Udaan
Udaan is India's largest eB2B platform, founded in 2016, connecting kirana stores, chemists, and hotels with manufacturers and wholesalers through a mobile-first marketplace with integrated credit, payments, and logistics.
- Company typePrivate
- Founded2016
- HeadquartersBangalore, India
- Headcount1,001–5,000
- GTM typeB2B
- OfferingDigital Commerce or Content
What Udaan does
Udaan is India's largest eB2B platform, founded in 2016 in Bengaluru by former Flipkart executives Amod Malviya, Sujeet Kumar, and Vaibhav Gupta. The platform connects small businesses — kirana stores, chemists, hotels, restaurants, and offices — with manufacturers, wholesalers, and national/regional brands, enabling wholesale procurement of FMCG, staples, pharma, and fresh produce with next-day doorstep delivery, mobile-first ordering, and integrated credit. Core technology comprises a B2B marketplace with proprietary logistics, a self-built payment system (Hiveloop Payments Limited, RBI-licensed), and bundled fintech services under udaanCapital and udaanPay.
The business model is primarily marketplace commission on B2B transactions, supplemented by interest income from trade credit extended to eligible buyers through Hiveloop E-Commerce (HEPL) and a growing private label brand portfolio in staples. Customer segments are organized vertically across kiranas, chemists, HoReCa (via the horeca360 sub-brand), and offices, with pay-as-you-go unit pricing and monthly-settled credit terms. Distribution is self-serve through Android/iOS apps and udaan.com, with last-mile delivery via third-party logistics partners and a COD ceiling of INR 2,00,000 per day.
Following a period of contraction from ~80 cities to 16 tightly defined city clusters and exit from non-essential verticals, Udaan has pivoted to a hyperlocal cluster model that is now unit economics positive across all clusters. The company is preparing for an IPO within 9-18 months, executing a reverse flip from Singapore to India, and has consolidated its business entities under Hiveloop E-Commerce Private Limited with NCLT approval. Recent strategic actions include the $88.5M all-stock acquisition of ShopKirana (July 2025), approximately $189M raised across two Series G tranches in 2025 at a flat $1.8B valuation, and geographic expansion of the horeca360 vertical into Hyderabad, Chennai, Delhi-NCR, and Kolkata.
Udaan firmographics
Firmographics- Name
- Udaan
- Legal name
- Hiveloop E-Commerce Private Limited
- Website
- https://udaan.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Udaan is India's largest eB2B platform, founded in 2016, connecting kirana stores, chemists, and hotels with manufacturers and wholesalers through a mobile-first marketplace with integrated credit, payments, and logistics.
- Ownership category
- akta.pro rank
Udaan industry classification
Industry- Product category
- B2B E-commerce Marketplace
- NAICS
- Grocery and Related Product Merchant Wholesalers (4244), Drugs and Druggists' Sundries Merchant Wholesalers (424210)
- SIC
- Wholesale-Groceries & Related Products (5140), Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)
- akta.pro primary industry
- B2B Marketplaces & Wholesale Platforms (BPAMAGAD)
- akta.pro secondary industries
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF), Wholesale-to-Business Online Ordering (B2B Food E-Commerce) (AFAIAMAD), Online B2B Grocery Supply for Small Businesses (Wholesale-to-Consumer/Prosumer) (CRAHAIAL)
Keywords
Where Udaan is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Udaan business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- B2B Marketplace Transaction Fees: Udaan operates as a B2B e-commerce marketplace generating revenue through transaction fees and commissions from facilitating wholesale trade between suppliers/manufacturers and retailers. The platform enables discovery, ordering, tracking, and payment processing for B2B transactions.
- Trade Credit and Financial Services: UdaanCapital provides working capital financing to small businesses and retailers, generating revenue through interest on credit extended. The company also offers credit and financing solutions in relation to Products purchased on the platform.
- Private Label Brands: Udaan develops and sells private label products across staples categories, contributing about a third of staples business in Bengaluru. Private labels are a growing revenue stream with higher margins than third-party brand sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard B2B Wholesale Pricing |
| Unit Pricing | Pay-as-you-go | Private Label Brands |
| Other | Monthly | Trade Credit by HEPL |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Udaan product offering
Product offeringCore offering
Udaan operates India's largest eB2B online marketplace connecting retailers (kiranas, chemists, hotels, restaurants, offices) with manufacturers, wholesalers, and brands for wholesale procurement of FMCG, staples, pharma and fresh produce. The platform bundles wholesale pricing across lakhs of SKUs, next-day doorstep delivery, integrated trade credit, and a mobile-first ordering experience into a single commerce and fintech stack.
Product overview
Udaan operates as a unified B2B e-commerce platform combining a core marketplace with integrated fintech (udaanCapital), a restaurant/hotel supply vertical (horeca360), and a mobile app. The platform enables small businesses—kirana stores, chemists, hotels, and offices—to source FMCG, staples, pharma, and fresh produce at wholesale prices with next-day delivery, business credit, and flexible payment options. The recent ShopKirana acquisition extends reach into tier II/III markets, while udaanCapital handles working capital financing and udaanPay manages in-app payments.
Differentiator
Problem solved
Functional benefit
Brands
- udaanCapital: Fintech vertical focused on addressing the working capital requirements of small businesses and retailers through financial products and services
- horeca360
Products and services
- Udaan B2B Marketplace Platform India's largest eB2B wholesale marketplace enabling small businesses (kiranas, chemists, hotels, restaurants, offices) to order FMCG, staples, pharma, fresh produce and daily essentials at wholesale prices from suppliers and brands, with next-day doorstep delivery and GST-compliant invoicing.
