MAM
Uncovering ONDC: India’s next D2C growth catalyst
Mumbai: The Indian e-commerce landscape is going through a monumental shift with the introduction of the Open Network for Digital Commerce (ONDC).
The government of India started this initiative to build a new era of interconnected e-commerce in India – providing small and medium businesses a fair shot in the game.
This further breaks the marketplace monopoly.
And the results are evident. ONDC has successfully captured the spotlight, with more than 100,000 merchants spanning 273 cities and 45 diverse entities in its network, including big brands like ITC, Red Bull, and Hindustan Unilever.
D2C brands all across the country have also embraced ONDC with open arms.
How D2C brands leverage ONDC to expand their footprint in India
D2C brands are often directly connected to shoppers through their own websites. This enables them to control all aspects of their business – from brand messaging and pricing to creating targeted marketing strategies.
However, challenges are expected to arise due to the complexities of reaching the target audience, competing with big brands, logistics, and payment processing.
SellerApp head of product design Sowmya Nagarajan said “ONDC is the way for D2C brands to reach more niche markets. At SellerApp, we ensure a smooth onboarding experience for brands onto the network, along with dedicated support to enrich their catalogue and storefront and amplify their brand presence.”
SellerApp, an e-commerce data analytics company, formed a strategic partnership with Google Cloud, an offering by Alphabet (NASDAQ: GOOGL) and Yes Bank to help MSMEs and brands onboard into the ONDC network and grow their reach in PAN-India. The company also provides market intelligence and business monitoring solutions for brands like Red Bull, True Elements, Patanjali and Bombay Shaving Company as part of their support.
Furthermore, D2C brands can alleviate these challenges by leveraging seller applications like SellerApp, Growth Falcon, and uEngage to get unrestricted access to the ONDC network. This gives them the wide reach and flexibility they require to grow.
Here’s how the process works:
Connect your D2C Store: Connect your D2C store to an ONDC-enabled platform like SellerApp to ensure smooth onboarding to the network.
Publish your product catalogue: Update your product catalogue on the ONDC network with the help of SellerApp catalogue management.
Simplify order and payment processing: SellerApp also simplifies order and payment processing – enabling you to provide a robust customer experience to buyers.
Monitor inventory: Monitor your inventory and get a snapshot of your inventory level with SellerApp to prevent last-minute stockouts.
ONDC Benefits for D2C Brands
ONDC brings countless benefits to D2C brands growing their e-commerce footprint in India.
Uncover opportunities in tier two & three cities
ONDC breaks urban barriers, connecting D2C brands with eager consumers in smaller cities and addressing logistical hurdles.
Escape marketplace monopoly
ONDC helps D2C brands break free from predatory pricing, biased algorithms, data limitations, and logistical challenges and levels the playing field for brands of all shapes and sizes.
Expedite product launches
ONDC enables D2C brands to launch new products, test the market and gather feedback rapidly. It allows them to improve the products before scaling up.
Enables mobile commerce
ONDC integrates with diverse mobile apps, like messaging, social media, gaming apps, etc., widening the reach for D2C brands in the Indian market.
Navigating the challenges of ONDC for D2C brand
While ONDC presents a golden opportunity for D2C brands to expand their e-commerce ventures in India, it’s not free from challenges.
Intense competition
The accessibility of the ONDC network escalates competition among D2C brands and e-commerce players.
Brands must create distinct value propositions, focus on quality and provide outstanding customer experiences to stand out.
Compliance adherence
ONDC requires brands to comply with certain government regulations, which can hinder growth opportunities.
Brands need to proactively ensure all compliances are met to protect customer trust and maintain ethical business practices.
Cybersecurity vulnerabilities
ONDC exposes brands to cybersecurity risks like hacking, phishing, malware and fraud, requiring an extra layer of security measures to safeguard customer data.
Looking ahead
The Government of India’s ONDC initiative is set to revolutionise the e-commerce landscape in India, providing SMBs and D2C brands access to a more inclusive market. However, some challenges exist regarding implementation and adoption.
D2C brands must weigh the opportunities and risks of joining the ONDC network and make smart decisions to set the stage for their future growth in India.
Brands
33 per cent of women believe the salary scale is rigged: Naukri report
Voices @ Work study finds rising calls for equal pay audits and lingering bias
MUMBAI: Progress may be visible in India’s workplaces, but many women still feel the need to tread carefully. A new report by Naukri reveals that one in two women hesitate to disclose marriage or maternity plans during job interviews, worried that such information could influence hiring decisions.
The findings come from the second edition of Naukri’s annual Voices @ Work International Women’s Day report, titled “What Women Professionals Want.” Drawing insights from more than 50,000 women across over 50 industries, the survey sheds light on evolving workplace aspirations alongside the biases that continue to hold women back.
One of the report’s most striking insights is the growing demand for equal pay audits. The share of women calling for regular pay parity checks has climbed to 27 per cent this year, up from 19 per cent a year ago. The demand now stands alongside menstrual leave as the most sought after workplace policy.
Interestingly, the call for pay transparency grows louder higher up the income ladder. Nearly half of women earning between Rs 50 lakh and Rs 1 crore annually say equal pay audits are a priority, suggesting that pay gaps become more visible as women move up the career ladder.
At the same time, confidence and ambition appear to be rising. About 83 per cent of women say they feel encouraged to pursue leadership roles, a significant jump from 66 per cent last year. Cities in southern India appear particularly supportive, with Hyderabad leading the way as 86 per cent of respondents there reported encouragement to step into leadership positions. The education sector recorded the highest sense of encouragement at 87 per cent.
Yet the report also highlights a growing trust deficit around pay equity. Nearly one in three women, or 33 per cent, say they do not believe men and women are paid equally at their workplace. That figure has risen from 25 per cent last year, pointing to widening perceptions of disparity as careers progress.
Bias in hiring and promotions continues to be the biggest hurdle. About 42 per cent of respondents say workplace bias is the main challenge for women from diverse backgrounds. The concern is consistent across major metros, with Chennai and Delhi NCR reporting similar levels.
Reluctance to discuss personal milestones during hiring processes is also widespread. While 34 per cent overall said they hesitate to share marriage or maternity plans in interviews, the anxiety increases with experience. Among professionals with 10 to 15 years of work experience, the figure rises to 40 per cent.
Info Edge group CMO Sumeet Singh, said the data reflects both progress and unfinished work. “Behind every data point in this report is a woman who is ambitious. The fact that 83 per cent feel encouraged to lead is something to celebrate. However, the fact that one in two still hide their marriage or maternity plans in interviews tells us the work is far from done. As India’s leading career platform, it felt not just important but necessary for us to shine a light on these gaps through the second edition of our report,” he said.
The report suggests that while ambition among women professionals is growing, structural changes around pay transparency, fair hiring and supportive policies will be key if workplaces hope to keep pace.
