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Can ElasticRun turn D2C quick commerce into its most profitable growth engine yet
Startups
Published on 24 April 2026
D2C brands get execution, not inventory risk
ElasticRun is reshaping India’s quick commerce playbook by shifting from traditional B2B distribution to a D2C-led fulfilment model. As brands demand same-day and even two-hour delivery, the company decentralises inventory across cities and repurposes delivery stations into fulfilment centres—promising asset-light economics, better network utilisation, and lower working capital strain.
- ElasticRun is pivoting from B2B distribution to D2C fulfilment for faster timelines
- It runs inventory plug-and-play: brands deploy stock, ElasticRun handles allocation to delivery
- The network spans 500+ cities with 900+ delivery stations and ~100 fulfilment centres
- While service consistency concerns persist, the company cites client retention and strong reliability
Read the full story at Inc42
This summarization was done by Beige for a story published on 
Inc42