Unit economics

CAC, LTV & payback.

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CAC (₹ per user)₹2,400

₹500₹6,000

ARPU (₹ / month)₹180

₹60₹600

Gross margin68%

30%90%

Monthly churn4%

1%15%

LTV

₹3,060

Per paying user

LTV : CAC

1.27×

1–3× - marginal

Payback

19.6 mo

Months to recover CAC

Gross / month

₹122

ARPU × GM

Sensitivity

CAC × churn → LTV:CAC

churn ↓ / CAC →	₹1200	₹1800	₹2400	₹3000	₹3600	₹4200
2%	5.1×	3.4×	2.55×	2.04×	1.7×	1.46×
3%	3.4×	2.27×	1.7×	1.36×	1.13×	0.97×
4%	2.55×	1.7×	1.27×	1.02×	0.85×	0.73×
5%	2.04×	1.36×	1.02×	0.82×	0.68×	0.58×
6%	1.7×	1.13×	0.85×	0.68×	0.57×	0.49×
8%	1.27×	0.85×	0.64×	0.51×	0.42×	0.36×

Darker = stronger LTV:CAC. Holds ARPU at ₹180 and gross margin at 68%.