D2C brands in India are changing strategies, with more digital-first companies adding physical stores to grow, build trust, and maintain momentum. Bombay Hemp Company (Boheco), a well-known D2C wellness and Ayurveda brand, is the latest example, focusing more on brick-and-mortar retail.
Boheco, which started with a digital-first, doctor-involved approach, now sees physical stores as its main growth driver. It operates five stores in Bengaluru, Delhi-NCR, and Hyderabad, including a large store on Brigade Road in Bengaluru. What started small in Delhi has grown into a planned offline approach. Co-founders Yash P. Kotak and Chirag Tekchandaney say that physical retail is now the biggest reason for increased revenue, marking a turning point for the brand’s D2C business strategy in India.
The company plans to open over 16 stores in the next two years in markets like Hyderabad, Guwahati, Chandigarh, Delhi-NCR, and Madhya Pradesh. Most stores are company-owned and operated, but Boheco is also trying out a franchise model, as seen in its Bengaluru store. The ideal store size is between 450–500 sq. ft, with an average cost of ₹3,500–₹4,000 per sq. ft, showing a careful and scalable approach to offline growth.
While offline retail is key to growth, Boheco continues to improve its omnichannel presence. The brand is available on Amazon, Flipkart, and Myntra, and is adding healthcare platforms like PharmEasy, NetMeds, and IMG. In the next few months, Boheco plans to be available on all major quick commerce platforms to reach more customers. Currently, 75% of online revenue comes from its own website, showing strong D2C engagement, with the rest from marketplaces.
Boheco sells over 40 products in both RX and OTC categories, reinforcing its position as a VC-backed D2C brand based on research, credibility, and medical trust. Karnataka is a strong market, contributing 25–30% of sales, while major cities like Mumbai, Bengaluru, and Delhi-NCR account for 60–65% of online demand. Exports make up 5% of revenue, with plans to double this to 10% by next year, expanding into South Korea, Brazil, the Middle East, Thailand, and Australia.
Boheco aims to almost double revenue this year, reach breakeven by FY27, and become a ₹50 crore brand by the end of FY27. The company has raised about $6 million in funding and is now seeking an additional $5 million at a higher valuation, making it a closely watched company in D2C funding news in India.
As D2C brands in India mature, Boheco’s change shows how wellness categories benefit from physical stores. By combining doctor credibility, omnichannel distribution, and offline presence, Bombay Hemp Company is creating a strong, scalable model that reflects the changing D2C landscape in India.
