ONDC’s DigiDukaan has connected more than 21,000 kirana retailers with over 450 brands across Hyderabad, Jaipur and Mumbai, according to the commerce ministry’s latest review of digital procurement in general trade.
The network had crossed 12,000 retailers in the previous quarter. Hyderabad accounts for more than 16,000 onboarded stores, with monthly repeat-order rates of 73%–78%, the Press Information Bureau said after a CEO roundtable chaired by Commerce and Industry Minister Piyush Goyal.
DigiDukaan digitises kiranas as buyers. Through one interface, retailers can discover and order products across brands, distributors and wholesalers, with visibility into pricing, trade schemes and availability.
Five building blocks for scale
The roundtable focused on a common digital identity for retailers; shared logistics and micro-warehousing; formal-credit access linked to procurement data; plug-and-play distributor-management connectors and standard catalogues; and commercial incentives that reward sustained digital ordering.
The model is designed to retain the existing distributor relationship rather than bypass it. That distinction is important in general trade, where fulfilment, local credit and last-mile relationships remain fragmented and highly local.
An initial ONDC study found that 40% of surveyed retailers held less inventory for products procured through DigiDukaan. If sustained across a larger sample, lower stockholding could release working capital while next-day replenishment improves availability.
Industry participation
FMCG businesses including Hindustan Unilever, Marico, Colgate-Palmolive, Emami and Amul are participating through their distribution networks. ITC, Tata Consumer Products and Britannia are at various stages of integration or discussion.
Technology and logistics participants include Paytm for Business, Qwipo, Mulltiply.ai, ElasticRun, Shiprocket, India Post and Moeving. ONDC’s next phase will deepen brand and distributor participation in Mumbai while strengthening the three existing markets.
Boardroom read
The headline scale is still small relative to India’s kirana universe, but the repeat-order rate in Hyderabad suggests that adoption can persist where catalogue, distributor and delivery coverage work together. The harder next step is aligning incentives across brands, sales teams, distributors and retailers without adding another costly technology layer.
Source: Press Information Bureau, 30 October 2026.
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