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TrueBare at a glance
The main facts of the TrueBare project.
| Item | Detail |
|---|---|
| Client and industry | TrueBare (CMSOrganix Private Limited), herbal wellness and skincare |
| Market and audience | India, wellness and skincare shoppers |
| Catalogue | 13 products across tea, tablets, shilajit, kesar and cosmetics |
| Our scope | Shopify store build; Amazon and Flipkart management |
| Platform and stack | Shopify, Horizon base with custom sections, Shiprocket checkout, Judge.me, WhatsApp chat |
| Live URL | truebare.in |
Challenge
TrueBare sells herbal teas, shilajit, Kashmiri saffron and skincare in India. Dcrayon built its Shopify store at truebare.in and managed its Amazon and Flipkart channels.
TrueBare is a brand of CMSOrganix Private Limited. Its 13-product range on 13 October 2026 had three strands. The wellness teas are an anti-ageing blend with ashwagandha, tulsi, turmeric and ginger, a collagen tea, a PCOD support tea and a weight and energy tea. The supplements are apple cider vinegar tablets with B12, shilajit resin, shilajit gold resin, shilajit gummies and Kashmiri mongra saffron. The skincare is a snail mucin serum with niacinamide, a sunscreen with moisturiser, a flaxseed cleanser and a brightening cream. Dcrayon's engagement covered the website alongside Amazon and Flipkart management.
What a tea, a shilajit and a serum need from one store
Teas and supplements share a cart with cosmetics, at different tax rates.
India's Goods and Services Tax (GST) charges different rates on different goods, and TrueBare's teas and supplements are not taxed like its cosmetics. A store that applies one rate to everything either overcharges on some products or undercharges on others, and the error surfaces later in the accounts.
Buyers of things they drink or swallow want proof of what is inside.
A shopper looking at a PCOD support tea or a shilajit resin wants to know the ingredients, the form, whether it contains caffeine and whether anyone has tested it. Marketing copy alone does not answer that, and a brand selling on its own site competes with marketplace listings that put specifications in a standard format.
Wellness shoppers have the same few questions before they buy.
How do I use it, how long until I notice a difference, is it safe every day, and what happens if it arrives damaged? If the store does not answer those, the questions arrive by message instead, or the shopper leaves.
The same products also sell on Amazon and Flipkart.
A brand on three channels needs its own store to say so clearly, and to give shoppers a reason to buy direct, without competing with its own marketplace listings.
TrueBare catalogue needs by product type
How the three strands of the range shaped what the store had to do.
| Issue | Who it affected | Business impact |
|---|---|---|
| Different GST rates in one cart | Finance team and every buyer | Wrong tax on part of the range |
| Proof of contents for teas and supplements | Buyers of ingestible products | Hesitation without test evidence |
| Repeated pre-purchase questions | First-time wellness buyers | Questions by message or abandoned visits |
| Same range on two marketplaces | Direct-store shoppers | No clear reason to buy direct |
Solution
A custom section set on Shopify's Horizon theme
The store is built on Shopify's Horizon theme with a set of custom sections written for TrueBare, in a theme Dcrayon built for the brand. In Shopify, a section is a configurable block of a page that staff can add, reorder and edit in the theme editor. The header group holds a custom announcement bar, which carries the "also available on Flipkart and Amazon" message, and a custom header. The home page stacks three full-width banner sliders, a tabbed collections row of products, a category products showcase, an "our ethos" section, a testimonial slider, an FAQ accordion and a trust badges strip, and the footer group holds a custom footer. Building the brand's sections on top of Horizon keeps Shopify's own theme as the base while giving TrueBare layouts that a standard theme does not include. This is the Shopify development core of the project.
GST-rate collections behind the catalogue
The visible menu groups the range into Tea, Tablets, Cosmetics, Shilajit and Kesar, with a "Trending Products" row and a "Shop by Category" grid on the home page. Behind the scenes, products also sit in two GST-rate collections: nine at 5 percent and four at 18 percent. Shopify can apply a tax override to a manually built collection, so grouping products this way lets each item be taxed at its own rate, and a new product picks up the right rate as soon as it is added to the right collection.
