Zeel is a modern apparel brand focused on climate-responsive clothing. Kaarigari Labs partnered with Zeel to design and develop a high-performance, scalable, and conversion-focused e-commerce experience from scratch.
Project Overview
Zeel is not your typical clothing brand. They've spent over three decades manufacturing performance outerwear for Indian weather conditions and have grown into one of the country's largest climate clothing manufacturers, with 20 million+ garments produced every year. Their workforce of 8,000+ professionals includes a remarkable 80% tribal women, and they run a 200-bed multi-specialty hospital for their community. The brand has a story worth telling — and they needed a digital home that could actually do it justice.
When Zeel came to us, they were ready to go D2C in a serious way. The ask wasn't a template or a quick launch. They wanted a premium, conversion-focused Shopify platform that felt as thoughtful as the products they make.
What We Were Actually Solving
Most Shopify stores throw everything into one grid and let filters do the heavy lifting. Zeel sells across three seasons and multiple genders so we rebuilt the collection page with season tabs and gender tabs right at the top. No sidebar hunting, no confusion — just the right products, instantly.
A Custom Platform, Not Just a Store
We wrote every line of the frontend in Liquid, HTML, CSS, and JavaScript — no Shopify theme dependency, no pre-built sections being forced into shapes they weren't meant for. Every interaction, every layout, every hover effect was designed with intent.
The homepage alone required building a video hero section with product storytelling built in, category-wise dynamic content that updates based on what the user is browsing, and a product grid with hover-based video previews for desktop. These aren't add-on features — they're the fabric of how the experience works.
The product pages were designed for information density without overwhelm. Each product carries unique FAQs, dynamic tech breakdowns (TEMPSync™, AirWeave™, AirDrive™), and structured content that both educates the buyer and helps with search rankings. Less scroll, more clarity — that was the goal.
The Product Page That Sells Before You Scroll
Zeel ke products sirf dikhne mein nahi, kaam mein bhi alag hain — fan-based cooling, UPF 50+ protection, TEMPSync™ technology. Agar yeh sab kuch page pe theek se explain na ho, toh customer confuse hokar chala jaata hai. Isliye humne product page ko aise design kiya ki sabse zaroori information pehle dikhe — scroll karne se pehle hi customer samajh jaaye ki yeh jacket exactly uske liye kyun bani hai.
Smart Gifting Logic
If a customer's pincode shows a delivery estimate beyond 4 days, the system automatically assigns a complimentary product to their order. This kind of delivery-aware gifting logic is genuinely rare in Indian ecommerce, and it was built entirely from custom code. Image: Abstract pincode/delivery UI or a gift box visual
Built for Every Screen, Not Just the Big One
Zeel ka customer phone pe browse karta hai, bike pe jaate waqt order karta hai, aur kabhi kabhi desktop pe compare karta hai. Har jagah experience same feel karna chahiye — isliye humne ek bhi shortcut nahi liya. Mobile pe tabs, product grid, video previews, sab kuch utna hi clean hai jitna desktop pe. Jo bhi hamne design kiya, usne screen size badalne ke saath apna shape khud badla.
