Vibhor Jain and Rohit Lohia have had a busy month. 

The CEO and COO of ONDC travelled to Hyderabad to review the e-commerce facilitator’s new offering, Digidukaan; returned to the capital to pitch the initiative to HUL, ITC, and Nestlé; and drove to Jaipur to launch it with Rajasthan’s chief minister.

They are, at once, reassuring startups that they can build sustainable businesses on ONDC, seeking to convince FMCG companies to plug into it, and telling sundry governments it remains worth supporting.

And they cannot afford to tarry. Digidukaan, designed for........

© The Ken