Udaan is an Indian business-to-business (B2B) wholesale and supply-chain platform. Founded in 2016, it connects registered retailers and other commercial buyers with suppliers, brands and manufacturers. Buyers use the platform to discover wholesale products, compare seller and landed-price information, place resale orders and arrange payment and delivery. Sellers use it to publish catalogs, set trade terms, reach business customers and manage logistics, settlement, returns and sales data.
Unlike a consumer shopping app, Udaan is intended for commercial resale or distribution. Registration requires business information, and the exact products, prices, delivery options, fees and financing available depend on the buyer’s account, category and location.
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What Udaan is and who can use it
Udaan combines a digital wholesale marketplace with operational services that are normally difficult for a small retailer to arrange alone. A shop owner can source branded goods, staples, fresh produce or other inventory from business suppliers, while a manufacturer or distributor can reach retailers without building its own ordering, transport and collections system.
Udaan’s terms require registration and business details such as a GSTIN, PAN, address and other information the platform requests. Orders must be for commercial resale or distribution, not personal consumption. That requirement affects onboarding, invoicing, payment checks and the kinds of support available after an order.
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The platform’s categories include fast-moving consumer goods (FMCG), staples, fruits and vegetables and pharmaceuticals. Udaan’s About page describes the company as India’s largest eB2B platform and claims about 70% market share; that percentage is a company statement, not an independently audited market statistic.
The participants
- Buyers: retailers and other registered businesses that purchase inventory for resale or distribution.
- Sellers: suppliers, brands, manufacturers and distributors that create catalogs and define commercial terms.
- Udaan: the technology and operating layer for discovery, ordering, logistics coordination, payment processing, protection, settlement, reporting and support.
- Finance partners: services such as udaanCapital can provide working-capital financing to eligible businesses.
How a retailer buys wholesale products on Udaan
The buyer journey runs from business verification through post-delivery support. Product availability, minimum quantities and delivery coverage can vary by account and region, so the screens shown to one retailer may not match another retailer’s catalog.
- Register as a business. Create an account and submit the requested business information, normally including GSTIN, PAN and an operating address. Approval or access to particular services can be restricted under Udaan’s terms.
- Search and evaluate products. Browse categories or search for a product, brand or specification. Listings can show the seller’s identity or credentials, buyer references and a breakdown separating product price, taxes and logistics charges. This helps you calculate a landed cost rather than judging an item only by its headline wholesale price.
- Check the lot size and trade terms. Review minimum order quantities, assortment rules, pack sizes, payment terms, expected dispatch information and any category restrictions. Udaan supports smaller lots or samples in some sourcing situations, but a small-lot option is not universal.
- Build and confirm the order. Add the required quantities, verify the seller, delivery address, tax treatment and total landed amount, then place the order through the platform. The legal service description covers product discovery, ordering, shipment tracking, payment processing and optional credit or financing.
- Choose payment or credit. Depending on eligibility, the checkout can offer several payment methods. A buyer may also see a credit or working-capital option, but limits, pricing and approval are account-specific rather than a single Udaan-wide schedule.
- Track fulfillment. Udaan or a logistics partner arranges pickup, packaging, transport and delivery. Buyer-facing information describes doorstep delivery, while tracking tools show shipment progress when that service is available.
- Inspect and resolve exceptions. Check quantity, packaging, damage and whether the goods match the listing when they arrive. Udaan describes escrow-style protection and refunds for qualifying non-delivery, damage or items that are not as described. Keep the order record, invoice and photographs if you need to file a claim.
What a buyer should calculate before ordering
| Item to check | Why it matters |
|---|---|
| Product price | The supplier’s quoted amount before other charges. |
| Tax | Taxes can change the cash required and the invoice value used for accounting. |
| Logistics charge | A low product price may not be the lowest delivered cost once transport is added. |
| Minimum quantity or assortment | Determines how much cash and storage space the order consumes. |
| Seller and buyer references | Signals to assess reliability before committing to a new supplier. |
| Delivery coverage and timing | Availability is location-specific; there is no public universal nationwide service-level guarantee. |
How sellers list products and fulfill orders
A seller starts by registering and completing the business and compliance information Udaan requests. After approval, the seller can create catalogs for branded products or its own products. Catalog tools are designed for wholesale selling rather than a simple consumer storefront.
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Catalog and trade setup
- Enter product details, pack sizes, prices and applicable tax information.
- Set minimum order quantities, basket-size rules and assortments.
- Define payment terms and other commercial conditions for eligible buyers.
- Maintain availability so buyers see what can actually be supplied.
Udaan’s seller proposition includes support for basket-size minimums, assortments and payment terms. The seller remains responsible for accurate product information and complying with applicable rules; Udaan supplies the marketplace tooling and operational support around the listing.
Order handling and delivery
- Receive the order and meet the cut-off. Seller tools provide order and cut-off information so inventory can be prepared on time.
- Pick and pack. Goods are handled according to the category’s packaging and compliance requirements.
- Hand over to logistics. Udaan or a logistics partner can arrange pickup, transport and delivery, with shipment visibility for the seller.
- Manage returns or exceptions. Sellers receive support for returns handling and can review the reason for a dispute or failed delivery.
- Reconcile the transaction. Reports cover sales, returns and inventory, while accounting and reconciliation tools help match orders, payments and adjustments.
