{"id":16062,"date":"2026-09-01T12:36:20","date_gmt":"2026-09-01T07:06:20","guid":{"rendered":"http:\/\/10.10.164.133\/?p=16062"},"modified":"2026-09-01T12:36:21","modified_gmt":"2026-09-01T07:06:21","slug":"the-pivot-story-how-niconi-turned-a-setback-into-growth","status":"publish","type":"post","link":"https:\/\/payu.in\/blog\/the-pivot-story-how-niconi-turned-a-setback-into-growth\/","title":{"rendered":"The Pivot Story: How Niconi Turned a Setback into Growth"},"content":{"rendered":" \n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Ep 7 | The Pivot Story | Niconi ft. Shail Tolia: From Setback to \u20b920 Crore\" width=\"1250\" height=\"703\" src=\"https:\/\/www.youtube.com\/embed\/lfG_RcnAcyI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Most skincare brands make promises. Niconi wanted to show results.&nbsp;<\/p>\n\n\n\n<p>Niconi started in May 2025 with a simple idea. People were selling promises, but nobody was delivering results. So, the brand created a tan removal product that showed an instant result in 20 minutes. Customers could see the before and after for themselves.&nbsp;<\/p>\n\n\n\n<p>Then something unexpected happened. Negative videos about the brand started appearing online.&nbsp;<\/p>\n\n\n\n<p>The problem was, Niconi didn&#8217;t know why.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What Happens When Growth Forces a Pivot?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>At first, the negative videos felt personal. Niconi had a great product and was getting good reviews. So why were these videos appearing?&nbsp;<\/p>\n\n\n\n<p>Then they found out. It was a paid campaign run by competitors.&nbsp;<\/p>\n\n\n\n<p>Instead of letting the negative content define the brand, Niconi decided to respond differently. The founder went to the market and shot content there.&nbsp;<\/p>\n\n\n\n<p>That content had 225 million views.&nbsp;<\/p>\n\n\n\n<p>&nbsp;Niconi got around \u20b920 crore in revenue from that one video in just 7 days.&nbsp;<\/p>\n\n\n\n<p>The brand turned a negative campaign into an opportunity to show customers what its product could actually do.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Powering Niconi&#8217;s Payments with PayU<\/strong>&nbsp;<\/h2>\n\n\n\n<p>The viral content brought customers to Niconi&#8217;s own website. With 80% of its revenue coming through its own website, Niconi needed a checkout that could keep up with that demand.&nbsp;<\/p>\n\n\n\n<p>PayU helps brands like Niconi accept seamless payments and increase conversions with:&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/payu.in\/\" target=\"_blank\" rel=\"noreferrer noopener\">Payment Gateway<\/a> &#8211; Accept 150+ payment modes with industry-leading success rates, 99.98% up-time &amp; seamless integration across web and app platforms.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Impact of Partnering with PayU &amp; GoKwik<\/strong>&nbsp;<\/h2>\n\n\n\n<ul class=\"has-small-font-size\">\n<li class=\"has-small-font-size\"><strong>Higher prepaid orders<\/strong> from below 55% to 70-75%&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"has-small-font-size\">\n<li class=\"has-small-font-size\"><strong>Improved conversion rate<\/strong> despite the increase in prepaid orders&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"has-small-font-size\">\n<li class=\"has-small-font-size\"><strong>80% of revenue<\/strong> now comes through Niconi&#8217;s own website&nbsp;&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><em>&#8220;In past, I&#8217;ve been working with all the other checkouts and my prepaid percentage was not going above 55. Now with GoKwik, it&#8217;s above 70-75 and the conversion rate has not dropped. In fact, it has improved.&#8221;<\/em>&nbsp;<\/p>\n\n\n\n<p>\u2014 Shail Tolia, Founder, Niconi&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What&#8217;s the Real Lesson from Niconi&#8217;s Pivot?<\/strong>&nbsp;<\/h2>\n\n\n\n<p>Niconi&#8217;s pivot story shows that a setback can become a growth opportunity.&nbsp;<\/p>\n\n\n\n<p>When negative videos started appearing, the brand could have spent its energy fighting them. Instead, it created content that showed the product in action.&nbsp;<\/p>\n\n\n\n<p>One video reached 225 million views and brought in around \u20b920 crore in revenue.&nbsp;<\/p>\n\n\n\n<p>The lesson is simple. Listen to your customer and let the product speak for itself.&nbsp;<\/p>\n\n\n\n<p>As Shail Tolia, the founder, puts it, <em>\u201cWhatever the customer says, keep listening, that&#8217;s about it. There&#8217;s nothing more in D2C than that.\u201d<\/em>&nbsp;<\/p>\n\n\n\n<p>PayU powers brands like Niconi, so they can focus on growing their business.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/onboarding.payu.in\/app\/account\/signup?utm_source=gwk&amp;utm_medium=yt&amp;utm_campaign=pvtstory\" target=\"_blank\" rel=\"noreferrer noopener\">Grow your business with PayU<\/a>&nbsp;<\/p>\n ","protected":false},"excerpt":{"rendered":"<p> Most skincare brands make promises. Niconi wanted to show results.&nbsp; Niconi started in May 2025 with a simple idea. People were selling promises, but nobody was delivering results. So, the&#8230; <\/p>\n","protected":false},"author":84,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_cs_disable_global_cta_banner":false,"_cs_disable_global_sticky_cta":false,"_cs_sticky_cta_enabled":false,"_cs_sticky_cta":{"heading":"","description":"","buttons":[]}},"categories":[585],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Pivot Story: How Niconi Turned a Setback into Growth - PayU Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/payu.in\/blog\/the-pivot-story-how-niconi-turned-a-setback-into-growth\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Pivot Story: How Niconi Turned a Setback into Growth - PayU Blog\" \/>\n<meta property=\"og:description\" content=\"Most skincare brands make promises. 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