My brother, Jatin Gada, and I have run a manufacturing business for more than three decades. With a strong belief that eCommerce is the future of Indian business, we co-found a digital retail company in 2014.
Called Online Becho, it has a diverse portfolio of four brands: Jenefy for home and kitchen appliances, Trovoco for home improvement tools, Pokory for children’s wear and baby care, and Live Evil for fashion accessories. All our products are sold on B2C marketplaces like Flipkart. We’re proud of our high quality, low return rate, and compliance record. We provide 24-hour shipping and use software for integrated and efficient real-time inventory and order management.
Jatin and I bring a lot of business experience to Online Becho. Jatin has an MBA degree in retail and 14 years of previous eCommerce experience. I’m an engineer with an executive MBA degree and experience in global manufacturing for multinationals. This deep experience has taught me the value of always exploring new avenues of learning that will help us align our business with current trends. That’s how we came to sign up for Walmart Vriddhi.
In 2021, I joined the Walmart Vriddhi program which helped me redefine Online Becho’s business strategy, especially around brand positioning, inventory optimization, and team planning. Since I have worked primarily in the capital goods industry, I have limited experience in retail distribution. The program’s modules on this topic were well explained, and I learnt about market segmentation of products as well as their impact on the distribution network.
When I joined the program, the annual turnover of my business was ₹4 crores. By FY 2024–25, the business reached ₹24 crores. Online Becho currently offers 10,000 SKUs, and all 15 brands are listed on Flipkart
The personalized mentorship offered by the program helped us evaluate manufacturers more efficiently. Onboarding a manufacturing partner earlier would take 2–3 months, however, with a digital checklist and structured due diligence, this is a faster process today. The support and insightful guidance from the program team helped us hone our marketing reach, logistics network and payment gateway. As a result, sales are up sixfold after joining the program. We are currently investing in expanding our manufacturing capacity and boosting our digital marketing spend with a 360-degree approach.
Moreover, we are better able to differentiate what’s required and what’s not, and we have a new perspective on how to build our sales and operations teams and future plan.
Our next steps include expanding our customer support team and strengthening our listings. We are also leveraging the feedback we get from customers on Flipkart and other online platforms to improve our products and services. For example, we have embraced forward integration by establishing multiple warehouses across the country for faster delivery. The focus remains on maintaining quality and efficient supply chain management powered by a 70-member team skilled in operations, cataloging, content creation, and warehousing.
We believe manufacturers in India can compete globally with the right branding and digital channels. Our goal is to take quality Indian products to global markets, and Walmart Vriddhi will be a key enabler in helping us achieve this.
