City Pune
Contact Number 020 2740 2430
Email Address contactus@elastic.run
Head Office 2nd floor, Wonder Cars Arena Building, Sr. No. 165, Near Kokane Chowk, Pimple Saudagar, Pune – 411027
Commerce Enabler
A Pune-based organisation has redefined how supply chain efficiency reaches India's underserved markets. Founded in 2016 by Sandeep Deshmukh, Shitiz Bansal, and Saurabh Nigam, the organisation acts as a facilitator of logistics efficiency. They do not own vehicles. They do not operate warehouses in the traditional sense. They do not handle freight directly or perform shipping operations of any kind. Instead, they build and operate technology systems that connect brands, carriers, kirana store owners, and rural entrepreneurs into a single functioning supply chain network. Their modular SaaS suite — marketed under the name Libera — forms the technical backbone of this approach. Libera helps brands, shippers, and courier express providers convert logistics from a cost centre into a measurable growth engine.
SaaS Architecture
The organisation's software offerings span several distinct product lines. SwiftER and UnifiER sit alongside Libera as key tools in their portfolio. Each tool addresses a different operational layer — from warehouse management to route planning. Their Transport Management System, commonly referred to as their TMS (also known internally as Velocity), handles vendor management, bid and trip management, document collection, and auto-verification. Velocity also supports live tracking and payment workflows within a single interface. Their Warehouse Management System automates decision-making and supports precision at scale. A Route Planning Engine calculates optimal delivery paths based on daily plans submitted by field partners. These are not conceptual tools — they process millions of daily shipments across India's supply chain networks.
AI-Driven Intelligence
The organisation's Predictive Control Tower functions as an air traffic controller for ground-level logistics operations. Running on a cloud-native architecture built on Microsoft Azure, this control tower uses AI and machine learning to automate complex decisions. It pulls together data from grocery stores, on-ground agents, warehouse positions, and transportation networks. The Micro Sorting AI adds further precision to high-volume fulfilment environments. Their All Mile Technology — an AI-powered capability — handles the end-to-end journey from first-mile pickup to last-mile completion. Azure Functions power the route calculation engine, computing the most operationally suitable paths for each delivery partner each day. The system even flags routes with historically higher theft incidence, allowing partners to make safer, more informed decisions.
The organisation's B2B eCommerce framework extends brand distribution into deep rural markets — places that conventional networks consistently fail to cover. They facilitate access to net-new stores that brands could not previously reach through traditional distribution channels. Their network currently spans over 80,000 villages and connects with more than 125,000 kirana stores across 300 cities. FMCG brands gain visibility into markets that were previously opaque. Rural grocery store owners, who previously depended on third-party wholesalers in distant towns, can now place digital orders directly through the mobile app. This shift does not just reduce friction — it brings data transparency where none previously existed. Brands gain actionable sales insights. Store owners gain access to wider product ranges at competitive pricing.
Crowdsourced Capacity
The organisation does not build physical infrastructure to scale their reach. Instead, they activate idle transportation and logistics capacity from a large number of dispersed entrepreneurs. Transport companies with underutilised vehicles register on the network and accept delivery runs between warehouses and stores. This variable-cost, no-capex model allows the system to scale rapidly without proportional capital expenditure. These independent operators — called Runners in earlier iterations of the network — form the operational fabric of the last-mile connection. The organisation functions as the orchestrator of this crowdsourced capacity, not as a carrier. They facilitate the movement of goods by connecting willing capacity to verified demand, while their software handles coordination, documentation, and performance tracking in the background.
The organisation's operations consistently achieve Six Sigma-level accuracy. Their supply chain network records 99.96% on-time delivery rates across fulfilment routes. This is not an aspirational benchmark — their technology stack drives this performance autonomously. The Partner Ecosystem Technology module governs how external service providers connect into the broader system. Each partner operates within clearly defined parameters, and the AI layer enforces consistency. One of India's largest ecommerce organisations reportedly cut their logistics costs by 35% and streamlined three million daily shipments by adopting this technology framework. The Predictive Control Tower played a central role in achieving that result — flagging deviations before they escalate, and recalibrating plans dynamically across the network.
Data Consolidation Benefits
A significant practical advantage lies in how the system consolidates data from multiple carriers into a single analytical layer. Rather than allowing each logistics partner to generate siloed operational data, the organisation pulls all carrier information into one unified view. Brands access consolidated dashboards that show demand patterns, fulfilment rates, and inventory movement across regions. Financial institutions leverage the rich transaction data generated on this network to extend credit to rural SME stores that previously lacked formal transaction histories. This data-driven approach enables demand forecasting with high accuracy, route optimisation at scale, and inventory management across distributed warehouse locations. McKinsey research has noted that data-driven logistics solutions can reduce delivery costs by up to 50% — a figure the organisation's own client outcomes appear to support.
Business Use Cases
The practical applications of this technology framework reach across several industries. Quick commerce operators use the Quick Commerce Technology module to manage intra-city, time-sensitive fulfilment. FMCG brands use the B2B eCommerce layer to expand their direct distribution footprint without building new physical infrastructure. eCommerce organisations use the managed logistics network to extend their reach into Tier 3 and Tier 4 geographies. The plug-and-play logistics interface reduces onboarding time for new brand partners. The mobile app gives kirana store owners direct digital access to order placement, payment processing, and delivery scheduling. Each use case reflects the organisation's core identity — they facilitate logistics efficiency by building software systems that others use to operate more effectively, not by operating logistics themselves.