Deepankar Rustagi, the founder and CEO of OmniRetail, has lived in Nigeria for over 25 years and speaks highly of the country, particularly “the warmth of the people.” Rustagi founded OmniRetail in 2019 to tackle supply chain and operational issues in Africa’s fast-moving consumer goods (FMCG) industry.
Developing Africa’s largest retail network.
Under Rustagi’s leadership, OmniRetail has expanded to include over 150,000 informal retailers, 5,800 distributors, and 145 manufacturers in 12 West African cities, including Nigeria, Ghana, and Côte d’Ivoire. The company works on a “network of networks” model, giving retailers access to inventory, credit, and logistics.
OmniRetail uses its network of networks platform to provide visibility across the entire value chain and optimize processes from start to finish. Omnipay, the company’s embedded finance arm, has processed transactions worth over NGN 1.3 trillion (USD 810 million), demonstrating the significant scale of operations under Rustagi’s leadership.
The Leadership Team and Vision
Rustagi leads a diverse executive team that includes Adewale Adisa (COO), Dika Oha (Chief Innovation Officer), Priya Amarnani (Chief of Staff), and other key leaders committed to accelerating trade value chain transformation.
In 2025, Rustagi secured $20 million in Series A funding for OmniRetail, bringing the company’s total funding to $38 million in equity and debt. Despite ongoing economic challenges in Nigeria, Rustagi remains committed to driving inclusion and business growth in Africa’s informal retail market via embedded finance solutions.
Thought Leadership and Industry Recognition
Rustagi is regarded as a thought leader in Africa’s digital transformation, having previously founded VConnect before founding OmniRetail, and is well-known for his insights into digitally unifying Africa’s supply chains. His influence goes beyond business, as demonstrated by his investment in the Cape Town Tigers, which exemplifies cross-sector collaboration in Africa’s investment landscape.
