The government-backed Open Network for Digital Commerce (ONDC) has extended targeted financial assistance programmes designed to increase growth and operational efficiency among network participants across logistics, food & beverage (F&B), grocery, retail, and direct-to-consumer (D2C) brand sectors until September 30 this year.
Dilip Vamanan, co-founder, SellerApp, an ecommerce intelligence platform, told ET, "Many D2C brands are anticipating strong momentum following the GST updates. With the added push from ONDC incentives, we’re likely to see even greater customer adoption and stronger buying intent."
The four programmes include the Logistics Financial Assistance Programme, under which ONDC is offering Rs 5 lakh to the logistics seller and buyer network participants who adopt a first-in-first-out (FIFO) delivery process. This initiative seeks to improve delivery efficiency by reducing rider wait times and speeding up order fulfilment, provided a minimum of 1,000 FIFO deliveries are completed within two months of the first FIFO order.
The F&B Buyer Network Participant Programme, which was originally valid until August 31 this year, is a financial assistance scheme for F&B buyers. It enables buyer network participants to claim Rs 25 per delivered order, subject to monthly growth in delivered order volumes and transactions between distinct buyers and sellers. The maximum claim limit per month per participant stands at Rs 35 lakh.
The Grocery and Retail Buyer and Seller Programme supports buyer and seller network participants in grocery, beauty and personal care, health & wellness, electronics, fashion, and home & kitchen categories.
Buyers can receive up to Rs 50 or Rs 75 per delivered order, depending on minimum order values and category growth, with a scale scheme offering up to Rs 12.5 lakh for exceeding 100,000 orders within the quarter.
Seller participants can claim up to Rs 50 or Rs 75 per order based on growth metrics, supplemented with booster incentives up to Rs 10 lakh for significant category growth.
The Grocery D2C Brands Incentive Programme targets seller network participants operating D2C grocery brands via assisted commerce buyer platforms.
Payments range from Rs 125 to Rs 500 per delivered order, depending on the minimum order value, capped at 700 orders per brand and monthly claims of Rs 10 lakh per participant. The scheme excludes multiple claims for the same order under other programmes active in the month.
Across all programmes, ONDC has eligibility conditions, including disallowing financial assistance requests from network participants or their holding entities with positive profit before tax in the previous fiscal year—except when certain turnover or profit thresholds are not met.
Each network participant group faces a monthly aggregate claim cap of Rs 40 lakh across all active programmes, enforced at the promoter group or affiliated entity level.
With these incentives, ONDC aims to catalyse enhanced operational efficiency and market expansion to democratise digital commerce ecosystems across India.
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Dilip Vamanan, co-founder, SellerApp, an ecommerce intelligence platform, told ET, "Many D2C brands are anticipating strong momentum following the GST updates. With the added push from ONDC incentives, we’re likely to see even greater customer adoption and stronger buying intent."
The four programmes include the Logistics Financial Assistance Programme, under which ONDC is offering Rs 5 lakh to the logistics seller and buyer network participants who adopt a first-in-first-out (FIFO) delivery process. This initiative seeks to improve delivery efficiency by reducing rider wait times and speeding up order fulfilment, provided a minimum of 1,000 FIFO deliveries are completed within two months of the first FIFO order.
The F&B Buyer Network Participant Programme, which was originally valid until August 31 this year, is a financial assistance scheme for F&B buyers. It enables buyer network participants to claim Rs 25 per delivered order, subject to monthly growth in delivered order volumes and transactions between distinct buyers and sellers. The maximum claim limit per month per participant stands at Rs 35 lakh.
The Grocery and Retail Buyer and Seller Programme supports buyer and seller network participants in grocery, beauty and personal care, health & wellness, electronics, fashion, and home & kitchen categories.
Buyers can receive up to Rs 50 or Rs 75 per delivered order, depending on minimum order values and category growth, with a scale scheme offering up to Rs 12.5 lakh for exceeding 100,000 orders within the quarter.
Seller participants can claim up to Rs 50 or Rs 75 per order based on growth metrics, supplemented with booster incentives up to Rs 10 lakh for significant category growth.
The Grocery D2C Brands Incentive Programme targets seller network participants operating D2C grocery brands via assisted commerce buyer platforms.
Payments range from Rs 125 to Rs 500 per delivered order, depending on the minimum order value, capped at 700 orders per brand and monthly claims of Rs 10 lakh per participant. The scheme excludes multiple claims for the same order under other programmes active in the month.
Across all programmes, ONDC has eligibility conditions, including disallowing financial assistance requests from network participants or their holding entities with positive profit before tax in the previous fiscal year—except when certain turnover or profit thresholds are not met.
Each network participant group faces a monthly aggregate claim cap of Rs 40 lakh across all active programmes, enforced at the promoter group or affiliated entity level.
With these incentives, ONDC aims to catalyse enhanced operational efficiency and market expansion to democratise digital commerce ecosystems across India.
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