DynaPrice: An Agentic Pricing Engine That Fought India's E-Tailing Price Wars Automatically
Bajaj Electricals couldn't sell online profitably in a market where competitors changed prices every other day. ibs Fulcro built DynaPrice, an automated engine that watched competitor prices in real time and repriced Bajaj's own Google Search listings the moment the market moved, without a human in the loop.
At a glance
Client: Bajaj Electricals (Consumer Electronics & Appliances)
Problem: Bajaj Electricals couldn't sell online profitably against competitors who changed prices multiple times a day, faster than any manual pricing team could react.
Solution: DynaPrice: a custom-built, agentic pricing engine using the Google AdWords APIs, monitoring competitor pricing continuously and repricing listings automatically, with no human in the loop.
Result: Increase in click-through rate: 300%
ibs Fulcro's role: Dynamic Pricing Engine
The Problem
E-tailing in India was seeing unprecedented competition, from the largest online marketplaces down to brick-and-mortar stores. Price competition was fierce, discounts were massive, and on special sale days, the gap widened even further. In that kind of dynamic, price-competitive market, Bajaj Electricals found it extremely difficult to sell online profitably. Its listings were constantly either overpriced or underpriced, because competitors were changing prices every other day, sometimes faster than any manual process could track.
The Idea: DynaPrice
ibs Fulcro built DynaPrice, a dynamic pricing engine purpose-built for Google Search. DynaPrice was built using the Google AdWords APIs, and it worked by periodically checking the price of Bajaj's own SKUs across the leading online marketplaces. The moment a competitor's price changed anywhere, DynaPrice determined how to adjust Bajaj's own price to stay competitive, updating the price on Bajaj's own website first, then automatically updating the corresponding product listing ads in Google Search.
How DynaPrice Actually Worked, With a Real Example
| Step | Detail |
|---|---|
| Product tracked | Bajaj Twister Mixer Grinder (SKU 410025), MRP Rs. 4,500 |
| Competitor prices monitored | Rs. 3,800, Rs. 2,959, and Rs. 2,804 across tracked marketplaces |
| Price check | DynaPrice periodically queried competitor listings for the same SKU |
| Repricing decision | The engine calculated the price adjustment needed to remain competitive against the lowest tracked price |
| Website update | Bajaj's own website price was updated first |
| Ad update | The corresponding Google product listing ad was updated to match, via the AdWords API |
Source: campaign video, ibs Fulcro / Bajaj Electricals.
The decision DynaPrice made when it couldn't win on price: if lowering Bajaj's price to match a competitor wasn't feasible, DynaPrice didn't just leave the old price up and let the listing quietly underperform. It removed the product from the listing entirely, to minimise wasted ad impressions on a listing that had no realistic chance of converting at an uncompetitive price. That's a genuinely agentic decision, not just a price update, the system chose not to compete on a specific SKU rather than spend impressions on a loss.
Why This Had to Be Automated
The market DynaPrice operated in wasn't a stable one. Real competitor promotions, Flipkart's Big Billion Day, Amazon's Great Indian Sale, Snapdeal's Freedom Week, could each independently shift prices across an entire category within hours, sometimes with prices changing multiple times over the course of a single sale event. A manual repricing process, checking competitor prices and updating listings by hand, simply could not track that pace across Bajaj's full SKU catalogue. DynaPrice's periodic, automated checks meant the pricing decision was made and executed in the same window competitors were actively changing prices, not a day or a week later.
The Results
DynaPrice had an immediate impact on the numbers. Click-through rate went up by over 300%, cost per sale dropped by 52%, and monthly sales from product listing ads increased by 40%. Bajaj Electricals was finally able to win the pricing battle on Google Search, not by discounting harder than competitors, but by never being visibly, avoidably uncompetitive in the first place.
Why this is the number that actually matters to the business. A 300% jump in CTR could, on its own, simply mean more expensive clicks that don't convert. Cost per sale dropping by more than half at the same time proves the engine wasn't just attracting more attention, it was attracting the right attention, at a price competitive enough to actually close the sale once the click happened.
Why This Matters Beyond One Retailer
The underlying pattern here, a system that continuously monitors an external, fast-changing data source, makes a real pricing or availability decision against it, and executes that decision across two connected systems (a website and an ad platform) automatically, is a directly repeatable one for any business selling in a market where competitor pricing shifts faster than a team can manually track it. The decision to pull a product from the listing entirely, rather than just underprice it, is the detail that separates a genuinely agentic system from a simple price-matching script.
Frequently asked questions
A dynamic pricing engine built by ibs Fulcro for Bajaj Electricals, using the Google AdWords APIs to monitor competitor prices on leading online marketplaces and automatically reprice Bajaj's own website listings and Google product listing ads to stay competitive.
India's e-tailing market saw competitors changing prices every other day, especially during major sale events. Bajaj Electricals' online listings were constantly either overpriced or underpriced as a result, and no manual process could track competitor price changes fast enough to correct it.
It periodically checked the price of Bajaj's own SKUs against the same products on leading marketplaces. When a competitor's price changed, DynaPrice calculated the adjustment needed to remain competitive, updated the price on Bajaj's website, and then updated the corresponding Google product listing ad through the AdWords API.
If lowering the price wasn't feasible, DynaPrice removed the product from the listing entirely, rather than leaving an uncompetitive listing running and wasting ad impressions that were unlikely to convert.
Click-through rate increased by over 300%, cost per sale dropped by 52%, and monthly sales from product listing ads increased by 40%.
The underlying pattern, continuously monitoring a fast-changing external data source and automatically executing a decision across connected systems, is repeatable for any business selling in a market where competitor pricing shifts faster than a team can track manually.