B2B Channel Distribution Marketplace – Badho Hits ₹1000 Crore GMV, Signals Shift in FMCG Distribution Landscape
Gurugram, Nov 2024: In a significant development for distribution in India’s FMCG sector, Badho – the B2B marketplace for channel distribution has crossed ₹1000 Crore in Gross Merchandise Value (GMV) with current ~₹100+ crore monthly GTV and with 22% user growth every month.
Founded in 2022 by IIT and ISB alumni, Badho’s HQ is based in Gurugram and the marketplace connects retailers with local distributors, enabling them to place orders without payment constraints and set business terms for payment, delivery, and returns on their terms. This flexibility allows brands to maintain sales momentum, even in regions where their field sales teams might not be active, while also generating leads for distributors to expand their networks.
The Badho App has seen rapid adoption across India’s Hindi Belt, with over 5 lakh retailers and 7,000 distributors now trading secondary orders of more than 1000+ Brands through its marketplace. Market observers attribute this as a sign of growing digitization in traditional Kirana Markets, which still account for over 73% of India’s retail distribution.
Rishi Singhal, CEO of Badho, sees this as just the beginning. “The real opportunity lies in making traditional channel distribution more efficient, not replacing it,” he told reporters. Industry veterans agree, pointing to the vast untapped potential in India’s 13 million+ kirana store network.
The opportunity is particularly notable for emerging brands. For example, Shark Tank India participant Zoff Foods leveraged Badho to establish its offline presence and connected with 6,000+ retailers and generated 250+ distributor leads. They scaled to an impressive ₹13-₹15 Lakhs monthly order volume within months of partnering up with Badho. Also, such brands report an increase in average order values and higher participation in trade schemes, indicating improved engagement with retailers.
The development comes as India’s FMCG sector shows strong growth potential, with increasing consumption in tier 2-3 cities driving market expansion. According to Invest India by GOI, the Indian retail market is estimated to reach $2 Tn by 2032, driven by socio-demographic and economic factors such as urbanization, income growth and rise in nuclear families
“What’s noteworthy is the platform’s approach to digitization,” says Saurabh Shivhare, MD & CEO at Kapila Krishi Udyog Ltd. “Unlike earlier attempts that tried to bypass traditional distribution networks, this model enhances existing distribution, making it more palatable for the industry.”
Gyanendra Bharti, Co-founder of Badho, also emphasizes the platform’s role in preserving traditional business relationships: “By digitizing order processes while maintaining existing distributor-retailer relationships, we’re helping the industry evolve naturally.”
The development also signals growing investor interest in B2B retail tech. While Badho has been bootstrapped so far, industry sources suggest strong investor interest. Also, the platform’s ability to reduce market entry costs to under ₹50,000 has made it particularly attractive for brands looking to expand in the Hindi Belt. This cost efficiency, combined with rapid retailer connectivity, addresses a crucial gap in traditional channel distribution models.
For more information about how Badho is transforming channel distribution while preserving traditional networks, visit www.badho.in.
About Badho:
Badho is India’s leading B2B marketplace for channel distribution, optimizing costs and efficiency for FMCG brands while enhancing traditional distribution networks through innovative technology. The platform connects 5 lakhs retailers with 7,000+ distributors across the Hindi Belt, processing orders worth ₹1000+ crore GMV.
