Positioned as India's next major initiative following UPI, the Open Network for Digital Commerce (ONDC) is reshaping the dynamics of e-commerce by bridging the gap between online and offline players, challenging the dominance of Big Tech. The potential is enormous, but so are the challenges.

Take the case of Rosbin PB, a 32-year-old shopkeeper in Bengaluru. Initially catering to a local customer base, Rosbin sought growth by joining hands with a small convenience store. However, when a hyperlocal delivery service, Dunzo, opened its own dark store in the neighborhood, Rosbin's daily orders plummeted. Faced with limited choices, he turned to ONDC.

By registering on ONDC, Rosbin's store gained visibility across various online platforms aligned with the network. Now, customers browsing through apps like Paytm, part of the ONDC network, can access products from all registered sellers, not just those associated with a specific app. With 36,000 sellers in 236 cities already on board, ONDC is offering a lifeline to businesses of all sizes, including giants like HUL and ITC, as well as smaller establishments like Rosbin's Green Mart.

ONDC's objective is clear: empower offline retailers like Rosbin who feel sidelined by the e-commerce wave, providing them with an opportunity to thrive in the digital space. Shireesh Joshi, Chief Business Officer of ONDC, emphasizes that the goal is not to compete with industry giants but to create a level playing field for all, fostering inclusivity in the rapidly evolving e-commerce landscape. Backed by the government and supported by entities like Quality Council of India, SIDBI, NABARD, and key financial institutions, ONDC envisions a transformative role in revitalizing the retail sector.