TABLE OF CONTENT

About the Client

Nykaa is India’s largest online beauty and wellness retailer, offering a vast selection of products across skincare, makeup, haircare, fragrances, and more. With over 20 million active users and processing 500,000+ daily orders, Nykaa partners with 1,200+ brands. To meet growing demand, it operates six strategically located warehouses across India, ensuring efficient inventory management and rapid order fulfillment.

Business Situation

Nykaa faced several technical and operational roadblocks in implementing its live streaming initiative:

Lack of scalable infrastructure – Existing cloud setup couldn't handle high-volume streaming workloads.
High operational costs – Managing computational workloads required significant resources and cost overhead.
Latency issues – Streaming content across multiple channels suffered from lag and buffering.
Inefficient workload management – Manual scaling made it difficult to manage peak-hour traffic.
Limited real-time insights – No structured way to analyze live engagement data for optimization.
Seamless integration concerns – Live streaming infrastructure needed to align with existing systems.

The Solution

Unthinkable leveraged its cloud expertise to optimize Nykaa’s infrastructure for scalable, cost-effective live streaming:

To support Nykaa’s growing demand for live streaming, Unthinkable designed a highly scalable, serverless architecture using AWS Lambda, EC2, and RDS. By implementing automated scaling and real-time analytics, the solution ensured uninterrupted streaming, optimized computational workloads, and provided actionable insights into customer engagement. This approach reduced infrastructure costs while delivering a high-quality streaming experience.

Automated cloud scalability to manage fluctuating viewer demand seamlessly.
AWS Lambda serverless architecture to optimize cost and resource efficiency.
Enhanced latency reduction ensuring real-time, uninterrupted streaming experiences.
Real-time customer insights for improved engagement strategies.
Seamless social media integration across YouTube, LinkedIn, and Twitter.
Improved operational efficiency with automated workload provisioning.

The Impact

Unthinkable’s cloud optimization strategy enabled Nykaa to scale its live streaming services effortlessly, fostering deeper customer engagement. The AWS-powered solution helped Nykaa expand its online community, increasing its subscriber base to over 250,000. With seamless, real-time streaming, Nykaa improved its customer interactions and drove higher sales, reinforcing its position as India’s top beauty e-commerce platform.

Conclusion

By implementing Unthinkable’s cloud solutions, Nykaa overcame its streaming infrastructure limitations, ensuring a smooth and cost-efficient content delivery system. The automated scaling and real-time analytics allowed Nykaa to engage with audiences dynamically, fostering customer loyalty and enhancing brand visibility. This case study highlights how strategic cloud optimization can transform digital experiences and drive business growth.