Anand Dhabu, India Business Head of Supersonic Distribution & Services Pvt. Ltd., is a name synonymous with innovation, sustainability, and operational excellence in the supply chain industry. Recently honored with the prestigious Excellence in Supply Chain Award at the Bharat Logistic and Supply Chain Conclave 2024, Anand brings over three decades of experience in global procurement, logistics, and supply chain management.
Under his transformative leadership, organizations have achieved remarkable milestones, including 70% cost savings, a 500% increase in demand capacity, and the establishment of robust global supply networks. Anand’s pioneering work extends beyond efficiency; he is a champion for sustainable practices, as evidenced by his groundbreaking initiatives at Lifestraw, which led to a $1 million reduction in non-moving inventory and the creation of strategic 3PL warehouses across key regions.
Currently steering Supersonic Distribution & Services towards unprecedented growth, Anand’s vision combines technical expertise with financial acumen, inspiring a new generation of leaders. In this exclusive interview, Anand shares insights into his leadership philosophy, the innovative strategies shaping his company’s success, and his aspirations for the future of global trade.
Q. Can you please tell us briefly about your company?
Supersonic Distribution & Services Pvt. Ltd. has been a cornerstone in the global trading industry for over 30 years, founded on principles of trust, reliability, and uncompromising quality. We proudly serve a diverse clientele by providing essential products, including food, agricultural commodities, and industrial supplies. With our reach extending to regions such as Nigeria, Ghana, and the UAE, our affiliation with the Assudamal Group and Deekay Group has empowered us to build a robust network spanning Africa, the Middle East, and Asia. As a certified 3-star export house, we remain committed to innovation and expansion, consistently evolving to meet the dynamic needs of our global clients while upholding a standard of excellence in service and delivery.
Q. Tell us about the key person? What is his/her role and responsibility in the company?
Mr. Chandru Vaswani, the visionary Chairman of our group, stands as the guiding force behind our organization’s enduring legacy. With decades of strategic insight and an unparalleled ability to anticipate industry trends, he has laid a foundation of excellence that continues to drive our success. His leadership embodies resilience, innovation, and a commitment to global partnerships, inspiring us to achieve new milestones consistently. His foresight and principles have been the cornerstone of our organization’s achievements.
Complementing this legacy is Mr. Kavine Vaswani, our dynamic and forward-thinking Group Managing Director. As a new-age leader, he has infused the organization with fresh perspectives and innovative approaches, redefining strategies to adapt to the rapidly evolving business landscape. His keen understanding of modern markets and technology-driven solutions has given the organization a new angle, ensuring we remain agile and competitive in a global arena. Together, they represent a harmonious blend of tradition and innovation, steering the company towards an even brighter future.
Q. How are you different from people working in a similar domain?
What truly defines my approach is a blend of perspectives and principles that shape how I lead and contribute. A global business perspective has been central to my work—understanding diverse markets, cultures, and dynamics, and aligning them with strategies that drive meaningful results.
I focus on thought leadership, not as a statement of expertise, but as a practice of listening, learning, and innovating to stay ahead in an ever-evolving landscape. It’s about bringing clarity and purpose to complex challenges and inspiring teams to move forward with confidence.
Versatility has been a key pillar of my professional journey. Drawing from experiences across roles and industries, I adapt quickly, find solutions where others see obstacles, and guide teams toward impactful outcomes.
Above all, I consider myself a people-oriented leader. I believe success is rooted in trust, collaboration, and a shared sense of purpose. By nurturing talent and creating an environment where every voice matters, I aim to build teams that don’t just deliver but thrive.
These principles together form the essence of my work—grounded, adaptable, and focused on achieving excellence through shared effort.
Q. What is the goal of your company, and how are you planning to achieve it?
Our company’s objective is to set ever-higher standards in the global trading industry, reinforcing our position as a trusted and dependable partner for businesses around the world. With an unwavering commitment to maintaining seamless market connections and delivering unparalleled quality, we continuously strive to meet and exceed the evolving needs of our clients.
