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Uncovering ONDC: India’s next D2C growth catalyst

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Mumbai: The Indian e-commerce landscape is going through a monumental shift with the introduction of the Open Network for Digital Commerce (ONDC).

The government of India started this initiative to build a new era of interconnected e-commerce in India – providing small and medium businesses a fair shot in the game.

This further breaks the marketplace monopoly.

And the results are evident. ONDC has successfully captured the spotlight, with more than 100,000 merchants spanning 273 cities and 45 diverse entities in its network, including big brands like ITC, Red Bull, and Hindustan Unilever.

D2C brands all across the country have also embraced ONDC with open arms.

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How D2C brands leverage ONDC to expand their footprint in India

D2C brands are often directly connected to shoppers through their own websites. This enables them to control all aspects of their business – from brand messaging and pricing to creating targeted marketing strategies.

However, challenges are expected to arise due to the complexities of reaching the target audience, competing with big brands, logistics, and payment processing.

SellerApp head of product design Sowmya Nagarajan said “ONDC is the way for D2C brands to reach more niche markets. At SellerApp, we ensure a smooth onboarding experience for brands onto the network, along with dedicated support to enrich their catalogue and storefront and amplify their brand presence.”  

SellerApp, an e-commerce data analytics company, formed a strategic partnership with Google Cloud, an offering by Alphabet (NASDAQ: GOOGL) and Yes Bank to help MSMEs and brands onboard into the ONDC network and grow their reach in PAN-India. The company also provides market intelligence and business monitoring solutions for brands like Red Bull, True Elements, Patanjali and Bombay Shaving Company as part of their support.

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Furthermore, D2C brands can alleviate these challenges by leveraging seller applications like SellerApp, Growth Falcon, and uEngage to get unrestricted access to the ONDC network. This gives them the wide reach and flexibility they require to grow.

Here’s how the process works:

Connect your D2C Store: Connect your D2C store to an ONDC-enabled platform like SellerApp to ensure smooth onboarding to the network.

Publish your product catalogue: Update your product catalogue on the ONDC network with the help of SellerApp catalogue management.

Simplify order and payment processing: SellerApp also simplifies order and payment processing – enabling you to provide a robust customer experience to buyers.

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Monitor inventory: Monitor your inventory and get a snapshot of your inventory level with SellerApp to prevent last-minute stockouts.

ONDC Benefits for D2C Brands

ONDC brings countless benefits to D2C brands growing their e-commerce footprint in India.

Uncover opportunities in tier two & three cities

ONDC breaks urban barriers, connecting D2C brands with eager consumers in smaller cities and addressing logistical hurdles.

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Escape marketplace monopoly

ONDC helps D2C brands break free from predatory pricing, biased algorithms, data limitations, and logistical challenges and levels the playing field for brands of all shapes and sizes.

Expedite product launches

ONDC enables D2C brands to launch new products, test the market and gather feedback rapidly. It allows them to improve the products before scaling up.

Enables mobile commerce

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ONDC integrates with diverse mobile apps, like messaging, social media, gaming apps, etc., widening the reach for D2C brands in the Indian market.

Navigating the challenges of ONDC for D2C brand

While ONDC presents a golden opportunity for D2C brands to expand their e-commerce ventures in India, it’s not free from challenges.

Intense competition

The accessibility of the ONDC network escalates competition among D2C brands and e-commerce players.

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Brands must create distinct value propositions, focus on quality and provide outstanding customer experiences to stand out.

Compliance adherence

ONDC requires brands to comply with certain government regulations, which can hinder growth opportunities.

Brands need to proactively ensure all compliances are met to protect customer trust and maintain ethical business practices.

Cybersecurity vulnerabilities

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ONDC exposes brands to cybersecurity risks like hacking, phishing, malware and fraud, requiring an extra layer of security measures to safeguard customer data.

Looking ahead

The Government of India’s ONDC initiative is set to revolutionise the e-commerce landscape in India, providing SMBs and D2C brands access to a more inclusive market. However, some challenges exist regarding implementation and adoption.

D2C brands must weigh the opportunities and risks of joining the ONDC network and make smart decisions to set the stage for their future growth in India. 

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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