise, and a buyer has no way to tell a real manufacturer from a reseller with a logo.

Underneath that sat the harder problem, and it is the one most agencies get wrong. Aura Farmers was a brand new domain. When we audited the site we found the on page and technical SEO was already mature: a full information architecture, per SKU product pages, a 17 post blog, complete JSON-LD schema, a clean canonical NAP. The instinct in our industry at that point is to sell fifteen more blog posts. That would have done nothing. The actual bottleneck was off page: close to zero backlinks and no directory citations, on a domain with no history.

How we helped

The website. A 48 page Astro build: home, about, FAQ, a products index with a page per SKU, a blog index with 17 posts, contact and legal pages, a downloadable catalogue and a separate bulk enquiry route so an institutional order does not travel down the same funnel as a single pack.

A real schema layer. Organization, WebSite, Product, FAQPage, LocalBusiness, AboutPage, CollectionPage and BreadcrumbList, implemented properly rather than pasted in. This is the machine readable layer that decides whether an AI answer engine can cite the brand at all, and most sites at this size have none of it.

Specifics instead of adjectives. The material is named. The compost window is a number. Every product carries its actual size and volume. Every claim on the site traces to the client’s own source of truth, and where the factory spec sheet disagreed with the marketing copy we flagged the conflict and stopped rather than picking the more flattering number.

An SEO audit that told the client not to buy more content. We published the priority stack in order of leverage: off page authority and citations first, Google Business Profile second, local and geo landing pages for the high intent wholesale terms third, keyword tuning of the 17 existing posts fourth, then about six genuine content gaps, then AEO work leaning on the FAQPage schema already in place. Six articles, not fifteen.

Local and answer engine work. A Google Business Profile programme, because for a manufacturer with a physical address in Moraiya that is the highest leverage local asset available, plus AEO and GEO work so the brand can be quoted by AI assistants answering questions about compostable tableware.

Measurement that actually closes the loop. GA4 and Google Search Console configured and verified, plus a funnel measurement document, so the question of what to do next is answered by which pages get found rather than by opinion.

Plan, ads and creative. A master marketing plan with a 90 day launch and a 6 month outlook, a companion timeline, strategy and research set, an ads plan, a Flipkart track and the monthly social creative with captions.

Evidence

The site is live at aurafarmers.in and publishes 48 pages in its sitemap, verified 26 July 2026. The product pages, the blog, the FAQ and the catalogue download are all there to open. The schema layer can be checked with any structured data testing tool. Analytics and Search Console were configured and verified as part of the engagement, and the brand’s Instagram runs alongside the site.

The screenshot above is the current homepage. Built and run by Startup Savera from Bodakdev, Ahmedabad.

How we worked together

The client makes the product and knows the material science. We handled everything from the site to the search and social programme, and the working rule was that the client is the source of truth on any product claim.

That rule had teeth. When the factory specification sheet and the marketing copy disagreed about what the product could do, we flagged it and sent it back rather than publishing the better sounding version. The same instinct produced the SEO recommendation to buy less content than the client expected to buy. Because the analytics and Search Console are properly configured, those arguments get settled with data rather than opinion.