Work out customer lifetime value, your LTV:CAC ratio and how many months it takes to recover acquisition cost — so you know whether you can afford to scale spend. Margin-based, honest math.
LTV
₹13,986
LTV : CAC
7.0:1
Payback
2.9 mo
Avg customer lifetime ≈ 20 months
Strong — you may be under-investing
Above 5:1 is great, but often means you could spend more to grow faster without breaking the economics.
LTV here is gross-margin-based (revenue × margin), the conservative version investors use. A short payback (< 12 months) matters as much as the ratio — it's how fast you can recycle cash into growth.