Broadway's Effort to Redefine the Omnichannel Path for D2C Brands

Founded in March 2023 by Vivek Biyani, Rana Daggubati, Anuj Kejriwal, and Apurva Salarpuria, Broadway aims to simplify the omnichannel transition for D2C brands through its super stores. The startup launched its first store in a Delhi mall last month and is currently developing a larger, standalone store in Hyderabad, which will cover 45,000 sq ft. 

Broadway’s Delhi store features products from 115 D2C startups, and according to Salarpuria, the brand offerings will be updated regularly. While India’s D2C landscape initially grew online, the future lies in omnichannel strategies as brands strive to get closer to consumers. However, many Indian D2C brands face challenges in this transition. Startups struggle to find suitable retail spaces and encounter a disconnect between their online presence and offline retail opportunities.

Although popular D2C brands like Firstcry, Bombay Shirt Company, Lenskart, Rage Coffee, Mamaearth, and Giva are eager to adopt omnichannel strategies, they often find that malls and retail outlets lack the infrastructure that new-age startups need. Additionally, many startups lack the scale or resources to fully capitalize on standalone retail outlets, and competing with established retail and FMCG companies is tough due to their robust retail networks. While omnichannel retail offers a more immersive customer experience, a market gap remains, which Broadway aims to fill.