**Executive Summary**
The Department for Promotion of Industry and Internal Trade (DPIIT) and ONDC convened a roundtable on 12 June 2026 to accelerate the "DigiDukaan" initiative, which aims to digitize B2B procurement for 1.4 crore kirana stores. Following successful traction in Hyderabad, the initiative is scheduled to launch in Jaipur on 19 June 2026, with further expansion planned for Mumbai, Bengaluru, and Delhi-NCR. Industry stakeholders were invited to collaborate as founding partners to address systemic inefficiencies in India’s General Trade ecosystem.
**Key Points / Main Content**
* **Current General Trade Challenges**
* General Trade accounts for 75–80% of FMCG sales but suffers from fragmented ordering and manual processes.
* Key inefficiencies include limited inventory visibility, rising sales-force costs, and increasing competition from digital-first retail models.
* **The DigiDukaan Initiative**
* An ONDC-led initiative designed to digitize the value chain for B2B procurement.
* Aims to provide open digital infrastructure to improve retailer access, distributor productivity, and demand planning.
* Focuses on enhancing fill rates and providing better visibility into secondary sales.
* **Operational Progress and Roadmap**
* **Hyderabad:** Successfully onboarded over 10,000 retailers and 35+ brands through Qwipo.
* **Jaipur:** Launch scheduled for 19 June 2026 through Salescode.
* **Future Expansion:** Rollouts planned for Mumbai, Bengaluru, and Delhi-NCR in the coming months.
* **Strategic Recommendations**
* Standardization of catalogues and streamlining of retailer onboarding processes.
* Integration of technology across distributor networks to reduce field costs.
* Deployment of digital tools for more effective tracking and implementation of schemes.
**Impact Analysis**
**Kirana Stores (Retailers)**
* **Impact:** Stores gain improved margins through direct procurement, better visibility of promotional schemes, and enhanced working capital management.
* **Action Required:** Onboard onto the DigiDukaan platform and transition from manual sales processes to digital B2B procurement.
**Distributors**
* **Impact:** Enables wider market reach and improved retailer coverage without increasing field costs through the digitization of order and collection cycles.
* **Action Required:** Adopt digital infrastructure for order management and participate in distributor digitization efforts discussed by the roundtable.
**FMCG Brands/Companies**
* **Impact:** Provides direct access to real-time retailer demand signals and retail counters, allowing for more effective deployment and tracking of schemes.
* **Action Required:** Collaborate as founding partners in the expansion phase and work toward catalogue standardization.
**Technology and Logistics Providers**
* **Impact:** Creates opportunities to provide the underlying open digital infrastructure and integration services for the General Trade ecosystem.
* **Action Required:** Support the integration of technology and logistics solutions to facilitate seamless B2B transactions on the network.
Key Entities Referenced
DigiDukaan: An ONDC initiative aimed at digitizing B2B procurement for kirana stores to improve supply chain efficiency, inventory visibility, and retailer margins.
Open Network for Digital Commerce (ONDC): The open digital infrastructure provider collaborating with the government to facilitate the digital transformation of India's retail and FMCG sectors.
Department for Promotion of Industry and Internal Trade (DPIIT): The nodal government department responsible for convening industry stakeholders and steering policy for the digital transformation of the General Trade ecosystem.
Hyderabad, Jaipur, Mumbai, Bengaluru, and Delhi-NCR: The central geographic locations identified for the phased pilot implementation and expansion of the DigiDukaan initiative.
Bharat Commerce Chintan Shivir: A collaborative roundtable forum for government officials and industry leaders to share recommendations on retail digitisation and open digital infrastructure.
Ministry of Commerce & Industry
DPIIT, ONDC Bring FMCG Leaders Together to
Digitise Procurement for India’s 1.4 Crore Kirana
Stores Through DigiDukaan
Industry Stakeholders Discuss DigiDukaan Expansion and
Share Recommendations on General Trade Digitisation
प्रव तथ: 12 JUN 2026 7:34PM by PIB Delhi
The Department for Promotion of Industry and Internal Trade (DPIIT), in collaboration with the Open
Network for Digital Commerce (ONDC), convened a CPG Roundtable – Bharat Commerce Chintan
Shivir on 12 June 2026. The roundtable brought together leaders from leading consumer goods companies,
distributor networks, technology providers and logistics partners to discuss the digital transformation of
India's General Trade ecosystem.
India's General Trade ecosystem, comprising over 1.4 crore kirana stores, accounts for nearly 75–80 per
cent of FMCG sales. However, much of the channel continues to operate through fragmented ordering
systems, limited inventory visibility and manual sales processes, resulting in inefficiencies for retailers,
distributors and brands.
The discussions focused on DigiDukaan, ONDC's initiative aimed at digitising kirana stores for B2B
procurement. Designed to improve efficiency across the value chain, DigiDukaan enables kirana stores to
improve margins through direct procurement by offering better visibility of schemes, improved fill rates
and enhanced working capital management. For distributors, the initiative facilitates wider market reach
without additional field costs through order and collection digitisation, while improving retailer coverage.
For brands, it provides direct access to retailer demand signals, retail counters, and more effective
deployment and tracking of schemes.
DigiDukaan has already gained early traction in Hyderabad, where more than 10,000 retailers and over 35
brands have been onboarded through Qwipo. Following Hyderabad, DigiDukaan is scheduled to launch in
Jaipur on 19 June 2026 through Salescode, with expansion planned across Mumbai, Bengaluru and Delhi-
NCR in the coming months.
Industry leaders discussed key challenges facing the General Trade ecosystem, including fragmented
retailer engagement, rising sales-force costs, inventory inefficiencies, limited visibility into secondary
sales and increasing competition from digital-first retail models. Participants also explored how open
digital infrastructure can improve retailer access, distributor productivity, demand planning and scheme
effectiveness across the FMCG value chain.
The roundtable provided a platform for stakeholders to share recommendations on distributor digitisation,
catalogue standardisation, retailer onboarding and technology integration. Participating companies were
also invited to collaborate as founding partners in the next phase of DigiDukaan's expansion.The roundtable was chaired by Additional Secretary, DPIIT, Shri Ateesh Kumar Singh, and saw
participation from companies including HUL, ITC, Coca-Cola, TCPL, CavinKare, Marico, Bikano,
L'Oréal, Moon Beverages, Anmol Industries, Nestlé and Kirana King. The participating organisations
expressed interest in engaging with and supporting the DigiDukaan initiative.
***
Abhijith Narayanan/ Garima Singh/ Ishita Biswas
(रलीज़ आईडी: 2272311) आगंतुक पटल : 655
इस वज्ञ को इन भाषाओ ंम पढ़: Urdu , ही , Gujarati