About BSM
Bridging the gap between brands and efficient market distribution
Our Story
BSM was founded to bridge the gap between brands and efficient market distribution. With deep expertise in logistics and commerce execution, we have built a system where every inventory movement and sales decision is backed by data-driven intelligence. Our operations blend traditional efficiency with modern technology to create a seamless, responsive supply chain.
Our Journey
Three decades of evolution and growth in distribution excellence
The Foundation
BSM was born in South Delhi, starting as a traditional distribution partner for legacy brands like Perfetti and Godrej. Built on trust, discipline, and strong market understanding, our roots run deep in retail logistics.
Building the Base
We steadily expanded our portfolio to 15+ brands, servicing leading FMCG brands and building a reputation for operational consistency and local market dominance.
Pioneer Partnerships
We became one of the first distribution partners in India for global brands like Pigeon and 3M, playing a key role in launching and establishing them in the Indian market. These early bets defined our DNA — bold, brand-focused, and execution-obsessed.
Diversifying into Global Foods
We ventured into premium food distribution, bringing international names like Real Thai, Nongshim, Hellmann’s, Lavazza Coffee, and Raavi Sauces to Indian retail shelves. This marked our foray into lifestyle-led categories and global retail partnerships.
India’s Baby Care Launchpad
Over more than a decade, BSM emerged as the go-to distribution partner for every major baby care brand entering India. From Mustela, Buds Buddy, and Nuby to Philips Avent, Farlin, Mamaearth, and Baby Forest, we played a foundational role in launching and scaling these brands in India’s traditional trade. Our unmatched reach, retail intelligence, and execution made BSM synonymous with baby care.
Transitioning for Tomorrow
As India’s retail landscape evolved, so did we. BSM began modernizing its systems, adopting early tech-led tools and expanding into organized retail and general trade logistics.
The eCommerce Pivot
Recognizing the shift in consumer behavior, BSM transitioned into eCommerce fulfillment — servicing fast-growing brands across marketplaces and D2C channels. We embraced automation, real-time tracking, and agile warehousing.
Quick Commerce Ready
With platforms like Blinkit and Zepto changing the game, BSM adapted to faster TATs and micro-fulfillment, becoming a trusted partner for Q-commerce operations across North India.
National Expansion Begins
BSM launches its Mumbai facility — marking our official entry into West India. With robust infrastructure and a tech-first approach, we’re building a truly pan-India eCommerce distribution network.
Our Mission & Vision
Mission
To build India's most advanced, tech-enabled brand distribution and logistics platform.
Vision
To create a fully optimized, data-powered distribution network that maximizes sales, minimizes inefficiencies, and accelerates brand growth.
Industries We Serve
Personal Care & Beauty
Pharmaceuticals & Healthcare
Packaged Foods & Beverages
Consumer Electronics & Lifestyle Products
Baby Care
Our Leadership Team
Meet the experts behind BSM's innovative distribution solutions
Mukesh Khandelwal
Founder & Managing Partner
With over three decades of hands-on experience in distribution and supply chain management, Mukesh Kumar is the driving force behind BSM. A seasoned entrepreneur with a dual degree in commerce, he founded BSM with a vision to streamline logistics for modern retail. Under his leadership, BSM has grown into a trusted name in the industry, known for its reliability, scale, and operational excellence.
Samarth Khandelwal
Director, E-Commerce
samarth@bsmarketingcompany.com
Samarth leads the e-commerce vertical at BSM, bringing a unique blend of investment acumen and operational insight. He began his career in private equity, working on high-impact deals before channeling his passion into building scalable supply chain systems. An MBA from MDI Gurgaon, Samarth plays a pivotal role in driving BSM’s digital transformation and pan-India growth across online retail channels.
Sarthak Khandelwal
Director, Distribution Management
sarthak@bsmarketingcompany.com
Sarthak brings deep experience in FMCG sales, having worked with leading companies like Godrej. An MBA from IMT Ghaziabad, he is instrumental in building and scaling BSM’s distribution network. His strong commercial acumen and ground-level understanding of retail operations drive execution strength across the organization.