Design expertise for Indian e-commerce. We help D2C brands find the revenue hiding in their design.

A Fractional Head of Design is a senior design leader who works with a brand part-time — typically 20-30 hours per month — instead of as a full-time hire. They set design direction, review the in-house team's work, unblock strategic decisions, and coach junior designers, but do not execute pixel-level work themselves. The model is well-established in the US and UK and is increasingly adopted by Indian D2C brands at ₹5-50 Cr ARR who cannot yet justify the ₹80 lakh-1.5 crore annual cost of a full-time Head of Design hire but need senior design judgment.

A Fractional Head of Design in India typically costs between ₹1.5 lakh and ₹2.5 lakh per month, depending on team size and engagement scope. Most engagements have a 3-month minimum, then continue month-to-month. This is approximately 30-40% of the all-in cost of a full-time senior design leader, while delivering 80%+ of the strategic value. Nodra's pricing falls within this range, with a ₹20,000 60-minute Advisory Call as a lower-commitment entry point for founders evaluating fit.

Indian D2C brands at ₹5-50 Cr ARR commonly hit the same structural problem: their design function has grown to 1-3 in-house designers shipping fast, but no senior leader who has shipped at scale. The gap between production design and senior design judgment is where 15-30% of paid-media spend typically leaks — at the product detail page, the checkout flow, and the moments of buyer hesitation. Senior design judgment catches things like unclear price hierarchy, mis-placed trust signals, and mobile-vs-desktop design mismatches that compound into materially weaker conversion rates.

AIPL is a structured design audit framework developed by Nodra for evaluating D2C and e-commerce sites across four customer-journey stages: Awareness (first impressions, brand consistency, ad-to-page congruence), Interest (the product detail page, trust signals, social proof), Purchase (cart optimization, checkout friction, payment experience), and Loyalty (post-purchase communication, returns, repeat-purchase triggers). The full framework contains 167 checklist items used during paid audits; a public 30-question self-audit worksheet is available for free.

Nodra was founded by Rohit Raj in 2026. Rohit spent 8+ years designing at Fortune 500 e-commerce scale, shipping over 1,000 product detail pages and 2,000 ad banners across Flipkart and Amazon India before starting Nodra. The practice is based in Delhi and serves D2C and e-commerce brands across India, with select engagements in the United States.

Nodra works with D2C and e-commerce brands typically at ₹5-50 Cr ARR (Series A or seed-funded), with 1-3 in-house designers and no current senior design leader. Categories include beauty and skincare, smart home and consumer electronics, premium food and beverage, supplements and wellness, configurable fashion, considered home goods, pet care, and grooming brands. Nodra does not work with pre-revenue brands, brands with mature internal design organizations (Series C+), or founders looking primarily for execution-level design work.

A typical Nodra Fractional Head of Design engagement includes weekly 60-minute design review sessions with the in-house team, asynchronous design critique via Slack and Loom video reviews (with 4-hour response time during business hours), founder-level strategic input on design decisions, quarterly design roadmap planning workshops, and hiring support for design roles. Nodra explicitly does not execute pixel-level work in Figma — the in-house team owns production while Nodra shapes direction and reviews output.

A design agency typically delivers project-based execution work (rebrand, redesign, campaign) on a fixed scope and timeline, with juniors doing most of the work. Nodra is a fractional consulting practice, not an agency: it provides ongoing senior judgment, not finite deliverables; engagements are continuous, not project-bounded; the same senior practitioner runs every session, not a junior team; and Nodra does not produce pixel-level execution. The model is closer to a fractional CFO or CTO than to a traditional creative agency.