With a robust presence in countries such as Nigeria, Ghana, Zimbabwe, Malawi, Madagascar, Mozambique, South Africa, Lome, Congo, Panama, and China, we are now strategically expanding into the Middle East Asia. We leave no stone unturned in our pursuit of growth, leveraging our expertise to seize new opportunities and forge enduring partnerships. By raising the bar on excellence and reliability, we aim to empower businesses globally and extend our influence across the international marketplace.
Q. How are new immersive technologies making a positive impact on enterprises? And what new technologies are you using in your organization?
Immersive technologies and groundbreaking solutions are redefining the landscape of modern enterprises, propelling efficiency, sustainability, and cost-effectiveness to unprecedented levels. Supersonic Distribution & Services Pvt. Ltd. stands proudly at the forefront of this transformation, embracing advanced technologies that elevate our operations and uphold our commitment to sustainable excellence.
Our Advanced Container Utilization Strategy is a flagship initiative that exemplifies our drive for innovation. By utilizing the backhaul of empty containers for import operations, we achieve substantial cost savings and boost transport efficiency, while also fulfilling our environmental obligations. This pioneering strategy reduces carbon emissions by optimizing resource use and minimizing unnecessary trips—underscoring our deep-rooted dedication to supporting India’s sustainability mission as we advance national and global economic growth.
In our pursuit of eco-friendly solutions, we are also pioneering the use of foldable containers within our logistics framework. These containers collapse to a fraction of their original size, enabling multiple empty containers to be transported in the space of a single standard container. This visionary technology not only slashes repositioning costs by up to 20% but also significantly cuts CO₂ emissions by consolidating empty trips. By incorporating such innovations, we are setting new benchmarks for cost-efficiency and environmental responsibility across our supply chain.
To safeguard against market fluctuations, we have introduced a sophisticated dollar hedging mechanism. By strategically offsetting payments with imports rather than accepting direct currency payments, we effectively eliminate exposure to dollar volatility. This astute financial strategy not only enhances our stability but ensures predictable outcomes, fortifying our resilience and streamlining our operational efficiency.
Supersonic Distribution & Services Pvt. Ltd. is steadfast in integrating cutting-edge technologies that resonate with our values of operational excellence, sustainability, and fiscal prudence. These transformative innovations do more than refine our performance; they solidify our role as a forward-thinking, environmentally responsible leader in the global trading industry, ready to shape a brighter, more sustainable future for the world.
Q. What are you looking forward to accomplishing most in 2024?
“In 2024, we are poised to chart a course that defies boundaries and transcends limits. This is not just a vision—it’s a bold commitment to move beyond borders, literally and metaphorically, and claim our place on the global stage.
Our journey is one of unparalleled ambition: to establish our presence in three new countries, unveil three groundbreaking products, and solidify our roots in the UAE, transforming it into a springboard for worldwide expansion. Central to this endeavor are AASISA Ventures and Akuri Commerce, which act as pivotal arms of our global strategy. These ventures are instrumental in connecting us with new markets, forging deeper relationships, and amplifying our reach across the Middle East and Africa.
But this is more than growth—it’s a pursuit of something greater. We aim to connect continents, unite markets, and bridge gaps where others see divides. Every step we take in 2024 is fueled by a desire to reach farther, dream bigger, and inspire a future where our name resonates not in a region, but across the entire world. For us, there are no borders, no limits—only infinite possibilities waiting to unfold.
Q. What are the new trends you see in the industry today?
The global trade industry is experiencing a transformative shift, propelled by digital innovation, sustainability commitments, and a renewed focus on resilience. Companies today are embracing advanced technologies like AI, machine learning, and blockchain, which allow them to harness real-time data for smarter decision-making, logistics optimization, and market forecasting. These digital tools are not only providing a competitive advantage but are also making businesses more agile and responsive to market changes.
