The Transformative Potential of Supply Chain Management: From An Expert’s POV

In an era where supply chain management transcends its traditional boundaries to become a pivotal driver of business success, Amartyaa Guha (Vice President of Supply Chain Operations,SUGAR Cosmetics) offers invaluable insights into the evolving landscape of the industry. With a rich tapestry of experience spanning diverse sectors, from agro supply chains to e-commerce giants, Guha delves into the multifaceted dimensions of supply chain management and its transformative potential in addressing societal challenges. In an exclusive interview with Logistics Insider, Guha shares his journey through the labyrinth of supply chain dynamics, shedding light on the pivotal role of supply chain leaders in steering organizations towards operational excellence. From the intricacies of building robust distribution networks to the imperative of fostering innovation, Guha offers a nuanced perspective on the challenges and opportunities that define the contemporary supply chain landscape.

Supply Chain Management is a multidimensional field encompassing technology, processes, systems, and people. Over the past 10-20 years, it has evolved from being an introverted department to becoming an outward-facing entity. Supply chain professionals now serve as the face of the company, engaging directly with customers. This shift is particularly exciting and motivating for me because it underscores the dynamic nature of the industry and the opportunities it presents for meaningful interaction and impact.

In the context of India, SCM holds immense potential beyond corporate realms. It has the power to address pressing social issues such as poverty, food wastage, and unemployment. By optimizing supply chains, we can effectively reduce wastages, create employment opportunities for the new generation, and contribute to overall socio-economic development. This transformative potential is one of the key reasons why I was passionate about pursuing a career in Supply Chain Management.

How does your journey in the supply chain industry look like over the years?

Throughout my professional journey, I’ve embarked on a dynamic and rewarding path. It all began with my initial exposure to the intricate workings of the supply chain at Britannia’s largest plant, which sparked my passion for the field. Transitioning into the agro supply chain sector, I had the privilege of overseeing end-to-end plant operations at a leading European MNC, Devgen. This role not only expanded my expertise but also provided invaluable insights into the complexities of supply chain management.

As my career progressed, I took on a national role within the same company, managing distribution and logistics for C&F operations. This opportunity further broadened my understanding of supply chain dynamics and equipped me with the skills needed to navigate the challenges of a diverse and evolving industry.

My journey then led me to immerse myself in the Quick Service Restaurant (QSR) sector, where I worked with brands like YumFoods and Burger King. Here, I played a pivotal role in establishing BK to compete with industry giants like Mcdonald’s, creating the supply chain from scratch and creating robust distribution networks, food procurement, national logistics, and demand planning.

Subsequently, I embarked on a transformative phase of my career by joining the retail giant Walmart-owned Flipkart. Over the span of five years, I delved deep into the complexities of e-commerce supply chain management, mastering the art of efficiently managing large-scale operations amidst rapid growth and innovation.

Presently, as the Head of FMCG Supply Chain for SUGAR, I am faced with new challenges and opportunities. Leading the supply chain for a rapidly growing brand demand addresses evolving consumer demands and market dynamics.

In the intricate realm of supply chain management, success hinges upon a harmonious blend of analytical prowess, adaptability, and a diverse wealth of experiences spanning the various blocks of the supply chain. However, this technical expertise is but one facet of the equation. Equally crucial is the ability to build cohesive teams and cultivate meaningful relationships among the multitude of stakeholders involved.

Strong analytical skills are essential for comprehending the intricate web of factors that influence supply chains. Agility is another key attribute, as supply chains are subject to constant change and unexpected disruptions.

Diverse experience across different blocks of the supply chain is invaluable. It allows professionals to understand the interdependencies between various functions and develop a holistic perspective. This cross-functional understanding enables them to identify inefficiencies, streamline processes, and improve collaboration.


This is an abridged version of the interview, that was published in the May 2024 issue of Logistics Insider magazine. To read the complete interview, click here.


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