Frequently Asked Questions
General Information
What is Badho?
Badho is a B2B marketplace offered as a mobile-based application that connects retailers, distributors, and brands in the general trade landscape. The platform works with more than 10,00,000 retailers and 10,000+ distributors across North and Central India.
Does Badho handle the actual delivery logistics?
Badho only manages the technology platform that connects retailers and distributors. The physical delivery logistics remain the responsibility of the distributors or the brands themselves.
Which states does Badho operate in as on date?
Badho has its strongest presence in Uttar Pradesh, Delhi NCR, and Uttarakhand, with growing operations in Rajasthan, Madhya Pradesh, and other regions across North and Central India.
What kind of transaction volume does Badho handle?
Badho handles close to 100 crores worth of Gross Transaction Value (GTV) month on month, with more than 1,000 brands being actively traded on the platform.
How many retailers actively use the platform?
While Badho has more than 10 lakh retailers registered on the platform, approximately 6 lakh retailers are active users who regularly engage with the platform every month.
How many orders are typically placed on the Badho app per month?
The platform processes about 10,000-12,000 orders per day.
What is the average order value on Badho?
As on date, the average order value on the Badho app is about Rs 4500 for FMCG.
For Brands
How does Badho help brands reach more retailers?
Badho solves the challenge of limited salesperson reach as well as discovery of demand. Since a typical salesperson can only cover 250-300 retail outlets, many retailers remain underserved. Badho's platform enables brands to reach a much wider retailer base digitally without increasing their field sales team. Also, with more than 10,00,000 retailers accessible via the Badho app, brands can get connected with retailers and distributors who show interest in stocking their products.
How does Badho reach out to, and onboard new retailers?
Badho's primary mode of retailer acquisition is digital (Facebook ads, WhatsApp messages), followed by KYC diligence and onboarding. We also have a field team of relationship managers who help retailers understand the platform benefits and get onboarded.
Does Badho replace the existing distribution network?
Badho has its strongest presence in Uttar Pradesh, Delhi NCR, and Uttarakhand, with growing operations in Rajasthan, Madhya Pradesh, and other regions across North and Central India.
How do we get started if we don't have distributors in certain regions?
Badho offers two solutions:
New Distributor Onboarding: Badho can help identify interested distributors in your target regions through their "Explore Distributorship" feature. Distributors can express interest organically, making conversion rates higher.
Direct-to-Retailer (D2R) Model: For regions without immediate distributor presence, Badho helps brand use the D2R solution, where direct orders from under-serviced regions are captured on Badho and you (the brand) ensures fulfilment of those orders via own or third-party logistics partners who can manage stock and delivery.
How do we showcase our brand on the platform?
Badho builds a dedicated brand page that includes:
Brand story and meta details
Promotional videos (including CEO/leadership messages)
Complete product catalogue with prices and margins
Current trade marketing schemes
Distributor criteria and benefits
Preferred operational areas
How do you prioritize products for visibility?
On the Badho app, products are typically displayed in descending order of popularity, ensuring that the most important and popular products are easily discoverable by retailers.
What are the commercials that Badho charges brands?
Badho charges brands only for successful orders generated through the platform. The standard offering is a fee per successful order, though percentage-based models can be explored based on the brand's specific requirements and average order value.
For Retailers
How do retailers benefit from using Badho?
Retailers gain access to brands they couldn't previously discover or reach. They also get visibility into trade marketing schemes they might otherwise miss. Badho gives them direct ordering capability from nearby distributors as well as information about new product launches which helps them ensure an optimum assortment. Badho ensures a seamless ordering experience without waiting for a salesperson visit
How does a retailer place an order?
The retailer downloads and opens the Badho app, browses your brand page to view products, prices, margins, and schemes, selects the products they want to order, and places the order which is then automatically routed to the nearest distributor for that brand.
How does the delivery system work with Badho?
