CARGOCONNECT-JANUARY2025 - Flipbook - Page 86
ANIRUDHA KARNATAKI
HEAD OF SUPPLY CHAIN AND
PROCUREMENT, EUREKA FORBES
We aim to create a
more agile supply
chain that can
respond quickly to
market changes
It’s clear that supply chains have evolved from being mere support
functions to becoming strategic enablers that drive business
success. As consumer expectations rise and global markets
evolve, organisations that align their supply chain strategies
with broader business goals are seeing greater competitive
advantages. Leveraging their supply chains as strategic assets,
these organisations are better positioned to innovate, reduce
costs, and enhance customer satisfaction. Against this backdrop,
Anirudha Karnataki, Head of Supply Chain and Procurement at
Eureka Forbes , in an insightful conversation with UPAMANYU
BORAH , discusses the organisation’s forward-looking approach
in optimising supply chain operations. He elaborates on how
Eureka Forbes is adapting to the pressures of a competitive
marketplace while leveraging technology and innovation to stay
ahead, while emphasising the significance of agility, effective
logistics management, and the digitisation of processes to
enhance efficiency and customer satisfaction. As Eureka Forbes
adapts to the dynamic needs of the market, Karnataki says
their focus on continuous innovation, strong partnerships, and
expansion into modern trade while mastering an integrated
omnichannel approach, positions them for sustained growth and
industry leadership.
86 | CARGOCONNECT JANUARY 2025
G
enesis and Operations
Eureka Forbes is a company with more
than 40 years of legacy. Founded as a joint
venture between Forbes and Campbell (a
Tata Group company) and Electrolux of
Sweden, it has grown into a multi-product,
multi-channel organisation. Today, Eureka Forbes
has grown to become one of India’s leading brands in
health and hygiene. In addition to its direct sales force,
which is one of Asia’s largest, the company operates
across retail, institutional, and e-commerce channels.
It also boasts an innovative franchise network, a rural
distribution channel, and one of India’s most extensive
service networks.
As a pioneer in the Direct-to-Home segment in India,
Eureka Forbes quickly gained a competitive edge in the
market. Today, it stands as one of the largest direct-selling
companies globally. The launch of high-quality products,
such as water puri昀椀ers and vacuum cleaners, enabled
the company to establish market leadership early on.
With a direct sales force of over 10,000 professionals,
Eureka Forbes operates from more than 150 Customer
Response Centres across over 120 cities and towns.
The award-winning Aquaguard is the 昀氀agship water
