Team Pumpkin bags the performance marketing mandate for JhaJi Store

The agency will be responsible for handling the Shark Tank-funded brand’s paid advertising efforts across social media platforms.

JhaJi Store has selected Team Pumpkin as its performance marketing agency. This decision comes after multi-agency pitches and will be serviced by the agency’s performance marketing wing - ROIsted.

Originating from Darbhanga, Northern Bihar, the brand is a homegrown brand started by Kalpana Jha and Uma Jha. The online pickle store sells authentic achaar that is made using traditional recipes. The ingredients are sourced from small-scale, local farmers across the region. The brand is driven by the aim to capture the flavours of Bihar while providing employment to marginalized individuals. The company has secured investments from over 20 angel investors who support this venture. This includes Vineeta Singh (Sugar Cosmetics) and Namita Thapar (Emcure Pharma) from Sony TV’s Shark Tank. 

The brand uses performance marketing as a profitable customer acquisition channel across Facebook, Google, and Amazon and intends to continue scaling the channel. 

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Reflecting on the partnership, Marketing Manager Neelesh Jha said, “We started JhaJi Store with the objective to take Mithilanchal to the world. We want people to experience the wonderful heritage of the land through their palates. Performance marketing plays an important role in getting the message across. We look forward to Team Pumpkin’s help in amplifying the message in the most effective manner possible.” 

Ranjeet Kumar, CEO of Team Pumpkin, commented, “As a Bihari myself and an avid consumer of the brand, I could not be happier to have JhaJi Store onboard with us. Every product makes me reminisce about the handmade achaar I would come home to, made so lovingly by my mother. Every achaar by JhaJi Store feels as if it’s created with so much care. A brand like this deserves to be known the world over, and this is exactly what our team will ensure to achieve via our digital marketing efforts.”