Your package will be delivered on the Next Flight Out by CriticaLog, an India-based customized tech logistics company
- ByStartupStory | March 2, 2022
-“CriticaLog was founded by Industry Veteran and Ex TNT Director Operations Sujoy Guha and his colleague Samir Panda to address inefficiencies in important B2B and B2C industries specifically, healthcare, high-value shipments, reverse and repair, auto, engineering, and IT supply chains, using a tech-based and scalable operating platform. We aim to understand the supply chain of our customers before customizing solutions for them. For me, joining CriticaLog was a logical progression, since I had established and solved consumer pain issues via tech and operations in the eCommerce and auto sectors.”- Dhruv Kumar, Deputy chief executive officer of CriticaLog India Private Limited in an exclusive interview with Startup Story.
CriticaLog India is a Swiss-backed, technology-driven premium logistics firm that provides bespoke critical logistics solutions to Fortune 500 organizations in a variety of sectors. It currently works with established as well as new-age brands such as Siemens, Volvo and Byju’s.
Dhruv Kumar has over 13+ years of experience managing business, P&L, supply chain, and category activities while achieving industry-best performance, implementing solid procedures, and providing excellent customer service in the e-commerce and automotive industries. Dhruv Kumar has previously worked with Maruti Suzuki, Snapdeal, Flipkart, Amazon, Myntra Flipkart.
The journey towards CriticaLog
Dhruv Kumar had been named Deputy Chief Executive Officer of the firm in July 2021. He is in charge of monitoring the company’s overall operations and sales.
In an exclusive conversation with the Startup Story, he mentioned that “Both the Flipkart Group and Snapdeal gave me an in-depth grasp of the e-commerce ecosystem and introduced me to the ups and downs of the startup sector, as well as shaped my opinions in order to assist new entrepreneurs who were just getting started. As a consequence, it aided me in becoming an angel investor and forced me to step outside of my comfort zone to start building CriticaLog, a powerful tech-enabled tech logistics firm. That’s how I got started at CriticaLog, a bright and youthful firm.”
The brand centres around the customer.
While the firm has been around for 7 years, it has expanded at an exponential rate in the last three to four years. In fact, this year, the company has introduced new product lines viz a Surface business, a B2C division, and expanded internationally. To fund its growth ambitions CriticaLog is investing heavily in talent and tech. Recently CriticaLog hired Sumeet Swapnil who comes from Amazon to head BD and Marketing.
CriticaLog offers a variety of specialized supply chain solutions in the B2B and B2C sectors, including air, surface, warehousing, international, and forward stocking sites. What sets them apart from the competition in the logistics market is that they have developed tailored tech and operations solutions for their customers. Additionally delivering industry-leading service levels (200-500 bps greater than the competition) and customized tech solutions.
What sets CriticaLog apart from other logistics companies is the focus on customization without compromising on speed and quality. For ex: one of the high-end Watches brands wanted CL to match the serial number of products while picking it up to their retail stores in malls and delivering to either their retail store or a different mall location. Such services are usually not provided by firms that have standardized pickup and drop operations.
“CriticaLog believes in the supremacy of Customer delight,” Dhruv said. Great client feedback has been a valuable asset for the organization, which has been feasible since the company first understood customers’ supply chain and then built the right tech and operations solutions for customers. As a result, the organization has had no significant client churn since its inception.
Foresights and Fundings
On the strength of tech investments, the company plans to grow from 15 million dollars this year to 100 million dollars in the following 4-5 years.
Kumar, on the other hand, reveals the secret sauce. To support its expansion plans, the group is seeking funding in the range of $10 million to $15 million.
CriticaLog is distinctive and trustworthy because of its uncompromising devotion to serving service quality and customized solutions.
At the end of the conversation, Kumar summarized his three mantras for readers in an exclusive interview with Startup Story, stating, “#Mantra1: Build a strong team motivated by a passion to solve;
#Mantra2: Build the company from the customer’s point of view rather than the product’s point of view, and last but not the least Be Agile.”
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