- udaanCapital Tech-led supply chain financing platform for brands, manufacturers and small businesses, offering working capital credit facilities and lending products to support procurement.
- horeca360 by Udaan
Quantifiable outcome
- 90% repeat rate among customers
- +5 more outcomes
Companies that use Udaan
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Udaan technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Udaan partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopKiranacoreUdaan acquired retail-tech startup ShopKirana in an all-stock deal for $88.5 million. The acquisition extends Udaan's reach into tier II and III cities through ShopKirana's network of kirana stores, enhances supply chain efficiency in FMCG and HoReCa segments, and accelerates path toward profitability and IPO.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Udaan competitors and assessment
Company assessmentEmerging players
- Dealshare: India social commerce and B2B sourcing platform focused on value retail and kirana supply. Comparable buyer segment (Indian kiranas) and category overlap (FMCG/grocery), though more weighted toward tier II/III and social-led discovery.
- Citymall: India social commerce platform serving kiranas and small retailers in tier II/III cities via a buyer-seller network model. Comparable SMB kirana buyer segment and category mix (FMCG/staples), positioned as a niche player in geographies Udaan is targeting via ShopKirana.
- Bizongo: B2B commerce platform for packaging, textiles, and apparel supply chains in India. Comparable as a venture-backed Indian B2B marketplace with embedded financing, but narrower category focus (packaging/textiles) versus Udaan's grocery/FMCG breadth.
Direct peers
- Moglix: India B2B commerce platform specializing in industrial supplies, MRO, and indirect materials. Comparable as a venture-backed Indian B2B marketplace serving SMB buyers with marketplace + fintech, though focused on industrial categories rather than FMCG/staples.
- JioMart (Reliance Retail): Reliance's hybrid B2C/B2B commerce platform serving Indian kiranas and consumers with groceries and FMCG. Shares Udaan's core SMB buyer base and grocery/staples categories, and represents the most well-capitalized competitive threat given Reliance's balance sheet.
- OfBusiness: Tech-enabled B2B commerce and credit platform serving SMBs in construction, manufacturing, and industrial inputs. Directly comparable business model — marketplace combined with embedded credit/financing for SMB buyers, operating at scale in India.
- Flipkart Wholesale: Flipkart's B2B wholesale arm serving kiranas and small retailers with FMCG, staples, and general merchandise. Directly competes with Udaan on the same buyer segment (India's kirana stores) with overlapping categories, marketplace model, and supply chain infrastructure.
Broad incumbents
- IndiaMART InterMESH: India's largest online B2B listings/marketplace connecting buyers and suppliers across industrial and consumer categories. Comparable as an established India B2B commerce platform, though IndiaMART is a horizontal listings business rather than a transaction-led commerce marketplace like Udaan.
- Amazon Business: Amazon's B2B procurement platform for businesses in India spanning office supplies, MRO, and bulk purchases. Comparable buyer-side B2B commerce motion in India, but operates as part of Amazon's broader portfolio rather than as a focused SMB-grocery specialist.
Others
- Snapdeal Business / Unicommerce: Unicommerce provides B2B commerce enablement, order/warehouse management, and omnichannel SaaS serving Indian marketplaces including kirana-facing platforms. Adjacent ecosystem participant rather than direct competitor, but powers backend commerce infrastructure for several SMB commerce peers in India.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Udaan social profiles
Digital presenceUdaan financial estimates
Financial estimateRevenue estimate
Valuation estimate
Udaan leadership team
Management profileNumber of profiles
Profiles12 records
Udaan subsidiaries and ownership
Company hierarchySubsidiaries4 records
Udaan funding detail
Funding detailFunding overview
Funding rounds19 records
Investors29 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Udaan M&A and investment
M&A and investmentM&A2 records
Investments5 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Udaan
What does Udaan do?
Udaan operates India's largest eB2B online marketplace connecting retailers (kiranas, chemists, hotels, restaurants, offices) with manufacturers, wholesalers, and brands for wholesale procurement of FMCG, staples, pharma and fresh produce. The platform bundles wholesale pricing across lakhs of SKUs, next-day doorstep delivery, integrated trade credit, and a mobile-first ordering experience into a single commerce and fintech stack.
Is Udaan a public or private company?
Udaan is a private company. It is classified as venture growth investor backed and is currently operating.
When was Udaan founded?
Udaan was founded in 2016. It employs 1,001 to 5,000 people.
Where is Udaan based?
Udaan is headquartered in Bangalore, India, in the Asia region.
How does Udaan make money?
Three revenue lines are on record. B2B Marketplace Transaction Fees are the primary driver. The others are trade Credit and Financial Services and private Label Brands.
Who are Udaan's main competitors?
Emerging players on record are Dealshare, Citymall and Bizongo. Direct peers are Moglix, JioMart (Reliance Retail), OfBusiness and Flipkart Wholesale. Broad incumbents are IndiaMART InterMESH and Amazon Business. Snapdeal Business / Unicommerce is listed as an others.
Does Udaan have an API?
No public API is recorded for Udaan.
What industry is Udaan in?
Udaan's product category is B2B E-commerce Marketplace. Its primary akta.pro industry code is BPAMAGAD, B2B Marketplaces & Wholesale Platforms, with a secondary code of CRAFAAAF, Wholesale/B2B Generalist Marketplaces. Its NAICS code is 4244 and its SIC code is 5140.