Lab reports and specifications beside the price
The product page is a custom section rather than the theme default. Under the title and the tax-included price sits a lab report line with a "View" link that opens the product's certificate of analysis as a PDF in a new tab, labelled for screen readers as a PDF that opens in a new tab. The PCOD support tea, for example, links to a report dated March 2026. Below the quantity selector are "Add to cart" and "Buy it now" buttons and a share link.
Further down, a product specifications block sets out the facts a buyer compares: product type, primary benefits, key ingredients, form factor, flavour, caffeine content, who it suits and safety notes such as vegan, gluten-free and non-GMO. For the PCOD tea the key ingredients listed are spearmint, cinnamon, shatavari, ashwagandha and ginger. Product titles name the product, its main ingredients and the need it serves, so the anti-ageing tea, for instance, lists its four herbs in the title. A recommendations row then suggests related products.
Answers before purchase on the home page
The FAQ accordion on the home page answers the four questions wellness buyers ask most: the return and refund policy, how long the teas and skincare usually take to show results, how to apply the brightening cream, and whether the PCOD support tea is suitable for daily use. The FAQ is marked up as FAQPage structured data, the code that lets search engines read each question and answer, alongside Organization and WebSite records on the home page and Product records on product pages. A WhatsApp chat link gives shoppers a direct line for anything the FAQ does not cover, and Judge.me handles product reviews.
One store beside Amazon and Flipkart
The announcement bar tells visitors the range is also on Flipkart and Amazon, while the store gives its own reasons to buy direct: a prepaid-order discount, free shipping and lab reports one click from the price. The marketplace side of the engagement is covered by our Amazon account management service; our guide to Flipkart account management explains how that channel is run.
Shopify's protections and the store's measurement tools
Shopify hosts the store and manages its transport security. Public headers checked on 13 October 2026 showed HTTPS with HSTS, X-Frame-Options set to DENY, a Content Security Policy that blocks framing and upgrades insecure requests, and X-Content-Type-Options set to nosniff. Checkout runs through Shiprocket and Shopify, outside the theme. Google Analytics and Microsoft Clarity, a tool that shows how visitors scroll and click, are installed on the store, so the brand can see which sections shoppers use.
TrueBare custom sections and what they do
The custom Shopify sections on the TrueBare store and the job each one does.
| Application part | What it does in this project |
|---|---|
| Custom announcement bar and header | Carries the Flipkart and Amazon message and the main menu on every page |
| Full-width banner sliders | Three hero sliders for campaigns on the home page |
| Tabbed collections and category showcase | Product rows by category, such as tea and shilajit |
| Custom product section | Price, lab report PDF link, quantity, Buy it now and the specifications block |
| FAQ accordion | Returns, results timing, usage and daily-use answers with FAQPage markup |
| Our ethos, testimonials, trust badges, custom footer | Brand story, social proof and policy links |
Results
What TrueBare shoppers and staff can do now
Shoppers browse teas, supplements and skincare from one store, open the lab report for a product before they buy, compare ingredients and specifications in a standard block, find usage and safety answers on the home page, and reach the brand on WhatsApp. Each product is taxed through its GST-rate collection, the brand's own store and its Amazon and Flipkart listings were handled within one engagement, and the team can watch how visitors use the pages through the analytics tools already installed. TrueBare's sales and marketplace figures are not published.
TrueBare store outcomes
What the store now does for shoppers and the brand.
| Outcome | What changed | Status |
|---|---|---|
| Tax by product type | Products grouped into 5 percent and 18 percent GST collections | Delivered |
| Lab reports on product pages | Certificate of analysis PDF linked beside the price | Delivered |
| Answers before purchase | Home page FAQ on returns, results timing, usage and daily safety | Delivered |
| Three channels, one engagement | Own store plus Amazon and Flipkart management | Delivered |
Key takeaways
What a mixed wellness catalogue needs from its store
A mixed catalogue is more than a design question. When teas and cosmetics share a cart, the tax set-up has to be part of the build, and grouping products by GST rate is a simple structure that stays right as the range grows. For products people drink or swallow, a lab report one click from the price does more for trust than another banner.
For the accounting side of a Shopify D2C store, read our guide to GST billing automation for Shopify D2C brands. For another herbal and natural products store built on the same kind of custom sections, see the Vriksha Veda case study.
Selling wellness products on your own store and on marketplaces? Talk to Dcrayon.
CategoryWeb Development
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