Settlement and seller cash flow
Udaan describes secure payments through nodal accounts operated under Reserve Bank of India guidelines and uses settlement cycles to transfer amounts due to sellers. The timing and deductions for a particular seller depend on its agreement and transactions. Udaan’s terms state that commissions or transaction fees may be communicated in advance; there is no single public commission table that applies to every category and account.
What happens to payment, delivery and disputes
The transaction is more than a buyer and seller exchanging messages. Udaan’s service definition includes payment processing and shipment tracking, while its buyer materials describe doorstep delivery and protection features.
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Payment flow
At checkout, the buyer sees the available payment methods and the total shown for that order. Where an escrow-style arrangement applies, funds are held within the transaction process while fulfillment is completed. Sellers receive settlement according to the relevant cycle and account terms. Credit is optional and subject to eligibility; using it does not turn every order into an automatically financed purchase.
Delivery flow
Pickup, packaging, line-haul transport and last-mile delivery can be coordinated by Udaan or its logistics partners. Coverage and timing are not identical across India. A retailer should treat the delivery estimate shown for the specific order as more relevant than a generic promise and should confirm that the destination pin code and category are supported.
Protection and refunds
Udaan describes refunds for qualifying cases of non-delivery, damage or goods that are not as described. Qualification, evidence requirements and deadlines are governed by the order and applicable terms. A practical claim file includes the order number, invoice, photographs of damaged packaging or product, quantity received and a concise description of the mismatch.
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Does Udaan provide business credit?
Yes. Udaan includes working-capital finance through udaanCapital as part of its broader commerce offering. Financing can help a retailer buy inventory before cash is collected from customers, but it is not a guaranteed benefit of registration. Approval, credit limit, repayment schedule, pricing and eligible products are determined for the specific business and may change with its transaction history and risk assessment.
Compare the total repayment and due dates with the expected margin and sell-through time of the inventory. A financed order that sits in storage can create repayment pressure even when the wholesale price looked attractive.
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It began with the broad proposition of a digital marketplace linking many businesses. Since 2021–22, management has moved toward a more controlled supply-chain model. In a 2025 Business Standard profile, co-founder and chief executive Vaibhav Gupta said this was “the only way to ensure reliability, availability, and cost efficiency for B2B customers.”
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That evolution means Udaan is best understood as a hybrid: digital discovery and ordering remain central, but regional sourcing, inventory and logistics are managed more closely than in a purely open marketplace. The company’s June 2025 announcement of a USD 114 million Series G round, led by M&G Investments and Lightspeed, said the funding would support FMCG, HoReCa and private-label staples through a regional, cluster-led operating model.
| Feature | Open marketplace model | Udaan’s current described direction |
|---|---|---|
| Supplier access | Many independent sellers list and fulfill directly. | Digital seller access combined with more regional control of sourcing and fulfillment. |
| Availability | Depends heavily on each seller’s stock and processes. | Cluster-led operations are intended to improve reliability and availability. |
| Logistics | Often arranged separately by each seller. | Udaan or partners can coordinate pickup, transport, tracking and doorstep delivery. |
| Buyer protection | Varies by platform and seller. | Udaan describes escrow-style protection and qualifying refunds. |
| Seller operations | Seller supplies most catalog, shipping and reconciliation tools. | Udaan advertises catalog, logistics, settlement, returns, analytics and support tools. |
The exact balance still depends on category and location. Public information does not establish one operating model or delivery promise for every Udaan order.
How Udaan makes money
Udaan can earn through commissions or transaction fees associated with orders and through services surrounding fulfillment and finance. Its terms say applicable fees may be communicated to the user in advance. Because pricing is account-, category- and transaction-specific, a universal percentage would be misleading. Buyers should inspect the delivered-price breakdown; sellers should review the commercial agreement and settlement statement for deductions.
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Several details that matter to a retailer or supplier are not provided as one India-wide schedule:
- A universal commission or transaction-fee table.
- A standard credit limit or interest rate for every business.
- One delivery service-level agreement covering all pin codes and categories.
- A complete public map showing nationwide availability.
Udaan’s terms also allow access to services to be restricted. Confirm the details displayed for your account before committing inventory, promising a delivery date to your own customers or relying on credit.
Practical checklists
Retailer checklist
- Have your GSTIN, PAN, business address and any requested registration details ready.
- Confirm that the purchase is for resale or distribution.
- Compare product, tax and logistics charges as one landed cost.
- Check minimum quantity, assortment, expiry or pack-size requirements where relevant.
- Review seller credentials, references and trade terms.
- Verify delivery coverage and the estimated date for your pin code.
- Read payment, refund and return conditions before placing the order.
- Keep invoices, tracking details and delivery evidence until the order is fully reconciled.
Seller checklist
- Complete business and compliance onboarding accurately.
- Publish precise pack, price, tax and availability information.
- Set minimum order quantities and assortments that match your warehouse economics.
- Understand cut-off times, packaging rules and pickup procedures.
- Track returns, cancellations and settlement deductions.
- Use sales, inventory and reconciliation reports to identify stock or fulfillment problems.
- Confirm the fee and settlement terms communicated for your account.
Bottom line for a prospective user
Udaan is a B2B commerce system for verified businesses, not a personal shopping site. Its value comes from combining wholesale discovery and smaller-lot sourcing with seller catalogs, landed-price information, logistics, payment processing, protection, settlement tools and optional working-capital finance. The platform is also becoming more supply-chain controlled and regional rather than remaining a purely open listing marketplace. Before ordering or selling, verify the terms shown for your business, category and location because fees, credit, delivery and eligibility are not universal.
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Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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