GROUP 6

Business Model Canvas of Udaan: Transforming B2B Commerce in India Archana | Jobal | Ankit | Shibl Nasser | Kannan

“A detailed exploration and analysis of Udaan's business model as a B2BM (Business-to-Business Marketplace) startup,
using the Business Model Canvas framework”

WHAT WILL BE STUDIED? WHY IS THIS INTERESTING AND IMPORTANT? WHAT B2B CONCEPTS WILL BE LEVERAGED?

Core elements of Udaan’s business model, mapped The Indian B2B e-commerce market was valued at Network Effects: Building critical mass in B2B
on the Business Model Canvas. approximately $5.1billion in 2021 and is projected to transactions through marketplace dynamics.
32.6% reach $60billion by 2025, registering a compound
annual growth rate (CAGR) of 32.6%
How Udaan leverages technology to address Platform Economics: Enabling multiple sides
traditional pain points in B2B commerce. (manufacturers, wholesalers, retailers) to
India’s B2B online marketplaces are expected to
$200Bn become a $200billion market by 2030.
transact digitally.

Key enablers of Udaan’s rapid growth and market Digital Supply Chain Integration: Streamlining
Udaan’s platform serves over 900 cities, reaching logistics, payments, and inventory management
impact in the Indian context. 900 cities deep into India’s fragmented supply chain for businesses.

The platform’s unique value proposition for Digital B2B platforms like Udaan are expanding credit Credit & Risk Management: Providing SME
MSMEs (Micro, Small, and Medium Enterprises). and working capital access to underserved MSMEs financing through digital risk assessment and
NBFC operations.
Analyzing Udaan’s model offers insight into modern
Revenue streams, partner ecosystem, and Udaan’s Customer Value Proposition (CVP): Focusing on
B2B strategies, digital business transformation, and
role in digitalizing Indian wholesale and retail trade. cost reduction, greater reach, and operational
startup scalability in emerging markets.
efficiencies for small businesses.

SOURCES OF DATA WHAT B2B CONCEPTS WILL BE LEVERAGED?

Business Model
1 Industry reports on Indian B2B ecommerce and digital marketplaces. 1 2 Contextual Analysis 3 Critical Evaluation 4 Key Insights
Canvas Construction
2
2 Company and investor presentations, media interviews with Udaan founders. Map Udaan’s key partners, Compare Udaan’s digital B2BM Assess the sustainability and Identify learnings and best
activities, resources, value model to traditional Indian scalability of Udaan’s model, practices relevant for B2B
3 Academic articles on platform business models and digital B2B commerce. propositions, customer wholesale models to show the including competitive risks and startups in India and similar
segments, channels, customer extent of transformation and operational challenges. markets
4 Publicly available business model canvas analyses of Udaan. relationships, cost structure, impact
and revenue streams based on
5 Startup databases and market intelligence reports on Udaan’s funding, reach, and growth. researched data.