# the praxis

> An AI-powered content engine for D2C brands in India. We engineer virality-scored Instagram Reels — performance-guaranteed, or your retainer back.

## What is the praxis?

the praxis is a content production company based in Indore, India. We build and operate an AI content engine for direct-to-consumer (D2C) brands — primarily in skincare, beauty, and wellness — that produces 12 engineered Instagram Reels per month. Every script is vetted by a proprietary validity predictor — a model that forecasts whether a Reel will resonate — before a rupee of production is spent. If the model forecasts the piece won't land, the script is reworked or cut. If the brand's metrics don't beat their 90-day baseline within 90 days, the retainer is returned.

## What we do

- AI-engineered Instagram Reels for D2C brands in India
- Validity prediction: every script is vetted by a model that forecasts resonance (hook strength, retention, share triggers) before production — pieces forecast not to land are reworked or cut
- Brand and category audit: 90 days of content history, 5 competitors, 10,000+ viral reels analysed
- Hook engineering: 6 hook types, empathy-first scripting, open loops at the 8-second and 20-second mark
- Performance measurement: reach, engagement rate, and saves-per-impression tracked monthly against a documented baseline
- Performance guarantee: beat your 90-day baseline in 90 days, or your retainer is returned

## Who we work with

D2C founders in India with real revenue who want to compound content results over time. Primary verticals: skincare, beauty, wellness. Founding cohort: 3 brands per year, by application.

## Key facts

- Location: Indore, Madhya Pradesh, India
- Founded: 2026
- Founder: Kartik Goswami
- Website: https://thepraxis.in/
- Service model: monthly retainer, 12 Reels/month
- Validity gate: every script must clear the validity predictor before production
- Guarantee: 90-day performance baseline, money-back if not beaten
- Turnaround: median 4 days from brief to QC-passed Reel

## Pages

- [Home](https://thepraxis.in/): Full overview — method, engine, results, guarantee, apply

## Optional

- [Full description for LLMs](https://thepraxis.in/llms-full.txt)