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Broadway has partnered with venture builder The Foundery to provide retail shelf space to selected startups from the accelerator's inaugural cohort, enabling them to test products in physical stores before wider commercial expansion. The collaboration follows The Foundery FWD, an investor showcase where 18 consumer brands presented their businesses after completing a 90-day residential programme. The participating companies, spanning health and wellness, beauty, fashion, food and beverage, and consumer technology, will gain access to Broadway's experiential retail stores across India. The initiative aims to help early-stage brands validate customer demand, refine products and establish distribution channels before investing in permanent retail infrastructure.
Broadway has entered into a partnership with The Foundery, a venture-building platform co-founded by Kishore Biyani, Nikhil Kamath and Ronnie Screwvala, to provide physical retail access for emerging consumer brands developed through the accelerator's inaugural programme.
The collaboration was announced following The Foundery FWD, an investor showcase held earlier this week, where 18 consumer businesses formally introduced their products to investors, founders and industry representatives after completing the venture builder's 90-day residential programme.
Under the partnership, selected brands from the inaugural cohort will be offered retail space across Broadway's experiential stores, allowing them to introduce products directly to consumers before pursuing broader commercial expansion. The participating businesses operate across multiple categories, including health and wellness, beauty, fashion and lifestyle, food and beverage, and consumer technology.
Broadway said the initiative is intended to provide founders with an opportunity to assess customer demand and consumer behaviour in a live retail environment without committing to long-term lease agreements or permanent store investments during the early stages of business development.
According to the company, participating brands will receive time-bound shelf space under a commercial arrangement that covers occupancy costs, utilities, housekeeping, storage and in-store operations. The model is designed to enable founders to gather market feedback, refine product offerings and evaluate retail performance before expanding distribution.
Sankalp Kathuria, Co-Founder and Chief Executive Officer of Broadway, said the company had reviewed the participating businesses and identified several brands suited to its retail format. He added that Broadway's objective is to support emerging consumer brands by providing access to retail space, customers and distribution channels from the outset of their commercial journey.
Kishore Biyani, Co-Founder of The Foundery, said the partnership reflects the venture builder's objective of integrating product development with market access at an early stage. He noted that founders often focus on developing products before establishing distribution, whereas the collaboration with Broadway enables participating businesses to engage with consumers immediately after completing the programme.
Nikhil Kamath, Co-Founder of The Foundery, said early access to Indian consumers is an important step in building scalable domestic brands. He added that the partnership provides founders with an opportunity to test products in a physical retail environment before pursuing wider market expansion.
The initiative reflects a growing trend among startup accelerators and venture-building platforms to incorporate market validation into product development programmes. By combining venture creation with organised retail access, the partnership seeks to reduce the barriers faced by early-stage consumer businesses as they transition from product development to commercial operations across India's retail market.
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