New Delhi: Broadway has secured a strategic investment from Gruhas, the renowned investment firm led by Nikhil Kamath and Abhijeet Pai, to expand its retail landscape. Founded by Vivek Biyani, Broadway is already backed by industry leaders including, Rana Daggubati, Apurva Salarpuria, and Anarock, led by Anuj Puri. This investment will further enhance Broadway’s innovative experiential commerce model, driving long-term growth and expansion.
Broadway is a first-of-its-kind experiential commerce platform that seamlessly blends brands with content, creators, and commerce to redefine modern retail. After its first store in Delhi, the second Broadway was launched in the Banjara Hills neighbourhood of Hyderabad on 9th March 2025. Spread over 35,000 square feet, the store houses over 200 digital native brands – from category leaders like CosRX, Minimalist, Tirtir, in beauty, The Good Bug and Cosmix in wellness, Rareism, Kingdom of White and Dash&Dot in fashion, Cai Store, Anaar and Comet in footwear, Mokobara and Nasher Miles in travel and a whole host of celebrity-founded brands like Arks, Rwdy, Chapter 2, Secret Alchemist, SuperYou and others. Designed for immersive shopping, Broadway offers interactive spaces like salons, event stages, a Longevity Clinic, Nail bar, a Pet spa, a Sneaker studio and food and beverage zones, creating a dynamic and engaging retail experience.
Over the next few months, Broadway is expected to launch in Bandra (Mumbai), Gurgaon and Pune, along with a personalized, digital shopping experience. This investment reinforces the confidence in its innovative business model that seamlessly integrates physical retail with a digital ecosystem and marks a new phase of strategic growth.
With the rise of digital-first brands entering physical spaces, Broadway is at the forefront of this shift, offering brands a high-engagement platform to connect with consumers in real life. Gruhas’s investment further validates the future of omnichannel retail, where experience-led spaces drive community, commerce, and culture.
Vivek Biyani, Founder, Broadway, commented on the partnership: “Our collaboration with Gruhas represents a pivotal moment for D2C brands in India. Broadway’s unique ecosystem, which mirrors the online space for digital natives, will now be complemented by Gruhas’s expertise in the D2C ecosystem. This partnership will not only provide emerging brands with strategic growth opportunities but also create a more seamless transition between the online and offline retail experience. With this support, we aim to nurture innovative brands and scale their presence in a rapidly evolving consumer landscape”.
Nikhil Kamath, investor and entrepreneur, stated: “Retail is evolving beyond just transactions—it’s about experience, engagement, and community. The brands that win will be the ones that seamlessly blend digital and physical, offering more than just a product. Broadway is pushing the boundaries of what modern retail can be, and we see this shift as inevitable. The next phase of commerce isn’t just about selling—it’s about storytelling, interaction, and building real-world touchpoints for digital-first brands.”
The Gruhas-Broadway collaboration marks a key milestone in retail, empowering D2C brands with Broadway’s experiential commerce model to drive growth and consumer engagement.
About Think9
Broadway was co-founded within Think9, India’s first digital venture studio offering an ecosystem for new-generation entrepreneurs. Designed for Indian digital native brands Think9 is a venture builder firm that transforms powerful ideas into authentic, profitable, and experience-led brands and retail concepts in key consumption categories like food, wellness, beauty, home & decor and fashion.
Think9 partners with passionate entrepreneurs to combine our collective learning and experience with data science, digital ethnography, and technology platforms to build brands that connect to the new generation of Indian consumers.
About Gruhas
Gruhas is an India-focused venture capital firm established in 2021 by seasoned entrepreneurs Abhijeet Pai and Nikhil Kamath. The firm specializes in investing in sectors such as PropTech, CleanTech, Media & Entertainment, and Consumer industries.
