The sheer size of the market, with 1.4 billion people, is a significant draw. Moreover, the country's digital accessibility and literacy, coupled with a large population of digital consumers, amplify the potential for e-commerce growth.

"We are enabling and establishing protocol for multiple platforms to come together and interact within a common language," T Koshy, MD and CEO, ONDC said.

Around 62 percent of purchase decisions are now influenced by online discovery.

The consumer inclination towards D2C brands has proved true for the furniture category as well with even investors backing brands catering to this space.

A report by PGA Labs and Knowledge Capital suggested that the D2C start-up segment saw an investment of close to US $ 417 million in 2020.

Millennials in India are at the forefront of the newly established coffee culture and are very enthusiastic to try alternative coffee brewing methods at home.