Press Release: PhonePe’s local commerce app ‘Pincode’ goes live on the ONDC network

Muktha Tavane
Published in
2 min readApr 4, 2023


  • The app will pilot in Bangalore with grocery, food, pharma, electronics and home decor; Many more stores will be joining the platform in the coming days
  • Pincode will offer users the convenience of online shopping (instant refunds, returns, etc.) at local stores they usually buy from

Bengaluru 04 April, 2023: PhonePe today announced the launch of a new Shopping app called “Pincode”, built on top of the ONDC platform. The app will focus on hyperlocal commerce and is now available for download on Google Play Store and App Store. Pincode is currently live only for customers in Bangalore and will launch in other cities very soon.

The Pincode app will promote local shopkeepers and sellers and hopes to digitally connect each city’s consumers with all their neighborhood stores that they usually buy from offline, with the convenience of online ordering, great discounts and instant refunds and returns. The app will help bring out the inherent strength of neighborhood stores, offering consumers a better and wider selection of products than competition, and will include both well-known national brands, as well as locally manufactured groceries, apparel, footwear, accessories etc. This will not only provide a stimulus to the local retailers, but also to the entire local ecosystem powering commerce including the MSME’s and farmers.

Pincode will invest significant effort in digitally enabling every Indian shopkeeper spread across every nook and corner, over the next few years. This will help our offline businesses to participate in the e-commerce revolution of the 21st century. The success of this platform will also attract more small merchants to the ecosystem and will create sustainable employment opportunities for more people.

PhonePe believes that ONDC can foster the rapid growth of a new hyperlocal ecommerce business model. Apart from local buyers and sellers, such a model will also benefit other ecosystem participants like the last mile logistics and inventory management players

Speaking on the launch, Sameer Nigam, CEO and Founder PhonePe said, “We are very excited to launch Pincode. Pincode is a brand-new shopping app and offers a revolutionary new approach to e-commerce, which puts all the local stores and sellers at the heart of the digital shopping growth story. Pincode is built on the ONDC network, which allows us to generate demand for merchants digitized by various seller platforms in an inclusive manner, while creating new opportunities for growth and driving innovation at scale. ’’