Most Indian agencies rely on the legacy Luma theme, which often fails Core Web Vitals due to heavy JavaScript. Oddtusk utilizes Hyva, built with Alpine.js and Tailwind CSS, to strip away slow overhead. Hyva stores consistently achieve Lighthouse scores between 80 and 95, directly boosting Magento SEO rankings and conversion rates. We specialize in new Hyva builds and Luma-to-Hyva migrations, ensuring your enterprise stack including B2B features and custom modules is optimized for speed. This performance-led approach directly feeds into our specialized Magento SEO services for long-term ecommerce organic growth.
- Magento 2 architecture and setup
- Hyva theme development (Alpine.js)
- Luma and Blank theme development
- Luma to Hyva migration
- Custom module development
- Magento B2B features
- Elasticsearch configuration
- Magento PWA development
- M1 to M2 migration
- M2.3 to M2.4 upgrade
- Performance and CWV optimisation
- SEO architecture at build
- GA4 and GTM setup
Hyva's superior Lighthouse scores close the performance gap, turning Luma's technical failures into elite search rankings and higher conversion rates.
The Magento agency market in India is almost entirely Luma-first. Luma is the default Magento theme that most Indian Magento developers learned on: it is familiar, well-documented, and produces functional stores. It is also heavy JavaScript that consistently fails Core Web Vitals, scores 30 to 50 points in Lighthouse performance on mobile, and delivers LCP of 3.5 seconds or higher on Indian connections. Hyva, built with Alpine.js and Tailwind CSS, strips out the RequireJS and KnockoutJS overhead that makes Luma slow. Hyva stores consistently score 80 to 95 in Lighthouse and deliver LCP under 1.5 seconds. This is a 30 to 50 point performance improvement that translates directly into Magento organic ranking signal differences and conversion rate improvement on Indian mobile traffic. Oddtusk develops Hyva-first for all new Magento projects and performs Luma-to-Hyva migrations for existing stores where the performance improvement justifies the rebuild cost. Alongside Hyva, Oddtusk delivers the full Magento 2 enterprise stack: B2B features, custom module development, Elasticsearch, and migration from Magento 1 or older Magento 2 versions. Post-launch organic growth is handled through our Magento SEO service.
Hyva theme development
We build high-speed Hyva themes using Alpine.js and Tailwind CSS, bypassing the JavaScript bloat that slows down traditional Magento stores. Our builds consistently hit Lighthouse scores above 80 and LCP under 1.5 seconds, directly supporting Magento SEO performance and Core Web Vitals signals. For existing Luma users, we provide a strategic migration path that rebuilds your frontend while maintaining full SEO continuity and delivering measurable performance gains.
Magento B2B features
We leverage Magento's native B2B module to provide enterprise features like company accounts, tier-based pricing, and complex quote management. Our team configures custom approval workflows and shared catalogs to streamline high-volume repeat orders. This supports our B2B ecommerce SEO strategy by enabling the category and account structures that search engines can rank effectively. For open-source users, we develop custom modules to replicate these advanced B2B functionalities.
Custom modules and Elasticsearch
We develop custom Magento modules following strict architectural patterns, enabling complex pricing, shipping rules, and ERP integrations. We transform Elasticsearch into a revenue-driving asset by fine-tuning relevance weights, synonyms, and faceted search performance. This directly improves organic ecommerce discoverability beyond default settings.
Migration and SEO-first architecture
Magento migrations require precise handling of data and SEO to avoid ranking loss. We start with a full SEO audit and redirect map to protect existing traffic during M1-to-M2 or Hyva transitions. Our builds integrate schema markup and internal link architecture into the core from day one. See our ecommerce web development service for platform selection guidance.
80 to 95 Lighthouse with Hyva. Under 1.5s LCP. The same store on Luma scores 30 to 50 and delivers 3.5 seconds or higher. That performance gap is a business gap.
Hyva achieves Lighthouse 80 to 95 and LCP under 1.5s. Luma scores 30 to 50 with LCP of 3.5s or higher due to RequireJS and KnockoutJS payload. This gap directly impacts Core Web Vitals rankings and organic ecommerce performance on Indian mobile connections.
Magento 2 is right for Indian brands above 5 crore GMV with complex catalog requirements, B2B pricing, or multi-warehouse inventory. Below this threshold, Shopify delivers the same outcomes at significantly lower development cost.
Oddtusk handles all three Magento migration types with complete redirect maps and SEO continuity planning. Every migration starts with an audit of ranking URLs before any code is moved, preventing organic ranking loss from migrations done without a Magento SEO redirect strategy.
