iThink Logistics: Zaiba Sarang is Solving E-commerce Shipping Inefficiencies with AI and Patented NDR Tech
In the booming D2C landscape of India, the "last mile" is often the most treacherous. For an e-commerce brand, shipping isn't just about moving a box from point A to point B; it's a gauntlet of fake delivery remarks, weight discrepancies, and the dreaded RTO (Return to Origin) which can kill a startup's margins. Zaiba Sarang, Co-founder of iThink Logistics, is on a mission to professionalize this "mess." By deploying a recommendation engine and a patented NDR (Non-Delivery Report) technology, her Mumbai-based startup is helping over 5,000 active sellers manage 30,000 daily shipments across 26,000 pin codes.
But Zaiba’s journey isn't just a story of tech-led disruption; it’s a powerful narrative of resilience. From an Urdu-medium school in a financially challenged background to leading a cutting-edge logistics firm, Zaiba views entrepreneurship as more than business—it is her way of fulfilling a "Social Responsibility."
The Logistics Recommendation Engine
Small sellers often don't know which courier performs best in a specific remote pin code. iThink Logistics uses a data-driven engine to suggest partners based on:
- Best Rated: Highest successful delivery ratio for that specific area.
- Fastest: Shortest transit time between two pin codes.
- Cheapest: Most cost-effective commercial rates.
- Custom: Priority defined by the seller's specific needs.
The "Uber for Logistics" Model
iThink Logistics functions as a multi-carrier shipping platform. On one side, they aggregate major domestic players; on the other, they serve e-commerce brands ranging from giants like Marico and Beardo to tiny retailers shipping just one parcel a day.
"We are a wholesaler for logistics," Zaiba explains on the ELI Podcast. "We get discounted rates from carriers due to our massive volume, and we pass those savings to small D2C brands, adding a small markup for our technology and service layer."
Solving the NDR Nightmare with Patented Tech
The single biggest challenge in Indian e-commerce is the "Fake Remark." Often, a delivery boy might mark a shipment as 'Customer Not Available' without actually attempting the delivery. This triggers an RTO, costing the brand double shipping fees without a sale.
By directly communicating with the end consumer, iThink Logistics acts as the brand’s "Internal Logistics Team," ensuring transparency. Sellers can even listen to call recordings between iThink executives and their customers to verify why a delivery failed, creating an unprecedented level of accountability in the sector.
The iThink "Social Tech" Journey
- The Tech Roots (2011): Zaiba and her co-founders (Computer Science graduates) started by selling school management software.
- Courier Exposure: They built bespoke software for industry giants like Blue Dart and DHL, learning the internal workings of logistics.
- The Marriage (2017): Three tech-background founders teamed up with two logistics-background founders (ex-Amazon) to launch iThink Logistics.
- Scaling Impact: Growing from a small Mumbai office to a pan-India platform serving 26,000+ pin codes.
From Urdu Medium to Tech Leader
Zaiba’s personal history is a testament to the power of education. Growing up in a household with severe financial crunches, she attended an Urdu-medium school and didn't speak English until after the 10th grade. Her path was cleared by a scholarship from a Mumbai-based NGO (MESCO), which sponsored her graduation in Computer Science.
"I realized that a nine-to-five job would only solve my personal problems," she reflects. "Entrepreneurship was the only way I could add more value to society and give back what I received through that scholarship."
Impact at Scale
- Reach: 26,000+ Serviceable pin codes.
- Daily Volume: 30,000+ Daily shipments.
- Client Base: 5,000+ Active sellers.
- Notable Clients: Beardo, Marico, Blue Tokai Coffee, Eye Coffee.
Entrepreneurship as Social Responsibility
For Zaiba, the 200-person team at iThink Logistics is a family. She recalls a moment when an office housekeeping staff member told her, "You are our mother; if you are in tension, the whole organization feels it." This sense of responsibility drives her daily.
In January 2022, the company formalized this commitment by launching a dedicated fund—funded by a percentage of their revenue—to help people outside the organization with medical and educational expenses. The fund is managed by a committee of employees, not the founders, ensuring it serves its true purpose.
Zaiba's Advice for Founders
- Laser-Sharp Focus: Opportunities are enormous, but you must be a "laser-sharp force" on your core purpose.
- Fall Seven, Stand Up Eight: Resilience is non-negotiable. Entrepreneurship is a lonely journey; surround yourself with "uplifters."
- Discipline: Innovation needs the backbone of dedication and time management.
The Future: Cross-Border and Beyond
iThink Logistics recently expanded into cross-border e-commerce shipping, helping Indian brands reach global markets. As they continue to bridge the gap between technology and the physical world of parcels, Zaiba Sarang remains anchored by her original goal: to solve problems for the entire ecosystem, ensuring everyone—from the carrier to the delivery boy to the D2C founder—benefits from a more efficient, transparent world.