Behaf
Conversational commerce for Indian D2C brands.
AI & Machine Learning·E-Commerce
About
Behaf started with a simple question: what if the conversation could become the store?
We had been building WhatsApp automation for businesses and kept seeing the same problem. Brands were doing the hard work of creating great products and generating demand through Instagram, creators and communities, but the actual selling journey was still fragmented across websites, payment tools, shipping platforms and manual conversations.
A customer might discover a product on Instagram, ask a question on WhatsApp, visit a website to buy it, receive a payment confirmation and then return to WhatsApp to ask where the order is.
We felt there had to be a simpler way.
That led us to Behaf — a conversational commerce platform for Indian D2C brands that turns WhatsApp into a storefront.
Instead of asking customers to navigate categories, filters and search bars, Behaf lets them simply explain what they are looking for. If someone says, “My wife's birthday is coming up, she likes jewellery and I have ₹5,000 to spend,” the AI can understand the context, ask relevant questions and help find products that fit.
For brands, Behaf brings the selling journey together — from customer conversations and product discovery to payment and shipping — without requiring them to build another complex technology stack.
Our belief is simple: people don't naturally think in filters. They think in context.
India is particularly interesting for this because WhatsApp is already deeply embedded in how people communicate with businesses, ask questions, share products and make purchase decisions.
We are currently preparing Behaf for launch and onboarding our first group of founding D2C brands. We are still early, and that's intentional. We're using this stage to learn from sellers and customers and refine how much of the selling journey we can genuinely simplify.
We started by building WhatsApp automation. Along the way, we realised that the conversation wasn't just where commerce happened.
It could become the interface for commerce itself.
That's what we're building with Behaf.
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Comments
1Hey everyone, I’m Jerish, co-founder of Behaf. We’re building conversational commerce for D2C brands, turning WhatsApp into a storefront where customers can discover, ask and buy. More soon!