Women Disrupting F&B Logistics with Smart Tech & Sustainable Solutions

By: Mansi Mahansaria, CEO & Founder, JustDeliveries

Mansi Mahansaria, a former private equity investor, recognized a gap in the market and founded JustDeliveries, a tech-enabled intra-city logistics service for F&B brands. Her venture now operates across six cities and aims to expand to 30 cities, reducing food waste and ensuring reliable supply chains.

In an engaging interaction with Women Entrepreneurs Review Magazine, Mansi shares her insights on how market dynamics impact founders, the hurdles women face in fundraising, and the integration of data-driven decisions with empathetic leadership to drive innovation and operational excellence in the logistics sector.

How do you see the current market dynamics shaping opportunities and challenges for founders in the F&B logistics space? How can women play a bigger role in driving innovation in this space?

Did you know logistics is a $200 billion market in India, and 90% of it is unorganized? The F&B space, in particular, is booming with a 22-28% CAGR, fuelled by the rise of quick commerce, QSRs, and local chains expanding their presence.

Quick-commerce and QSRs rely heavily on optimized cold chain logistics to ensure food safety, quality, and minimal wastage. This shift presents immense opportunities for logistics companies who can bridge the gap between demand and reliable, cost-effective logistics solutions.

Am thrilled to know of the high number of women leaders in logistics today. Women bring a strong focus on collaboration, problem-solving, and long-term thinking, which are critical in supply chain management. We tend to approach challenges with a mix of logic and empathy, making us effective in both operational efficiency and relationship-building—two key elements in logistics

The journey from bootstrapping to securing pre-Series A funding can be particularly complex for women entrepreneurs. What were some of the biggest hurdles you faced in fundraising, and how did you navigate investor conversations?

Honestly, I’m happy to see a gradual shift where stakeholders—employees, investors, and customers—no longer care whether the person at the top is a man or a woman. However, this shift is still in its early stages, and a lot needs to be done.  Raising funds as a woman entrepreneur in logistics—a traditionally male-dominated sector—came with its unique set of challenges. One of the biggest hurdles was overcoming skepticism about the scalability of a tech-enabled cold chain logistics business, particularly from investors unfamiliar with the industry’s nuances.

To navigate these challenges, I focused on three key areas: demonstrating strong unit economics, showcasing real-world traction, and aligning with investors who understood the problem we were solving. Data-driven storytelling was crucial in establishing credibility—backing up our vision with tangible proof of efficiency improvements, cost savings for clients, and market demand. Additionally, surrounding myself with mentors and industry experts helped refine our pitch and gain investor confidence. Ultimately, perseverance, transparency, and a clear vision enabled us to attract the right investors who believed in our mission.

As a woman in the logistics sector, how have you integrated data-driven decision-making and empathetic leadership to ensure operational excellence while expanding across cities?

Logistics is an industry where both data-driven insights and human-centric leadership play crucial roles. At JustDeliveries, we use analytics to optimize routes, track fleet efficiency, and forecast demand, ensuring precision in operations. Our technology-driven approach allows us to identify bottlenecks, reduce costs, and improve service quality.

However, logistics is also a people-driven business—drivers, warehouse staff, and operations teams are at the heart of execution. Empathetic leadership is key to building a motivated and reliable team. We focus on training programs, ensuring fair working conditions, and fostering a culture of accountability and ownership. By balancing data insights with a people-first approach, we have been able to scale efficiently while maintaining high service standards.

In your opinion is there a different perspective that female leaders bring when balancing business growth with sustainable practices? How have you embedded that into your company’s DNA?

The future of logistics will be shaped by three major trends:

Data & Agentic AI – Predictive analytics and automation will drive decision-making; Tech-Driven Productivity – Fewer manual jobs, more specialized roles requiring digital expertise; and Green Supply Chains – Sustainability will become a priority, and businesses will need to rethink logistics from an environmental perspective.

Women looking to thrive in this space should upskill in data analytics, supply chain technology, and sustainability strategies."

In our logistics operations, we have integrated sustainability in multiple ways—optimizing delivery routes to reduce fuel consumption, investing in energy-efficient cold storage solutions, and exploring alternative eco-friendly packaging options. Additionally, we educate our partners and clients on minimizing food wastage through better cold chain management. Our approach is not just about cost savings but also about building a responsible business that aligns with environmental priorities.

As a woman leading a tech-enabled logistics business, how have you driven innovation while ensuring that your solutions are both scalable and practical for F&B companies?

Technology is at the core of what we do at JustDeliveries. We have developed a data-driven logistics platform that optimizes cold chain delivery, minimizes wastage, and ensures real-time tracking of temperature-sensitive goods. Our focus has always been on making logistics smarter, more efficient, and accessible to F&B brands of all sizes.

A key challenge in logistics technology is ensuring that innovations are not just high-tech but also practical for real-world application. We actively engage with our customers to understand their pain points and design solutions that integrate seamlessly into their supply chains. By combining automation, predictive analytics, and user-friendly interfaces, we have built a scalable model that enhances operational efficiency for QSRs, cloud kitchens, and food brands alike.