MSME SuperPower:

We accelerated our growth with digital retail

Harshal Gada

Co-Founder, Online Becho, Mumbai, Maharashtra

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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 branched out to 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 of 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.

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Honing our skills for digital retail

Since I have worked primarily in the capital goods industry, I have limited experience in retail distribution. The Walmart Vriddhi course content on this topic was well explained, and I learnt how to look at products in terms of branding, positioning and market segmentation, as well as their impact on the distribution network.

The support and insightful guidance of the Walmart Vriddhi team will go a long way toward helping us hone our marketing reach, logistics network and payment gateway.

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 plan ahead.

Forging ahead on digital channels

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.

As a result, sales are up fourfold over pre-pandemic levels. But we believe we can do even more. We are investing in expanding our manufacturing capacity and boosting our digital marketing spend with a 360-degree approach.

Our planning suggests we can achieve 10-fold growth over the next two years.

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