Mensa Unveils Three Portfolio Brands on ONDC E-Commerce Platform

• ByStartupStory     |    August 4, 2023

Bengaluru-based Mensa Brands, supported by Tiger Global, is set to expand its brand presence through the Open Network for Digital Commerce (ONDC), a government-backed e-commerce protocol. Mensa Brands will introduce three of its brands on multiple buyer-side apps of ONDC, starting with its smart wearables brand, Pebble. The move will enable Mensa Brands to diversify its distribution strategy, tapping into new avenues for growth.

Mensa’s other brands, such as men’s lifestyle brand Villain, peanut butter brand MyFitness, and jewelry/accessory brand Priyaasi, will also become available on various buyer apps supported by ONDC. This expansion includes platforms like Paytm, Pincode (backed by PhonePe), Spicesmartshop, Eunimart, Craftsvilla, and Mystore.

“We are thrilled to join forces with ONDC and introduce our leading brands, Villain, Priyaasi, and MyFitness, to a vast audience of digital shoppers,” said Ananth Narayanan of Mensa in a statement issued by the company. He further added, “Our collaboration in the initial stage of the network allows us to form deep partnerships with the various stakeholders and expand our presence across the country.”

Ananth Narayanan from Mensa expressed enthusiasm for collaborating with ONDC to introduce their leading brands to a wider digital shopper audience. He noted that this partnership at the initial stage of ONDC’s network allows for deep stakeholder partnerships and nationwide expansion.

ONDC, with its claim of servicing 30,000 orders daily, recently updated its incentive structure to include customer incentives. The platform is facilitating a range of brands, including direct-to-consumer startups like BoAt, SleepyOwl, and WoW. T Koshy, Managing Director and CEO at ONDC, expressed optimism about the potential inclusion of more brands from Mensa Brands, enhancing the diverse shopping experience for customers on the ONDC network.

“As we continue to expand, we look forward to the potential inclusion of more brands from Mensa Brands, offering customers more options within the diverse and enriching shopping experience provided by applications and sellers on the ONDC Network,” said T Koshy, Managing Director, and CEO at ONDC. 

In a related development, hyperlocal logistics provider Dunzo has also joined ONDC’s seller network with 20,000 merchants. This step is part of Dunzo’s shift towards business-to-business deliveries from its earlier focus on quick commerce and addresses a liquidity challenge.

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