What Is a Good ROAS in India? Benchmarks by Industry (2026)
Short answer: In India in 2026, a "good" ROAS is typically 2.5x–4x for D2C, 3x–6x for established e-commerce, and 4x+ for high-ticket services — but the only ROAS that truly matters is one comfortably above your break-even ROAS.
ROAS (Return on Ad Spend) = revenue generated ÷ ad spend. A 3x ROAS means ₹3 back for every ₹1 spent.
Break-even ROAS first
Before chasing a number, know your break-even: Break-even ROAS = 1 ÷ profit margin. If your margin is 33%, break-even ROAS is ~3x. Anything above that is profit.
Benchmarks by industry (India, 2026)
| Industry | Healthy ROAS |
|---|---|
| D2C (new) | 2.5x – 3.5x |
| E-commerce (established) | 3x – 6x |
| High-ticket services | 4x+ |
| Subscription / app | 1.5x – 3x (with LTV) |
Why low ROAS isn't always bad
A high-margin or high-LTV business can grow profitably at a lower ROAS, because each customer is worth more over time. Always factor in lifetime value, not just first purchase.
How to improve ROAS
- Better creative (the #1 lever).
- Tighter audience and offer match.
- Higher-converting landing pages.
- Clean tracking so you optimise on real data.
The Brand Polise averages 3.2x ROAS across ₹50Cr+ managed spend. See our performance marketing service.
Frequently asked questions
Generally 2.5x–4x for D2C, 3x–6x for established e-commerce, and 4x+ for high-ticket services. The key is being comfortably above your break-even ROAS.
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