Key Results
- 70% faster page load speeds
- 2.5x increase in average session duration
- 40% YoY growth in daily traffic without media-related performance issues
- 25-30 TB of images optimized and delivered annually
Customer Snapshot
- Industry: Furniture & Lifestyle Retail
- Scale: 65+ physical stores across India; ~350K monthly website visits
- Business Model: Hybrid retail (70% offline, 30% online), mobile-first audience
About Durian
Founded in 1985, Durian is a leading Indian furniture and lifestyle brand with decades of market presence. The company operates across manufacturing, retail, and e-commerce, serving both residential and institutional customers. Its website is a key discovery surface, allowing customers to experience products in detail before stepping into stores.
The challenge: Scaling a visual-first retail experience without compromising performance
Durian has spent the last 4–5 years transforming itself into a digitally driven retail brand, without losing its strong offline identity. As part of this shift:
- Static digital catalogs were replaced with a rich, media-heavy website
- In-house photography and videos became central to product discovery.
- The website evolved into a primary browsing and research touchpoint, even when final purchases happened in-store
But this visual richness came at a cost. As digital content and traffic scaled, media workflows began to show strain.
Managing and updating large volumes of images was operationally inefficient because resizing had to be handled manually across different devices and layouts.
As traffic grew by 75%, Durian was serving 25–30 TB of images every year. With 70% of traffic coming from mobile devices, maintaining page performance and visual consistency became increasingly urgent.
What ImageKit offered
ImageKit provided Durian with a centralized media layer designed for media-heavy websites operating at scale.
Automatic image optimization & responsive delivery
Using ImageKit’s image API, Durian automated responsive resizing, next-gen formats like AVIF, and lazy loading. This ensured the right image was delivered across devices without manual effort.
Integration with existing infrastructure
Durian connected its existing S3 storage to ImageKit, enabling real-time image transformations and optimized delivery through ImageKit’s CDN without migrating or duplicating assets.
Video optimization using URL transformations
Durian leveraged ImageKit’s Video API to stream videos and apply real-time transformations, including audio extraction. This enabled efficient video delivery and optimization without building or maintaining custom video processing workflows.
With responsive support and practical enablement sessions, the team adopted new capabilities confidently over time without relying solely on documentation.
“Implementation was smooth, and ImageKit’s support played a critical role in accelerating adoption.”
— Sanjeev Guria, E-commerce Operations Executive at Durian
The Results: Faster pages, stronger engagement, sustained growth
Performance Improvements
70% improvement in page load speed by use of ImageKit and other optimizations.
Supporting Growth at Scale
As average daily traffic grew by 40% year over year, ImageKit helped ensure the site could handle increased demand without media becoming a bottleneck.
User Engagement
Average session duration increased from ~1.5 minutes to nearly 4 minutes. Indicates deeper browsing, higher intent, and stronger product discovery
Mobile-First Success
ImageKit helped Durian move toward a more digital-native approach to media management, replacing manual processes with scalable defaults that enabled mobile-first growth.
SEO Impact
Improvements to image delivery and page experience complemented ongoing SEO efforts, supporting stronger organic visibility.
“Visual experience is critical for us, and ImageKit has strengthened the foundation behind it. Faster pages and more consistent visuals have made a noticeable difference in how users engage with the site, and we’ve also seen positive signals across our SEO performance. The support team has been responsive throughout, which has helped us move quickly when needed.”
— Varsha Patil, Customer Technology Manager at Durian
What Durian is evaluating next
As video becomes a bigger part of Durian’s digital roadmap, the teams are working closely to use ImageKit across more video use cases, making video experiences faster and more reliable for end customers.
Closing note
With ImageKit handling optimization and delivery for both images and videos, Durian can focus on evolving its digital experience without the overhead of scaling media operations or managing performance.
