Udaan
Udaan connects 3M Indian retailers to manufacturers and wholesalers on a B2B marketplace.
Udaan is India's largest B2B e-commerce marketplace connecting manufacturers, wholesalers, traders, and retailers across 900+ cities. The platform serves over 3 million small businesses including kiranas, pharmacies, and retailers with products across FMCG, electronics, pharmaceuticals, and agriculture. It digitizes India's fragmented wholesale trade by eliminating middlemen, enabling direct ordering, price comparison, and access to credit through Udaan Capital's BNPL solutions.
Problem solved
India's wholesale and retail trade relies on inefficient middlemen, fragmented supply chains, and opaque pricing, creating barriers for small merchants to access quality products directly.
Target customer
Small retailers (kiranas), pharmacies, farmers, and small businesses across India seeking wholesale products at scale
Founders
S
Sujeet Kumar
Founder
BTech Civil Engineering from IIT Delhi; Former President of Operations at Flipkart where he built Ekart logistics.
A
Amod Malviya
Founder & CTO
Former CTO at Flipkart; technology platform builder with experience at ApnaPaise, i2 Technologies, and other tech firms.
V
Vaibhav Gupta
Founder & Former CEO
MBA from University of Virginia, BTech Computer Science from IIT Delhi; Former head of business finance at Flipkart and consultant at McKinsey.
A
Akash Gupta
Founder
R
Rajan Dua
Founder
Funding history
Series A
$10M
November 2016
Led by Lightspeed Venture Partners India
· Lightspeed US
Series B
$50M
February 2018
Led by Unknown
· Unknown
Series C
$225M
September 2018
Led by DST Global
· Lightspeed Venture Partners
Series D
$585M
October 2019
Led by Tencent Holdings
· Altimeter Capital, Footpath Ventures, Hillhouse Capital, GGV Capital, Citi Ventures, DST Global, Lightspeed India Partners
Series E
$340M
December 2023
Led by M&G
· Lightspeed Venture Partners, DST Global
Series G
$39M
June 2025
Led by Unknown
· Unknown
Total raised:
$1.99B
Industries
Pricing
Commission-based model: 15-18% commission on buyer transactions. Additional revenue from Udaan Capital (BNPL/short-term credit), logistics fees, and premium seller services like featured listings.
Notable customers
3 million retailers; Notable suppliers include Amul and Parle Products (though tensions exist over exclusivity)
Tech stack
React (JavaScript frameworks)
Express (Web frameworks)
Mixpanel (Analytics)
Google Analytics (Analytics)
CleverTap (Analytics)
Node.js (Programming languages)
Google Workspace (Email)
Cloudflare (CDN)
Website
Competitors
Moglix
Moglix focuses on B2B supplies and industrial products, with less emphasis on FMCG and retail.
LOTS Wholesale
LOTS focuses on specific verticals with different market positioning and geographic focus.
Why this matters: Udaan is India's largest B2B e-commerce platform with $1.99B in total funding and unicorn status, addressing one of Asia's largest inefficient markets—the $400B+ Indian wholesale trade. Its path to profitability (reducing EBITDA losses by 40% YoY) and $678M revenue milestone in December 2024 signal a maturing business model in a market with massive TAM.
Best for: Small retailers, kiranas, pharmacies, and businesses in India needing direct access to wholesale products, competitive pricing, and flexible credit options.
Use cases
Kirana store stocking
A small kirana store owner can directly order FMCG products, groceries, and household items from multiple manufacturers on Udaan, compare prices, and access credit through Udaan Capital to stock inventory without relying on traditional wholesalers.
Pharmacy inventory management
Independent pharmacies can source pharmaceutical products directly from suppliers at wholesale rates, manage inventory across multiple SKUs, and scale operations with transparent pricing and digital ordering.
Quick commerce and daily delivery
Retailers using udaanExpress can access daily delivery across 1,000+ cities and 12,500 pin codes, enabling fast restocking and reducing inventory holding costs.
Alternatives
TraceLink
Focuses on pharmaceutical supply chain transparency and compliance rather than general B2B marketplace commerce.
Global Sources
Primarily serves international B2B trade and cross-border commerce rather than domestic Indian retail distribution.
FAQ
What does Udaan do? +
Udaan is India's largest B2B e-commerce marketplace that digitizes wholesale and retail trade by connecting 3 million retailers, small businesses, and farmers directly to manufacturers and wholesalers across 900+ Indian cities. It operates across FMCG, electronics, pharmaceuticals, agriculture, and lifestyle categories.
How much does Udaan cost? +
Udaan charges a 15-18% commission on all buyer transactions. Udaan Capital offers BNPL and short-term credit with interest fees. Sellers can pay for premium services like featured listings and promotional tools.
Who uses Udaan? +
Small retailers (kiranas), independent pharmacies, farmers, and small businesses across India. Notable suppliers include major FMCG manufacturers like Amul and Parle Products.
How does Udaan compare to competitors like Moglix? +
Udaan focuses on B2B commerce for retail, FMCG, and agriculture with 3 million active retailers. Moglix concentrates on industrial supplies and B2B procurement. Udaan offers integrated credit solutions (Udaan Capital) and daily delivery, while competitors focus on different product categories and market segments.
How large is Udaan? +
Udaan raised $1.99B across 18 funding rounds, achieving unicorn status in 2018. It generated $678M in revenue by December 2024 and operates with approximately 11,465 employees across India.
Tags
B2B marketplace
wholesale trade
India
FMCG distribution
digital commerce
supply chain
retail digitization