Coca-Cola Launches Its Marketplace on ONDC 'Coke Shop'

American beverage giant Coca-Cola's India unit has announced that it has joined the government-initiated Open Network for Digital Commerce (ONDC), while also launching its own marketplace, the 'Coke Shop', on the platform.

The initial association with ONDC is being supported through SellerApp, which will help the company leverage the ONDC network with its data-driven insights, market intelligence, and strategies.

Through the ‘Coke Shop’ marketplace model, Coca-Cola is benefitting retailers by enabling them with another channel to sell their products whilst simultaneously facilitating multiple touchpoints for consumers to purchase from. Retailers who have not been able to access major e-commerce platforms will now have an opportunity to regain customers and cater to a wider audience,” the beverage major said in a statement.

The company joins a slew of FMCG companies that have come onboard ONDC. The other FMCG brands that have joined ONDC include Hindustan Unilever, Polycab,Me n Moms, Mama feast, BRBChips, Ustraa, Sublime, Fackelman, Keventer, Brill, Hyderabad Foods, Healthkart, Nourish Mantra, Buy One Gram, Selzer, and Dugar Oversees.

Coca-Cola rival PepsiCo had already joined ONDC in August this year.

Coca-Cola's bottling partner in India, Moon Beverages Limited, will be the ‘Network Participant’ for its offerings on the platform, ensuring consumers have seamless access to its beverage portfolio, said the company in a release.

"We are happy to see Coca-Cola join onto our network on this transformative journey and give consumers an exceptional shopping experience while offering expanded choices for buyers on the network,” said T Koshy, managing director and chief executive officer, ONDC.

Coca Cola India currently has a strong network of close to ~ 4 million retail outlets across the country.

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