Cupid Signs Long-Term Exclusive Retail Deal With V2 Retail to Sell Wellness Products Across 425-Plus Stores

Healthcare and consumer wellness company Cupid Limited has entered into a long-term exclusive retail partnership with V2 Retail Limited, securing dedicated retail space across V2 Retail's network of more than 425 stores across India. Cupid expects the arrangement to generate approximately ₹400 crore in revenue over the next 12 months.

The deal secures dedicated shelf space for Cupid across hundreds of V2 Retail stores nationwide, allowing the company to rapidly scale its domestic consumer footprint without building standalone retail infrastructure. Because a single agreement covers every outlet in the chain, it consolidates what would otherwise be a store-by-store distribution effort into one nationwide rollout. Under the agreement, Cupid will receive 400 square feet of exclusive retail space in each of V2 Retail's existing stores, translating into more than 1.7 lakh square feet across the current network. The arrangement will also cover all future stores opened by V2 Retail across the country.

Supply operations are expected to commence shortly, with Cupid products targeted to be available across V2 Retail's entire store network, including newly opened locations, by mid-December 2026. That timeline sets a clear near-term checkpoint for the partnership: the pace of the rollout across existing and newly opened stores, and progress toward the company's stated ₹400 crore revenue expectation over the next 12 months, can be measured against it.

The dedicated retail spaces will showcase Cupid's portfolio of personal care, wellness, hygiene and other consumer products, with each 400-square-foot space under the brand's exclusive control for in-store presentation. The company said additional products and categories would be introduced progressively across current and future outlets.

The partnership provides Cupid with access to V2 Retail's established retail network without the company having to independently establish a comparable physical store infrastructure — a structure that ties the reach of Cupid's consumer products to V2 Retail's store count rather than to standalone retail build-out by Cupid itself. Cupid's retail presence is also expected to expand alongside V2 Retail's future store additions, making the pact a scalable distribution channel as the retailer grows its presence nationwide.

Aditya Kumar Halwasiya, Chairman and Managing Director of Cupid, said the arrangement would provide the company with a nationwide retail platform to expand its domestic consumer business. He added that the company expects the partnership to generate around ₹400 crore in revenue over the next 12 months.

Ram Chandra Agarwal, Chairman and Managing Director of V2 Retail, said the addition of Cupid's personal care and wellness products would expand the retailer's in-store offerings, particularly in categories such as personal care, hygiene and wellness.