How Tata 1mg scaled product-led growth through self-serve analytics

Tata 1mg is India’s leading digital health platform, trusted by millions of Indians for making healthcare accessible, understandable, and affordable. With over 200 million unique visitors annually, it ranks among the world’s largest healthcare content platforms. Tata 1mg offers integrated healthcare services including ePharmacy, Diagnostics and eConsultations, along with a growing network of retail stores across India.

Operating at the intersection of healthcare and e-commerce, Tata 1mg’s success depends on fast iteration, rigorous experimentation, and precise understanding of user behavior at scale.

Before Mixpanel, Tata 1mg’s analytics team was overwhelmed by endless dashboard requests and ad-hoc SQL queries. Every product or business question, no matter how small, required analyst bandwidth. Dashboards proliferated, numbers conflicted, and trust in the data declined.

By introducing Mixpanel as the company’s single source of truth, Tata 1mg replaced those bottlenecks with real-time, self-serve insight. Today, near a hundred team members across product, marketing, and operations use Mixpanel every week to analyze funnels, track experiments, and make faster decisions—without ever opening a query editor.

• Analyst bottlenecks: Every new metric required a custom query; dashboards multiplied and became obsolete.
• Inconsistent reporting: Different teams wrote different SQL, leading to mismatched numbers.
• Slow decision-making: Long turnaround times stalled experimentation and feature optimization.
• Low data trust: With clickstream and transactional data siloed, teams questioned accuracy and hesitated to act.

The company needed a single, self-serve platform that could unify behavioral and transactional data while empowering every team to explore and experiment independently.

Mandating self-serve as a cultural shift

Adoption started with a simple rule: if it can be done in Mixpanel, analytics (team) will not do it for you. The first months required active coaching, but once teams saw how easily they could answer their own questions—building funnels, tracking events, and comparing user cohorts—Mixpanel became part of daily work.

Today, nearly a hundred team members log in weekly, from growth marketers to product managers. Every experiment, feature launch, or customer journey review begins with Mixpanel dashboards.

Connecting clickstream and transactional data with Mirror sync mode for Warehouse Connectors

One of the biggest breakthroughs came with Mixpanel’s Mirror sync mode for Warehouse Connectors. Previously, new vs. repeat users or loyalty segments had to be analyzed separately in two databases—one behavioral, one transactional. Mirror unified them:

• New-repeat user analysis: What once required manual joins is now automatic.
• Loyalty-program insights: Mirror uncovered discrepancies in how subscription types were tracked, revealing that legacy pipelines were overstating active members. The fix improved targeting accuracy and engagement.
• Data trust restored: Because Mirror sync draws directly from Tata 1mg’s warehouse, all stakeholders treat Mixpanel as the definitive source of truth.

Identity Merge for end-to-end user journeys

By merging logged-in and logged-out sessions, teams can now track how users move from anonymous browsing to purchase or subscription without gaps. This single-view journey analysis helps prioritize high-impact UX improvements and conversion optimizations.

Adopting Mixpanel reshaped Tata 1mg’s product and analytics culture from the ground up. What began as an effort to reduce the analytics team’s workload quickly evolved into a complete reinvention of how decisions are made, experiments are run, and data is trusted across the company.

A dramatic reduction in analytics turnaround time

Before Mixpanel, a single question about user behavior could take days—requiring an analyst to write SQL, validate joins, and update dashboards. Today, those same questions are answered in minutes. Product managers and business teams build funnels, compare user cohorts, validate experiments, and measure feature performance without waiting on a single SQL query. Analytics is no longer the bottleneck; instead, it acts as an enabler for more strategic work.

A cultural shift toward self-serve, data-first decision making

By mandating a “Mixpanel-first” policy for all product analytics, the company moved from reliance on a handful of analysts to a culture where 70+ people use Mixpanel weekly to answer their own questions.
This shift didn’t happen overnight, but once teams realized how empowered they could be, Mixpanel became part of their daily workflow. The impact is visible across every function: more experiments, faster iteration cycles, and greater ownership over metrics and outcomes.

Faster, more confident experimentation

Experimentation velocity increased significantly. Product teams now run and evaluate more A/B tests—especially small but high-impact CRO experiments across onboarding, loyalty program touchpoints, and homepage optimizations.
Mixpanel’s intuitive reporting makes it easy to understand whether an experiment truly moved the needle, helping teams ship improvements faster and kill ideas that don’t perform.

Data you can trust 

One of the most transformative outcomes came from Mixpanel’s Mirror sync mode for Warehouse Connectors. Before Mirror, clickstream data and transactional data lived in separate systems, making simple cuts—such as new vs. repeat users—surprisingly difficult and often unreliable.
With Mirror, all behavioral and transactional data now flows into Mixpanel directly from the warehouse. That has:

• Removed discrepancies between dashboards
• Improved trust across product, marketing, growth, and ops
• Uncovered issues in existing pipelines (such as loyalty user segmentation)
• Enabled more accurate targeting and retention strategies

As Samdeesh explains:

“We discovered we were looking at loyalty data incorrectly because our old pipeline had discrepancies. Mirror Sync immediately showed the truth. That level of confidence has changed how people across the company make decisions.”

Breaking down silos and aligning teams

With a shared source of truth, collaboration improved dramatically. Teams that once relied on separate dashboards or conflicting SQL now work from a single set of Mixpanel reports. When multiple squads collaborate on a feature or experiment, everyone references the same numbers, reducing debate and increasing alignment.

Empowering the entire organization

From product managers validating daily performance, to marketers analyzing campaign effectiveness, to operations teams understanding user patterns, Mixpanel is now embedded in the way Tata 1mg works.

Most importantly, it has scaled ownership of data. Teams no longer wait for answers—they generate them.

Tata 1mg continues to scale its data-driven culture. The next steps:

• Using Mixpanel Mirror sync mode for Warehouse Connectors to incorporate more warehouse data sources for advanced segmentation and lifetime-value modeling.
• Building standardized experimentation frameworks directly in Mixpanel to streamline product-led growth initiatives.

Long term, Mixpanel will remain the analytics backbone for Tata 1mg’s digital-health ecosystem—empowering every team to innovate quickly, confidently, and collaboratively.