Startups > ElasticRun

ElasticRun

ElasticRun helps FMCG brands reach rural retailers through an AI-powered logistics platform.

Series E $462M total Founded 2014 Pune, Maharashtra

ElasticRun is a B2B logistics and fulfillment SaaS platform that powers India's supply chain through an asset-light model leveraging existing transportation infrastructure. The platform serves FMCG brands, e-commerce companies, and retailers by connecting them to over 12 lakh kirana stores across 500+ locations and 28 states. Its AI-powered control tower automates logistics operations, transforming rural and Tier II-IV distribution networks into efficient growth engines. ElasticRun uniquely focuses on underserved rural markets rather than competing in crowded urban e-commerce logistics.

Problem solved

FMCG brands and retailers lack efficient, scalable distribution networks to reach kirana stores and consumers in rural and Tier II-IV Indian markets.

Target customer

FMCG brands, e-commerce platforms, and consumer goods manufacturers seeking to distribute products to retail stores in rural India and Tier II-IV towns. Customers include enterprises like Flipkart, Amazon, and 100+ major FMCG companies.

Website LinkedIn Crunchbase

Founders

Sandeep Deshmukh

CEO & Co-Founder

Former Head of Amazon India's crowdsourced transportation channel program. MBA from IIM Ahmedabad, BTech in Instrumentation from Government College of Engineering, Jalgaon.

Shitiz Bansal

Co-Founder

Senior Principal Consultant at EdgeVerve (Infosys subsidiary) before founding ElasticRun.

Saurabh Nigam

Co-Founder

Founded e-commerce logistics company Nethawk before founding ElasticRun. Previously worked at EdgeVerve.

Arindam Ray

Co-Founder

Awanish Anshu

Co-Founder

Funding history

Angel $203K June 2015 Led by Unknown · Unknown

Series A $7M 2017 Led by Norwest Venture Partners, Kalaari Capital · Unknown

Series C $40M 2019 Led by Prosus Ventures · Unknown

Series E $330M February 2022 Led by SoftBank Vision Fund, SoftBank Group, Goldman Sachs Investment Partners · Unknown

Total raised: $462M

Industries

E-Commerce Platforms E-Commerce Logistics

Pricing

Fee-based model where businesses pay for logistics services and technology solutions. Specific pricing not publicly available; contact for custom enterprise pricing.

Notable customers

Flipkart, Amazon, 100+ major FMCG brands, local retailers, kirana stores (12 lakh+ stores served)

Integrations

Azure Kubernetes Services, Microsoft Azure

Website

elastic.run/

Competitors

Ula

Direct competitor in B2B logistics, but ElasticRun uniquely focuses on rural markets with broader geographic coverage.

Udaan

B2B e-commerce platform with logistics; ElasticRun is more logistics-focused with deeper rural penetration.

Shadowfax

Urban-focused last-mile delivery; ElasticRun dominates rural and Tier II-IV distribution.

Spoiler Alert

Competitor in rural distribution space with similar targeting but smaller scale.

BlackBuck

Focus on inter-city trucking and logistics; ElasticRun focuses on last-mile rural distribution.

Why this matters: ElasticRun is a unicorn ($1.44B valuation as of Feb 2022) revolutionizing rural logistics in India through AI-powered automation and asset-light operations. The company's unique focus on Tier II-IV markets and 12+ lakh kirana stores represents a massive addressable market often ignored by competitors, with a pathway to $10B revenue and profitability within 5-6 years.

Best for: FMCG brands, retailers, and e-commerce platforms seeking to efficiently distribute products to kirana stores and consumers across rural India and underserved Tier II-IV towns.

Use cases

FMCG Distribution to Rural Retailers

A packaged goods manufacturer uses ElasticRun to distribute products to thousands of kirana stores across remote villages. The AI control tower optimizes routes and consolidates shipments, reducing distribution costs by 30% while improving delivery speed.

On-Demand Sourcing for Kirana Stores

Small retail stores use ElasticRun's app to source products on-demand from wholesalers and brands rather than maintaining large inventory. This enables better cash flow and reduces stockouts for rural retailers.

E-Commerce Fulfillment in Tier III-IV Towns

E-commerce platforms leverage ElasticRun's network to offer same-day or next-day delivery in smaller towns where traditional logistics is expensive. The asset-light model uses local transporters, making it economically viable.

Alternatives

Udaan Broader B2B commerce platform with integrated logistics; better if you need full procurement + fulfillment in one platform.

Shadowfax Urban-focused last-mile delivery with stronger presence in metro cities; better for e-commerce in tier-1 locations.

BlackBuck Specializes in inter-city trucking and long-haul logistics; better for B2B trucking rather than last-mile retail distribution.

FAQ

What does ElasticRun do? +

ElasticRun is an AI-powered logistics and fulfillment platform that helps FMCG brands, e-commerce platforms, and retailers distribute products to kirana stores and consumers across rural India. It uses an asset-light model leveraging existing local transportation infrastructure to reach 12+ lakh stores across 500+ locations.

How much does ElasticRun cost? +

ElasticRun uses a fee-based pricing model where businesses pay for logistics services and technology solutions provided. Specific pricing is not publicly available; interested customers should contact the company for custom enterprise pricing based on their volume and geographic needs.

What are alternatives to ElasticRun? +

Key alternatives include Udaan (broader B2B commerce platform), Shadowfax (urban-focused last-mile delivery), BlackBuck (inter-city trucking), Ula, and Spoiler Alert. Each has different strengths depending on your geography focus and logistics needs.

Who uses ElasticRun? +

ElasticRun serves 100+ major FMCG brands, e-commerce platforms like Flipkart and Amazon, local retailers, and 12+ lakh kirana stores across India. Target customers are companies seeking to distribute products efficiently to rural and Tier II-IV markets.

How does ElasticRun compare to competitors like Udaan? +

ElasticRun is specialized logistics infrastructure, while Udaan is a broader B2B e-commerce platform with integrated logistics. ElasticRun has deeper rural penetration with 60% of India's pin codes covered and focuses on last-mile kirana delivery. Udaan serves as a full procurement + fulfillment platform, making it better if you need end-to-end B2B commerce.