Behaf

Behaf is the AI sales engine for Indian D2C brands. We enable entrepreneurs to sell directly to customers on WhatsApp — handling conversations, payments, and shipping through AI so founders can focus on building their brand.

Our platform powers end-to-end WhatsApp commerce: AI-driven customer chat (24/7), automated payment processing via PayU, and seamless shipping integration through Shiprocket. Brands get a complete storefront experience on WhatsApp with a dashboard to manage customers and orders.

Founded by Jerish Jacob with 12 years of experience building businesses in India, Behaf serves D2C brands across fashion, jewelry, health & wellness, food & lifestyle, pet care, beauty, home decor, and handcrafts.

Pricing is performance-based — 5% + Rs.5 per sale — with no setup or monthly fees, making it accessible for brands of all sizes.