Two co-founders making single-origin Indian chocolate a few dozen bars at a time, sold through Framer drop pages built to feel like an underground record release. Shopify runs the commerce, Frameship connects the two, and a passcode decides who gets to buy first.

mogacho.com built with Framer + Shopify + Frameship

A typical ecommerce store was never the plan

Mogacho isn't built like a regular shop. It runs on small, time-based drops: single-origin Indian craft chocolate made a few dozen bars at a time, not hundreds, released when it's ready. The name comes from Konkani, mogacho, meaning "loved one." Everything about the brand is considered, from the cacao sourcing to the roast to the packaging Aditya screen prints in-house.

When it came time to build a store, a standard Shopify setup felt wrong from the start.

"Before Frameship, the plan was actually to avoid a typical e-commerce setup altogether. I explored Shopify briefly, but it felt too template-driven and 'always-on'. Mogacho is built around small, time-based drops, so I was looking for something that could feel more like a pop-up store rather than an e-com storefront." – Aditya Prabhu

The challenge wasn't technical. It was about what the store needed to feel like. Something that looked and behaved like every other DTC brand would undermine what Mogacho was trying to be.

Building in Framer. Selling through Shopify.

Mogacho was already being designed in Framer, a natural fit for a brand where the visual presentation is part of the product. What was needed was a way to add real ecommerce functionality without giving up that design control.

Frameship is a plugin that connects Shopify to Framer. Once installed, your Shopify products sync directly into Framer CMS. You then design your store pages in Framer as you normally would, dropping in Frameship's pre-built ecommerce components wherever you need them, add to cart, checkout, variant selectors and inventory labels, each one customisable to match the design. No custom code at any point. For a brand that needed to feel like an experience rather than a catalogue, it was the right fit.

"Frameship helped bridge the gap between that editorial approach and actually making it functional as a store." – Aditya Prabhu

A drop page built like a record release

Mogacho was built by Aditya and Diya Prabhu, who co-founded the brand in 2025. Aditya handles the chocolate production, store design, and screen printing the packaging. Diya covers post-production, strategy, and development. The reference point was never other chocolate brands. Aditya comes from a techno music production background and a long attachment to niche communities, so the drop pages are designed to read like an underground music release, with the cacao provenance and the maker and mill notes laid out the way liner notes sit on a vinyl record.

"The core idea with the change is to make our drop pages feel like an underground music release page, with the cacao provenance and maker/mill notes presented similar to something you would find on the liner notes of a vinyl record." – Aditya Prabhu

Nine Frameship components dropped directly into the Framer project: Add to Cart, Buy Now, Checkout, Gallery Item, Inventory Label, Quantity Input, Smart Gallery, Variant Info Label, and Variant Selector. Each one is a visual design element that you drop in and customise in Framer, with the Shopify connection already built into it. Products sync from Shopify into Framer CMS and everything updates from there, no custom code.

The store that came out of this process moves at a different pace to most ecommerce sites. It's the kind of page you spend time with rather than scan through.

"We're trying to make the internet feel a little slower, less like a store, more like something you spend time with." – Aditya Prabhu

Selling a few dozen bars at a time across India meant the sale itself had to be designed. Mogacho runs a Dibs list, an email list where drop announcements and links go out 24 hours before anything is posted publicly on Instagram. The first trial batch sold in 20 minutes, and that speed created a problem of its own.

"Our first trial batch sold in 20 minutes. We realized that buyers had to rush from getting the link to landing on the drop page and immediately hitting the Buy button. This meant that they didn't really get any time to explore the notes on the page." – Aditya Prabhu

So Aditya built a passcode-gated block in Framer, with the Frameship Buy Button sitting behind a code entry field. The drop page can now be revealed publicly in advance so anyone can explore it, while Dibs members get the passcode by email and buy early. Twenty-four hours later the gate comes off, the Buy Button becomes visible to everyone, and the drop runs until the stock does. As far as Aditya knows, no one else selling chocolate in India works this way.

"This literally would not have been so easy to do for me, a founder, directly through something like Shopify alone. Frameship and Framer together is incredibly flexible." – Aditya Prabhu

From idea to a working Framer ecommerce store took a few weeks of focused work, and the setup meant Aditya could keep refining without feeling locked in, adjusting layouts and responding to new ideas as they came.

Built by two founders. No developer. No agency.

A drop page, not a catalogue

A Framer ecommerce store built to read like an underground record release, with liner notes for the cacao instead of a product grid.

A sale mechanic no theme would give you

A passcode-gated Frameship Buy Button lets Dibs members buy 24 hours early while everyone else explores the page first.

9 Frameship components, zero developers

Cart, checkout, variant selectors and inventory labels, all designed in Framer using Frameship's drop-in components. No dev setup, no custom code.

Sold out in 20 minutes

The first trial batch cleared in twenty minutes, with Aditya and Diya running every drop themselves.

"If you care about how a store feels, more like an experience than a catalogue, Frameship makes both those possible without needing to build everything from scratch." – Aditya Prabhu