Protean Powers India’s First ONDC-Compliant E-Commerce OTT Platform

Protean eGov Technologies (formerly NSDL e-Governance Infrastructure) has achieved a significant milestone by enabling an ONDC-compliant e-commerce feature on Waves, the OTT platform by Prasar Bharati. This innovative feature allows Waves users to browse and purchase products from multiple categories on the ONDC network while watching their favorite movies or TV shows.

This is India’s first-ever integration of e-commerce with OTT content, creating a seamless shopping experience for users.

Statements from Key Stakeholders

Suresh Sethi, MD and CEO of Protean eGov Technologies, remarked:
“We are committed to advancing the Digital India mission by promoting ONDC adoption across the nation. With over 597 million OTT subscribers in India, combining entertainment with e-commerce offers a transformative opportunity. This initiative democratizes e-commerce, creating a level playing field for businesses across sectors.”

T. Koshy, MD and CEO of ONDC, added:
“Integrating e-commerce into an OTT platform like Waves is a game-changer. By enabling users to seamlessly discover and buy products while watching content, this initiative sets a precedent for converging technology, culture, and commerce. It highlights the immense potential of interoperable digital systems in enhancing user experiences and supporting businesses nationwide.”

Sanjay Rakesh, MD and CEO of CSC SPV, stated:
“This collaboration between Protean eGov Technologies, Prasar Bharati, and CSC underscores the transformative power of digital public infrastructure. It brings technology to rural India, fostering digital inclusion and empowerment for marginalized communities.”

Protean’s Role as Technology Service Provider

As the Technology Service Provider (TSP) for this initiative, Protean is responsible for handling future ONDC-related enhancements, maintaining the Shop interface, and ensuring a seamless user experience for Waves users.