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DTDC Express Limited, one of India’s leading multinational integrated logistics companies, has launched Kaarigo, a dedicated e-commerce platform aimed at helping Indian artisans, local sellers, MSMEs and small-town businesses access wider markets through digital commerce.
Kaarigo combines digital storefronts, seller support and DTDC’s logistics network to address one of the key challenges faced by grassroots businesses access to markets. The platform will support sellers across their digital journey, including onboarding, product cataloguing, online selling and fulfilment, while connecting them with DTDC’s logistics infrastructure.
DTDC currently provides access to 96% of India’s population through more than 16,500 physical touchpoints and connects businesses to over 220 global destinations. Through Kaarigo, the company aims to help local businesses expand beyond their immediate markets and reach customers across India and international markets.
As part of the initiative, DTDC plans to onboard 1,000 artisans onto Kaarigo over the next 12 months. The platform has been designed particularly for first-time digital sellers, with a focus on making digital adoption simpler. Seller support packages will include registration, product photography, digital storefront creation and international listing support. Advanced solutions will also be available for businesses looking to scale.
The launch also marks a broader effort to strengthen India’s artisan and traditional enterprise ecosystem. Padma Shri Dr. Rajni Kant, popularly known as the “GI Man of India” for his work in securing Geographical Indication recognition for indigenous crafts, joined DTDC leadership for a special discussion on the role of digital commerce in creating sustainable opportunities for artisans.
Dr. Rajni Kant, Founder, Human Welfare Association, said initiatives such as Kaarigo can support the Atmanirbhar Bharat and Local to Global vision by providing artisans, weavers and producers with better market access and connecting GI-tagged products with consumers beyond their local geographies. He added that helping craft communities adopt new designs while preserving traditional techniques can promote sustainable entrepreneurship and open national and global markets.
As part of this vision, DTDC has also signed a Memorandum of Understanding (MoU) with the Directorate of Industries & Enterprise Promotion, Government of Uttar Pradesh, to support stakeholders under the state’s One District One Product (ODOP) programme.
The partnership will help artisans, weavers, craftsmen, MSMEs, Producer Organizations and Self-Help Groups explore digital commerce through seller onboarding, product cataloguing, market linkages, fulfilment and logistics support.
A key part of the collaboration will be a “Phygital Market Access” pilot, which will combine digital and physical commerce. DTDC’s retail touchpoints in Lucknow, Gorakhpur and Varanasi will explore curated showcases and commerce activities for ODOP products. The model could later be expanded through DTDC’s wider retail and channel partner network.
The initiative will also focus on improving the digital readiness of ODOP stakeholders through awareness programmes, seller onboarding drives, training and capacity-building initiatives covering e-commerce, digital marketing, product cataloguing, marketplace operations and logistics management.
Subhasish Chakraborty, Chairman & Managing Director, DTDC, said Kaarigo is aimed at bridging the gap between local businesses and markets beyond their immediate geography by combining technology, e-commerce and DTDC’s logistics reach.
Abhishek Chakraborty, CEO, DTDC Express Limited, said Kaarigo is based on the principle that the size of a business should not limit its opportunities. He added that the ODOP collaboration will help extend this approach deeper into India’s artisan and small-business ecosystem.
For DTDC, Kaarigo expands its role from moving goods to helping businesses move into new markets by combining digital access, seller support and logistics.
