On a sunny afternoon, a child walks into an ice cream parlour and enjoys a perfectly chilled scoop of chocolate ice cream. To the average person, it’s a simple moment of joy. But to those of us in logistics, that moment is the result of a highly coordinated supply chain powered by real-time visibility, temperature control, and operational precision.
Behind the scenes, JustDeliveries’ Control Tower plays a crucial role in making that scoop possible. This story, though fictional on the surface, mirrors the real-world challenges and solutions of modern cold chain logistics in India.
Why Control Towers Matter in Cold Chain Logistics
The cold chain logistics industry is one where margins for error are razor-thin. When dealing with perishable goods such as chocolates, dairy, frozen foods, or ready-to-eat meals, maintaining the right temperature throughout the mid-mile journey is non-negotiable.
A Control Tower in logistics is not just a dashboard or a tracking tool. It is the nerve centre of the operation. It allows for end-to-end visibility, predictive insights, and real-time intervention to avoid failures that could lead to spoilage, stockouts, or customer dissatisfaction.
The Journey of a Perfect Ice Cream Cone
Let’s revisit our story – the child enjoying an ice cream – and walk through the journey that made it possible.
1. Production and Dispatch
The ice cream is freshly produced at a central kitchen in the early hours of the morning. It is packed and ready for dispatch at a frozen temperature of -18°C.
2. Refrigerated Vehicle Allocation
JustDeliveries deploys a temperature-controlled vehicle with live GPS and temperature monitoring systems. The truck is scheduled for a multi-drop route across city outlets, including the child’s neighbourhood parlour.
3. Real-Time Monitoring Begins
As the vehicle begins its journey, the Control Tower at JustDeliveries activates live tracking. The system monitors:
Route adherence
Vehicle speed and location
Real-time temperature inside the cargo hold
Any delays, diversions, or unexpected stops
4. A Temperature Fluctuation Occurs
Midway through the route, a minor mechanical issue causes the temperature to rise from -18°C to -10°C. This could compromise the quality of the ice cream if not corrected promptly.
5. Control Tower Intervention
The JustDeliveries Control Tower immediately flags the deviation and:
Sends an automated alert to the driver
Initiates a support call to ensure the issue is being addressed
Remotely assesses whether the product is still within safe thresholds
Within minutes, the refrigeration unit is stabilized and the temperature returns to optimal levels.
6. Delivery and Confirmation
The ice cream is delivered to the retail parlour on time, at the right temperature, and with digital proof of delivery. Inventory is updated, and the batch is marked successfully delivered.
The result is a flawless consumer experience. A child enjoys a cold, creamy scoop of chocolate ice cream, made possible through JustDeliveries’ cold chain precision and proactive control tower operations.
Control Tower: From Problem Detection to Problem Prevention
What sets JustDeliveries apart is not just our fleet of refrigerated vehicles or our network across cities like Mumbai, Delhi NCR, Bangalore, and Hyderabad. It is our ability to predict, detect, and solve problems before they affect the end product.
Our Control Tower enables:
Temperature alerts for any deviations
Route optimization based on real-time conditions
Live tracking and ETA visibility
Operational reports for performance analysis
24/7 issue resolution and customer support
The Value for Food and Beverage Brands
For brands with a central kitchen model, multiple dark stores, or high-volume perishable inventory, a logistics partner without a control tower is a liability. One failed delivery can lead to:
Wastage of temperature-sensitive inventory
Missed sales opportunities
Damaged brand reputation
Breach of food safety compliance
With JustDeliveries, you get a partner that treats every product with the urgency and precision it deserves.
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More Than Just Ice Cream
While this story used ice cream to illustrate the journey, the same process applies to hundreds of SKUs and brands we work with. This includes fresh cheese, paneer, frozen parathas, salads, dips, and beverages. Each product has its own requirements and risk zones, and our control tower is designed to adapt and deliver consistently.
Final Scoop: Technology and Operations Build Trust
Logistics today is not just about movement. It is about visibility, control, and accountability. Whether you’re a D2C brand, QSR chain, or food exporter, partnering with a logistics provider like JustDeliveries can transform your backend operations.
Your customer may never know the complexity involved. But they will experience the difference in a scoop of perfectly frozen chocolate ice cream on a warm day.
Mansi Mahansaria
I’m Mansi Mahansaria, CEO and Founder of JustDeliveries, a B2B logistics company specializing in the food and beverage sector. With a background in Chemical Technology (ICT Mumbai), an MBA (FMS Delhi), and experience at IDFC Private Equity and Tata Group, I’ve built a plug-and-play logistics network helping F&B brands scale efficiently. I also share insights on entrepreneurship and logistics at industry and academic events.
