DigiHaat launches Swadeshi marketplace for Made-in-Bharat products
Synopsis
DigiHaat, the ONDC-backed platform, has launched a dedicated 'Swadeshi' marketplace connecting over 2,000 artisans and 1,100 farmer groups directly with consumers — a grassroots bet on Atmanirbhar Bharat commerce that could challenge mainstream e-commerce giants on their own turf.
Key Takeaways
DigiHaat launched the Swadeshi marketplace on 12 May , dedicated to Made-in-Bharat products.
Over 2,000 artisans and 1,100 farmer groups are already onboarded at launch.
The platform is owned by the Open Network for Digital Commerce (ONDC) and operates under Nirmit Bharat , a Section 8 not-for-profit entity.
DigiHaat crossed 2 million downloads and built a community of over 30,000 users in April.
The platform also offers metro ticketing, food delivery, and ride-hailing through partners like Bharat Taxi and Namma Yatri .
Government-backed e-commerce platform DigiHaat on Tuesday, 12 May announced the launch of 'Swadeshi', a dedicated marketplace within its app designed to promote authentic Made-in-Bharat products and strengthen India's local production ecosystems. The initiative is positioned as a direct push toward realising the vision of an Atmanirbhar Bharat through Swadeshi-driven commerce.
What the Swadeshi Marketplace Offers
The Swadeshi section within the DigiHaat app enables consumers to directly purchase products from artisans, farmer groups, self-help groups (SHGs), NGOs, and Indian brands. Curated product categories include food grains, seed products, apparel, handicrafts, home décor, bags, and other daily essentials — all sourced from domestic producers.
According to DigiHaat, more than 2,000 artisans and over 1,100 farmer groups from across the country are already connected to the platform at launch, signalling a sizeable grassroots network from day one.
The Vision Behind the Platform
Rahul Vij, associated with the initiative, said the marketplace is intended to strengthen the country's economic fabric by bringing Indian producers closer to consumers. He added that every purchase made through the platform would contribute to supporting local enterprises, reducing dependence on global supply chains, and advancing the broader vision of a self-reliant India.
The company states that Swadeshi by DigiHaat aims to emerge as a national platform built on the principle of
Point of View
Swadeshi-first model will need more than 2,000 artisans to compete at scale. The ONDC backbone gives DigiHaat a structural advantage in interoperability, but consumer stickiness — the hardest metric — remains unproven. Whether 'Bharat Se, Bharat Tak' becomes a movement or a marketing line will depend on how consistently quality, pricing, and delivery hold up against mainstream alternatives.
NationPress
11 Aug 2026
Frequently Asked Questions
What is the Swadeshi marketplace launched by DigiHaat?
Swadeshi is a dedicated section within the DigiHaat app, launched on 12 May, that allows consumers to directly buy Made-in-Bharat products from artisans, farmer groups, SHGs, NGOs, and Indian brands. It is built on the principle of 'Bharat Se, Bharat Tak' and is backed by the Open Network for Digital Commerce (ONDC).
Who owns and operates DigiHaat?
DigiHaat is a wholly-owned subsidiary operating within the ONDC ecosystem and functions under Nirmit Bharat, a Section 8 not-for-profit entity. It is government-backed and aligned with the Atmanirbhar Bharat vision.
How many sellers are already on the Swadeshi platform?
At launch, more than 2,000 artisans and over 1,100 farmer groups from across India are connected to the platform, according to DigiHaat.
What other services does DigiHaat offer beyond Swadeshi?
DigiHaat also provides metro ticketing services across Delhi-NCR, Mumbai, and Bengaluru, along with food delivery, e-commerce, and ride-hailing through partner networks including Bharat Taxi and Namma Yatri.
What products are available on the Swadeshi marketplace?
The marketplace features curated Bharat-made products across categories including food grains, seed products, apparel, handicrafts, home décor, bags, and other daily essentials.
