India, June 16: Frido, India’s leading D2C ergonomics and comfort solutions brand, has strengthened its offline footprint with 15 new experiential stores across Delhi NCR, Mumbai, Bengaluru, Hyderabad, and Pune. This expansion marks a pivotal chapter in the brand’s transition from a digital-first disruptor to a consumer-first omnichannel brand.
The retail network comprises a mix of mall and high-street formats (70% malls, 30% high streets), all operated under the COCO model. Store sizes range from 250 sq. ft. to 1,900 sq. ft., enabling the brand to tailor experiences based on location, catchment and consumer needs.
Frido's retail footprint today spans some of the country's most prominent shopping and high-street destinations. In Mumbai, the brand operates at Oberio Sky City Mall, Borivali. Bengaluru is home to stores at Bhartiya Mall, Phoenix Mall of Asia and Lulu Mall. Hyderabad's presence includes Kompally High Street, Banjara Hills High Street, Gachibowli High Street and Lake Shore Mall - Y junction, while Pune houses six stores across Phoenix Marketcity (Viman Nagar), Amanora Mall, Nexus Westend Mall (Aundh), KOPA Mall, Amar Tech Park and Elpro City Square Mall. In Delhi NCR, Frido operates at Vegas Mall, Dwarka. Together, these locations provide the brand with a strong foothold across India's most influential urban consumption centres.
The expansion reflects the growing convergence of digital discovery and physical validation in high-consideration wellness categories. As awareness around preventive health, posture correction and mobility solutions continues to rise, consumers increasingly seek opportunities to experience products firsthand before making purchase decisions. Frido’s retail presence has been strategically designed to bridge this gap, creating deeper engagement while complementing the brand’s strong digital ecosystem.
Each store has been designed as an experience hub, presenting Frido’s distinct verticals like Home, Walk, Work, Orthotics and Mobility in an integrated yet differentiated format. Select locations feature in-house podiatrist support, enabling consumers to receive expert guidance for foot-related concerns and reinforcing Frido's diagnostic-led retail approach. The objective is to move beyond transactional retail and create spaces that build trust, education and informed decision-making.
Ganesh Sonawane, Co-Founder & CEO at Frido, said, “We have been observing a clear behaviour shift. Consumers now research everything online, from ergonomics to mobility, but still rely on physical validation before buying. They want to sit, stand, walk and feel the product before they trust a brand. This research-to-retail behaviour is strongest in our top metros, and that’s exactly where we have focused our offline expansion. These aren’t showrooms; they are experience hubs where people understand their body mechanics, compare solutions and make informed choices. With this rollout, we’re putting Frido at the centre of India’s comfort revolution and laying the foundation for a strong network that will define how the country shops for preventive wellness.”
Building on this retail foundation, Frido remains focused on accelerating its omnichannel growth strategy across India. By FY28, it aims to operate 70-100 stores nationwide and create 350–400 new job opportunities. Additional store launches over the next 12 months will further strengthen its omnichannel presence while preparing for strategic entry into Tier 2 cities. The long-term roadmap includes deeper omnichannel integration and category diversification into advanced recovery and ergonomic technologies.
