India, April 24 -- 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 Deshmuk...