Digital Commerce for J&K

For many small businesses in Jammu and Kashmir, the real challenge is not creating a good product but finding a market large enough to sustain it. Artisans, start-ups, MSMEs and traditional producers often work with skill and commitment, yet remain restricted by geography, limited marketing networks and dependence on local demand. JKTPO’s ONDC awareness and on boarding initiative is therefore a welcome step, but its value will be judged by how effectively it converts digital access into actual business.

The participation of more than 300 stakeholders shows that local enterprises are ready to explore new ways of reaching customers. That interest is encouraging. However, awareness sessions cannot become an end in themselves. The administration must now ensure that participants are actually onboarded, trained and supported until they are capable of receiving and fulfilling orders independently. ONDC offers an important opportunity because it can help seller’s access wider digital markets without remaining tied to a single large marketplace. For Jammu and Kashmir, where distance and logistics often raise the cost of doing business, an open digital network can reduce some of the barriers that have historically limited market reach. The potential is especially strong for handloom and handicraft producers. Jammu and Kashmir’s traditional products enjoy recognition and cultural value, but many artisans still depend on tourists, exhibitions, local traders or intermediaries. Digital commerce can connect them directly with buyers across the country and potentially beyond, allowing a larger share of the final value to remain with the producer. But this opportunity will not materialise automatically. A product listed online must compete for attention. Good cataloguing, clear descriptions, attractive photographs, transparent pricing and reliable packaging are essential. The emphasis placed during the programme on digital cataloguing is therefore important. A poorly presented product can lose a customer even when the craftsmanship is excellent.  Logistics presents another challenge. Online commerce depends heavily on timely and predictable delivery. The involvement of India Post can strengthen connectivity, particularly for smaller towns and remote areas, but sellers will still need guidance on packaging, dispatch schedules, return handling and delivery costs. This is where JKTPO must move from awareness to sustained handholding. Many first-time sellers will need practical assistance with digital payments, GST compliance, inventory management, customer complaints, order tracking and product presentation. District-level support cells or facilitation desks could help bridge this gap. Shared facilities for product photography, catalogue preparation and packaging guidance would be particularly useful for artisans and micro enterprises that cannot afford professional services. There is also a need to create a stronger digital identity for products from Jammu and Kashmir. Rather than allowing local goods to disappear within large online catalogues, JKTPO should encourage region-specific branding that highlights origin, authenticity, craftsmanship and cultural value. This can help genuine local products distinguish themselves from mass-produced imitations. At the same time, expectations must remain realistic. E-commerce is highly competitive. Sellers who join digital platforms without understanding pricing, customer service, ratings, returns and consistency may quickly become discouraged. Training should therefore focus not merely on how to register, but on how to survive and grow in the digital marketplace. The Government should also monitor outcomes closely. How many sellers complete onboarding? How many remain active after six months? How many receive regular orders? What is the value of business generated? Without such tracking, digital initiatives risk being celebrated through participation numbers rather than commercial results.

JKTPO deserves appreciation for opening this door, but the next step must be more demanding. The administration should build a structured support system around ONDC, with district-level facilitation, logistics assistance, branding support and regular performance reviews. Jammu and Kashmir’s entrepreneurs do not need another temporary digital campaign. They need a dependable route from production to payment. If that route is built properly, ONDC can become more than an onboarding platform. It can become a practical bridge between local enterprise and national markets.