Panipat sells home textiles to the world. Blankets, bedsheets, carpets, rugs, and a large export trade that has been running for decades. It is one of the few markets in Haryana where the customer is often not in Haryana, and frequently not in India.

That single fact changes everything about the funnel.

If you export, your buyer is a wholesaler, importer or retailer abroad, and they are researching on a laptop in a different timezone. Meta ads are rarely the first move for that audience. A proper catalogue page, product photography that survives being zoomed into, and a WhatsApp number that answers in English within the buyer’s working hours will do more than any campaign.

If you sell domestically, whether direct-to-consumer or to Indian retailers, Meta works well and the seasonality is severe. Demand for blankets and winter textiles concentrates into a few months, and CPMs roughly triple during the Diwali sale window, which lands right at the front of that season.

The practical answer is to build the audience in the quiet months when attention is cheap, and spend the real budget when demand arrives. Businesses here usually do the opposite: nothing all year, then a large budget in October competing with every brand in India at three times the price.

The second thing worth building is a repeat-purchase system. A wholesale buyer who ordered once is worth more than three new ones, and almost nobody in this market has follow-up running.