Coca-Cola India has entered the Open Network for Digital Commerce (ONDC) and introduced its marketplace, the Coke Shop, on this platform. This move is a strategic step for Coca-Cola to embrace digital commerce and explore new avenues for reaching consumers. In collaboration with SellerApp, Coca-Cola aims to leverage data-driven insights, market intelligence, and strategic approaches to enhance its presence on the ONDC network.
The Coke Shop, operating within the ONDC framework, is designed to be a transformative marketplace model. Its primary objective is to empower retailers by providing them with an additional sales channel. This initiative not only broadens Coca-Cola’s reach to a wider audience but also creates multiple consumer touchpoints, thereby enhancing the overall purchasing experience.
To facilitate this endeavor, Coca-Cola India is partnering with SellerApp, a move indicative of the company’s commitment to harnessing advanced analytics and insights for effective market penetration. The strategic collaboration reflects Coca-Cola’s forward-looking approach to embrace digital transformation and capitalize on the vast potential offered by e-commerce.
Moon Beverages Limited, Coca-Cola India’s bottling partner in the country, assumes the crucial role of the ‘network participant’ for its offerings on the ONDC platform. This strategic collaboration ensures that consumers have seamless access to Coca-Cola’s extensive beverage portfolio through the Coke Shop on ONDC.
Ambuj Deo Singh, Vice President of Coca-Cola India and Southwest Asia’s Digital Acceleration Office, expressed enthusiasm about joining ONDC. He highlighted ONDC’s role in democratizing e-commerce, making it more inclusive and consumer-centric. By participating in ONDC, Coca-Cola is positioning itself at the forefront of the evolving digital commerce landscape in India.
“We are happy to see Coca-Cola join our network on this transformative journey and give consumers an exceptional shopping experience while offering expanded choices for buyers on the network,” said T Koshy, Managing Director and Chief Executive Officer, ONDC. This collaboration is expected to be mutually beneficial, contributing to the growth of ONDC as a dynamic digital commerce ecosystem.
Coca-Cola India, with its vast network of nearly 4 million retail outlets across the country, is poised to tap into the ONDC platform’s extensive reach. As the digital commerce landscape continues to evolve, partnerships like these reflect the proactive stance of established brands in adapting to changing consumer preferences and leveraging innovative platforms to enhance their market presence.
In a broader context, the move aligns with ONDC’s mission to create an open and inclusive digital commerce ecosystem in India. The platform aims to bring together various stakeholders, including manufacturers, retailers, and logistics providers, fostering collaboration and innovation in the digital commerce space.
This development comes on the heels of logistics startup Xpressbees joining ONDC, expanding its delivery services to over 20,000 pin codes in 2,800 cities. With the inclusion of Coca-Cola India and other strategic participants, ONDC continues to strengthen its position as a transformative force in India’s digital commerce landscape.
