the praxis

The Praxis is an AI-powered content engine for D2C brands in India. We engineer virality-scored Instagram Reels for direct-to-consumer founders in skincare, beauty, and wellness — and we guarantee performance in writing, or the retainer comes back. Most content agencies sell volume. We sell resonance. Every script we write is scored against a proprietary virality model — a 100-point rubric benchmarked against 10,000+ analysed short-form videos — before a single rupee of production is spent. If a script scores below 65, it gets rewritten. Nothing below that threshold ships. What we deliver: 12 engineered Instagram Reels per month Full brand and category audit before we write a single word — 90 days of your content history, 5 competitor analyses, 10,000+ viral Reels mapped Hook engineering using 6 proven hook types, empathy-first scripting, and open loops at the 8-second and 20-second mark — the two points where most audiences drop off Cover frame, caption, and hashtag strategy included Median 4-day turnaround from brief to QC-passed Reel, ready to post The performance guarantee: We document your content metrics for the 90 days before we begin. If your reach, engagement rate, and saves-per-impression don't collectively beat that baseline within 90 days of working with us, we return your retainer in full. Measured, signed, and delivered before work starts. Who we work with: D2C founders in India with real revenue who are done gambling on content that doesn't compound. Our founding cohort is limited to 3 brands per year — we work with fewer brands so we can go deeper. Why it works: We don't optimise for follower count or impressions. We optimise for saves-per-impression — the metric the Instagram algorithm uses to decide whether to push content beyond your existing audience. One high-save Reel can outperform thirty generic posts in reach. Industries served: Skincare, beauty, wellness, D2C consumer brands Location: Indore, Madhya Pradesh, India