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.
The platform combines digital storefronts, seller enablement and DTDC’s logistics network to address a key challenge for grassroots entrepreneurs: market access. Kaarigo will support sellers across their digital commerce journey, including onboarding, product cataloguing, online selling and fulfilment, while connecting them to DTDC’s logistics infrastructure.
With access to 96% of India’s population through 16,500+ physical touchpoints and 220+ global destinations, DTDC said its network will enable local businesses to expand beyond their immediate markets.
As part of the initiative, DTDC aims to onboard 1,000 artisans onto Kaarigo over the next 12 months. The platform has been designed to simplify digital adoption for first-time sellers, with support covering registration, product photography, digital storefront creation and international listing. Advanced solutions will also be available for businesses looking to scale.
Supporting India’s artisan ecosystem
The launch also marks a broader push by DTDC to strengthen India’s artisan and traditional enterprise ecosystem. Padma Shri Dr. Rajni Kant, widely recognised as the “GI Man of India” for his landmark work in securing Geographical Indication recognition for indigenous crafts, joined DTDC leadership for a conversation on the role of digital commerce in creating sustainable opportunities for artisans.
Speaking on the occasion, Padma Shri Dr. Rajni Kant, Founder, Human Welfare Association and popularly known as ‘GI Man of India’, said, “Initiatives like Kaarigo are playing an important role through Atmanirbhar Bharat as Local to Global in giving India’s artisans, weavers and producers appropriate market access and connecting their products with consumers beyond their immediate geographies as GI tag products. By supporting the craft community in embracing newer designs and traditional techniques while staying true to the authenticity of their craft, such initiatives foster sustainable entrepreneurship and open doors to National and Global markets. Through Kaarigo, DTDC is facilitating the taking of India’s traditional products to the world while safeguarding this rich cultural legacy for generations to come.”
Extending this focus, DTDC has entered into a Memorandum of Understanding 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 collaboration will enable participating artisans, weavers, craftsmen, MSMEs, Producer Organizations and Self-Help Groups to explore digital commerce through seller onboarding, product cataloguing, market linkages, fulfilment and logistics support.
A key element 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 activations for ODOP products, with the potential to extend the model through DTDC’s broader retail and channel partner network.
The initiative will also include awareness programmes, seller onboarding drives, training and capacity-building programmes focused on e-commerce, digital marketing, product cataloguing, marketplace operations and logistics management.
Sharing his thoughts on the occasion, Mr. Subhasish Chakraborty, Chairman & Managing Director, DTDC, expressed, “India’s economic strength is deeply rooted in its local enterprises, artisans and communities. But for these businesses to realise their full potential, they need access to markets beyond their immediate geography. Kaarigo is our effort to bridge that gap by bringing together technology, e-commerce and the reach of our logistics network. We want to make it easier for small businesses and artisans to take their products to customers across the country and, eventually, the world. From local enterprise to national opportunity, Kaarigo is about helping businesses overcome the limitations of geography and build a pathway to sustainable growth.”
Commenting on the launch, Mr. Abhishek Chakraborty, CEO, DTDC Express Limited, said, “Kaarigo is founded on a straightforward principle that a business’s size should not limit its opportunities. We are bringing our logistics expertise into the digital commerce journey to make it easier for local sellers to discover customers, build their businesses and scale beyond their immediate markets. The ODOP collaboration is a natural extension of this vision, allowing us to take this approach deeper into India’s artisan and small-business ecosystem.”
For DTDC, Kaarigo represents an expansion of its role in the commerce ecosystem—from moving goods to helping businesses access new markets. By bringing together digital commerce, seller enablement and logistics, the platform aims to create a more accessible pathway for India’s grassroots businesses to participate in the country’s expanding digital economy.
