- Integrates ONDC-enabled e-commerce service into Prasar Bharati’s Waves OTT platform.
- The fusion of entertainment and shopping is set to elevate the overall OTT user experience.
- Protean remains committed to the Bharat 2.0 vision, targeting 30 million sellers and 300 million shoppers on the ONDC network.
Mumbai, December 12, 2024: Protean eGov Technologies Limited (BSE: PROTEAN, formerly NSDL e-Governance Infrastructure Limited), a leader in digital public infrastructure and a pioneer in innovative citizen-centric e-Governance solutions, has achieved another significant milestone by powering the ONDC-Compliant e-Commerce feature on Waves, the OTT platform launched by Prasar Bharati.
This ONDC-Compliant Buyer application, developed by Protean, will allow Waves users to browse and purchase products from various categories on the ONDC network while enjoying their favorite movies and TV shows. This marks the first time in India that an OTT platform integrates an e-commerce experience with content, offering a seamless user experience.
Suresh Sethi, MD & CEO of Protean eGov Technologies, said, “We are proud to contribute to India’s Digital India mission and to drive the adoption of ONDC across the country. The modern digital consumer is constantly seeking convenience, and OTT platforms have revolutionized content viewing. With over 597 million OTT subscribers in India today, the opportunity to merge entertainment with shopping has never been greater. This initiative has the potential to democratize e-commerce, creating a more equitable landscape for businesses across sectors.”
T. Koshy, MD & CEO of ONDC, commented, “Integrating e-commerce into an OTT platform like Waves represents a major milestone for India’s digital ecosystem. This breakthrough offers a unified experience where entertainment meets commerce, allowing users to shop while watching their favorite content. The ONDC Network connects sellers from all over India with consumers directly, showcasing the power of interoperable digital systems. This initiative will not only enhance user experience but also open up new opportunities for businesses across industries.”
Sanjay Rakesh, MD & CEO of CSC SPV, added, “We are excited to collaborate with Protean eGov Technologies and Prasar Bharati on this innovative project that merges entertainment with e-commerce. At CSC, our mission is to empower rural and marginalized communities through digital inclusion, ensuring access to essential services. This integration on Waves highlights the transformative potential of digital public infrastructure, bridging the gap for millions in rural India and enabling digital empowerment.”
Protean, as the Technology Service Provider (TSP) for the ONDC-powered Buyer application on Waves, will manage all future enhancements and technological maintenance of the Shop interface within the application, ensuring a seamless user interface and experience.
Protean eGov Technologies has been a key player in shaping India’s digital infrastructure, contributing to the development of Open Digital Ecosystems (ODEs). Protean powers the ONDC gateway and registry and provides ready-to-use SaaS and PaaS solutions like Uniconnect, which connects existing applications with the ONDC Network, along with a Reconciliation & Settlement Framework for secure and transparent fund settlements. Protean also offers Multi-Domain Buyer and Seller Applications for enterprises to expand their reach on the ONDC Network.
With ONDC recently crossing 50 million transactions, the platform continues to grow rapidly, with monthly transactions nearing 10 million. ONDC is projected to account for 30% of India’s e-commerce GMV, with total transactions expected to exceed USD 12 billion by 2030.
