Ajay Rao of Emiza on Flexible 3PL Models, Tech-Led Warehousing, and Building India’s Next-Gen Logistics Platform

StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future.

In this edition of Recap’25, StartupTalky speaks with Ajay Rao, Founder of Emiza, who reflects on how a variable cost logistics model and deep investments in automation helped the company capture market share and redefine third-party logistics in India. At a time when e-commerce brands are demanding both cost flexibility and operational reliability, Rao explains how Emiza’s model allows brands to scale without the burden of fixed overheads, driving growth through referrals and long-term partnerships in 2025.

He goes on to discuss the non-obvious operational KPIs — such as warehouse utilisation, throughput during peak periods, and workforce efficiency — that signalled true scalability in the company’s 3PL network. The conversation also dives into Emiza’s technology priorities following its INR 100 crore Series C round, including warehouse automation and real-time performance dashboards that strengthened supply chain predictability. Rao further explores how Emiza balances standardized, scalable processes with bespoke logistics solutions for legacy brands, and why disciplined execution and customer focus — beyond technology — will sustain leadership into 2026. Looking ahead, Emiza’s roadmap includes deeper last-mile integration and seamless end-to-end logistics services designed to transform how brands fulfil orders across India.

StartupTalky: Emiza operates on a variable cost model. How has this unique approach allowed you to capture market share and what was the most significant validation of this model in 2025?

Ajay Rao: At Emiza, we’ve always believed that brands need flexibility the ability to pay only for what they use, when they use it. Our variable cost model was built around this philosophy, removing the pressure of fixed costs and helping brands scale up or down with confidence.

This approach has reinforced our belief that we are on the right path, with 2025 seeing more brands come on board through referrals and growing with us year after year.

StartupTalky: Beyond the Series C funding, what were the two or three non-obvious operational KPIs you tracked in 2025 that indicated true efficiency and scalability in your 3PL network?

Ajay Rao: We track performance through metrics such as revenue per square foot to assess warehouse utilisation, orders processed per full-time employee to measure workforce efficiency, and peak-order throughput to evaluate productivity during high-demand periods.

StartupTalky: The INR 100 crore Series C funding in January 2025 was earmarked for technology and automation. What specific technological advancements were prioritized, and what is their measurable impact on the supply chain?

Ajay Rao: The Series C funding was focused on upgrading our core technology and warehouse automation. Key priorities included enhancing our WMS, deploying real-time performance dashboards, and automating critical processes at packing and sorting stations.

These investments have delivered tangible impact—faster order processing, improved TAT adherence, lower error rates, and stronger SLA compliance—creating a more predictable and efficient supply chain for our clients.

StartupTalky: Emiza has partnered with major brands like Raymond. How do you balance the need for standardized, scalable 3PL services with the bespoke, high-touch requirements of large, legacy e-commerce clients?

Ajay Rao: Emiza operates on a strong standardized backbone that ensures scale and consistency, while following a flexible operating model aligned to each brand’s requirements. We manage end-to-end operations for brands’ online businesses, and for large legacy clients like Raymond, we further customize workflows, deploy dedicated teams, and define tailored SLAs—delivering a high-touch experience without compromising efficiency or scalability.

StartupTalky: The Indian e-commerce logistics market is intensely competitive. What is Emiza's core strategic differentiator - beyond technology - that will ensure sustained leadership in 2026?

Ajay Rao: Beyond tech, Emiza wins through disciplined execution, customized solutions, and a strong push toward end-to-end logistics—delivering reliability, efficiency, and leadership well into 2026.

StartupTalky: Looking ahead, what is Emiza's biggest product or market bet for 2026? Will the focus be on deeper last-mile integration, cross-border logistics, or expanding into new warehousing formats?

Ajay Rao: Our focus for 2026 is a unified growth strategy—optimising warehouse locations, strengthening last-mile and B2B appointment deliveries for quick commerce, and integrating them into a seamless, end-to-end logistics platform that delivers speed, efficiency, and market leadership.

StartupTalky: Five years from now, what do you hope will be the lasting legacy of Emiza on the Indian logistics landscape, particularly in transforming the perception of 3PL services?

Ajay Rao: Five years from now, we want Emiza to be remembered for reshaping how India views 3PL—moving it from a transactional service to a trusted, innovation-driven partner that delivers reliability, transparency, and true value.

StartupTalky: What is the single most important, hard-won lesson you would share with a founder scaling a capital-intensive, tech-enabled logistics business in a rapidly evolving market?

Ajay Rao: The biggest lesson has been that discipline matters more than speed. In a capital-intensive, tech-enabled logistics business, financial prudence, strong execution, and relentless customer focus are what truly sustain scale. We’ve also learned to walk away from deals that don’t align strategically, staying focused on meaningful growth rather than vanity metrics.

Explore more Recap'25 interviews here.