India’s leading eCommerce beauty brand streamlined infrastructure management and reduced non-production cloud costs by 70% using Facets.
A rapid growth of the development team from 20 to 120 engineers and introduction of new microservices increased the complexity of operations
Traditional people-dependent DevOps caused delays in adopting cloud best practices leading to cloud wastage
Tribal knowledge in DevOps caused bottlenecks in deployments which slowed down the feature rollouts
Self-service infrastructure management empowered developers to control their own environments.
Pre-baked reusable automation with standardized configurations accelerated towards a well-architected cloud posture with reduced costs and improved efficiency.
Aligned autonomy for developers accelerated deployments and improved collaboration between dev and platform teams.
"We could see the complexity growing 10x, and Facets continued to work seamlessly. The team at Facets felt like an extension of our own, helping us achieve our goals."
Founded in 2012, Purplle is one of India’s largest e-beauty destinations, serving over 7 million monthly active users. Offering more than 50,000 products and 1,000+ brands, Purplle raised $45M in funding from Verlinvest, Sequoia Capital India, Blume Ventures, and JSW Ventures.
In 2019, Purplle transitioned from a beauty eCommerce company to a beauty tech platform, using data-driven insights to develop and scale a portfolio of direct-to-consumer (D2C) beauty brands, including Faces Canada.
DevOps bottlenecks slowing down developers: Despite moving to microservices and Kubernetes for agility, DevOps operations were reliant on tribal knowledge, making scalability difficult. The growing team of engineers (from 20 to 120 during the pandemic) faced delays in getting features to production. New features were ready, but DevOps inefficiencies kept them from going live.
DevOps Bottlenecks affecting cloud posture: The DevOps team had to scale to meet developer demands and also catch up to best practices around cost, security, and compliance. But hiring more engineers wasn’t solving the underlying process issues.
Failed Automation Attempts: Previous attempts at automating infrastructure management, including vendor solutions and manual scripts in Ansible and Terraform, were only creating more assets with tribal knowledge and not scalable.
After hearing a recommendation from a peer CTO, Purplle evaluated Facets as a Platform Engineering solution. During the trial, Facets showcased its ability to empower both Dev and Ops teams, aligning with Purplle’s tools, security needs, and collaboration goals. It provided a unified platform to manage infrastructure efficiently and eliminated dependencies on individual team members.
Rapid Migration: Within a month, Purplle fully migrated its infrastructure to Facets, including development, sandbox, and production environments.
Self-Service Infrastructure: Facets empowered Purplle’s teams with self-serve environment management, allowing developers to manage their own sandboxes, test features, and ensure quality before going live.
Cost Optimization: Out-of-the-box automation and configurations allowed Purplle to reduce non-production cloud costs by 70% through spot management.
Streamlined Collaboration: Facets helped establish a framework for aligned autonomy, where teams were empowered to manage their software lifecycle—from development to deployment—while maintaining alignment with organizational guardrails.
100% Developer Autonomy: Empowered developers with self-service infrastructure, accelerating deployments and reducing dependency on DevOps
70% Reduction in Non-Production Cloud Costs: Optimized cloud usage through automated spot management and standardized configurations.
10x Complexity Management: Seamlessly handled increased operational complexity with growing microservices and teams.
50% Faster Feature Rollouts: Removed DevOps bottlenecks, enabling quicker time-to-market for new features.
One-Month Infrastructure Migration: Successfully migrated all environments—development, sandbox, and production—to Facets in just four weeks.
Having solved their initial DevOps challenges, Purplle is now transforming its DevOps team into a Platform Engineering team. By shifting focus to high-value activities—such as increasing machine throughput and optimizing applications—Purplle is unlocking new levels of scalability and innovation.
“I don’t want any DevOps team, I want a platform engineering team who can solve complex problems and help dev teams to scale their apps. Like how do you increase the throughput of your machines? Facets will allow us for sure to spend time on high-value activities and not mundane Ops, which is a big unlock for me.”
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