Architecture assessment, Hyva build, performance and Elasticsearch, SEO integration and GA4
Architecture assessment and technical specification
Hyva theme development and custom module build
Performance optimisation and Elasticsearch configuration
SEO architecture, GA4 setup, and launch QA
Everything you need to know about Magento development in India.
Magento 2 is the right choice for Indian ecommerce brands above approximately 5 crore annual GMV with complex catalog requirements, B2B pricing, or multi-warehouse inventory that Shopify cannot handle without significant app dependency. Specific scenarios: catalog above 10,000 SKUs with complex attribute sets; B2B ecommerce requiring customer-specific pricing, quote management, and account hierarchy; multi-store configurations for different regions or customer segments; and enterprise ERP or PIM integrations needing direct API connectivity. Below 5 crore GMV or without these requirements, Shopify is faster to launch and less expensive to maintain.
Hyva is a modern Magento 2 frontend theme built with Alpine.js and Tailwind CSS. Hyva themes achieve Lighthouse performance scores of 80 to 95 and LCP under 1.5 seconds. Luma and Blank themes typically score 30 to 50 with LCP of 3.5 seconds or higher because of their heavy RequireJS and KnockoutJS JavaScript payload. This 30 to 50 point Lighthouse improvement translates directly into Core Web Vitals ranking signal differences and conversion rate improvement on Indian mobile traffic. Oddtusk builds Hyva-first for all new Magento projects and assesses Luma-to-Hyva migration for existing stores. See our Magento SEO service for how Hyva performance feeds organic rankings.
Magento Commerce includes a native B2B module that Oddtusk configures and extends for Indian enterprise requirements: company accounts with buyer roles and approval workflows; customer-specific and tier-based pricing; quote management with negotiated pricing; purchase order support with internal approval chains; shared catalogues for different buyer segments; quick order functionality for repeat buyers; and credit limit management with payment terms. For brands using Magento Open Source without the native B2B module, equivalent functionality is built through custom module development. These B2B ecommerce structures are also designed with SEO architecture in mind from the start.
Elasticsearch is the search engine used by Magento 2 to index and serve catalog search results. Configured correctly, it enables fast full-text search, relevance tuning to surface commercially important products, synonym management for Indian product naming variations, and faceted search performance at scale. Elasticsearch is required for Magento 2.4. Default configuration produces mediocre search results that hurt organic ecommerce rankings and conversion rate. Oddtusk configures Elasticsearch relevance weights, custom attribute indexing, stopwords, synonyms, and faceted navigation performance as a revenue asset, not a technical checkbox.
Oddtusk handles three categories of Magento migration: Magento 1 to Magento 2 (data migration, theme rebuild, extension replacement, URL redirect maps); Magento 2.3 to 2.4 upgrades (deprecated code fixes, extension updates, Elasticsearch implementation, PHP compatibility); and Luma to Hyva theme migrations (Hyva frontend rebuild, custom module frontend compatibility with Alpine.js). Every migration includes a complete redirect map and SEO audit of the existing store before any code is moved, preventing organic ranking loss from migrations done without a redirect strategy. Post-migration Magento SEO monitoring is included.
Magento SEO architecture is built into every Oddtusk development project before launch: URL rewrite configuration, canonical tag settings, layered navigation crawl management, XML sitemap, schema markup for Product, Review, and Breadcrumb, and robots.txt. These are the same foundations that our dedicated Magento SEO service addresses retroactively on stores built without them. Oddtusk eliminates this retroactive cost by building correctly from the start, so the store begins ranking on launch day.
Magento 2 requires dedicated server infrastructure: shared hosting is not viable for any production Magento 2 store. Oddtusk recommends cloud infrastructure on AWS India region (Mumbai, ap-south-1) or equivalent for Indian-primary traffic because of latency advantages. A production Magento 2 stack requires Nginx, PHP-FPM, MySQL or MariaDB, Elasticsearch, Redis for session and cache, and Varnish or Fastly for full-page cache. Adobe Commerce Cloud includes Fastly CDN and Elasticsearch as part of the subscription. Correct hosting directly supports Core Web Vitals performance and organic ecommerce rankings. Oddtusk advises on hosting architecture as part of the technical specification.
A Magento store built correctly is the foundation for all downstream marketing performance. GA4 and GTM tracking configured at launch provides accurate conversion data for Smart Bidding on Google Ads from day one. Product schema and breadcrumb schema enable rich results that improve CTR from Google Shopping and organic search. Layered navigation configured correctly at build time prevents the crawl waste that suppresses Magento organic rankings. For post-launch growth, see our Magento SEO service and performance marketing service.