Description:

Location: New Delhi

Role Type: Full-time

In-office

Reporting to: VP & Mission Lead DigiDukaan

About ONDC

The Open Network for Digital Commerce is a Government of Indiabacked Digital Public Infrastructure (DPI) initiative aimed at democratizing digital commerce. By enabling open protocols and interoperability, ONDC breaks the dominance of platform-led marketplaces and creates a network-led ecosystem where buyers, sellers, logistics providers, payment gateways, and service partners can interact seamlessly. ONDCs mission is national in scale: to enable every small seller, MSME, brand, and distributor in India to participate in digital commerce on fair, transparent, and competitive terms.

About DigiDukaan (e-B2B Focus)

DigiDukaan is a flagship initiative within ONDC focused on digitizing Indias fragmented retailer-to-distributor ordering ecosystem (e-B2B). It enables millions of kirana stores and small retailers to place digital orders from brands and their mapped distributors through a unified, ONDC-compliant buyer application.

By digitizing procurement first, DigiDukaan creates the foundation for:

- Improved supply chain efficiency for brands and distributors

- Better margins, availability, and price competitiveness for retailers

- A scalable pathway for small sellers to eventually participate in B2C commerce on ONDC

DigiDukaan is envisioned as a national backbone for retail supply digitization, embedded into Indias broader digital public infrastructure.

Role Overview:

The Lead Brand Supply is a critical role at the heart of DigiDukaans national rollout. This individual will be responsible for onboarding and scaling participation of FMCG, CPG, and consumer brands onto the DigiDukaan (e-B2B) ecosystem.

This is not a conventional partnership role. It combines strategic brand engagement, deep understanding of on-ground FMCG distribution, and execution at population scale. The individual will directly influence how brands digitally reach lakhs of distributors and millions of retailers across India. The role offers a rare opportunity to shape how Indias retail supply chain transitions from fragmented, offline processes to a unified digital network.

Key Responsibilities

1. Brand Onboarding & National Enablement

- Lead onboarding of large FMCG / CPG brands onto DigiDukaan for e-B2B ordering via ONDC.

- Work with brand headquarters and regional teams to enable distributor mapping, digital catalogs, pricing, and scheme integration.

- Ensure brands are operationally ready for pilot and scale phases across multiple states.

2. Distributor & Supply Readiness

- Collaborate with brand sales and distribution teams to activate distributors as sellers on the ONDC network.

- Resolve real-world issues related to pricing, fulfilment, order acceptance, and distributor adoption.

- Act as the bridge between brand strategy and last-mile distribution realities.

3. Ecosystem Growth & Adoption

- Drive brand participation in DigiDukaan-led national and regional rollouts.

- Support brand-led initiatives such as digital trade schemes, category campaigns, and performance-linked incentives.

- Enable brands to leverage DigiDukaan data for demand visibility and supply optimization.

4. Cross-Functional Execution

- Work closely with internal ONDC teams (tech, category, ops, policy) to refine protocols and workflows based on brand feedback.

- Coordinate with buyer apps, tech partners, and ecosystem stakeholders to ensure smooth execution.

5. Performance Tracking & Leadership Reporting

- Track key supply-side metrics: active brands, active distributors, order volumes, fill rates, and repeat usage.

- Prepare structured dashboards, reviews, and insights for ONDC leadership and external stakeholders.

- Use data to identify bottlenecks and recommend corrective actions at scale.

National Impact of the Role

Success in this role directly contributes to:

- Digitization of Indias retail supply chain

- Improved income and competitiveness for millions of kirana stores

- Reduced friction and inefficiency in FMCG distribution

- Creation of an open, interoperable alternative to closed, platform-led B2B systems

- Strengthening ONDC as a core layer of Indias Digital Public Infrastructure

Few roles offer this level of ecosystem-wide, national impact.

Candidate Profile

Experience & Background

- 4-7 years of experience in FMCG distribution, brand partnerships, retail sales, or supply-side ecosystem roles.

- Mandatory hands-on experience with on-ground FMCG distribution (sales, distributor management, GTM, or trade marketing).

- Prior exposure to multi-stakeholder environments involving brands, distributors, or large partner networks.

Skills & Attributes

- Strong execution mindset with the ability to operate in ambiguous, fast-scaling environments.

- High ownership and comfort working across strategy and on-ground realities.

- Excellent stakeholder management and communication skills, including with senior brand leadership.

- Data-driven approach to performance tracking and decision-making.

- Ability to represent ONDC with maturity, credibility, and executive presence.