The transportation, logistics, supply chain, and storage industry is crucial for the functioning of the global economy. It ensures the efficient movement of goods and services from producers to consumers, facilitating trade and commerce. Industry leaders prioritize sustainability initiatives, influencing the sector towards environmentally responsible practices while establishing best practices and operational standards that others follow. Lovely Mehra, Director of AWL India, is a seasoned expert dedicated to enhancing the organization continuously and contributing to the overall improvement of the industry. AWL India is a top tech-based B2B supply chain management company, operating in over 1,700 locations and partnering with more than 700 associates across 70 countries. Backed by 15 years of extensive experience, it is recognized for its excellence and reliability in the industry.

In a candid interview, Lovely shared her industry expertise and her plans with us.

How have your values and experiences shaped your journey in logistics and supply chain management?

During my schooling at a convent, I was inspired by the Missionaries of Charity, led by Mother Teresa, which fueled my desire to contribute to a greater cause that benefits the masses. This passion for dynamism and problem-solving naturally directed me toward logistics and supply chain management as a means to create a meaningful impact. The establishment of AWL aimed to challenge existing industry norms, and as the brand gained recognition, major global players sought partnerships within India’s complex supply chain landscape. A pivotal moment during the COVID-19 pandemic saw us become essential health workers, managing and distributing critical supplies like oxygen concentrators and vaccines. Our team ensured aid reached remote areas, making the experience of serving the community profoundly fulfilling and highlighting the importance of a larger purpose in life.

Can you highlight some of the key areas of expertise you've developed throughout your career in the industry?

Over time, we've built expertise in logistics and supply chain management, leveraging technology to enhance efficiency and customer satisfaction. By focusing on customer needs, innovation, and continuous improvement, we've embraced SaaS tools to create personalized solutions and maintain proactive communication. We adapt to customer feedback, establishing AWL as a trusted leader. We prioritize sustainability with eco-friendly vehicles, optimized routes, and energy-efficient warehouses while promoting sustainable packaging and a circular economy. Bringing my vast operational knowledge to AWL, I am involved in all major deployments and projects. From vertical-based process definition (pharma, retail, apparel, food, beverages, fashion, electronics, etc.) to customizing solutions for specific needs (such as Covid-19, Project BHISHM, and Golf Logistics), I have consistently improvised using technology to deliver optimal results and future-ready solutions.

Tell us about AWL India and how it is spearheading the logistics industry.

AWL India, founded in 2007, is a technology-driven logistics and supply chain company committed to transforming India's logistics landscape. With a mission to streamline processes, enhance transparency, and provide exceptional value, we prioritize customer satisfaction and innovation. Our tagline, "Move with us to make a difference," reflects our dedication to delivering reliable, cutting-edge solutions. At AWL, we believe technology drives progress, and through continuous improvement, we evolve to meet ever-changing demands.

What do you consider to be the most significant challenges you face as a professional in the implementation of technology in any industry, and what measures do you take to overcome these obstacles?

There was an instance where our team's resilience and hard work triumphed over adversity during the implementation of RFID technology for a prominent apparel client in India. This project was the first independent RFID implementation in the country, presenting unique challenges. Initially, due to the novelty and perceived complexity of the technology, we faced considerable resistance from stakeholders. However, our team’s expertise and creativity helped us overcome these obstacles, ensuring success. The project was meticulously planned and executed, covering everything from system design to hardware installation, process optimization, and employee training. Our commitment to excellence and attention to detail ensured a smooth transition with minimal disruption to the client’s operations. Following the successful implementation in stores, the client is now planning to open another 450 stores in the next 14 months, marking this project as a significant achievement.

What are your current focus areas for driving growth at AWL India?

We aim to redefine industry standards and view logistics as a strategic asset. Our goal is to develop a smart supply chain ecosystem that communicates in real-time, enabling proactive decision-making and resource allocation. By integrating AI, IoT, and advanced analytics, we will create interconnected systems that adapt to market demands. We also envision augmented and virtual reality transforming our operations, and enhancing collaboration and decision-making. Our focus on innovation, customer-centricity, and sustainability will continue to drive our progress.

How do you see women's participation in the Indian business landscape evolving soon? What can companies do to promote gender-balanced workforces and leadership teams?

Wmen entrepreneurs possess valuable skills such as organization and multitasking, providing them with a distinct advantage in various roles. Their strong sense of responsibility and ownership allows them to effectively manage multiple aspects of life, both at home and in the workplace, often without adhering to traditional gender roles. To foster gender balance, it is crucial to create opportunities; without them, progress is stifled. Work environments must be welcoming and supportive, acknowledging the unique challenges women face, such as loneliness in mid-level and leadership positions. Acknowledging the differences between male and female colleagues fosters acceptance, while both women and organizations must embrace knowledge-sharing and growth to enhance female representation in leadership roles.

Lovely Mehra, Director, AWL India

Lovely Mehra is the Director of AWL India, where she leverages her extensive expertise in logistics and supply chain management to drive innovation and operational excellence. With a strong commitment to sustainability and customer satisfaction, she plays a pivotal role in shaping the company's strategic direction.