Udaan

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.

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

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

• B2B e-commerce platform
• Wholesale trade marketplace
• Supply chain financing
• Small business procurement
• Trade credit services

Headquarters

HQ city

Bangalore

HQ country

India

HQ region

Asia

Offices1 record

Markets served

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

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• ShopKiranacoreStrategic or Co-development Partner · 18 July 2025Udaan 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

Emerging 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

• Xx.com/udaandotcom
• YouTubeyoutube.com/@Udaandotcom?sub_confirmation=1
• Facebookfacebook.com/udaandotcom
• LinkedInlinkedin.com/company/udaan
• Instagraminstagram.com/udaandotcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries4 records

Funding overview

Funding rounds19 records

Investors29 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments5 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Udaan