A 30% return rate can turn a profitable SKU into a slow leak. On Meesho, controlling returns is usually a bigger lever than another rupee off your price.
1. Photograph honestly
Over-saturated images sell the first order and buy the return. Colour-accurate photography reduces "not as described" returns more than any policy change.
2. Size charts per style, not per brand
A single generic size chart across styles is the single biggest driver of apparel returns. Measure each style and publish real garment measurements.
3. Quality-check before dispatch
A two-minute check on outbound orders costs far less than a return leg plus refurbishment.
4. Packaging for the courier, not the shelf
Damage in transit reads as a quality problem to the buyer. Bubble wrap and rigid mailers pay for themselves.
5. Attack RTO with address quality
Confirm high-risk COD orders, and flag repeat-RTO pincodes. Meesho's NDR flow can be worked actively rather than passively.
6. Prune the incurable SKUs
Some products return at 40% no matter what you do. Track return rate per SKU monthly and delist the ones that never recover.