The Open Network for Digital Commerce’s DigiDukaan initiative has connected more than 21,000 kirana retailers with over 450 brands across Hyderabad, Jaipur and Mumbai as of September 2026, up from about 12,000 retailers a quarter earlier. The figures were shared at the Bharat Commerce Chintan Shivir chaired by Union Commerce and Industry Minister Piyush Goyal in New Delhi on 30 October 2026.
The CEO roundtable, convened by the Department for Promotion of Industry and Internal Trade (DPIIT) and ONDC at Vanijya Bhawan, brought together more than 40 leaders from fast-moving consumer goods (FMCG) companies to agree a shared roadmap for digitising India’s general trade. It extends the government’s push to build open digital networks for public services and commerce.
What ONDC DigiDukaan does for kirana stores
DigiDukaan digitises neighbourhood stores as buyers. Through a single interface, a retailer can discover and order products from several brands, distributors and wholesalers, with clearer visibility of prices, trade schemes and stock availability. The model is built to work through existing distributors rather than replace them.
“ONDC’s DigiDukaan shows that when open digital infrastructure is built around the needs of the small retailer, adoption follows,” Goyal said, inviting the FMCG industry to take the platform “to every corner of Bharat”.
ONDC Managing Director and CEO Vibhor Jain said distributors already bill and take orders largely online, but most mom-and-pop retailers “still run on pen, paper and memory”. Jain took charge of ONDC in April 2026.
Early adoption numbers
- 21,000+ retailers and 450+ brands on the network across three cities, as of September 2026.
- More than 16,000 retailers onboarded in Hyderabad, with monthly repeat ordering of 73 to 78 per cent.
- 40 per cent of retailers in an initial ONDC study reported holding less inventory for products bought through DigiDukaan.
Five priorities for digitising general trade
The roundtable agreed to work on five areas:
- A common digital identity for kirana retailers, usable across brands, distributors and service providers.
- Shared logistics and micro-warehousing for reliable next-day replenishment, including beyond current delivery routes.
- Formal credit linked to digital procurement data, to reduce dependence on informal distributor credit.
- Plug-and-play Distributor Management System (DMS) connectors, standard catalogues and common interfaces.
- Realigned commercial incentives so digital ordering pays for brands, sales teams and distributors.
DPIIT Secretary Amardeep Singh Bhatia said open, interoperable networks can help neighbourhood retailers “participate more effectively in the evolving digital economy”.
Who is on the network
HUL, Marico, Colgate-Palmolive, Emami and Amul participate through their distribution networks, while ITC, Tata Consumer Products and Britannia are at various stages of integration. Paytm for Business, Qwipo and Mulltiply.ai are live as technology partners, with DMS providers Bizom, Botree, QuIDPe and ENS moving towards integration. ElasticRun, Shiprocket, India Post and Moeving are logistics partners. The National Traders’ Welfare Board, chaired by Sunil J. Singhi, is helping mobilise trade associations. ONDC’s next phase will deepen brand and distributor participation in Mumbai, especially North Mumbai.
ONDC says its network has handled more than 500 million transactions to date, with retail as its core focus, alongside mobility, logistics and tourism services.
Key takeaways
- ONDC DigiDukaan has 21,000+ kirana retailers and 450+ brands across Hyderabad, Jaipur and Mumbai.
- Piyush Goyal chaired a DPIIT–ONDC roundtable with 40+ FMCG leaders on 30 October 2026.
- Next steps include a common retailer digital ID, shared logistics and procurement-linked credit.
FAQ
What is ONDC DigiDukaan?
DigiDukaan is an ONDC initiative that lets kirana stores order from multiple brands, distributors and wholesalers through one digital interface, while keeping existing distributor relationships.
Where is DigiDukaan live?
As of September 2026, it operates in Hyderabad, Jaipur and Mumbai, with Hyderabad accounting for more than 16,000 of the 21,000-plus retailers.
Source: Ministry of Commerce and Industry press release via PIB, 30 October 2026.
Featured image: Union Minister Piyush Goyal (centre) with DPIIT Secretary Amardeep Singh Bhatia, NTWB chair Sunil J. Singhi and ONDC CEO Vibhor Jain as he chairs the CPG Roundtable under the Bharat Commerce Chintan Shivir at Vanijya Bhawan, New Delhi. Photo: Office of Piyush Goyal (X)