Can D2C Be ElasticRun’s Most Profitable Bet Yet?

D2C brands are emerging as the fastest-growing segment, driving higher volumes, better network utilisation, and stronger growth momentum for ElasticRun

The company is shifting to a fulfilment-first, asset-light model, leveraging 900 delivery stations and 100 fulfilment centres to improve scalability and margins

Success will depend on consistent execution, especially as shipment volumes grew approximately 40% YoY and two-hour delivery expectations intensify competition in quick commerce

Added to Saved Stories in Login VIEW SAVED STORIES .inc42-toggle-item-popup { display: none; position: relative; } .toggle-item-close { text-align: end; padding: 8px 12px 0px 10px; position: absolute; right: 0; cursor: pointer; } .toggle-items-content-main { display: block; position: relative; top: 27px; left: -204px; border-radius: 12px; background: #FFF; box-shadow: 0px 4px 24px 0px rgba(100, 100, 100, 0.25); width: 435px; height: 115px; } .toggle-items-content { display: flex; align-items: baseline; justify-content: center; padding-top: 22px; } .toggle-items-content .items-content-text .h4-saved-story{ color: #000; font-size: 20px; font-style: normal; font-weight: 700; line-height: normal; text-transform: capitalize; margin: 2px 0 10px 6px; } .toggle-items-content .items-content-text .myInc42-plus-dark { width: 100px !important; } .toggle-items-content .items-content-text .myInc42-light { width: 80px !important; } .toggle-items-content .items-content-text img{ height: 22px; } .view-my-feed-btn { width: 100%; text-align: center; display: flex; justify-content: center; } .view-my-feed-btn a { width: auto !important; } .view-my-feed-btn button { border-radius: 4px; background: linear-gradient(180deg, #DA1B4D 0%, #E23026 100%); color: #fff; font-size: 12px; display: inline-block !important; min-width: 162px; width: 162px !important; height: 34px !important; font-style: normal; font-weight: 700; line-height: normal; padding: 10px; cursor: pointer; } .CustomIconStyled { position: absolute; right: 180px; top: -80px; } .SubDropdownModelShare .sub-arrow-icon { width: 76px; height: 80px; position: relative; overflow: hidden; box-shadow: none; } @media (max-width:767px) { .toggle-items-content .items-content-text .h4-saved-story{ margin: 4px 0 10px 6px; font-size: 18px; } .toggle-items-content { align-items: center; } }

India’s B2B ecommerce segment has rapidly evolved from a fragmented, kirana-led system into a tech-driven, digitised supply chain. But with the unabated rise of quick commerce platforms, the industry is undergoing yet another transformation.  

The focus has shifted from efficient distribution to rapid fulfilment, with expectations moving from next-day delivery to same-day and even sub-two-hour timelines. This is pushing players to decentralise inventory, build hyperlocal networks, and prioritise speed, flexibility, and real-time execution.

ElasticRun is a key example of this. The unicorn is reworking its playbook by pivoting towards D2C-led quick commerce enablement. 

Founded in 2016 by Sandeep Deshmukh, Saurabh Nigam and Shitiz Bansal, the company built its early thesis around connecting brands to rural consumers through a tech-led distribution network. 

Initially positioned within India’s $60 Bn B2B ecommerce market, ElasticRun operated as an extension of FMCG companies’ direct distribution in the hinterland, solving supply chain inefficiencies........

© Inc42