eSamudaay, founded by Anup Pai and Ravi Haldipur in Udupi, helps vendors in tier‑II/III towns run digital storefronts via its open‑source SaaS. With 2,500+ merchants and ₹70 lakh FY 2025 transactions, it leverages Beckn, ONDC, UPI, and DBS partnerships to build community‑owned commerce while tackling engagement, costs, and scalability challenges.