Wheelocity Transitions from B2B Supply Chain to B2C Fresh Commerce Delivery with New Funding

Wheelocity, a logistics and supply chain company, is undergoing a significant strategic shift, moving from a B2B model to a B2C approach that emphasizes fresh commerce delivery to underserved semi-urban and rural markets in India. "In our previous model, we operated as a B2B provider, building supply chain networks for quick commerce and e-commerce businesses. However, we pivoted in October 2023 and have spent the last year developing this new B2C network," said Wheelocity founder Selvam VMS. To support this transition, Wheelocity has secured $15 million in a combination of debt and equity funding, led by Lightspeed and supported by Alteria Capital, Anicut Capital, and Selvam himself. This shift aims to tap into a vast, largely neglected market of over 800 million people with limited access to reliable commerce platforms. "We are building India’s largest Bharat Commerce Network. Our current model focuses on creating access rails into Bharat, which is currently broken, presenting a significant opportunity," Selvam added. Founded in 2022 by Selvam VMS and Senthil Kumar, Wheelocity previously supplied fresh fruits and vegetables to quick commerce companies like Swiggy Instamart, Dunzo, Blinkit, and Zepto, acting as an intermediary that connected supplies from smaller merchants and farmers to larger e-commerce players. Now, the company plans to compete directly with these services while concentrating on semi-urban and rural areas. The company