Founded in late 2019 by Sandeep Patil, Prashant Mohite, Yogesh Parab and Umesh Singh, Oorjaa is a B2B logi-tech platform designed to bring order to the chaos of urban movement. While traditional logistics focused on the "great distances" between cities, Oorjaa was built for the high-frequency, hyper-fragmented reality inside them Operating in more than 200 cities and managing millions of products daily for giants like Zepto, Walmart, Flipkart, Amazon, Swiggy Instamart, Blinkit, the company provides an "Operating System" for the mid-mile and last-mile, converting urban volatility into predictable, tech-driven outcomes.
Why Intra-City Logistics Is Becoming India’s Hardest Problem
For much of the last decade, Indian logistics strategy was shaped by distance. Highways, line hauls, and inter-city corridors defined where capital flowed and where efficiencies were pursued. That phase mattered. It enabled national markets, supported the rise of e-commerce, and brought predictability to long-haul freight.
But as digital commerce has scaled, the centre of gravity has shifted.
Today, the most acute logistics challenges in India are no longer found between cities.
They are unfolding inside them.
When Digital Commerce Meets Physical Fragmentation
India’s digital commerce ecosystem—e-commerce, quick commerce, and platform-led retail has expanded at remarkable speed. Consumers now treat fast, reliable delivery as a baseline expectation rather than a differentiator.
What remains largely invisible is the physical complexity required to keep those promises.
Behind every on-time delivery sits a dense web of intra-city movement: inventory shuttling between city warehouses, fulfilment hubs, and dark stores—often multiple times a day. As order volumes rise and delivery windows compress, this layer has become the most stressed, and least forgiving, part of the supply chain.
Demand fluctuates by the hour. Traffic patterns change daily. Warehouse operations face frequent disruptions. Yet costs are expected to remain tightly controlled.
This is where Oorjaa steps in, bridging the gap between digital promises and India’s most fragmented physical market: urban trucking supply.
Designing for Variability, Not Averages
OORJAA focuses exclusively on intra-city logistics, working with digital commerce platforms to manage high-frequency city movement in a way that remains predictable even as demand fluctuates.
Rather than exposing clients to the chaos of fragmented urban supply, the company operates on outcome-aligned models that convert variability into stable, known costs. A critical part of this approach is the digitisation and structuring of small fleet and single-truck operators—bringing visibility, accountability, and performance discipline into a historically informal market.
“In urban logistics, inefficiency does not come from lack of effort. It comes from lack of systems,” says Sandeep Patil, Founder of OORJAA. “As digital commerce scales, companies cannot afford to run city logistics on manual coordination and judgment calls. Optimisation and predictability become foundational.”
Why Scale Makes Intra-City Logistics Harder, Not Easier
There is a long-held assumption that logistics becomes simpler with scale. In urban commerce, the opposite is proving true.
As platforms grow:
Dark stores become smaller but significantly busier
Inventory turns increase sharply
Replenishment cycles move from once a day to multiple runs
Delivery promises fragment across urgency tiers
In this environment, a delay of even thirty minutes upstream can cascade into stock-outs, missed delivery promises, and lost revenue downstream.
The central challenge is no longer speed alone.
It is keeping customer promises without overspending.
This is why intra-city logistics has become the decisive factor in unit economics and customer trust.
From Asset Control to Volatility Management
What digital commerce now requires is not more trucks, but better systems.
Logistics advantage in cities is shifting away from asset ownership toward outcome ownership—the ability to absorb volatility rather than pass it upstream. Cost-per-unit models, predictable service levels, and system-level optimisation are replacing utilisation optics and ad-hoc sourcing.
Routing, vehicle sizing, vendor sourcing, execution, and reconciliation must function as a single operating system. When something breaks, the system must correct itself without turning into a daily firefight for platform teams.
This is the operational gap companies like OORJAA were built to address.
The Quiet Shift Ahead
By the middle of this decade, India’s digital commerce landscape will begin to settle. Some platforms will strengthen, some will consolidate, and others will step back. The winners will not be defined by who promised the fastest delivery, but by who built the most resilient operating systems.
The companies that mastered highways built the backbone of Indian logistics. The companies that master the chaos inside cities will determine what digital commerce can sustainably become. Oorjaa’s bet is clear: the future of Indian logistics belongs to platforms that design for variability, fragmentation, and scale—simultaneously.
The hardest problems are no longer far away.
They are unfolding every day, inside India’s cities.