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IMPACT OF OPEN NETWORK FOR DIGITAL COMMERCE (ONDC) ON ENTREPRENEURSHIP IN INDIA

Authors:

* P. Sunitha

** Dr.G. Damodhar

ABSTRACT:

The Aatmanirbhar Bharat movement gave a huge opportunity to Indian entrepreneurs to contribute to GDP by providing E-commerce credit to customers and bringing more inclusiveness, and sustainability to the consumer digital economy. The Department for Promotion of Industry & Internal Trade of the Government of India founded the private, nonprofit firm Open Network for Digital Commerce to create open networks for e-commerce. India's e-commerce environment is anticipated to change as a result of the government-imposed Open Network Digital Commerce (ONDC) platform. Customers and sellers will be able to interact and transact online independently of the app or platform they are using. Those players' interests must be safeguarded in a country like India, where small retail firms control more than 80 percent of the retail segment. As a measure, the Indian government developed a new concept called Open Network for Digital Commerce (ONDC) to protect merchants and buyers. This platform seeks to provide new opportunities, restrain digital monopolies, and assist single proprietors, micro, small, and medium-sized businesses, and other smaller businesses in joining online marketplaces. The purpose of this paper is to illustrate the implications and impact that ONDC provides to MSMEs—Micro, Small, and Medium Sized Enterprise, while simultaneously posing a challenge to the major e-Commerce players yet an advantageous platform to all digital businesses.

Keywords: Aatmanirbhar, Network, Digital and Bharat.