DPIIT, ONDC Push Kirana Digitisation Through DigiDukaan Drive

A key highlight of the discussions was DigiDukaan, an ONDC-led initiative created to simplify B2B procurement for kirana stores.

India's vast kirana network is set to play a bigger role in the country's digital commerce journey as the Department for Promotion of Industry and Internal Trade (DPIIT) and the Open Network for Digital Commerce (ONDC) brought together major consumer goods companies, distributors, technology firms and logistics partners for the Bharat Commerce Chintan Shivir on June 12.

The roundtable focused on strengthening India's General Trade ecosystem, a market that includes more than 1.4 crore kirana stores and contributes nearly 75-80 per cent of FMCG sales across the country. Industry leaders discussed how digital tools can help address operational gaps that continue to affect retailers, distributors and brands.

DigiDukaan Targets Everyday Trade Challenges

A key highlight of the discussions was DigiDukaan, an ONDC-led initiative created to simplify B2B procurement for kirana stores. Many retailers still depend on multiple ordering channels, manual processes and limited access to inventory information, making daily operations more complex and time-consuming.

Through DigiDukaan, retailers can place orders more efficiently while gaining better visibility into brand schemes, product availability and procurement options. The platform is also expected to support stronger working capital management and improve access to products, helping store owners increase profitability.

Benefits Extend Across the Supply Chain

The initiative is designed to create value beyond retail counters. Distributors can reach a larger network of stores without increasing field sales expenses, while digitised ordering and collection systems can improve operational efficiency and retailer coverage.

Consumer goods companies also stand to gain from improved visibility into retailer demand patterns. Access to real-time demand signals can help brands make better decisions around inventory planning, product availability and promotional schemes. Greater transparency may also make it easier to track the performance of market initiatives and improve execution at the store level.

Hyderabad Pilot Shows Early Momentum

DigiDukaan has already established an early presence in Hyderabad, where more than 10,000 retailers and over 35 brands have joined the platform through Qwipo. The initial response has encouraged stakeholders to prepare for wider expansion.

The next rollout is scheduled in Jaipur on June 19 through Salescode. Additional launches are planned across Mumbai, Bengaluru and Delhi-NCR in the coming months as ONDC and its partners work to expand the initiative's reach.

Industry Leaders Back Expansion Plans

Participants at the roundtable examined several issues affecting General Trade, including fragmented retailer engagement, rising sales-force costs, inventory-related inefficiencies, limited visibility into secondary sales and growing competition from digitally enabled retail formats.

The discussions also covered distributor digitisation, catalogue standardisation, retailer onboarding and technology integration. Companies attending the event were invited to join the next phase of DigiDukaan as founding partners and contribute to scaling the initiative across markets.

The roundtable was chaired by DPIIT Additional Secretary Shri Ateesh Kumar Singh and included representatives from major companies such as HUL, ITC, Coca-Cola, Tata Consumer Products, CavinKare, Marico, Bikano, L'Oréal, Moon Beverages, Anmol Industries, Nestlé and Kirana King. Participants expressed interest in supporting the initiative and exploring ways to accelerate digital adoption across India's General Trade ecosystem.