Tea, Trade, Traction: Chaizup’s GT Expansion with Badho’s Network

Chaizup Beverages, founded in 2015 and headquartered in Kolkata, built its name by delivering premium teas, ranging from instant premix chai to ready-to-drink iced teas, sourced from India’s best tea estates. They established a solid presence online and in export markets, with operations spanning e-commerce platforms and international retail outlets like Lulu and Day to Day.

Despite these achievements, Chaizup knew real dominance in India’s beverage space meant one thing: General Trade. Supermarket aisles, kirana stores, hospital canteens, and cafes—this is where Indian tea brands either scale or stall.

Chaizup had the products, pricing, and production ready. What they lacked was reach—the kind of retailer and distributor network that drives mass adoption in regions like Uttar Pradesh, Bihar, Delhi, and Haryana.

That’s where Badho came in.

The Challenge

Chaizup faced four critical challenges:

• Low General Trade Visibility: While strong online, Chaizup wasn’t a known name in local retail circuits. Their products weren’t available at the neighborhood stores where most Indians still buy their tea.

• Weak Distribution in Northern India: Their footprint in North Indian states was minimal, leaving a massive market untapped.

• Disconnected from Retailers: Chaizup didn’t have a direct line to shop owners—no way to pitch new products, share offers, or gather feedback at scale.

• Scattered Brand Awareness: Tea is a cluttered category. Without focused GT marketing, even quality products risk fading into the background.

The Solution

Badho helped Chaizup build real-world traction fast—by connecting them directly to the two players that matter in General Trade: retailers and distributors.

1. Building the Distribution Network

Chaizup used Badho’s platform and outreach to identify and onboard qualified distributors in key territories. Result:

• 16 new distributors added to their network

• All operating in high-potential northern states with direct retail reach

These weren’t passive listings—they were working, active partners.

2. Driving Retailer Engagement

Badho enabled Chaizup to reach retailers at scale, digitally and directly.

• 1,190 retailers across UP, Bihar, Delhi, and Haryana engaged

• These store owners could view Chaizup’s full product range, place orders, and receive trade updates—all via Badho’s app interface

This gave Chaizup presence where it mattered most: in the store inventories.

3. Measurable Performance

Retailer engagement wasn’t just visibility—it was transactional:

• 322 orders processed

• ₹3,46,368 total order value

• All orders are routed through direct retailer engagement, with no middle layers

The Impact

Chaizup went from GT underexposed to GT operational in less than 90 days.

• 16 distributors onboarded

• 1,190 retailers activated

• Hundreds of orders fulfilled

• Consistent trade visibility through 7.6 lakh+ impressions on Badho

They didn’t just test GT—they entered it with structure, partners, and momentum.

To Conclude

Chaizup’s partnership with Badho delivered what most brands struggle with in General Trade: a working network of retailers and distributors.

No guesswork. No cold starts. Just straight-line execution with trackable results.

If you’re a FMCG brand trying to break into General Trade the right way—Badho makes it possible.