DTDC launches Kaarigo to take India’s artisans and local businesses to new-age commerce
DTDC has launched Kaarigo, an e-commerce platform for artisans, MSMEs and local sellers, while partnering with Uttar Pradesh’s ODOP programme to expand digital access and market opportunities.
DTDC said its network provides access to 96% of India’s population through more than 16,500 physical touchpoints, along with connectivity to more than 220 global destinations.
MUMBAI: DTDC Express has launched Kaarigo, a dedicated e-commerce platform aimed at helping India’s artisans, local sellers, MSMEs and small-town businesses access wider markets through digital commerce.
The platform brings together digital storefronts, seller enablement and DTDC’s logistics network, addressing one of the key challenges faced by grassroots businesses: access to markets. Kaarigo will support sellers through onboarding, product cataloguing, online selling and fulfilment, while connecting them to DTDC’s logistics infrastructure.
DTDC said its network provides access to 96% of India’s population through more than 16,500 physical touchpoints, along with connectivity to more than 220 global destinations. The company plans to onboard 1,000 artisans onto Kaarigo over the next 12 months.
The platform has been designed particularly for first-time digital sellers, with seller support packages covering registration, product photography, digital storefront creation and international listing support. Advanced solutions will be available for businesses seeking to scale their operations.
The launch also featured Padma Shri Dr Rajni Kant, popularly known as the “GI Man of India”, whose work has focused on securing Geographical Indication recognition for indigenous crafts. He joined DTDC leadership for a discussion on the role of digital commerce in creating sustainable opportunities for artisans.
For artisans, the platform is positioned as a route to move beyond geographically limited markets while retaining the authenticity and identity of traditional products. Dr. Rajni Kant said initiatives such as Kaarigo could help artisans, weavers and producers connect with consumers beyond their immediate geographies and access national and global markets.
Uttar Pradesh ODOP partnership
Alongside the Kaarigo launch, DTDC has entered into a Memorandum of Understanding with the Directorate of Industries & Enterprise Promotion, Government of Uttar Pradesh, to support stakeholders under the state’s One District One Product (ODOP) programme.
The collaboration will enable artisans, weavers, craftsmen, MSMEs, Producer Organizations and Self-Help Groups associated with ODOP to explore digital commerce through seller onboarding, product cataloguing, market linkages, fulfilment and logistics support.
A key element of the partnership will be a “Phygital Market Access” pilot, combining digital and physical commerce. DTDC’s retail touchpoints in Lucknow, Gorakhpur and Varanasi will explore curated showcases and commerce activations for ODOP products, with the possibility of expanding the model through the company’s wider retail and channel-partner network.
The collaboration will also include awareness programmes, seller onboarding drives, training and capacity-building initiatives covering e-commerce, digital marketing, product cataloguing, marketplace operations and logistics management.
Moving from logistics to commerce enablement
DTDC Chairman and Managing Director Subhasish Chakraborty said Kaarigo is intended to bridge the gap between local businesses and markets beyond their immediate geography by bringing together technology, e-commerce and DTDC’s logistics reach.
DTDC CEO Abhishek Chakraborty said the platform is based on the principle that the size of a business should not determine its market opportunities, adding that the ODOP collaboration would extend the approach deeper into India’s artisan and small-business ecosystem.
For DTDC, Kaarigo represents a shift from its conventional role of moving goods to also helping businesses reach new markets. The company says the combination of digital access, seller enablement and logistics is intended to create a more inclusive pathway for grassroots enterprises to participate in India’s expanding digital economy.