Sustainability has become a strategic priority, with organizations actively investing in eco-friendly solutions such as electric fleets, foldable containers, and carbon-neutral practices. These initiatives not only reduce environmental impact but also enhance brand reputation, resonating with the values of environmentally conscious clients.
In response to recent global disruptions, supply chains are evolving to become more resilient and flexible. Companies are diversifying suppliers, increasing inventory buffers, and building adaptable networks to reduce dependency on single sources, ensuring continuity amid challenges.
At the heart of these changes is a shift towards a customer-centric approach, with businesses prioritizing transparency, real-time tracking, and personalized solutions to meet rising customer expectations. This fosters trust and builds long-term loyalty, creating stronger client relationships in an increasingly competitive marketplace.
Together, these trends are reshaping global trade, paving the way for an industry that is not only efficient but also sustainable and resilient, well-prepared to meet the demands of a rapidly evolving world.
Q. What challenges do you have to overcome to get here today?
The journey to where we stand today has been one of resilience and relentless determination, navigating challenges that have tested our mettle at every turn. Among the most formidable hurdles have been the complexities of global shipping, where logistical disruptions and evolving trade regulations required agility and innovation to ensure seamless operations.
Currency fluctuations have posed another significant challenge, demanding strategic foresight and meticulous planning to mitigate risks and maintain stability in an unpredictable financial landscape.
Yet, these challenges have shaped us, teaching us to adapt, innovate, and grow stronger with every obstacle. Each hurdle we’ve overcome is a testament to our unwavering commitment to excellence, our ability to anticipate and respond to change, and our resolve to deliver value to our partners across the globe. Today, we stand here not just as survivors of these challenges, but as pioneers who have transformed them into opportunities for growth and success
Q. What does success look like to you?
Success, to us, is a harmonious balance where the aspirations of our employees, the trust of our customers, and the values of our organization align seamlessly. It’s not just about numbers or milestones—it’s about creating an environment where every employee feels empowered, valued, and inspired to contribute to a shared vision.
Customer satisfaction stands at the heart of our definition of success. When we deliver solutions that exceed expectations, forge meaningful relationships, and become a trusted partner in our customers’ journeys, we know we are on the right path.
Ultimately, success is about leaving a legacy—a thriving organization where innovation meets excellence, where employees are proud of their contributions, and where customers experience the unparalleled value of working with us. For us, success isn’t a destination; it’s an ongoing journey of growth, fulfillment, and making a difference.
Q. As a leader of your organization, what important decisions you make for the company?
As the Business Head of Supersonic Distribution & Services Pvt. Ltd., I am entrusted with a role that is as dynamic as it is defining—a position that shapes the very trajectory of our company. It is a responsibility that calls for vision, courage, and an unyielding commitment to excellence. Every decision I make is a step forward in fortifying our legacy, setting new standards, and steering our organization toward a future of limitless potential.
Our expansion into the high-growth markets of the Middle East and Asia is not just a strategic move; it is a bold statement of our intent to redefine boundaries and seize opportunities at a global scale. This venture is an embodiment of our commitment to growth and adaptability, a reflection of our unwavering resolve to align with regional nuances while upholding our core values of reliability, unparalleled quality, and an uncompromising focus on client satisfaction. Through this, we are not merely participants in global trade but architects of a trusted global partnership.
Sustainability is not just a choice; it is an ethos that drives us forward. By embracing innovative logistics solutions, such as advanced container utilization and foldable containers, we actively reduce our environmental footprint. This dedication to eco-conscious practices elevates our standing as a visionary industry leader—one that not only meets global expectations but shapes them, leading by example in a world that demands responsibility and integrity.
At the heart of our operations lies a supply chain built for resilience, precision, and adaptability. Diversifying suppliers, crafting robust logistics frameworks, and integrating cutting-edge technologies are strategies that protect us against the unforeseen. This resilience is our strength; it is the backbone of Supersonic’s promise to weather any storm and emerge stronger, more capable, and unwavering in our dedication to those we serve.
