Today on the eChai Startup Stream, we feature Nikita Maheshwari, Co-Founder of Tatkalorry. From starting out in law school to building a fast-growing logistics venture, her journey reflects the persistence, clarity, and courage that define many of today’s inspiring founders.
Nikita Maheshwari didn’t come from a family of entrepreneurs. Born in Bhind, Madhya Pradesh, she grew up in a service household, moving constantly because of her father’s transferable job. That nomadic childhood gave her a deep adaptability, one that would later define her entrepreneurial journey.
By the time she graduated from Gujarat National Law University, she was in the top 20% of her class, staring at the prospect of a secure legal career. But comfort wasn’t enough.
“I am a graduate in law from a National Law University. Being in the top 20% of my class gave me an opportunity to opt for a white-collar high paying desk job. However, coming from a service family the idea of employment generation and risk-taking always fascinated me as a perfect anti-thesis of the service life that I had seen my parents lead. Today the opportunity and ability to positively influence a greater number of lives gives me immense satisfaction which is why I chose a labour-intensive industry which requires a lot of human capital.”
Her turn toward entrepreneurship wasn’t a straight leap. It began with an experiment: Tilebazzar.com.
Tilebazzar: The First Attempt
During her post-graduation at EDII, Nikita was surrounded by Gujarat’s booming ceramics ecosystem. She spotted an opportunity to build an online marketplace that could connect Morbi’s manufacturers to dealers across the country.
Tilebazzar.com showed promise — but it also revealed the hidden cracks in the system. Even when demand and supply matched, shipments broke, delays were frequent, and buyers were left stranded. The real bottleneck wasn’t sales; it was transport.
“While I was pursuing my Masters in Business Entrepreneurship I could not help but be influenced by a barrage of tech-oriented start-ups. However, as I developed keen understanding in business I realised that tech-start-ups more or less enhance an already existing thriving business. Less and less number of young entrepreneurs for core-manufacturing industry related and allied business with the ability to transform any sector from grass-roots. My belief in entering such a core area was fortified by the vision of our Hon’ble Prime Minister Shri Narendra Modi during the Make in India campaign. With resources of the Government being channelized in promoting manufacturing industries, I was motivated to contribute by supporting such splurge in manufacturing by developing an effective logistics and supply chain management system.”
Tilebazzar had given her the spark. Tatkalorry would give her the fire.
Tatkalorry: Built on the Move
In 2016, Nikita co-founded Tatkalorry to solve what Tilebazzar had exposed: India’s broken logistics chain. At just 24, she found herself in a male-dominated industry that had long resisted change.
“Starting Tatkalorry at 24, I definitely had my "uh-oh" moments! My biggest blind spot? Funding wasn't the golden ticket I thought it was. Back in 2015-2016, everyone seemed to be getting funded, and I thought starting up and scaling would be a breeze. Turns out, VCs were mostly looking for purely tech platforms, not so much for "tech-supported" core industry startups like mine. That was a tough pill to swallow – money isn't cheap or easy, especially when you're pioneering! So, the quick lesson was: generate revenue and self-fund as much as possible.”
She also learned quickly that growth could be dangerous if unstructured.
“The second biggie was understanding the power of solid systems and policies. I learned the hard way that without clear rules in place, growth can actually be destructive. It's like building a house of cards; one strong gust (of growth!) and it all tumbles down. Getting those foundational policies right is key to preventing a complete meltdown.”
Adaptability as a Survival Tool
Her resilience wasn’t accidental, it was forged by her childhood.
“Well, I had a secret superpower: my "nomadic" childhood! Moving schools 7 times in 14 years taught me to be a lightning-fast adapter. New environment, new rules – I learned to observe, adjust, and make quick decisions. Plus, my time on various committees at GNLU hammered end-moment management and on-the-fly problem-solving. That combo of quick decision-making, multitasking, and crisis handling was my crash course in startup survival!”
Scaling by Listening, Not Just Delivering
Unlike most startups that focus on scale, Nikita put listening at the core.
“You know, what really clicked for us right from the start, allowing us to grow to 13 cities and see so many customers come back, was a pretty simple philosophy: we actually listen to our customers. Seriously, that's it. Even if they're angry or frustrated, we've found that if you genuinely listen to them, they'll almost always come back. Sab customer ko ek hi dukh hai ki service company unki baat nahi sunti hai. They just want someone to hear them out, and aadha gussa wahin thanda ho jata hai. On top of that, we make sure we deliver on time, 95% of the time. We keep that 5% margin for error for those unforeseen circumstances, but our commitment to listening and being reliable has been our biggest strength.”
