Deliver he will; the package and results

Under his leadership, Safexpress has won several accolades. But can he make the company stand tall against global giants? Finds Angshuman Paul

Vineet Kanaujia
GM – Marketing, Safexpress Private Limited

With over six million square feet of warehousing space and 566 destinations spread across the length and breadth of the country, Safexpress today can proudly boast of being the largest logistics service provider in India. However, things were not as right for it as it seems today, when 15 years ago the company started its corporate journey. It was like any other unorganised logistics player in the country – striving hard to get noticed.

Although Vineet Kanaujia’s entry into this embittering logistics war happened only a few years back, when took over the reins (as GM Marketing) of Safexpress, he has retained an extraordinary and iron-clad focus on the fundamentals of marketing. Kanaujia started his career with HCL and went on to work with ConAgra Foods and Samsung. Post this, he joined Safexpress. Having impeccably positioned brand Safexpress as the ‘market leader’ in the logistics industry, Kanaujia has radically enhanced Safexpress brand equity in India in a very short span of time.

In fact, for his incredible contribution in establishing Safexpress as one of the foremost brands in the country, Kanaujia has been conferred several awards and accolades which include ‘Brand Leadership Award’ by World Brand Congress, ‘Professional of the Year Award’ by Express Logistics & Supply Chain Council, as well as the highly coveted ‘Best CMO of the Year Award’ by the CMO Council, USA. So what was the strategic intent that pushed Safexpress so far and ahead? “Our holistic marketing strategy,” Kanaujia replies confidently, “It’s that which has worked so brilliantly for us. We have carved our own niche amongst the most elite brands in the country by consistently focusing on each and every aspect of marketing.”

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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