ONDC will eventually limit its role as an enabler of digital infrastructure

The government-backed open network for digital commerce (ONDC) is shifting its role from being an enabler of digital infrastructure to encouraging network participants to drive their own business. Discounts on the network have decreased and participants will now bear the responsibility of driving business. ONDC plans to add more categories and expand its financial services, including mutual funds, insurance, and loans. It is also in talks with metro rail corporations to enable metro ticket booking. However, ONDC faces challenges of relevance to consumers and customer acquisition.