How Debaans reduced RTOs by 60% and improved the customer experience with Shipway
A sustainable D2C bamboo essentials brand replaces guesswork with a dedicated operations partner, and sees RTO drop while customer trust goes up.
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0%+
Delivery success rate
Consistently 90%+
↩️
0%
Reduction in RTO rate
From 10% to ~4%
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↓
WISMO support queries
Down significantly
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POC
Support model
Dedicated point of contact
About the Brand
Where luxury meets sustainability
Debaans takes its name from "Baans," the Hindi word for bamboo, and was built on a simple premise: style and sustainability don't have to be a trade-off. Founded by Avnika Jain, the brand creates eco-friendly fashion and home linen without compromising on quality. Debaans now positions itself as India's most sustainable home linen brand, with a range spanning bath, bedding, and loungewear, all built around bamboo's natural softness, sheen, and drape.
Segment
D2C Sustainable Home & Lifestyle
Focus area
Bath, bedding, and loungewear in bamboo fabric
Positioning
India's most sustainable home linen
Shipway tenure
1+ years
The Challenge
Support that didn't scale with the brand
Before Shipway, Debaans worked with a different logistics aggregator.
"Prior to using Shipway, we were using another aggregator where the primary problem that we were facing was that there was no POC that we could speak to."
A
Avnika
Founder, Debaans
No dedicated point of contact
The brand had no single point of contact to reach out to when questions came up — queries had no clear owner to escalate to.
Delivery experience
For a premium brand, delivery experience is a baseline expectation rather than a differentiator — it goes unnoticed when it works, but directly impacts brand perception when it doesn't, especially with RTO rates as high as 10%.
No self-serve tracking for customers
Shipment status wasn't something customers could check on their own. Without adequate tracking, order-status questions came straight to Debaans' team instead of being something the customer could resolve themselves.
The Solution
Shipway replaced ad hoc firefighting with a structured, relationship-led operating model
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A dedicated point of contact
Debaans was assigned a dedicated POC, reachable over a live WhatsApp group, for all delivery-related queries and escalations.
Direct access on WhatsAppConsistent single point of accountabilityIssues resolved without repeated follow-up
NDR automation that reduces RTO at the source
As soon as a first delivery attempt fails, Shipway automatically messages the customer to reschedule, update the address, or cancel — before it becomes a return.
RTO reduced from 10% to 4%Less manual work for the CX teamFaster resolution on failed attempts
Visibility that shifted the conversation to strategy
Quarterly reviews with the POC now cover which courier partners are performing well and RTO rates by pincode, helping the team decide where to focus.
Tracking and notifications that let customers self-serve
Customers now get updated at each stage of the shipment along with a tracking link, so they can check status themselves instead of reaching out to Debaans' team.
Real-time shipment notificationsTracking link shared at every stageOrder-status queries resolved by the customer
Debaans Founder Testimonial
"With Shipway, the plus point has been that I'm using two features — NDR management, which helps reduce my RTO rate and takes load off my support team, and the tracking feature, where customers get their expected delivery date and tracking link directly. Our inbound inquiries into where the shipment is have reduced significantly."
A
Avnika
Founder, Debaans
Results
The numbers say it all
From an unstructured, POC-less setup to a delivery operation Debaans can plan around.
90%+
Delivery success rate
~4%
RTO (down from 10%)
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Inbound delivery-status queries
POC
Support model: dedicated point of contact
Why Shipway
Built for brands that mean business
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Dedicated point of contact
A single POC reachable over a live WhatsApp group for every delivery-related query and escalation.
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NDR automation
Customers get messaged automatically after a failed delivery attempt to reschedule, update the address, or cancel — before it becomes a return.
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Courier & pincode-level visibility
Track which courier partners are performing well and RTO rates by pincode, so decisions are based on data, not guesswork.
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Self-serve tracking
Customers get updated at every stage with a tracking link, cutting down on order-status queries reaching support.
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Returns automation
Self-serve, automated returns that don't need manual back-and-forth.
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Shipway Protect
Coverage for in-transit damage and loss, with a straightforward claims process.
Ready to scale?
Scale your brand like Debaans
Join 5,000+ growing eCommerce brands using Shipway to reduce RTO, automate shipping operations, and deliver with confidence across India.
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