Mumbai-based social commerce startup Broadway has received a strategic investment from Nikhil Kamath and Abhijeet Pai’s investment firm, Gruhas, to strengthen its omnichannel retail presence. The financial details of the investment remain undisclosed.
With this investment, the startup plans to enhance its retail infrastructure and offer brands an immersive shopping experience.Looking ahead, the company plans to expand into major cities like Mumbai, Gurugram, and Pune.
Founded in March 2023 by Vivek Biyani, Rana Daggubati, Anuj Kejriwal, and Apurva Salarpuria, Broadway aims to facilitate a seamless transition for direct-to-consumer (D2C) brands between online and offline retail through its experiential superstores.
Positioning itself as “A Theatre for Brands,” Broadway enables customers to engage with D2C products in an interactive retail space.
The startup launched its first store in a Delhi mall last year, followed by a second outlet in Hyderabad, which houses products from over 200 D2C brands, including CosRX, Minimalist, The Good Bug, Cosmix, Rareism, and Mokobara.
“This partnership will not only provide emerging brands with strategic growth opportunities but also create a more seamless transition between the online and offline retail experience. With this support, we aim to nurture innovative brands and scale their presence in a rapidly evolving consumer landscape,” said Biyani.
Broadway’s experiential retail concept includes features such as salons, event stages, a longevity clinic, a nail bar, a pet spa, a sneaker studio, and food and beverage zones, creating an engaging shopping environment.
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The investment comes as the omnichannel retail model gains momentum among D2C brands like Mamaearth, Lenskart, and Pepperfry.
Investors are also backing this shift, with Purple Style Labs recently securing $40 million to enhance its omnichannel presence.
As per BCG, India’s retail sector is set to grow 9-10% annually, reaching $2 trillion by 2032. Broadway aims to leverage this growth to redefine D2C retail.
