How Badho helped Dr. Oetker speak the language of kiranas, shelf by shelf?
How Badho helped Dr. Oetker speak the language of kiranas, shelf by shelf?
Maybe you've reached for that creamy bottle of mayonnaise at the grocery store. Or spotted a Dr. Oetker cake mix sitting pretty on a baking shelf. Chances are, without even realising it, Dr. Oetker has already found a spot in your kitchen.
Maybe you've reached for that creamy bottle of mayonnaise at the grocery store. Or spotted a Dr. Oetker cake mix sitting pretty on a baking shelf. Chances are, without even realising it, Dr. Oetker has already found a spot in your kitchen.
What many don’t know is that this brand comes with over 130 years of global food expertise. And in India, it’s more than just mayo.
What many don’t know is that this brand comes with over 130 years of global food expertise. And in India, it’s more than just mayo.
What you didn’t know about Dr. Oetker?
What you didn’t know about Dr. Oetker?
After acquiring FunFoods in 2008, Dr. Oetker began reimagining how international quality could meet Indian flavour, launching sauces, spreads, baking kits and even ready-to-eat desserts for the local market.
But while e-commerce and modern retail gave them a strong start, there was still one space where the brand hadn’t fully broken through: the kirana store shelf. The brand needed a GT push that matched the scale and diversity of its offering and that’s exactly where Badho came in.
After acquiring FunFoods in 2008, Dr. Oetker began reimagining how international quality could meet Indian flavour, launching sauces, spreads, baking kits and even ready-to-eat desserts for the local market.
But while e-commerce and modern retail gave them a strong start, there was still one space where the brand hadn’t fully broken through: the kirana store shelf. The brand needed a GT push that matched the scale and diversity of its offering and that’s exactly where Badho came in.
So why was the kirana counter still cold?
So why was the kirana counter still cold?
Despite strong brand equity and a product portfolio built for the Indian market, Dr. Oetker struggled with GT visibility. Here’s what happened:
The Leap from Seen to Stocked
The Leap from Seen to Stocked
To build traction in General Trade, it wasn’t enough for Chaizup to have a great product. They needed a working ground game and that meant building trust with distributors, creating visibility with retailers, and ensuring the backend didn’t just look good in reports, but actually moved product off shelves.
Building the Network
Building the Network
Dr. Oetker was able to tap into a network of 25 handpicked distributors across high-priority retail zones identified and activated by Badho. These weren’t just any stockists; they were local champions who knew the kirana landscape and could move volume fast.
Dr. Oetker was able to tap into a network of 25 handpicked distributors across high-priority retail zones identified and activated by Badho. These weren’t just any stockists; they were local champions who knew the kirana landscape and could move volume fast.
Making Ordering easier
Making Ordering easier
Through Badho’s app-driven onboarding model, Dr. Oetker made its full range easily accessible to kirana retailers. Retailers could now browse, order, and restock with just a few taps directly from their phone. It not only eased friction but also brought Dr. Oetker into new stores that previously hadn’t considered stocking beyond mayonnaise.
Through Badho’s app-driven onboarding model, Dr. Oetker made its full range easily accessible to kirana retailers. Retailers could now browse, order, and restock with just a few taps directly from their phone. It not only eased friction but also brought Dr. Oetker into new stores that previously hadn’t considered stocking beyond mayonnaise.
Spreading the Word
Spreading the Word
Dr. Oetker used targeted in-app promotions inside the Badho retailer ecosystem. These campaigns drove significant impressions and helped reposition the brand in the kirana owner’s mind from “one product” to a full-line trusted supplier. The result? Higher awareness, more first-time orders, and increased multi-SKU stocking with Badho.
Sweetening the Deal
Sweetening the Deal
Dr. Oetker also rolled out attractive trade schemes and offers through Badho’s backend tools, targeted based on store behavior and region, making them far more effective. This led to a 35% surge in direct orders, all driven by retailers themselves, without additional field push.
How Numbers Cooked Up with Badho?
25+ distributors activated in key GT zones
1,200+ kirana stores onboarded via Badho
8 lakh+ impressions through app-based retailer promotions
35% growth in direct orders from kiranas
Retailers began stocking beyond just mayo- spreads, sauces, even baking kits started moving off shelves
Dr. Oetker was no longer just a fridge item, it became a shelf regular.
Wrapping it up
Dr. Oetker already had the trust, the taste, and the track record. But getting into the kirana ecosystem? That needed something more. With Badho stepping in, the brand didn’t just find distributors, it found momentum. It didn’t just land on shelves, it started moving off them. And that’s what a great partnership looks like. One side brings the product. The other brings the power to scale it right. If you’re a brand looking to go beyond ads and into actual aisles, maybe it’s time you talk to Badho. Reach us at contact@badho.in
Dr. Oetker already had the trust, the taste, and the track record. But getting into the kirana ecosystem? That needed something more. With Badho stepping in, the brand didn’t just find distributors, it found momentum. It didn’t just land on shelves, it started moving off them. And that’s what a great partnership looks like. One side brings the product. The other brings the power to scale it right. If you’re a brand looking to go beyond ads and into actual aisles, maybe it’s time you talk to Badho. Reach us at contact@badho.in
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Support: +91-7074747070
For brand related queries: +91-9429691958
Email: contact@badho.in
Plot No 273, Phase IV, Udyog Vihar, Sector 18, Gurugram, HR 122015
Company
Support: +91-7074747070
For brand related queries: +91-9429691958
Email: contact@badho.in
Plot No 273, Phase IV, Udyog Vihar, Sector 18, Gurugram, HR 122015
Support: +91-7074747070
For brand related queries: +91-9429691958
Email: contact@badho.in
Plot No 273, Phase IV, Udyog Vihar, Sector 18, Gurugram, HR 122015