Most Amazon Agencies Have Never Actually Sold Anything on Amazon.
We have. And that changes everything about how we approach this work.
Harpy Media was not built by former agency account managers or ex-platform employees with theoretical frameworks. It was built by a founder who introduced a premium product to sceptical buyers directly, stood in the market and heard every objection, and then figured out how to overcome those objections at scale — algorithmically, systematically, and without delegating any of it to an external agency — until a premium A2 Bilona Ghee brand ranked in the Amazon India Top 5 in 60 days.
That experience — the operational scars, the bad decisions and their consequences, the discoveries about what the A9 algorithm actually rewards versus what most agencies claim it rewards — is the foundation of everything Harpy does for its clients.
The Origin
Our Own Brand: The Proof of Concept That Became an Agency
Our own brand is a premium heritage A2 Bilona Ghee, born in the foothills of the Himalayas and built from the ground up without external funding or agency support. The product is made using traditional bilona churning methods, priced significantly above mass-market competitors, and launched into a category where the default buyer behaviour is to choose the cheapest familiar option.
We took the agency pitches first. Qualified agencies exist, and we met several of them. But not one had ever built a brand of their own, and not one wanted to. They could all describe growth. None of them had ever made the decision with their own money behind it.
They could all model a funnel. None could tell us what to do when a vendor cashes the first instalment and stops answering the phone, or when Amazon misfiles your category and gives you 24 hours to appeal before the listing comes down. Those are not strategy problems. They are decisions someone makes that day, with their own money attached.
The Philosophy
Every Channel Reports to the Same P&L. No Exceptions.
Most agencies think in deliverables. A certain number of ad sets. A certain number of posts. A certain number of articles per month. We think in outcomes: what does this specific piece of work need to achieve, in this specific channel, for this specific buyer segment, at this margin structure.
Amazon PPC is aware of the listing conversion rate. The listing is aware of the keyword architecture. The UGC brief is aware of the Amazon organic search terms we need to rank for. The social strategy is aware of the post-purchase review sequence. Nothing operates in a silo. Everything is one system.
Every process must compound. Every system must improve. That applies internally to how we operate as much as it applies to the work we produce for clients.
The Methodology
The Harpy Velocity Protocol
Diagnose
Forensic audit of every revenue lever — Amazon, D2C site, social, creative, reputation. We find where money is leaking before touching a single campaign.
Design
Integrated growth blueprint. Every channel, every asset, every timeline coordinated as one system. No recycled playbooks from different categories.
Deploy
Everything launches in sequence. Listings before PPC. Creative before paid social. Technical SEO before content production. The right order of operations matters.
Scale
We grow only when the data confirms the system can sustain the velocity. No scaling into stockouts. No spending into unconverted listings. Compounding growth — not blowups.
The Approach
Operator Discipline. Founder Accountability. No Agency Overhead.
We are not a large agency with layers of account management between your brand and the decisions that affect it. We are a focused, operationally intense team where the people who build the strategy are the people who execute it with the same accountability we apply to our own brands.
We do not white-label. We do not offshore. We do not assign a junior team to your account after the pitch. Every engagement is run by the same operators who built an Amazon India Top 5 brand from the ground up — and who have the operational scars to prove the playbook works.
The Founder
ISB Alumnus. Former Chief of Staff. Full-Time Founder-Operator.
Coneenika Choudhuri
ISB alumnus. Former Chief of Staff at Freshworks (pre-IPO) and Progcap (Series B). Founder of Village Company and Harpy Media.
The experience of scaling a premium D2C brand from scratch — without external agencies, without VC capital as a buffer, with genuine financial exposure to every decision made — is the only context in which Harpy's methodology was built. Not in a consulting firm. Not in a platform role. In the market, with real inventory risk and real margin pressure, hearing every buyer objection directly and building the system to overcome it at scale.
That is why the strategy we build for clients is different from the strategy produced by a traditional agency. We have made the expensive mistakes ourselves. You do not have to make them again.
Ready to Start
The Brands That Win Build Systems. Not Campaigns.
Book the audit. We will diagnose your current operation, identify where revenue is leaking, and show you the integrated system that closes the gap.