Case Study: Rajasthan Royals achieves 4X merchandise sales with Gupshup WhatsApp Conversational Commerce

Rajasthan Royals drives fan engagement and monetization opportunities

Rajasthan Royals, one of the founding franchises of the Indian Premier League, wanted to better monetize and engage its large global fanbase beyond match days. The team relied on one-way channels like social media, email, and SMS, which led to limited interaction and high drop-off when fans were sent to buy merchandise. To solve this, Rajasthan Royals partnered with Gupshup to create a WhatsApp-based conversational experience.

Gupshup built a WhatsApp virtual assistant with interactive menus, contests, quizzes, player interactions, fan lounges, loyalty rewards, and merchandise browsing. The solution also supported segmentation and commerce flows that guided fans to purchase on the team’s website. The results were strong: WhatsApp drove 50% of merchandise orders over one season, boosted sales 4x in 2.5 months, improved the order-to-visit ratio to 2x, and accounted for 60% of first-party data growth in five months.

Rajasthan Royals

Zameer Kochar

Chief Marketing Officer