That consistency has given Tatkalorry its defining numbers: 95% on-time delivery and a 60% repeat customer rate.
Stories of Growth That Matter
For Nikita, the most powerful markers of success are people, not metrics.
“One story that truly stays with me, and honestly, warms my heart to this day, is about one of our vendors. When he first started working with us, he was a driver for one of our rented pickups, using a very basic, old Samsung phone. Over six years, through his hard work and our association with Tatkalorry, he managed to buy two pickups of his own, and then even a truck. His personal growth was incredibly inspiring for all of us. While he's not with Tatkalorry anymore, seeing him achieve so much really reinforces what's possible.”
At headquarters, she has created a culture where education and ambition are celebrated.
“Beyond individual stories, something else we're incredibly proud of is our team at the Head Office. 60% of our team members are women, and what's even more remarkable is that 30% of them are actively pursuing their master's degrees from local colleges. We fully support them, offering leaves whenever they need to attend classes or study. It's my personal belief that there's simply no replacement for education when it comes to the growth of our society, and seeing more and more women pursuing higher education is just top-tier stuff. It's truly humbling to be a part of their journey.”
The Truth of Tier 2 and Tier 3 India
Nikita knows the difference between building in metros and in small cities.
“Founders in metros often misunderstand one crucial thing about building in Tier 2 and Tier 3 markets: tech alone isn't the magic bullet. Unko lagta hai ki technology sab kuch solve kar degi, but yeh galatfaimi hai… For them, margins and earnings matter more than convenience… You need to clearly demonstrate how it will save them money on a per-unit basis. That's the language they understand, that's what truly resonates.”
“Another vital point often overlooked is that in Tier 2 and Tier 3 cities, your entire foundation rests on the shoulders of blue-collar workers… If you pay them decently and, more importantly, genuinely listen to their concerns… these Tier 2 and Tier 3 workers will form such a strong foundation for your business that koi bhi growth storm use hila nahi payega. Their loyalty and hard work are your biggest assets in these markets.”
Finding Calm in Chaos
The fires of logistics never stop, but she’s found her rhythm.
“Honestly, for me, the most wonderful and often overlooked thing is simply getting 7-8 hours of uninterrupted sleep… Alongside that, a 30-minute walk—either late at night or early in the morning—really helps clear my head… But the absolute best strategy I've been practicing for the last 15 years… is making a conscious effort to not take my office home. Office ka baggage ghar ke bahar hi rakho. This way, I get to spend quality time with my friends and family ke saath baith ke Khana khana zindagi jeene ke liye ek bahut bada sukh aur khushi ka strot hai, we don't appreciate it enough!”
Lessons That Shattered Myths
Over time, she’s dismantled some of the biggest myths founders carry.
“After more than five years in the trenches, several founder myths have shattered for me… Monetary gratification is deeply delayed… Not every founder is extraordinary… Office parties don't stop attrition… Your CA won’t save your company… Extensive social media marketing alone will not bring in revenue. You need to choose the marketing path that genuinely aligns with your company's unique strengths and target audience.”
Technology as a Slow Cultural Shift
Unlike Tilebazzar, Tatkalorry is not just digital. It has to combine tech with trucks.
“In India's traditional sectors like logistics, technology's role isn't about immediate, sweeping changes. It's a nuanced evolution… We're talking a 25-year horizon… Crucially, mere technology cannot perform magic in traditional sectors. These industries operate with deeply ingrained, often localized business patterns… For technology to truly succeed in India, it must be culturally adaptive.”
Her Biggest Win Isn’t an Award
She’s won national recognition, but that’s not what she treasures most.
“You know, with all the awards, podcasts, and meeting incredible people… it always comes back to my parents… When my father sends me a simple, beautiful text saying, ‘Moli aur tum humara garv ho!’ and my mother says, ‘Motumal ekdum sar uncha rakhta hai humara!’ — that’s my ultimate reward. Their quiet pride has always been my loudest applause.”
Her Message to the Next Generation
And to the 21-year-old woman in a small town with a dream?
