Elastic reach

A SIMPLE INSIGHT INTO FRAGMENTED LOGISTICS NETWORKS GREW INTO A NATIONAL FULFILMENT PLATFORM BUILT ON PRECISION, SPEED & COST DISCIPLINE

- S SHANTHI

WHEN SANDEEP DESHMUKH, co-founder and CEO of ElasticRun, first began building large-scale logistics and transportation networks early in his career, he realised how rigid and complex the system was.

The constraints of working inside a single organisation made the gap obvious. “But when you are inside one organisation, your solutions are limited to that network. The real opportunity was in creating a platform that any brand could use, one that helps them reach different parts ofthe country in acost-effectiveand high-quality way,” he told FE. The thinking stayed with him.Overtime, with repeated iterations and long conversations aboutwhat a more flexible system could look like, the idea that would become ElasticRun began to take shape. In 2016, it was ready to launch.