Amrinder Singh
Amrinder Singh is the director at Bonn Group of Industries. At the young age of 25, he got into the Bonn Group's family business with a vision to transform the three-decade-old bakery into a facilitator of healthy eating habits. Armed with a degree in Business Science from Essex University and a Master's in Global Business Marketing from Regent's Business School, England, he brought a fresh, youthful perspective to the veteran organization.
Singh is responsible for a youth-oriented portfolio comprising La Americana Biscuits, La Americana Gourmet and the La Americana Burger QSR Chain. Each of these products was launched after extensive market and consumer preference analysis, and all of them have been well received by consumers. His focus on whole food grains for BONN's line of bread, biscuits and cakes and his unique take on Indian zing, a conventionally western food staple, has won him many accolades in culinary circles across the industry.
Singh began by initiating up gradation processes to improve operational efficiency. His efforts have ensured that there is complete backward integration along the supply chain because BONN is the sole owner of all its factories, its packaging and even its fleet of 400 vehicles so that customers are guaranteed the freshest products every day.
He strongly believes in "Constant product innovation" and adapting to consumers' evolving tastes in their quest for a greener & healthier lifestyle. All new products of the Group essentially focus on two aspects — Health and Taste, and considerable investment and attention now go into product innovation-seeking these two parameters.
Under Singh's energetic leadership, Bonn has forayed into newer markets. The Group entered the Southern Indian market early in 2018 with a range of Biscuits under "BONN" and "AMERICANA".
There is also a version of premier biscuits that appears in small packages and is affordably priced so that everyone can participate in the modern nutritional revolution. All the five southern states of Andhra Pradesh, Telangana, Kerala, Karnataka and Tamil Nadu are covered in Bonn's southern push.
The Group has been consistently focusing on exports to new countries abroad and its current overseas trade spans 50 countries spread across three continents.
Amrinder Singh managed to consolidate Bonn's existing markets, but it has also been instrumental in the Group's expansion to the rest of the country's markets. Leading business paper, the Economic Times has honored his contributions with a 'Business Knight Award' for his exemplary leadership, business acumen and meticulous innovations.
When Amrinder Singh is not working, he is traveling and exploring new destinations. He is also highly passionate about table tennis and boxing.
