In a fast-evolving digital economy, where access to markets is increasingly mediated by technology, the significance of building inclusive and scalable digital infrastructure cannot be overstated. This is especially true for regions like Jammu and Kashmir, where local enterprise, artisanal skill, and service-based livelihoods form the backbone of the economy but remain underserved in terms of exposure, logistics, and consistent demand. It is in this context that the recent initiative by the Jammu and Kashmir administration, under the leadership of Chief Secretary Atal Dulloo, to collaborate with the Open Network for Digital Commerce (ONDC) emerges not just as a policy step but as a crucial turning point for empowering micro and nano entrepreneurs.
Jammu and Kashmir is uniquely positioned with a rich tradition of craftsmanship, horticulture, and grassroots enterprise. Yet, the absence of an organized digital framework has long kept these small producers confined to limited geographies and low-value markets. ONDC offers a neutral, open-access, and interoperable digital infrastructure that can radically alter this equation. Unlike private e-commerce platforms that operate as closed systems, ONDC is designed to democratize digital commerce by creating an open network where buyers and sellers can interact freely, irrespective of the platforms they use. This model holds the potential to integrate even the smallest entrepreneur into the national supply chain without having to overcome the steep entry barriers that have traditionally excluded them. At the heart of this initiative is the idea of hyper-local e-commerce—building delivery and service networks within a defined radius around sellers and service providers. This is not just a technological upgrade; it is a social and economic innovation tailored for the terrain and temperament of the region. The directive to begin with onboarding essential service providers such as electricians, plumbers, and carpenters onto the ONDC platform is pragmatic and visionary. It lays the foundation for a localized gig economy that can offer real-time utility to citizens while ensuring employment and visibility for skilled professionals. Moreover, the prospect of creating district- and UT-level collection hubs for goods produced by local weavers, artisans, and small manufacturers is a welcome move. It reflects an understanding that digital commerce is not just about online presence but also about reliable backend logistics, inventory management, and fair market access. These hubs can become critical enablers of scale, aggregating fragmented production and ensuring quality control before goods reach wider markets. With the integration of such infrastructure, Jammu and Kashmir’s celebrated handicrafts and agro-based products can find consistent and remunerative markets far beyond their traditional boundaries. One of the key takeaways from ONDC’s success stories in other states is the rapid acceleration in market access and growth that micro-entrepreneurs experienced once onboarded to the digital platform. From Himachal Pradesh’s handloom enterprises to small-scale units in Andhra Pradesh, the platform has shown that with minimal training and adequate support, rural and semi-urban enterprises can achieve national reach. The same opportunity now stands before the entrepreneurs of Jammu and Kashmir. However, the success of this initiative will depend on sustained institutional support, simplified onboarding procedures, digital literacy programs, and last-mile delivery mechanisms. The BISAG-N-developed seller app mentioned in the meeting shows foresight in customizing solutions for the region’s needs. But it must be complemented with continuous feedback loops, user training, and coordination with financial institutions such as J&K Bank to ensure seamless digital transactions and working capital support for small sellers. Collaboration among departments—including labour, industries, tribal affairs, and agriculture—is essential to create a holistic and supportive ecosystem.
Ultimately, the ONDC-led digital inclusion of micro- and nano-entrepreneurs is not just an economic imperative—it is a development responsibility. It is about giving voice and visibility to those who have remained on the fringes of India’s digital commerce revolution. If executed with clarity and compassion, this initiative can transform not just the economic landscape of Jammu and Kashmir but also the lives of thousands of its people who have long depended on limited markets and informal networks for their livelihoods. A digitally connected, economically empowered, and socially inclusive Jammu and Kashmir is not only possible—it is increasingly within reach.