“Things will rarely go according to your plan. And that's fantastic!… Flexibility is your superpower… They will try to scare you… But if you truly believe, look them in the eye and declare: Darling, it is going to work out!… Allow yourself to fall and make mistakes… Cultivate a safe space… Learn to be comfortable with discomfort… And never underestimate the power of joy — a giggle, a smile, good food, and even dancing in the refrigerator light.”
The Legacy She Wants to Leave Behind
At entrepreneurship forums, when Nikita finishes speaking, the applause is loud. But what matters to her most are the whispers in the crowd: “Woh dekh, yeh Nikita ke maa aur papa hain.”
For her, that is the true measure of success. From Tilebazzar to Tatkalorry, from law books to logistics yards, she has walked the long road, not just to build a company, but to build pride.
This Monday felt like a circle of life moment. I had the opportunity to moderate a panel with fellow Nirma alumni founders at the NIM Auditorium.
We spoke to the undergrad batch about how our journeys have evolved, the things we did as students, what led us to become founders/operators, and what we might do differently if we were to begin our student life in 2025.
Tejal Upadhyay ma’am has been doing an incredible job of keeping the entrepreneurial buzz on campus alive. If you’re a Nirma alum, do reach out to her, or let me know and I’ll make the intro. We need more alumni to come back, share their journeys, and engage with students.
Coincidentally, four of us, Bhakti Dudhara (Aubergine), Hemal Patel (Ray), Pratik Vohera (Petpooja), and myself, were from the same class: 01 IT ; I was very infamous as 01IT010. That made it even more special. Abhishek Desai (Cricheroes) and Samir Motwani (Salesmate) were the other speakers.
Back then, I probably visited the NIM library more often than my classes. This time, I was leading the discussions in the NIM Auditorium. A surreal feeling.
We used to read about “super successful” people coming back to campus during annual functions. Today, thanks to the wave of startups and entrepreneurship, many of us get that chance earlier, even if we are not yet that successful, one of the small but meaningful benefits of being founders.
Yesterday I asked one of my tenants to vacate the office space so I could use it starting next month. Our agreement clearly states a one-month notice, but I offered up to one and a half months if they needed more time.
I spoke directly to the person using the office. The local POC was polite and said, “OK, let me try.” I even suggested two nearby offices owned by friends so they could avoid paying brokerage again.
A few hours later they visited both offices. Then, another POC from a different office joined the conversation and completely changed the tone. Suddenly it was, “We won’t vacate unless you pay us the brokerage we paid when we took this office. It’s been only six months, so if you don’t pay, we’ll stay for another year.”
I explained that brokerage was their arrangement and had nothing to do with me, and that I was following our documented terms. But new demands kept coming—brokerage, rent discounts, and more.
At that point I chose not to waste any more time. They even brought in a lawyer, but I stopped engaging. Now I am simply waiting to see how they respond as the notice period ends, while preparing to ensure I get the office vacated on time.
I reached the office at 10 am and learned that our manager had quit without informing me. He was leading a 30–35 member team and assigning tasks to all the labour, so suddenly the entire load was on me.
I began by checking our task management tool, which I had set up two years ago. I had never looked too closely at the details since then. Over time, the system had become unnecessarily complex.
When I called the manager, he mentioned that one of the processes took him 6 to 7 hours each time. That did not sound right. I spent the next 4 to 5 hours reviewing his past work and finding a better way to do it. Using AI, I refined the workflow so it could be completed in just 30 to 40 minutes.
It made me realise that as founders, once we delegate, we often stop paying attention to the finer details. But occasionally, it is worth diving in. Understanding what your team does day to day and spotting ways to simplify, especially with AI, can save huge amounts of time and resources.
Yesterday, as I sat with my notes, piecing together ideas for a new road safety fellowship, I found myself wondering. When did something as simple as crossing the street or riding a bike become so dangerous? I thought about the helmets left hanging on handlebars, the seat belts clicked behind the seat to trick the warning beep, the hurried driver jumping a red light. I thought about the numbers too, nearly 400 children in Gujarat lost each month because of road accidents.
This fellowship I am shaping is not just about traffic lights and technical fixes. It is about people. About how we think, how we behave, and how we can change. It will bring together young minds from psychology, political science, engineering and other fields to work on seat belts, helmets, child safety, policy gaps, emergency responses and the way the media tells these stories.
Road safety is not only a rulebook issue. It is a culture issue. If we can shift the way we think about our streets, we can shift the way we use them.
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