In this role, I am not just leading; I am sculpting a future where Supersonic stands as a beacon of trust, ingenuity, and transformative power in global trade. Each decision, every strategy, is crafted with a profound sense of purpose, positioning our company not just to thrive, but to inspire and redefine what it means to be a leader in the modern world.
Q. How do you encourage people working in your organization?
Interestingly, I don’t need to “encourage” people in the traditional sense. The real asset of Supersonic lies in the remarkable skills and intrinsic motivation of our team. My role is to provide clear direction to their ideas and efforts, guiding their talents in a way that channels their passion into purposeful, impactful work. I believe that when individuals are empowered with clarity and vision, they naturally become driven, innovative, and committed to our shared goals. At Supersonic, it’s about cultivating an environment where each person’s potential is recognized and their contributions are celebrated, allowing motivation to thrive organically.
Q. What are the new strategies you have adopted for your business?
The strategies we’ve adopted are centered around understanding our customers’ unique needs and the local dynamics that shape their business. We take the time to listen and analyze, ensuring we can create tailored supply chain solutions that address their specific challenges and deliver lasting success. By building customized models around these insights, we ensure that each partnership is supported by an efficient, reliable, and sustainable supply chain.
We are also leveraging the power of data analytics to make smarter, more informed decisions. By analyzing trends and forecasting needs, we gain a deeper understanding of the factors influencing our operations, allowing us to stay ahead of the curve. We’ve also become first movers in areas like reverse logistics in containers, maximizing efficiency and ensuring cost leadership. This innovative approach to logistics is helping us minimize costs while enhancing service levels.
Additionally, our focus on the cost walk for customers has become a critical strategy. We look beyond just the obvious and identify non-efficient costs that may be hidden in the system. By addressing these inefficiencies, we create value-added solutions that drive significant cost savings and improve the overall bottom line for our clients.
Q. What are some of your future endeavors?
Our future endeavors are firmly rooted in innovation, growth, and a commitment to shaping the future of global trade and logistics. We are focused on advancing logistics innovations and leveraging state-of-the-art technologies to build agile, efficient, and scalable supply chains that meet the demands of a rapidly evolving world.
India, with its vast untapped potential and growing prominence on the global stage, offers opportunities that are only beginning to unfold. We are aligning our goals to be an integral part of this transformative journey, tapping into this potential to drive meaningful change and further establish ourselves as a key player in this era of growth.
As part of this vision, AASISA Ventures and Akuri Commerce are playing a pivotal role in expanding our reach into the Middle East and African markets. These ventures enable us to create deeper connections, diversify our portfolio, and offer tailored solutions that cater to the unique demands of these regions.
Our focus remains on leading, adapting, and contributing significantly to this unfolding story. With every step, we aim to stay at the forefront of excellence, delivering unparalleled value and creating lasting impact across every market we touch.
Q. What is the best advice you can give to our readers?
Focus is the foundation of all great achievements. In a world filled with distractions, the ability to center your energy on what truly matters is what sets success apart. It’s not about doing everything—it’s about doing the right things with clarity and purpose.
Stay aligned with your vision, prioritize what drives value, and be consistent in your efforts. Focus is the quiet strength that turns potential into progress and ideas into impact. Master it, and you’ll not just reach your goals—you’ll surpass them.
Q. Is there anything else you would like to share with us?
If there’s one final thought I’d like to share, it’s this: our journey is not just about where we’ve been, but where we’re going—and who we go there with. We are building more than a business; we are shaping a vision that transcends borders, industries, and expectations.
As we look to the future, we remain driven by one simple truth: success is best when it’s shared. I invite you to join us on this path—whether as a partner, a peer, or an inspiration. Together, let’s create a story that not only stands out but lasts.
