Mumbai: Protean eGov Technologies Limited (BSE: PROTEAN), a technology leader in digital public infrastructure and innovative citizen-centric e-Governance solutions, has reached a significant milestone with the launch of India’s first-ever e-commerce experience integrated into an OTT platform. Protean, in collaboration with Prasar Bharati, has powered the ONDC-Compliant e-Commerce feature on Waves, the public broadcaster’s OTT platform.
This breakthrough integration allows Waves’ users to browse and purchase products across various categories live on the ONDC network while enjoying their favorite movies or TV shows, providing a seamless blend of entertainment and shopping. This move marks the first time in India that an OTT player has combined content viewing with e-commerce, setting a new standard for user experience.
Suresh Sethi, MD & CEO of Protean eGov Technologies, shared, “We are committed to accelerating the Digital India mission and empowering the adoption of ONDC across the country. Today’s digital consumer seeks convenience, and OTT has revolutionized content viewing. With over 597 million OTT subscribers in India, the opportunity to merge entertainment and shopping is unprecedented, offering a unique chance to boost engagement and enhance the e-commerce experience. This pioneering initiative holds tremendous potential to democratize e-commerce and create a level playing field for all sectors.”
T. Koshy, MD & CEO of ONDC, remarked,”Integrating e-commerce into an OTT platform like WAVES is a milestone for India’s digital ecosystem. With the ONDC Network already driving innovation across domains such as multi-modal mobility, this latest initiative disrupts the OTT space by creating a unified experience where entertainment meets commerce. WAVES allows users to watch their favourite content while seamlessly discovering and purchasing products. The ONDC Network enables this transformation by connecting sellers from across the country with consumers directly. It’s an exciting moment as it showcases the potential of interoperable digital systems to not only enhance user experience but also provide unparalleled opportunities for businesses across all industries. WAVES sets a precedent for the convergence of technology, culture, and commerce, paving the way for future innovations.”
Sanjay Rakesh, MD & CEO of CSC SPV, added, “We are proud to collaborate with Protean eGov Technologies and Prasar Bharati on this ground breaking initiative that seamlessly combines entertainment with e-commerce. At CSC, our mission is rooted in empowering rural communities and marginalized groups through digital inclusion, ensuring they have access to essential services and opportunities. This unique integration on the Waves platform underscores the transformative power of digital public infrastructure, bringing technology closer to millions in rural India and creating avenues for digital empowerment.”
As the Technology Service Provider for the ONDC-powered Buyer application on Waves, Protean will handle future enhancements and technological maintenance, ensuring a convenient and seamless user interface for the Waves platform.
Protean continues to be a significant player in India’s digital infrastructure, powering critical elements of the ONDC network, including its gateway and registry. The company has also provided a suite of SaaS and PaaS solutions, such as Uniconnect, a digital bridge connecting existing applications to the ONDC network, and a secure Reconciliation & Settlement Framework for transparent fund settlements.
With ONDC crossing 50 million transactions, the platform is poised for rapid growth, with monthly transactions nearing 10 million. It is projected to capture 30% of India’s e-commerce GMV by 2030, with transactions expected to exceed USD 12 billion.