Badho operates on a beat-based delivery system established by distributors. The retailers’ orders are delivered according to these predetermined schedules, which helps them plan their inventory management more effectively.
Can retailers request urgent deliveries outside the beat schedule?
Typically orders are delivered according to the beat schedule already established by the brand. However, for orders placed on the Badho app, retailers can add remarks or urgent requests through the app when placing an order. Distributors can see these requests during order acceptance and may accommodate them based on their capacity.
Can retailers see when an order will arrive?
When retailers place an order through the Badho app, they can see which distributor is handling their order and their associated beat schedule, giving them visibility into expected delivery times.
How are payments done if orders are placed online via Badho?
Currently, most transactions are COD (cash-on-delivery), where payment is collected by salesman or the DSM when the products are delivered to the retailer . However, Badho has also introduced a payment feature called Badho Credit that allows retailers to make payments at the time of ordering.
For Distributors
How does Badho help FMCG distributors?
Badho provides FMCG and CPG distributors with digital tools to efficiently manage orders, plan logistics, and communicate with retailers. This helps them optimize their operations while strengthening their established retailer relationships.
How do distributors join the platform?
Distributors can download the Badho app, list the brands they currently work with, and start selling to retailers in their vicinity. They can also express interest in new brand distributorships through the "Explore Distributorship" feature.
How does a distributor receive orders?
When a retailer places an order, the retailer's details (WhatsApp, geolocation, order details) are shared with the nearest distributor. Distributors have the liberty to accept or reject these orders based on their feasibility.
Can distributors discover new brands to distribute?
Yes, Badho helps distributors discover new brands looking for distributors in their region through the "Explore Distributorship" page within the app. They can view brand information, margins, minimum investment requirements, and apply directly through the platform.
What information can distributors access about brands?
Distributors can see comprehensive information about brands including brand story and background, product catalogue with margins, distributor criteria (e.g. min investment, area preferences), marketing schemes, contact information etc.
Product & Features
Can we customize offerings for different markets or distributors?
Yes, Badho allows brands to have different schemes by different markets. You can even set up different schemes at the distributor level for partners who are showing good performance.
What is Badho Credit?
Badho Credit is a plug-and-play embedded lending solution tailored for FMCG brands like you. With it, brands can extend digital credit to retailers without taking on the risks of lending, recovery, or delayed payments
How does Badho Credit help brands?
With Badho Credit, brands get paid upfront, while Badho manages the retailer collections. This helps brands reduce GTM time, expand reach, launch new products and open up new territories faster and simplify fulfilment.
What is Badho VisiBrand?
Badho VisiBrand is a value added, precision marketing solution from Badho, that helps brands reach retailers in the right markets - fast. With data-backed visibility, VisiBrand puts your brand in front and centre of retailers who are relevant, interested, and ready to buy.
Channel Marketing and Engagement
How does Badho keep retailers engaged?
Badho engages retailers by proactively sending them regular notifications about new products and schemes, engaging content in the app banner, video format content etc. We also reach them through targeted Facebook ads and WhatsApp messages. On the Badho buyer app, retailers get to see a lot of curated content that is relatable to kirana shop-owners. Our field team of 150+ relationship managers helps retailers understand how to navigate the app and it’s benefits
How do you measure marketing ROI?
Badho tracks impressions and engagement metrics similar to e-commerce platforms, evaluating the performance of different marketing initiatives based on cost-per-impression and conversion rates.
Implementation and Support
How can a brand get started with Badho?
Once a brand decides to join, Badho assigns a dedicated Brand Success Manager and creates a WhatsApp group for quick communication. We also set up a project management tool to track all action items. We create your brand page on the Badho app to showcase all products, schemes, and distributor opportunities. Then begins targeted marketing to generate demand for your brand.
Tel: +91-9429691958
Email: contact@badho.in
Plot No 273, Phase IV, Udyog Vihar, Sector 18, Gurugram, HR 122015