The Open Network for Digital Commerce (ONDC) has named Vibhor Jain as its managing director and chief executive officer, effective April 7, 2026, as the government-supported initiative seeks to stabilise leadership and accelerate expansion following a period of internal upheaval.
Background and mandate
Launched by the Department for Promotion of Industry and Internal Trade (DPIIT), ONDC aims to democratise e-commerce in India by creating an open, interoperable digital network. The platform’s design enables independent apps for buying, selling and delivery to interoperate, allowing kirana stores, small merchants and regional sellers to access online markets and compete with established marketplaces.
Leadership transition and organisational changes
Jain’s appointment follows a phase of senior-level departures that began with former CEO Thampy Koshy’s exit in April 2025 and continued with other executives leaving the organisation. During the interim, ONDC was run by an internal executive team. Vibhor Jain had been serving as acting head prior to his elevation and played a central role in the management transition.
The network has also recruited new leaders into key functions to shore up operations, improve governance and provide strategic direction as it seeks to regain momentum.
Performance, challenges and strategic priorities
Since its rollout, ONDC has expanded rapidly across multiple cities and onboarded a substantial number of sellers. Its interoperable architecture is intended to foster competition and broaden digital commerce participation beyond dominant platforms.
Nevertheless, the network faces several headwinds: order volumes declined after a reduction in discount-driven incentives, user-experience frictions persist on some touchpoints, and a sustainable revenue model remains a work in progress. Additionally, some larger industry participants have scaled back their engagement.
Where ONDC may focus next
Under Jain’s leadership, ONDC is expected to prioritise improvements in user experience, platform efficiency and operational stability. Strategic emphasis is likely to shift towards strengthening the small-business onboarding process, expanding presence in rural and semi-urban markets, and exploring new verticals such as B2B commerce to diversify revenue streams and build long-term resilience.
