News · Commerce & Consumer Brands

ElasticRun shifts to D2C-led quick commerce enablement

By Startup Enthusiast · 24 April 2026

What they do

ElasticRun is a B2B logistics network that connects brands to consumers through a tech-driven distribution system

The company is pivoting towards D2C-led quick commerce, aiming to handle up to 5 million orders per day with a network spanning 500+ cities

This shift is driven by the growing demand for faster delivery times and better unit economics from D2C brands

ElasticRun is reworking its business model to focus on D2C-led quick commerce enablement, aiming to handle up to 5 million orders per day.
The company, founded in 2016 by Sandeep Deshmukh, Saurabh Nigam, and Shitiz Bansal, initially operated in the B2B ecommerce market, connecting brands to rural consumers.
ElasticRun now offers a plug-and-play infrastructure layer where brands can place inventory in distributed fulfillment centers, with ElasticRun managing the backend logistics.
The shift is driven by the growing demand for same-day and sub-two-hour delivery times, which traditional models struggle to meet.
ElasticRun has expanded its network to 500+ cities, with 900+ delivery stations and 100+ fulfillment centers.

The shift to D2C is driven by better unit economics and higher growth potential compared to traditional FMCG and enterprise clients.
D2C brands offer higher volatility but also higher upside, which helps improve network utilization and operating leverage.
ElasticRun’s model avoids inventory risk by focusing on execution, making it more scalable and margin-friendly.
The company has seen strong momentum from D2C brands, with over 70 D2C brands onboarded in the last six months.

ElasticRun operates as a B2B logistics network that connects brands to consumers through a tech-driven distribution system.
The company provides a plug-and-play infrastructure layer where brands can place inventory in distributed fulfillment centers.
ElasticRun manages the backend logistics, including order allocation, picking, shipping, and last-mile delivery.
The company’s network spans 500+ cities, with 900+ delivery stations and 100+ fulfillment centers.
ElasticRun’s model is asset-light, avoiding heavy upfront investments in real estate, fleet, and manpower.

ElasticRun plans to onboard several hundred more D2C brands in FY27.
The company is repurposing its network to support faster fulfillment and better unit economics.