Mensa Brands announced that it is integrating three of its portfolio companies with the Open Network for Digital Commerce (ONDC). These include Villain, MyFitness and Priyaasi. Villain is a men’s lifestyle brand with a range of perfumes, apparel, accessories and personal care products. Priyaasi is a jewellery and accessories brand under Mensa’s lifestyle portfolio, while MyFitness’ peanut butter falls under the company's FMCG portfolio.

The integration with ONDC allows Mensa Brands' portfolio companies to be showcased on all consumer apps within the rapidly developing network. The three brands can now be easily accessed on various buyer apps within the ONDC network, such as Paytm, Phonepe, Spicesmartshop, Eunimart, Craftsvilla, and Mystore.

Mensa claimed that these three brands have a robust direct-to-consumer website and are available on popular online platforms like Amazon, Myntra, Flipkart, and Nykaa. MyFitness also available on quick commerce platforms like Zepto and Blinkit. In addition to their strong online presence, Villain, MyFitness and Priyaasi are widely available offline, with their products being sold in both GT (General Trade) and MT (Modern Trade) outlets. 

The inclusion of Villain, MyFitness, and Priyaasi is just the beginning of Mensa Brands' commitment to delivering exceptional products and experiences to customers through the ONDC Network. This strategic move empowers these brands to extend their reach and cater to a broader customer base by making their exceptional products easily accessible to buyers on the ONDC platform. Leveraging the immense potential of this new technology will allow them to make a significant impact within their respective market segments.

Notably, MyFitness recently appointed actor Hrithik Roshan as its brand ambassador, while Villain has cricketers Yash and Hardik Pandya promoting it. Priyaasi has roped in Dia Mirza as their brand ambassador for the second time.

Ananth Narayanan, founder and CEO of Mensa Brands, expressed his enthusiasm for this partnership, stating, "Our collaboration in the initial stage of the network allows us to form deep partnerships with the various stakeholders and expand our presence across the country. We are excited that consumers in India will be able to experience our products with a best-in-class experience that the network is building to enable."