eSamudaay, a startup born in Udupi, is transforming local commerce across India’s tier‑II and tier‑III towns. Its open‑source “business‑in‑a‑box” SaaS platform enables non‑technical vendors, such as vegetable sellers, kirana shops, and pharmacies to launch and manage their own digital storefronts. The tool handles cataloguing, order management, payments, and fulfillment, making online business simple and community‑owned.
Founded for Local Empowerment
The company was co‑founded by Anup Pai and Ravi Haldipur in Udupi. Pai, a native of the coastal city, had previously founded analytics firm Fintellix (acquired by Verisk Analytics). He envisioned a decentralized, data‑sovereign digital ecosystem rooted in local communities. Haldipur leads as Chief Business Officer and has been instrumental in shaping business and outreach strategies.
Growth by 2025
By early 2025, eSamudaay had expanded to eight towns, including Meerut and Thanjavur, supporting over 2,500 micro‑entrepreneurs. Its merchants collectively generated nearly ₹70 lakh in transaction value during FY 2024–25, around USD 81,000.
Built on Open Protocols and Public Digital Infrastructure
eSamudaay uses the Beckn protocol, an open standard for digital commerce. This helps local vendors reach more customers, take payments, and build credit histories while keeping control of their data. By working with the Open Network for Digital Commerce (ONDC) and India’s public digital services like UPI and Aadhaar, vendors can avoid relying on large ecommerce platforms and paying high fees.
It also received recognition from DBS Bank India, which partnered with the startup to enable MSME credit and cash‑management services via insights from eSamudaay’s digital data streams in pilot cities like Udupi, Mangalore, and Thanjavur.
Local Impact, Scalable Vision
eSamudaay treats each town as a digital micro‑ecosystem. Communities operate their own L‑Commerce platforms (“super apps”) that include local businesses, delivery partners, and consumers. The goal: to build community‑owned commerce, preserve value within local economies, and foster entrepreneurship at the grassroots level.
Challenges Ahead
Despite promising early traction, eSamudaay faces typical commons-based challenges: maintaining user engagement, rising data and operational costs, and funding for scale. They are now looking for local investment partners to continue expanding sustainably.
Why eSamudaay Matters
In contrast to giant centralized platforms, eSamudaay offers a people‑centric, inclusive alternative, an ecosystem where local entrepreneurs drive digital innovation on their own terms. Under the leadership of Anup Pai and Ravi Haldipur, it’s a scalable proof-point for digital access that stays firmly rooted in community values and public infrastructure.
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