Plotch.ai and Microsoft Launch ONDC‑Focused Accelerator to Power India’s Open Commerce Revolution

In a move aimed at accelerating the adoption of India’s Open Network for Digital Commerce (ONDC), SaaS platform Plotch.ai has joined forces with Microsoft India to launch a dedicated ONDC accelerator programme that will support cutting‑edge startups building the next generation of commerce‑centric technology solutions. The initiative, announced in June 2023, seeks to identify, nurture, and scale early‑stage companies working on disruptive tools tailored for India’s rapidly evolving digital commerce landscape.

At the core of the accelerator’s mission is the belief that ONDC — a government‑backed initiative designed to create an open, interoperable alternative to closed ecommerce marketplaces — requires a vibrant ecosystem of technology innovators to unlock its full potential. ONDC’s open protocols intend to connect buyers, sellers, logistics providers, and payment systems on a unified network, thereby reducing entry barriers and expanding opportunities for small and medium‑sized enterprises (SMEs) across India.

Why an ONDC Accelerator Matters

ONDC’s vision to democratise digital commerce hinges on widespread adoption by consumers and businesses alike. Unlike traditional marketplaces such as Amazon or Flipkart, which control their own participant ecosystems, ONDC operates on a permissionless model that allows any compliant application to join, transact, and scale. Yet this promise also presents challenges: onboarding technologies must cater to diverse participants, from local kirana stores and regional sellers to enterprise brands and logistics partners.

The accelerator programme launched by Plotch.ai and Microsoft aims to catalyse this transformation by helping startups solve real‑world challenges across the ONDC value chain. These include AI‑driven local language search, catalog enhancement with generative AI models, voice‑enabled conversational storefronts, intelligent pricing engines, and other advanced solutions that enhance discoverability, user experience, and operational efficiency on the open network.

Strategic Collaboration: Plotch.ai and Microsoft India

Plotch.ai’s partnership with Microsoft India combines the former’s deep domain expertise in ONDC interoperability with the latter’s extensive cloud, AI, and startup‑enablement capabilities. Microsoft’s involvement — including mentorship, cloud credits, and access to its enterprise customer base — is expected to strengthen the accelerator’s value proposition for participating startups.

Sangeeta Bavi, Executive Director at Microsoft India’s Digital Natives team, emphasised the programme’s potential to empower India’s next generation of digital commerce innovators. By offering access to technological resources and market insights, Microsoft aims to help startups solve hard problems in ecommerce — especially those impacting SMEs — while ensuring their solutions are scalable and enterprise‑ready.

Plotch.ai’s Role in the ONDC Ecosystem

Plotch.ai itself is not new to the ONDC landscape. Founded by Manoj and Monica Gupta — a husband‑wife team with roots in ecommerce through their earlier venture Craftsvilla — the company builds enterprise‑grade software that helps brands and sellers integrate with ONDC. Its platform provides comprehensive infrastructure capabilities for both buyers and sellers, enabling seamless participation in the network.

The startup has also achieved other significant milestones within the ONDC ecosystem. In 2024, Plotch.ai became the first technology platform to process over 10 million cumulative transactions on the ONDC network using AI‑enabled infrastructure — a testament to its scalability and the growing adoption of the open commerce model. The platform’s client roster includes prominent names such as Snapdeal, Ola, Meesho, and Bluestar, and its network volumes have grown more than 1,000‑fold over just a couple of years.

Plotch.ai’s success highlights the broader momentum in ONDC’s growth trajectory, as sectors such as food, grocery, and fashion initially dominate retail orders on the network while emerging categories like home and electronics are gaining traction.

What the Accelerator Will Do

The ONDC accelerator is envisioned as a multi‑facet programme that will:

• Evaluate and select high‑potential startups focused on building ONDC technologies.

• Provide technical mentorship and product support via Microsoft’s developer programs and ecosystem partners.

• Facilitate integration with the ONDC network using Plotch.ai’s technical expertise and infrastructure.

• Support business development and GTM strategies, helping startups refine use cases, access customers, and scale their solutions.

  
  

Plotch.ai expects to choose around ten startups for the first cohort, with selection announcements initially slated for mid‑2023. These companies will work closely with both Plotch.ai and Microsoft to co‑develop capabilities that directly address ONDC’s operational and technological needs.

Broader Impact on India’s Digital Commerce Future

India’s ecommerce market is poised for explosive growth, with estimates suggesting that digital consumption could surge five‑fold to reach around $340 billion by 2030, supported by roughly 500 million digitally transacting consumers. As one of the country’s most ambitious digital infrastructure projects, ONDC is expected to expand this opportunity to millions of small businesses across urban and rural markets — provided that the enabling technologies can keep pace.

The accelerator initiative also reflects growing support from ecosystem stakeholders such as ONDC leadership and industry bodies. ONDC CEO Thampy Koshy described the programme as instrumental in speeding up adoption, especially among SMEs and technology innovators seeking to leverage the network’s open standards.

By combining startup innovation with enterprise‑grade support from Microsoft and Plotch.ai, the accelerator aims to create a vibrant pipeline of ONDC‑ready solutions that strengthen India’s digital commerce fabric — from local neighbourhood sellers to large national brands.