Startup
Crorepati brands and quick commerce to propel ElasticRun’s growth in FY25
Prosus and SoftBank-backed business-to-business (B2B) logistics and ecommerce company
is betting big on scaling regional brands and accelerating its quick commerce business to shore up its revenue.The Pune-based entity reported its financial results for FY24 and has managed to pare its losses by nearly 42% to Rs 354.62 crore on a standalone basis. Revenue from operations too followed a similar trend, dropping by nearly 48.6% for FY24.
The company works with FMCG brands, helping them expand their distribution in rural India apart from running its own third-party logistics service with leased vehicles and partnering with delivery personnel on a contract basis.
The reduction in losses came on the back of its pivot to focus on high-margin regional brands, increasing the take-rate by nearly three times, Co-founder and CEO Sandeep Deshmukh told YourStory. Take-rate is the money made per transaction by a platform offering services.
“In FY23 our priority was to build a large business and become profitable by adding regional and local brands. We flipped this strategy in FY24 to first build a profitable network by adding regional and local brands,” said Deshmukh, adding, “It is easier to turn profitable with higher take-rates with regional brands, and we plan on gradually adding national brands.”
The company had reported a total loss of Rs 618.99 crore for FY23, while revenue from operations stood at Rs 4,754.86 crore. The company recorded revenue of Rs 2,434.84 crore for FY24 on a standalone basis.
Deshmukh further said the company was targeting operational profitability for October 2024, validating its strategy for growing with regional brands. The logistics player also expects demand for its white-labelled quick commerce solution for direct-to-consumer (D2C) brands leading business growth for FY25.
Besides offering B2B distribution and logistics to kirana stores and leveraging its dark stores for quick commerce business, ElasticRun is also looking to monetise its SaaS offering for first and last-mile delivery with ecommerce players to add to the bottomline.
Regional crorepatis
ElasticRun currently has a portfolio of 24 ‘Crorepati Brands’, which have expanded beyond a specific state or region to scale to sub-national and national levels through the company’s distribution network. These brands have managed to clock in Rs 1 crore worth of sales in a month as part of their scaling-up efforts with the company.
The service stack offered by ElasticRun includes marketing for the brands in new regions, distribution, and marketing automation. While the margin on sales is small in the B2B-kirana distribution model, these brands offer better credit periods when they see value in the proposition, said Deshmukh.
“These brands are willing to give us the right set of inventory for a market, working capital placement, and commit to a set amount of capital for marketing initiation, apart from the take-rate,” Deshmukh said, adding that high-margin brands currently make up for 90% of ElasticRun’s sales.
He gives the example of a Karnataka-based detergent brand, which managed to scale to a regional level, and another multinational from South Asia entering the Indian markets with its offerings, which make up the typical profile of crorepati brands.
The company also added its private labels to the distribution to fill gaps in the market when it comes to assortment. “Today, a fifth of our sales are from our own private labels,” Deshmukh added.
Joining the Quick Commerce race
Apart from working with ecommerce players to service their last-mile delivery business, ElasticRun is also partnering with D2C brands to open up its 820 dark stores across 100 cities for two-to-four-hour deliveries.
“We have seen a strong pull from D2C brands across food, beauty, personal care, and fashion who want to reach their customers in the two-to-four-hour window. We did not originally build for quick commerce but our captive network has helped us scale faster,” said Deshmukh. He added that the white-labelled and multi-tenant quick commerce business will be a strong contributor to growth in the ongoing FY25.
According to consulting and professional services firm Grant Thornton, the Indian D2C market is expected to reach up to 2.7 billion shipments by 2028. It has a 3X growth rate compared to the overall retail market over the next three years. This presents an opportunity for capacity building for logistics across warehousing, last-mile connectivity, and technological upgrades.
“For D2C brands, the decision to handle rapid delivery timelines in-house versus partnering with quick commerce platforms often depends on the business size and strategic priorities. For smaller D2C brands, partnering with quick commerce platforms can be advantageous. Quick commerce platforms offer visibility to a broad customer base, which helps smaller brands establish a presence among new audiences, boosting brand awareness,” Naveen Malpani, Partner at Grant Thornton Bharat told YourStory.
He added that larger D2C brands opt to handle rapid deliveries independently in partnership with third-party logistics players to avoid high commissions associated with quick commerce platforms and gain better control of customer experience and maintain brand identity.
Road ahead
Besides its core business of distribution for kiranas and offering third-party logistics services to ecommerce, ElasticRun has also opened up its SaaS platform to ecommerce and D2C brands to manage their order origination and delivery.
According to reports, Meesho’s logistics arm Valmo also uses ElasticRun’s SaaS platform for realising orders. ElasticRun declined to comment on this.
“We work with all ecommerce players in the country as part of their last-mile and first-mile delivery. We have added nearly 14 large enterprises to this and will continue to add the longtail. We opened up our tech stack last year, and we have already seen it generating revenue,” added Deshmukh.
With multiple levers for generating revenue, ElasticRun is prioritising profitability over scale. The entity, which raised $461 million over multiple funding rounds, saw its valuation dip to $800 million earlier this year from a peak of $1.5 billion in 2022, according to an HSBC report.
“In FY24, we flipped the strategy to build a profitable network first. The idea is that if you have cash on the books, take tough decisions today,” said Deshmukh, adding that the learning also comes from public markets where profitability is key. He said ElasticRun has Rs 1,600 crore on its balance sheet.
