ONDC, a DPIIT initiative under the Ministry of Commerce, operates as an open, interoperable network to democratise digital commerce.
Motilal Oswal Asset Management Company (MOAMC) has integrated with the Open Network for Digital Commerce (ONDC) to facilitate mutual fund transactions through the platform, the company announced today. The Mumbai-based asset manager has appointed Cybrilla as its backend service provider for the ONDC integration.
The partnership aims to create a new digital distribution channel for mutual fund products, targeting broader investor participation, including first-time investors. ONDC, an initiative by the Department for Promotion of Industry and Internal Trade under the Ministry of Commerce, operates as an interoperable open network designed to democratise digital commerce.
Partnership targets broader, first-time investor reach
Prateek Agrawal, Managing Director and CEO of MOAMC, said the integration represents more than just a new distribution channel, emphasising the company’s goal to provide greater retail investor access to investment products. The initiative builds on MOAMC’s research-driven investment approach, which has been developed over decades.
Akhil Chaturvedi, Executive Director and Chief Business Officer at MOAMC, highlighted that the partnership addresses distribution gaps while creating digital infrastructure that benefits both distributors and investors across various locations and income segments.
ONDC chief sees shift towards decentralised distribution
ONDC’s Acting CEO Vibhor Jain described the integration as a significant shift from centralised to decentralised distribution, noting that established players adopting technology-led innovation signal confidence in the ecosystem.
MOAMC, incorporated in 2008, operates as the SEBI-registered investment manager for Motilal Oswal Mutual Fund, providing services that include mutual funds, alternative investment funds, and portfolio management services.
Published on August 13, 2025