A large part of E-Commerce demand will come from upcountry (tier 2+) in the next 5-10 years due to the increase in internet penetration and income levels. This will lead to a huge market – 20x+ growth in shipment volumes.Fixed capacity models will find it hard to scale since they are Capex intensive and are linear, resulting in an opportunity to create a technology-driven variable capacity logistics business.The 3 co-founders (Sandeep, Shitiz, and Saurabh) come with deep logistics experience. Sandeep is part of the team that implemented a similar model within Amazon.Further, once the variable capacity asset-light tech-enabled platform is built for logistics, the same model can be used to distribute multiple products.Within 2 years of investment, the company added FMCG distribution, which has seen enormous success and has become the core business. Packaged products and medicines could be the following categories to target.