Startup
ED searches 19 premises of Amazon, Flipkart vendors in FEMA probe
The Enforcement Directorate Thursday conducted searches against some of the “main vendors” operating on platforms of ecommerce giants
and as part of a foreign investment “violation” investigation, official sources said.A total of 19 premises of these “preferred” vendors located in Delhi, Gurugram and Panchkula (Haryana), Hyderabad (Telangana), and Bengaluru (Karnataka) were covered as part of the action, the sources said.
It is learnt that the ED inspected documents and took copies of some from the premises of about six such vendors who were not named.
The sources said a probe has been initiated by the federal agency under the provisions of the Foreign Exchange Management Act (FEMA) after it received several complaints against the two large ecommerce companies, where it is alleged that they were “violating India’s FDI (foreign direct investment) rules by directly or indirectly influencing the sale price of goods or services and not providing level playing field for all the vendors”.
There was no immediate response from the two ecommerce companies.
Meanwhile, the Confederation of All India Traders (CAIT) welcomed the ED action.
“The CAIT, along with several other trade bodies, has been raising these issues for the past few years. I welcome the Enforcement Directorate’s actions as a step in the right direction,” CAIT Secretary General Praveen Khandelwal said in a statement.
He claimed that the Competition Commission of India (CCI) had also issued “penalty notices” to Amazon and Flipkart, and their “preferred” sellers, for “engaging” in anti-competitive practices that have adversely affected small traders and ‘kirana’ (grocery) stores.
It has been reported in the past that the CCI, which works to ensure fair business practices across sectors in the marketplace, is already looking into alleged anti-competitive ways of ecommerce companies.
The CAIT and mainline mobile retailers’ association AIMRA had also petitioned the CCI sometime back seeking immediate suspension of operations of Flipkart and Amazon as they alleged that the companies engaged in predatory pricing and were burning cash to offer heavy discounts on products.
These practices, in turn, are creating a grey market of mobile phones, causing losses to the exchequer “as players in the grey market evade taxes”, they had said.
Commerce and Industry Minister Piyush Goyal had recently flagged the same concerns as he had questioned Amazon’s announcement of a $1 billion investment in India, saying the US retailer was not doing any great service to the Indian economy but filling up for the losses it had suffered in the country.
He had said in August that their huge losses in India “smells of predatory pricing”, which is not good for the country as it impacts crores of small retailers.
Goyal said e-commerce companies were eating into the small retailers’ high-value, high-margin products that are the only items through which the mom-and-pop stores survive.
The minister had said that with the fast-growing online retailing in the country, “are we going to cause huge social disruption with this massive growth of ecommerce”.
Khandelwal said that the CAIT has urged the CCI and the ED to protect the businesses of small traders.
“In the new Bharat, led by Prime Minister Narendra Modi Ji, no one is above the law. I am hopeful that now the law will take its rightful course and protect the livelihoods of small shopkeepers.
“This government is committed to ensuring that no entity can harm the trading community. In response to multiple complaints filed by the trading community regarding FDI violations and the anti-competitive practices of quick-commerce companies such as Blinkit, Swiggy, and Zepto, we urge both the CCI and the ED to take swift action and prevent any further, irreparable damage to the businesses of small traders,” he said in the statement.
Startup
Irdai proposes to amend regulatory sandbox norms
Regulator Irdai has proposed to amend the norms related to ‘regulatory sandbox’ by incorporating principle-based approach and further facilitating the adoption of innovative ideas and new concepts across the insurance value chain.
Regulatory sandbox usually refers to live testing of new products or services in a controlled/test regulatory environment for which regulators may or may not permit certain relaxations.
The Insurance Regulatory and Development Authority of India (Irdai) constituted an internal committee to review the Irdai (Regulatory Sandbox) Regulations.
Based on the recommendations of the committee, it has proposed amendments to the regulatory sandbox regulations and seeks comments from the public at large on the proposed amendments.
Issuing an exposure draft on regulatory sandbox regulations, Irdai said the amendment seeks adoption of principle based approach over rule based approach.
The changes to the norms are also aimed to facilitate the introduction of innovative ideas/new concepts across the insurance value chain, Irdai said.
Irdai has invited comments from the stakeholders on ‘Exposure draft – Irdai (Regulatory Sandbox) (Amendment) Regulations, 2024’ by November 25.
Startup
Prodigy Finance secures $310M financing from DFC
Prodigy Finance, a global higher education finance company, has secured financing of up to $310 million with a funding commitment from the US International Development Finance Corporation (DFC).
This latest financing, building on the previous partnership with DFC, prioritises social impact with a minimum financing threshold of 30% for women and 50% for individuals from low- and lower-middle-income countries, it said in a statement.
“Together, we are empowering a new generation of global leaders to unlock opportunities that shape a brighter future,” said Prodigy Finance Chief Financial Officer Neha Sethi.
The higher education finance company’s borderless lending model allows students to apply for loans based on their future earning potential rather than their current circumstances or credit history.
Since its founding in 2007, the international student lender has enabled over 43,000 postgraduate master’s students to attend top universities, disbursing over $2.3 billion in funding to students from more than 150 countries.
Sonal Kapoor, Global Chief Commercial Officer of Prodigy Finance, told YourStory that India is its core market and has the largest share of its funding.
According to the Prodigy Finance 2022 Impact Report, students reported that the company’s loan helped them to pursue their dream career (91%), achieve success in their personal life (83%), and at least double their salary (74%).
In September, Prodigy Finance launched a $30 million blended finance programme in collaboration with The Standard Bank of South Africa Limited and Allan & Gill Gray Philanthropies.
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