Open Network for Digital Commerce (ONDC): Addressing digital monopolies through revolution in Indian E-commerce

Authors

  • Simran Sehgal Research Scholar, IMSAR, MDU Rohtak, Haryana, India
  • Dr. Divya Malhan Professor, Institute of Management Studies and Research, MDU Rohtak, Haryana, India
  • Ruby Gothwal Research Scholar, IMSAR, MDU Rohtak, Haryana, India

DOI:

https://doi.org/10.53983/ijmds.v13n5.005

Keywords:

ONDC, Digitalisation, E-Commerce, Monopoly, DPIIT, MoCI

Abstract

The e-commerce industry in India is growing quickly, and major players in the space include Amazon, Flipkart, and Myntra are becoming increasingly dominant. Small-scale shops are concerned about its dominance because it limits their future opportunities. In order to address this problem, the ONDC (Open Network for Digital Commerce) project was started by the Ministry of Commerce and Industry's DPIIT (Department for Promotion of Industry and Internal Trade). Like UPI (Unified Payments Interface), ONDC is an open network that allows transactions through a variety of compatible applications. The goal of this conceptual study is to give a comprehensive knowledge of how ONDC may improve e-commerce and lessen the monopoly of big businesses. Secondary sources were used to gather data for study. The results indicate that ONDC has capacity to completely transform the e-commerce industry. This largest digital commerce effort in India is being implemented by retailers and the government together.

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Author Biographies

Simran Sehgal, Research Scholar, IMSAR, MDU Rohtak, Haryana, India

Simran Sehgal (sehgalsimran13@gmail.com) is a Research Scholar in the Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, Haryana, India. She is a dedicated and ambitious PhD scholar having specialization in marketing. She is pursuing her doctoral degree in management with the research area on ‘Marketing Strategies’. During her post-undergraduate studies, she had a keen interest in strategic marketing, market research, E-Commerce, STP (segmentation, targeting and positioning) and so on.

Dr. Divya Malhan, Professor, Institute of Management Studies and Research, MDU Rohtak, Haryana, India

Dr. Divya Malhan (divyamalhan@mdurohtak.ac.in) is a Professor in the Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, Haryana, India. She has 25+ years of teaching experience in reputed university. She has specialization in human resource management and marketing. She has published more than 30 research papers and book chapters in reputed journals and edited books. She has presented various research papers in national/international seminars and conferences. 

Ruby Gothwal, Research Scholar, IMSAR, MDU Rohtak, Haryana, India

Ruby Gothwal (gothwal.ruby96@gmail.com) is a Research Scholar in the Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, Haryana, India. She is a dedicated and ambitious PhD scholar having specialization in human resource management. She is pursuing her doctoral degree in management with the research area on ‘Talent Management’. During her post-undergraduate studies, she had a keen interest in human resource practices, talent acquisition, talent management, human resource planning and so on.

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Published

31-05-2024

How to Cite

Sehgal, S., D. Malhan, and R. Gothwal. “Open Network for Digital Commerce (ONDC): Addressing Digital Monopolies through Revolution in Indian E-Commerce”. International Journal of Management and Development Studies, vol. 13, no. 5, May 2024, pp. 64-76, doi:10.53983/ijmds.v13n5.005.

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