Wheelocity Transitions to B2C Fresh Commerce Delivery, Secures $15 Million Funding
Wheelocity Transitions to B2C Fresh Commerce Delivery, Secures $15 Million Funding
Logistics firm aims to revolutionize semi-urban and rural commerce with a unique ‘phygital’ model.
Wheelocity, previously a B2B logistics provider for quick-commerce players, has announced a strategic pivot to B2C fresh commerce delivery. The company will now focus on catering to India’s semi-urban and rural markets, targeting over 800 million underserved people. To support this transition, Wheelocity has raised $15 million in funding through a mix of debt and equity led by Lightspeed, with participation from Alteria Capital, Anicut Capital, and founder Selvam VMS.
“In our earlier avatar, we were building supply chain networks for quick commerce. In October 2023, we pivoted to a B2C network,” said founder Selvam VMS. This new model leverages Wheelocity’s expertise in logistics while enabling direct interaction with end consumers through a hybrid approach combining digital and physical platforms, referred to as ‘phygital.’
The company’s fleet of three-wheeler EV carts plays a pivotal role, delivering fresh produce and promoting digital adoption in rural areas. Gig workers, who act as both delivery agents and brand ambassadors, create awareness about the platform and collect valuable consumer data.
Currently operating in over 3,500 towns and villages in Tamil Nadu, with 60 dark stores acting as storage hubs, Wheelocity serves one million consumers. The new funding will enable the company to expand its reach to 20,000 towns and villages within the next year, targeting 10 million users.
A significant portion of the funds will be allocated to product innovation, technology and team expansion. The company, which currently has a workforce of 120–140 employees, plans to hire extensively in the coming months.
Wheelocity’s transition positions it as a competitor to established players like Swiggy and Zepto. However, its focus on semi-urban and rural areas, combined with a technology-driven approach, sets it apart. “We are building India’s largest Bharat Commerce Network, creating access where none exists today,” Selvam said.
The company’s innovative phygital model uses data to map new consumer markets while fostering trust through physical engagement. “We aim to transform rural commerce and make it more accessible and reliable,” he added.
Lightspeed’s Partner, Rahul Taneja, expressed optimism about Wheelocity’s vision, stating, “Their deep understanding of semi-urban markets and technology-first approach uniquely positions them to capture this massive opportunity.”
Wheelocity’s journey from a supply chain intermediary to a B2C fresh commerce provider underscores the evolving needs of India’s rural economy, signaling a promising future for inclusive commerce.
