Broadway partners with The Foundery FWD to pilot emerging consumer brands in stores
Broadway will give selected startups from The Foundery FWD time-bound shelf space across its experiential stores in Mumbai, Delhi, Hyderabad and Pune to test demand, shopper behaviour and product-market fit before wider distribution.
What happened
Broadway will launch selected consumer startups from The Foundery FWD through its experiential stores, offering time-bound shelf space to test demand, customer
Key facts
- 18 consumer businesses
- 90-day residential programme
- 4 cities
- 200+ new-age Indian consumer brands
Why this matters
Consumer-brand incumbents and retail platforms should view the model as a replicable route to source, test and partner with incubated startups using real-store demand data rather than relying solely on digital traction.
What to watch
- Number of pilot brands converted into permanent or expanded Broadway listings.
- Reported sell-through and repeat-purchase performance by category and city.
- Whether Broadway introduces a formal retail accelerator, revenue-share model or dedicated emerging-brand zone.
- Follow-on funding, distributor deals or D2C growth announcements from participating startups.
- Evidence that shopper traffic and basket size rise during brand rotations or experiential activations.
- Expansion of the partnership beyond the initial 18 businesses or into additional retail formats.
- Create a common pilot scorecard covering sell-through, conversion, repeat purchase, returns, replenishment speed, gross margin and customer feedback by store and city.
- Use pilot results to segment brands into immediate scale candidates, assortment-localization candidates and digital-first follow-up candidates.
- Build a post-pilot pathway with preferred shelf terms, pop-up extensions, distributor introductions and potential co-marketing support for top performers.
- Test whether startup-led events, founder appearances and sampling increase store traffic and attachment sales versus standard shelf placement.
- Package anonymized pilot benchmarks for The Foundery FWD cohorts to improve product-market-fit decisions before national distribution.