ZillyBuy launches NavBharat for affordable made-in-India products

ZillyBuy has launched NavBharat, a dedicated storefront for affordable made-in-India products from MSME sellers and homegrown brands, ahead of India’s festive shopping season. The ONDC-powered launch is aimed at giving smaller sellers wider reach while giving shoppers a single place to buy local goods.

Why it matters: - NavBharat is designed to give MSME sellers and homegrown brands a larger share of India’s festive shopping demand. - The storefront aims to make locally made products easier to find, while keeping prices competitive with bigger brands. - ZillyBuy is positioning the launch as a way to help small manufacturers and regional makers reach a national audience without relying on a single large marketplace.

What happened: - ZillyBuy launched NavBharat, a dedicated storefront on its ONDC-powered marketplace, ahead of the festive season. - The storefront is live now and focuses on affordable made-in-India products from verified ONDC seller networks. - ZillyBuy said shoppers across India can browse the storefront through its website. - The company said sellers across India can start listing through the ZillyBuy website.

The details: - NavBharat brings together small manufacturers, regional makers and new Indian brands under one banner. - The launch assortment includes kitchen and pantry staples, Ayurvedic and wellness goods, personal care and beauty items, and baby care plus bakery, cakes and dairy essentials. - Featured categories include mustard oil, ghee, atta, sooji, rice products, masalas, pickles, chutneys, tea, coffee, salt, sugar and jaggery. - The wellness lineup includes traditional formulations and natural remedies from Indian brands. - The personal care and beauty lineup includes essential oils, hair oils, growth serums, face and lip care, bath soaps, salts and cleansers. - ZillyBuy said prices are kept affordable, with discounts of up to 60% on select made-in-India products during the festive launch. - More products and categories will be added in phases as more sellers join. - The full catalogue is available on ZillyBuy’s dedicated NavBharat page. - The marketplace uses secure payments, delivery across more than 20,000 pin codes and a return and refund process.

Between the lines: - The launch supports the wider Vocal for Local push to encourage shoppers to buy Indian-made goods and back local business. - ZillyBuy said NavBharat is meant to remove barriers such as listing fees, logistics and marketing costs that can keep smaller sellers off national platforms. - The company is also arguing that made-in-India products do not have to cost more. - Every product on NavBharat is listed through ONDC-verified sellers, which is meant to reduce trust issues around online shopping. - The verification model matters most in categories such as beauty and personal care, where buyers tend to be more cautious about product origin. - ONDC crossed 500 million total transactions in July 2026 and had more than 200,000 retail sellers active on the network, according to ONDC. - ZillyBuy’s model gives a small seller in one state a chance to reach a buyer in another through shared infrastructure rather than a closed platform.

What’s next: - ZillyBuy said more sellers and categories will be added over the coming weeks. - The company expects gifting and home categories to lead early demand, with fashion and beauty gaining traction through the season. - The assortment is expected to widen through the festive period and beyond.

The bottom line: - ZillyBuy is using NavBharat and ONDC to make local Indian products easier to discover, easier to trust and easier to buy at festive-season prices. - "India makes far more than most shoppers ever get to see online, and a lot of it comes from small units that never had a fair shot at a national audience," said Fuzail Qureshi, co-founder of ZillyBuy. "We built NavBharat to change that."