Farms to Kiranas: Pansari’s Mission to Feed India Right!

Pansari Group, a household name in edible oils, spices, and food products, has built a legacy of trust and quality over decades. With a strong presence in modern trade and institutional sales, they wanted to expand deeper into General Trade to make their products available in kirana stores across the country.

However, breaking into General Trade wasn’t just about reaching more retailers—it required building a reliable distribution network, ensuring smooth order fulfillment, and creating visibility among kirana store owners. That’s where Badho came in.

The Challenge

Pansari faced key challenges in expanding its general trade presence:

• Finding the Right Distributors – They needed a strong, well-connected network of distributors who could ensure seamless product availability in key regions.

• Retailer Awareness & Adoption – Many Kirana store owners were unfamiliar with Pansari’s complete product range and needed direct engagement.

• Efficient Order Processing – Managing and fulfilling retailer orders quickly while keeping supply consistent was crucial.

• Driving Sales through Channel Marketing – Retailers needed a reason to stock Pansari’s products over competing brands.

The Solution: Partnering with Badho

To overcome these challenges, Pansari Group partnered with Badho, leveraging its network of distributors and technology-driven order facilitation to expand efficiently. The collaboration focused on three key areas:

1.Expanding the Distribution Network

Badho onboarded 28 dedicated distributors in high-potential regions, ensuring smooth supply to retailers across Delhi, Uttar Pradesh, Haryana, Bihar, and Rajasthan.
With these strategic distributor placements, Pansari gained a strong foundation in both metro cities and emerging Tier 2 markets.

2.Direct Orders from Retailers

Pansari leveraged Badho’s retailer network, making their products easily available through the Badho App. Kirana owners could now directly place orders digitally, ensuring faster procurement and reducing stockouts.

3.Channel Marketing & Brand Visibility

To increase adoption among retailers, Pansari used Badho’s in-app marketing tools, including

• Targeted promotions to store owners

• Trade schemes & discounts to drive interest

• High-impact visibility campaigns generating 800000+ impressions

The Impact

The results were game-changing for Pansari Group:

1.Widespread Availability – With distributors in 9 regions, Pansari’s products are now within reach of thousands of retailers through Badho
2.Higher Retailer Adoption – More Kirana stores are now stocking and selling Pansari’s full product range.
3.Faster, Hassle-Free Ordering – Retailers placing orders through our App, eliminating supply bottlenecks

• Total orders placed via Badho: 1200+

• Total order value: ₹ 25 Lakh+

4.Stronger Brand Recognition – With 10 lakh+ impressions, Pansari strengthened its recall value among retailers and customers.

Conclusion: A Recipe for Success

Pansari Group’s rapid general trade expansion is a testament to the power of strategic distributor placement and digital enablement. By partnering with Badho, they bridged the gap between traditional trade and modern retail technology, bringing their high-quality products to kirana stores efficiently.

If you are an FMCG brand looking to scale your General Trade operations. Let Badho help you unlock new markets.