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VMS (Vitamins, Minerals & Supplements) Content Strategy
- •Led the strategy and execution for a content and UI revamp of Tata 1MG's VMS category.
- •Collaborated with the design, and content teams to define new attribute frameworks, visual presentation logic, and content depth standards.
- •Piloted on 40 high-traffic SKUs before scaling the framework to the broader VMS catalogue.
The Challenge
- VMS content had been treated similarly to pharmaceutical drug content — creating a mismatch with how users search for and evaluate supplement products.
- Conversion, retention, and engagement metrics were below category potential.
The Approach
- Redesigned the content framework for VMS PDPs — incorporating ingredient-level explanations, benefit-oriented copy, and trust markers.
- Defined new UI attributes for VMS pages in collaboration with the product and design teams.
- Established a scalable content template and production SOP for extending the framework.
Results
Pilot on 40 SKUs demonstrated measurable improvement in conversion, retention, and engagement metrics.
Content framework adopted as the standard for all subsequent VMS SKU additions.
Scalable template established — enabling extension to the full VMS catalogue.
Tech Stack
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