Protean enables India’s first-ever e-commerce experience on an OTT platform

Protean eGov Technologies Limited (BSE: PROTEAN, formerly NSDL e-Governance Infrastructure Limited), a technology leader in Digital Public Infrastructure and a pioneer in developing innovative

citizen–centric e-Governance solutions, achieves yet another milestone, by powering ONDC-Compliant e-Commerce feature on Waves - an OTT platform launched by Prasar Bharati

This ONDC -Compliant Buyer application, powered by Protean, will enable Waves’ users to browse and buy products, across categories live on the ONDC network, while enjoying their favourite movies or TV shows. This is the first time in India that an OTT player has integrated commerce experience with content, to make it a seamless experience for its users.

Speaking on this launch, Suresh Sethi, MD & CEO, Protean eGov Technologies said, “We are committed towards our efforts in accelerating the Digital India mission and empowering the adoption of ONDC across the country. Today’s digital consumer is constantly seeking newer services that makes life convenient and easy, and OTT has brought about that transformation in content viewing. With over 597Mn subscribers in India in the OTT space today, the opportunity to mix entertainment and shopping has never been bigger, to boost both engagement and ecommerce experience. The success of this pioneering initiative has immense potential to democratize ecommerce and building a level playing field for entities across sectors.”

Adding to it, Mr. T. Koshy, MD & CEO, ONDC said, "Integrating e-commerce into an OTT platform like WAVES is a milestone for India’s digital ecosystem. With the ONDC Network already driving innovation across domains such as multi-modal mobility, this latest initiative disrupts the OTT space by creating a unified experience where entertainment meets commerce. WAVES allows users to watch their favourite content while seamlessly discovering and purchasing products. The ONDC Network enables this transformation by connecting sellers from across the country with consumers directly. It’s an exciting moment as it showcases the potential of interoperable digital systems to not only enhance user experience but also provide unparalleled opportunities for businesses across all industries. WAVES sets a precedent for the convergence of technology, culture, and commerce, paving the way for future innovations."

Speaking on this, Shri Sanjay Rakesh, MD & CEO, CSC SPV, said, "We are proud to collaborate with Protean eGov Technologies and Prasar Bharati on this ground breaking initiative that seamlessly combines entertainment with e-commerce. At CSC, our mission is rooted in empowering rural communities and marginalized groups through digital inclusion, ensuring they have access to essential services and opportunities. This unique integration on the Waves platform underscores the transformative power of digital public infrastructure, bringing technology closer to millions in rural India and creating avenues for digital empowerment."

Protean is the Technology Service Provider (TSP) for ONDC-powered Buyer application on Waves. As the TSP, Protean will handle all future enhancements (as per ONDC requirements) and the technological maintenance of the Shop interface within the application, to ensure a convenient user interface and a seamless user experience for Waves’ users.

Protean eGov Technologies has been a significant player in India's digital infrastructure, contributing significantly to the development of Open Digital Ecosystems (ODEs). Protean is already contributing to the ONDC Network by powering its gateway & registry and has been providing innovative ready to use SaaS and PaaS solutions like Uniconnect a digital bridge that connects existing applications with the ONDC Network, Reconciliation & Settlement Framework which allows secure, transparent and seamless fund settlements, between network participants and ready to use Multi Domain Buyer and Seller Applications for faster GTM to enterprises who wish to expose their customer base to the ONDC Network.

ONDC has crossed the 50 million transaction mark. The platform continues to grow rapidly, with monthly transactions reaching around 10 million in recent months and is projected to grow to a whopping 30% of the ecommerce GMV and the number of transactions on ONDC is expected to exceed USD 12 Bn by 2030.