lasticRun is a B2B eCommerce platform for rural India Opening up newer possibilities for brands to make their products available to rural consumers. ElasticRun extends the reach of the brand's direct distribution networks to deep rural markets. It enables access to a set of net new stores and customers for the brands, which were not accessible through the traditional distribution networks. ElasticRun network helps eCommerce companies reach the customers in far flung rural areas through its crowdsourced logistics network. The rich transaction data generated on ElasticRun platform enables financial institutions to bring in a large number of rural stores as their SME customers. The same set of data further helps the brands to sharpen their marketing offerings to the rural markets. The deep reach is made possible through the ElasticRun technology platform that enables a “no capex” and “variable cost” crowdsourced logistics network. Through its rural Kirana network, ElasticRun platform would channel trade, finance and data of $600 Bn consumption in India. ElasticRun was founded by Sandeep Deshmukh, Shitiz Bansal and Saurabh Nigam in 2016. It is backed by multiple marquee investors.