Business EconomyPosted at: Dec 10 2025 4:27PM


Uber on ONDC promotes choice, not centralisation: Uber India Prez

Bengaluru, Dec 10 (UNI) Uber India is set to reshape the digital logistics landscape with the integration of its Uber Direct service into the Open Network for Digital Commerce (ONDC).
The move, which has prompted questions about potential centralization of power, is being framed by the company as a step toward democratizing access and promoting choice for businesses and consumers alike.
Speaking to the media, Prabhjeet Singh, President of Uber India and South Asia, clarified that the integration is designed to strengthen interoperability rather than consolidate control. "The fundamental principle of ONDC is about choice and openness," he told to reporters replying to an UNI query.
"By connecting Uber Direct to ONDC, we are enabling any e-commerce operator—large or small—to access multiple logistics providers. Uber is simply one option among many."
Singh noted that the ONDC network allows operators to originate demand from multiple sources and select from a variety of service providers, effectively unbundling logistics and giving businesses the freedom to choose the best solution for their needs. "It's not about centralizing power," he added. "It's about creating a level playing field and fostering healthy competition across the logistics ecosystem."
The integration, according to Singh, also drives Uber to innovate and enhance efficiency. "Being part of ONDC pushes us to think harder about technology solutions, service affordability, and operational efficiency," he explained. "We are now competing alongside multiple providers, which ultimately benefits the end consumer and the enterprise."
Industry analysts say that Uber's participation in ONDC could serve as a model for balancing private innovation with public digital infrastructure. By ensuring interoperability and choice, it addresses concerns that large-scale private platforms might overshadow smaller logistics startups.
Singh emphasised that this approach aligns with Uber's broader commitment to India's digital commerce ecosystem. "Ultimately, the winners are consumers, who gain affordable and reliable delivery options; businesses, which can access multiple service providers; and the ecosystem at large, which benefits from a more open, competitive, and innovative logistics framework," he said.
The move comes amid rapid growth in India's e-commerce and last-mile delivery markets, where the need for scalable, efficient, and inclusive logistics solutions has never been higher. By integrating Uber Direct with ONDC, Uber aims to not only expand its reach but also reinforce the principles of choice, competition, and interoperability that are central to the vision of an open digital commerce network in India.
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