Udaan Company Profile
The modern consumer relies on a well-connected network of traders, wholesalers, retailers, and manufacturers for everyday essentials. While e-commerce has dramatically simplified the customer experience, it has brought new challenges for different participants in the supply chain. Building seamless relationships inside the distribution channel remains a significant hurdle for retail stores, store owners, and others involved in wholesaling and retailing.
This is where B2B eCommerce platforms like Udaan come into play. Specifically tailored to support India’s small and medium enterprises (SMEs), Udaan offers a seamless, tech-driven solution to unify and streamline operations across the distribution chain.
Udaan – Company Highlights
| Attribute | Details |
|---|---|
| Startup Name | Udaan |
| Headquarters | Bangalore, Karnataka, India |
| Sector | E-commerce |
| Founded | 2016 |
| Founders | Amod Malviya, Vaibhav Gupta, Sujeet Kumar |
| Valuation | $1.88 billion (as of November 2024) |
| Website | udaan.com |
Udaan – About
Udaan is a Business-to-Business (B2B) e-commerce platform that connects small retailers and wholesalers with manufacturers and traders across India. The platform simplifies sourcing, logistics, payments, and credit for its partners. Udaan reached unicorn status in 2018 after raising $225 million, a landmark that marked its emergence as a national distribution powerhouse.
Udaan – How it Works
Udaan functions as a digital bridge between buyers and sellers, simplifying complex processes into streamlined, technology-enabled transactions. Its user-friendly interface, dynamic product cataloging, real-time communication channels, and secure payment systems ensure a seamless experience.
- Onboarding: Minimal documentation required for registration.
- Trade Enablement: Dynamic catalog tools to list products.
- Logistics: udaanExpress ensures timely deliveries via top courier partnerships.
- Payments: Secured gateways and credit support for eligible users.
- Compliance: Adheres strictly to Indian trade regulations.
Udaan – Industry Overview
India’s e-commerce sector is booming, expected to hit $299 billion by 2029 (from $112.93 billion in 2024), with a CAGR of 21.5%. B2B eCommerce in particular is poised to grow at 20% annually through FY25. Udaan’s technology-first approach positions it as a major force in this transformation.
Udaan – Founders and Team
- Amod Malviya (Engineer): Former CTO at Flipkart, IIT Kharagpur alum.
- Vaibhav Gupta (CEO): Ex-Flipkart, McKinsey; MBA from Darden.
- Sujeet Kumar (Operations): Former President of Operations, Flipkart; IIT Delhi graduate.
Udaan currently employs between 1,500 and 5,000 people.
Udaan – Startup Story
Udaan began in 2016 in Bangalore. Initially targeting small electronics traders, the founders focused on building a robust national network before expanding. The insight that 94% of retail in India happens via mom-and-pop stores shaped Udaan’s mission: make sourcing easier for small retailers.
Quote from Co-founder Sujeet Kumar:
“We felt catering to their needs is a huge opportunity.”
Udaan – Mission and Vision
Mission: Empower SMEs to access markets affordably with full payment security and transparency.
Vision: Transform how trade is done in India by leveraging technology.
Udaan – Name, Tagline, and Logo
“Udaan,” meaning “flight” in Hindi, reflects its mission of elevating Indian trade. The logo emphasizes upward mobility and progress, aligning with its mission of inclusive growth.
Udaan – Business Model
Udaan is an asset-light, transaction-first platform connecting B2B buyers and sellers across categories like:
- Electronics
- FMCG
- Home & Kitchen
- Staples
- Pharmaceuticals
- Fruits & Vegetables
- General Merchandise
Key services include:
- Safe payment systems
- Working capital loans
- Order management
- Inventory support
- Logistics solutions
Udaan – Revenue Model
- Logistics Fees: Revenue from udaanExpress delivery and returns.
- Warehousing: Charges for storing goods in Udaan’s network.
- Receivable Collections: Charges for managing buyer payments.
- Advertisement Services: Boosting product visibility.
- Interest on Credit: Through NBFC partnerships.
- Value-Added Services: Labeling, packaging, return handling, and invoicing.
Udaan – Challenges Faced
- Persuading traditional retailers to shift online.
- Complex logistics and scaling across India.
- Strong competition from Flipkart Wholesale, Amazon Business, Jiomart, Elastic Run, etc.
- Operational challenges leading to three rounds of layoffs (2022 and 2023).
Udaan – Funding and Investors
| Date | Round | Amount Raised | Lead Investors |
|---|---|---|---|
| June 2025 | Series G | $114M | M&G Investments, Lightspeed |
| Oct 2024 | Debt | $36M | – |
| Dec 2023 | Series E | $340M | M&G Plc |
| Jan 2022 | Convertible | $225M | DST Global, Microsoft |
| Jan 2022 | Debt | $50M | – |
Udaan – Investments
| Date | Round | Amount | Company |
|---|---|---|---|
| Oct 2024 | Seed | $3.3M | Furnishka |
| Mar 2024 | Series A | $4M | Pizza Wings |
| Nov 2021 | Series B | $4.5M | Petpooja |
| Sep 2021 | Seed | – | OckyPocky |
| Feb 2020 | Series A | $2M | Petpooja |
Udaan – Financials
| Metric | FY22 | FY23 | FY24 |
|---|---|---|---|
| Revenue | INR 9,900 Cr | INR 5,609 Cr | INR 5,706 Cr |
| Expenses | INR 12,978 Cr | INR 7,751 Cr | INR 7,408 Cr |
| Loss | INR 3,132 Cr | INR 2,076 Cr | INR 1,674 Cr |
EBITDA Margin:
- FY22: -26.16%
- FY23: -42.89%
- FY24: -37.13%
Udaan – Advertisements and Social Media Campaigns
“Kirana” Campaign: Targeted kirana store owners, highlighting ease of app usage and fast access to inventory. Expanded Udaan’s footprint in food and FMCG segments.
Udaan – Awards and Achievements
- Best Places to Work (2022) – AmbitionBox
- FILA Startup of the Year (2019) – Forbes
- Unicorn Recognition (2018) – Fastest Indian tech startup to reach unicorn status
Udaan – Competitors
Top competitors in India include:
- Meesho
- DMart
- Moglix
- Bizongo
- TradeIndia
- ZoomTail
- BigTrade
- Tradekosh
Udaan – Future Plans
Udaan is planning to:
- Expand into FMCG and HoReCa (Hotels, Restaurants, Catering)
- Launch new private label products in staples
- Strengthen its financial services portfolio
- Prepare for a potential IPO in the coming years
FAQs
What is Udaan?
Udaan is a B2B e-commerce platform for Indian retailers, wholesalers, and manufacturers.
Who are the Udaan founders?
Amod Malviya, Sujeet Kumar, and Vaibhav Gupta.
Is Udaan a unicorn?
Yes, it achieved unicorn status in 2018 after raising $225 million.
What categories does Udaan serve?
Electronics, FMCG, Pharma, Staples, Kitchen, Fruits, and more.
Who are the investors in Udaan?
Microsoft, Lightspeed, DST Global, and M&G Investments.
What are Udaan’s main competitors?
Meesho, Amazon Business, Jiomart, Bizongo, and TradeIndia.
Udaan is not just a B2B marketplace—it’s a movement aiming to digitally transform India’s small and medium trade ecosystem. As the company evolves and expands, it continues to be a cornerstone of India’s digital commerce future.