The Badho Story Part 2: How Badho Found the Gap and Built the Bridge
The Badho Story Part 2: How Badho Found the Gap and Built the Bridge
The Badho Story Part 2: How Badho Found the Gap and Built the Bridge
India’s consumer goods distribution network is more than a supply chain—it’s the backbone of the economy. For decades, it has determined which brands thrive or vanish. In a market full of competition, success is not only about having a great product but about mastering distribution. Placement is power, but achieving it is a steep climb that can take years.
Why Badho Chose the Traditional Retail Space
At Badho, we saw this challenge as an opportunity. We wanted to build a solution that delivered real value—not an inventory-led model like Udaan, but a technology that empowered the entire ecosystem. Brands entering kirana or national retail often rely on consultants, but the real burden falls on sales officers. Badho aimed to change this by giving autonomy to distributors and retailers through an app designed to make them more effective, connected, and profitable.
Leveraging Our Biggest Unfair Advantage
Our biggest edge was unfiltered access to Kapila Pashu Ahar’s network of sales teams, retailers, and distributors. This gave us a launchpad. Our first milestone was going live on the Google Play Store. While the first version of the app had glitches, the entry of Gyanendra Bharti in Feb 2023 brought operational discipline that helped refine and scale the product.
Kashipur: The Testing Ground for Badho
A major breakthrough came with Mr. Rajiv Kharbanda, a Kapila distributor in Kashipur. By moving there, the Badho team worked closely with retailers, fixed bugs, and onboarded the network one shop at a time. Within months, every retailer under Rajiv’s distribution network was using the app. A distributor meet followed, where Badho onboarded 60 distributors in a single month, driving nearly ₹5 crores in transactions.
Mission 80 and Scaling Beyond Kapila
With confidence high, Milestone #2—Mission 80—was born: 80,000 registered Kapila retailers on Badho’s platform. The Kashipur playbook became a template for other regions. Soon, 60–70% of Kapila’s network was live on Badho, handling ₹40–50 crores monthly volume by Jan 2024. Once Kapila’s ecosystem was stabilized, Badho began onboarding distributors beyond Kapila’s universe.
From Kashipur to Nationwide Momentum
What began as a test case in Kashipur became the foundation for a scalable retail-tech revolution. Badho had not only digitized Kapila’s distribution but also proved its ability to replicate success across regions. The journey was just beginning, setting the stage for the next chapter: how Badho is leading a technological kranti in traditional retail.
