Digitise Kirana Procurement: Goyal Urges FMCG Giants to Scale DigiDukaan
Union Minister Piyush Goyal calls for wider adoption of ONDC's DigiDukaan to digitise kirana procurement and empower small retailers across India.
Union Commerce and Industry Minister Piyush Goyal has made a strong appeal to fast-moving consumer goods (FMCG) companies to unite and expand the digitise kirana procurement movement through ONDC's DigiDukaan initiative. The Minister believes that by embracing digital adoption, small-scale kirana retailers across India can simplify their buying processes, increase transparency, and unlock essential working capital for growth.
A Strategic Vision at Bharat Commerce Chintan Shivir
The call to action came during a high-level roundtable discussion held under the Bharat Commerce Chintan Shivir. Minister Goyal presided over the meeting, which brought together more than 40 prominent industry leaders to brainstorm ways to fortify India's general trade ecosystem. The primary focus of these discussions was to enhance supply-chain efficiency and integrate digital procurement into the daily operations of small retailers.
Sharing his insights on X (formerly Twitter) after the session, the Minister highlighted that the dialogue centered on expanding the reach of digital technology among kirana stores, improving their market access, and streamlining the logistics of the supply chain. He stressed that an inclusive, digitally empowered retail ecosystem can only be built through genuine collaboration among all industry stakeholders.
"ONDC’s DigiDukaan shows that when open digital infrastructure is built around the needs of the small retailer, adoption follows," Goyal stated during the roundtable.
Empowering the Small Retailer
Minister Goyal emphasized that taking this initiative to every corner of the country would be a game-changer for small shopkeepers. By making procurement simpler and more transparent, kirana retailers can avoid unnecessary overheads and free up the capital needed to expand their businesses.
Beyond just procurement, the roundtable explored several innovative solutions to support the retail sector, including:
- Common Digital Identity: Creating a unified digital ID for kirana retailers to streamline their business interactions.
- Shared Infrastructure: Developing collective logistics and micro-warehousing facilities to reduce costs.
- Financial Inclusion: Using digital procurement and transaction records to help small retailers gain easier access to formal credit.
- Seamless Integration: Simplifying how FMCG companies and distributors integrate their technology and aligning commercial incentives to drive adoption.
The Impact: Data from the Ground
The effectiveness of the DigiDukaan platform is already evident in the numbers. According to the Ministry of Commerce and Industry, the initiative has seen significant growth:
- As of September 2026, DigiDukaan has connected over 21,000 retailers with more than 450 brands across Mumbai, Jaipur, and Hyderabad. This is a substantial jump from the 12,000 retailers onboarded in the previous quarter.
- Hyderabad has emerged as a strong hub, with over 16,000 retailers joined and a high monthly repeat ordering rate ranging between 73% and 78%.
- An ONDC study revealed a tangible operational benefit: 40% of surveyed retailers reported that they could maintain lower inventory holdings for products sourced through the platform.
The Road Ahead for ONDC
Addressing the concerns of traditional middlemen, ONDC Managing Director and CEO Vibhor Jain clarified that the goal of DigiDukaan is to digitise kirana stores in their capacity as buyers. He emphasized that the platform is designed to strengthen the existing distributor network rather than replace it.
Looking forward, ONDC plans to intensify its efforts in Mumbai, with a specific focus on North Mumbai, while continuing to reinforce its operations in the markets where it has already established a presence.