A distributor takes an order from a kirana store owner in an Indian city.
India’s Open Network for Digital Commerce (ONDC), in collaboration with the Department for Promotion of Industry and Internal Trade (DPIIT), is launching ‘DigiDukaan’ to digitise the business-to-business (B2B) procurement processes for the nation’s extensive network of kirana stores. This initiative aims to streamline operations for over 1.4 crore kirana stores, which currently account for a significant portion of Fast-Moving Consumer Goods (FMCG) sales.
DigiDukaan seeks to bridge the gap in the traditional general trade sector, which often relies on fragmented ordering systems, manual sales processes, and limited inventory visibility. By connecting retailers, distributors, and brands through a unified digital network, the platform intends to provide neighbourhood stores with enhanced visibility into product availability, pricing, and promotional schemes. For distributors, DigiDukaan offers a way to digitise order collection and expand their reach without proportional increases in manpower. Brands, in turn, can gain valuable insights into retailer demand and secondary sales performance.
The initiative has already seen a pilot launch in Hyderabad through ONDC network participant Qwipo, onboarding more than 10,000 retailers and over 35 brands. Future launches are planned for Jaipur, Mumbai, Bengaluru, and Delhi NCR.
Built on ONDC’s open network framework, DigiDukaan leverages an infrastructure similar to that of UPI for digital payments. This open architecture allows for interoperability across various platforms, enabling kirana stores to engage with a wider array of brands, distributors, and service providers, thereby reducing reliance on single marketplaces. The development aligns with ONDC’s broader objective of creating an open digital commerce ecosystem as an alternative to closed, platform-centric models.
Launched by DPIIT in 2021, ONDC has facilitated 21.8 crore transactions in FY26 and is operational in 616 cities, with over 7.64 lakh sellers and service providers onboarded. The network recently secured ₹220 crore in funding from strategic investors, including Uber, Zoho, One97 Communications, and BSE, underscoring growing confidence in open digital networks for fostering a more equitable business landscape.
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