ElasticRun leverages Microsoft Face API to achieve an identity verification accuracy of 99.97%

ElasticRun is India’s fastest-growing fulfillment network, on a mission to democratize market access for Indian commerce. Through a connected, intelligent platform, ElasticRun empowers brands, marketplaces, and D2C businesses with integrated fulfillment, technology, and customer experience.

Founded in 2016, ElasticRun today supports 70+ brands across 500+ cities, operates 900+ warehouses, and manages over 4 million daily shipments through its tech-enabled, asset-light network, bringing together unified multi-speed fulfilment and AI-powered SaaS solutions to deliver speed, scale, and efficiency.

Behind this scale lies a complex human network, hundreds of thousands of associates who represent ElasticRun at the last mile, where trust meets the customer.

The challenge: Trust at massive scale

ElasticRun’s integrated solution intelligently leverages existing, underutilized local transportation capacity and storage space, making them accessible to people through an intelligent digital platform. The platform has onboarded a vast network of associates. But at this scale, growth brings a new challenge: ensuring that lack of trust doesn’t become a bottleneck. In a crowdsourced logistics solution, trust is the foundation. It is critical to verify workforce identity and ensure that every interaction with end consumers is safe. Without robust identity checks, the risk of misuse and impersonation increases, especially in an environment where cybercrime and AI-driven deception are on the rise. As ElasticRun expanded rapidly across geographies, it needed an identity solution that could scale at the same pace without adding friction for workers or customers.

Modernizing identity verification with AI

ElasticRun’s “Invisible Native AI” approach embeds artificial intelligence directly into its core systems. It uses business and system triggers to automate complex supply-chain workflows. It also enables customers to customize agent behavior as per business requirements through intuitive self-service consoles within Libera, ElasticRun’s AI-powered logistics technology stack supporting end-to-end supply chain planning and execution, spanning systems such as warehouse and transport management.

This philosophy of making AI powerful yet invisible guided ElasticRun’s approach to workforce authentication as well. The goal was not just stronger security, but security that works quietly in the background. To build on these AI-driven capabilities, ElasticRun sought a secure, scalable way to verify its rapidly growing, distributed workforce. After a thorough evaluation, Microsoft Face API emerged as the ideal fit. It met all the requirements and offered seamless integration with the existing solution. It also promised scalability, which was a critical need for ElasticRun.

From idea to impact in six weeks

The ElasticRun and Microsoft teams began working together on Mity, an AI-powered identity verification solution, towards the end of 2023. In just six weeks, the first version was deployed, demonstrating how speed and security can coexist. Powered by facial recognition technology, Mity was further enhanced to support a range of edge use cases. It utilizes liveness detection and selfie verification to reduce the risk of real-time impersonation and image spoofing. It works reliably even in complex real-world scenarios, including masks, headgear, twin identification, facial variations, and variable image quality, without requiring premium hardware such as high-end phones or cameras. Designed as a plug-and-play solution, it smoothly integrates with existing systems and handles massive volumes. Sachin Mane, Head of SaaS, ElasticRun, says, “Mity enables our clients and us to authenticate vast distributed workforces and protect end-consumers. It processes millions of identity verifications, resulting in a more compliant workforce and significantly strengthening trust and risk controls. It also follows stringent data privacy regulations and compliance.

• Mity processes millions of identity verifications per month.
• It enforces onboarding eligibility and access integrity through secure, privacy-first identity verification, supporting stronger controls against duplicate registrations and spoofing attempts using videos or static images.
• There have been tangible improvements in customer experience with a 4.2% increase in the Net Promoter Score (NPS).
• It has led to a 20% increase in the Customer Satisfaction Score (CSAT) by enhancing security and trust.
• With automated deduplication and AI-driven verification workflows, it has cut the overall time required for onboarding for core teams by 12%.
• For end users, the experience is deceptively simple, just a selfie, while Mity handles the complexity behind the scenes.

Expanding reach through AI-led innovation/ Advancing AI-powered verification at scale

Avinash NB, Head of Engineering, ElasticRun says, “Our customers have adopted Mity seamlessly. It has elevated our ability to deliver secure, scalable identity verification. Microsoft Face API gives us the robustness to handle varied business scenarios and manage sudden spikes in usage smoothly. We appreciate the Microsoft team for their timely responses, technical expertise, and continued support.”

Looking ahead, ElasticRun plans to scale Mity even further, expanding its reach to more customers, deepening in-house adoption, and growing its SaaS footprint. The organization will continue identifying new operational workflows where Mity can deliver measurable gains to drive enterprise-wide impact and deliver greater security, trust, and efficiency for customers.

For ElasticRun, trust has become a strategic capability in building the next generation of commerce where trust, intelligence, and scale move together.