The Story of Gyanendra Bharti, Co-founder of Badho Part #2: When Badho Became the Indian Retailer’s New BFF
The Story of Gyanendra Bharti, Co-founder of Badho Part #2: When Badho Became the Indian Retailer’s New BFF
The Story of Gyanendra Bharti, Co-founder of Badho Part #2: When Badho Became the Indian Retailer’s New BFF
In Part #1, we saw how Gyanendra Bharti, fondly known as Gyan, connected FMCG with tech. As Badho evolved, it moved beyond Tier 1 markets to semi-urban and rural areas such as Kanpur and Varanasi—cities with strong networks but underutilized by brands. This expansion marked the start of Badho’s journey into untapped territories while also catching the attention of Tier 1 retailers through online ads.
Unique Features That Changed the Game
To solve everyday retail and distribution problems, Badho introduced powerful features:
Direct Retailer Orders – Retailers could place orders, explore schemes, and stock better assortments.
Priceless PO for Distributors – Especially helpful in categories like cooking oils where daily price fluctuations are common. Distributors could respond with real-time pricing, saving hours of phone calls.
These innovations simplified operations and built confidence among both retailers and distributors.
Inside Badho’s Distribution Chain Evolution
With over 50,000–60,000 retailers onboard, Badho realized that retailers alone weren’t enough; brands needed to be part of the ecosystem. Despite initial skepticism, Gyan pushed ahead and connected directly with FMCG players. Zoff Spices joined immediately, followed by conversations with giants like Haldiram’s. This marked the entry of brands into the Badho network, strengthening the supply-demand chain.
Challenges in Partnering with Brands
Convincing brands was not always easy. Distributors hesitated to take on new players, and setting up fresh distribution was costly and slow. Badho positioned itself as the bridge—helping brands find distributors, expand into high-demand areas, onboard faster with integrated KYC/GST processes, and directly communicate schemes to retailers. This eased entry barriers and allowed both new and established brands to grow faster.
Future-Proofing Badho’s FMCG Model
Badho amplified its presence by showcasing at national expos like World Food India and UP International. These bold moves helped secure nearly 50 new brand partnerships. By early 2025, Badho crossed 1 million app downloads, built a network of 10,000+ distributors, and partnered with 150+ FMCG brands. With a strong sales team and relentless drive, Badho continues to refine its model for sustainable long-term growth.
Top Partnerships & Conclusion
From Zoff Spices and Haldiram’s to Goldiee Masale and leading D2C brands, Badho’s network today is wide and trusted. The company’s mission remains clear—hustle, innovate, and build partnerships that redefine FMCG distribution in India. As Saurabh rightly said, “For the next 5 years, just keep going.” That’s exactly what Badho is doing—scaling relentlessly to become the first name people think of when they talk about FMCG in India.
