ONDC (Open Network for Digital Commerce) is a government-backed protocol, not a marketplace, it lets any compliant buyer app (Paytm, Magicpin, Mystore and others) discover and transact with any seller connected through a network participant, without Amazon or Flipkart sitting in the middle taking a cut of every interaction. For a D2C brand the pitch is lower platform dependency and, in theory, thinner commissions, but you reach buyers through a seller app you don't fully control, so the trade is real. It's worth testing as a low-cost, low-commitment channel, not yet worth betting your primary distribution strategy on.
3 resources, 3 India-specific, 3 link-checked.
The horse's mouth, start here to understand the protocol before evaluating any third-party seller app that sits on top of it.
From ondc.org by ONDC
The cleanest plain-English explainer of how ONDC actually works end to end, from a credible business publication rather than a vendor with a seller app to sell you.
From Forbes India by Forbes India
A neutral, well-sourced overview of ONDC's origin, governance and structure, useful background before you take any single vendor's framing at face value.
From Wikipedia by Wikipedia contributors
