Manas Kumar’s Multi-Year Journey at Lindström

Manas Kumar began his remarkable journey with Lindström in 2009, taking on the role of business unit manager at a time when the company was still establishing its footprint in India. He is currently working as the director of Pharma, Sales and Marketing, and Business Development for India, responsible for the Asia region. Kumar was appointed to launch Lindström’s operations in a relatively unfamiliar market. He introduced the innovative Workwear service concept in Delhi NCR, in the northern region of India, an area where the model was virtually unknown. Facing early challenges head-on, he successfully led the business from a single-unit operation to a thriving network across Northern and Eastern India.

Building from the Ground Up

Over the years, Kumar has taken on increasingly strategic roles and today leads Strategic Marketing and Business Development for Asia, while also heading Lindström’s Pharma vertical globally. His current focus is on entering new markets, launching operations, and ensuring the business reaches a stage where it can operate independently.

From identifying growth potential, selecting locations, building teams, and onboarding customers, to introducing new service lines he has played a central role in establishing Lindström’s presence in multiple countries across Asia. His end-to-end involvement in creating full-fledged business entities has not only helped scale operations but also enriched his own learning across functions such as HR, supply chain, marketing, and sales.

Thriving in a Culture of Trust and Support

Reflecting on his early days, Kumar recalls starting with a small yet determined team in India. The opportunity to be part of Lindström’s growth story from its formative years gave him a platform to develop skills that remain invaluable to this day. He appreciates the Finnish work culture, especially its transparency, sincerity, and the strong follow-through on commitments. What stands out most to him is Lindström’s supportive and collaborative environment, whether it’s cross-functional cooperation or international backing, help is always just a call away. This culture, he believes, is a key driver of the company’s strength and unity.

Strategy Leader for Asia: Driving Toward 2030

In his role as strategy owner for Asia, Kumar is focused on executing Lindström’s ambitious Strategy 2030, which aims to double net sales by the end of the decade. The growth agenda is anchored on three core pillars:

1. Winning New Sales

Prioritising high-quality recruitment and performance management.
Ensuring that at least 75% of the sales force achieves their full sales targets.
Signing new customers and expanding into underpenetrated markets.

2. Growing with Existing Customers

Enhancing Key Account Management practices.
Updating the sales playbook and strengthening the competence of sales teams.
Building deeper, long-term partnerships to drive mutual value.

3. Driving New Business Initiatives

Expanding into new countries and regions.
Launching new service lines and entering high-potential industries such as Semiconductor. Petrochemicals, metals & mining, and automotive, where Lindström currently has limited presence.
Focusing on fast-track sales and high-value segments for scalable growth.

Kumar points out that several Lindström operations across Asia have already experienced exponential growth, proving that the strategy is both ambitious and achievable. This momentum has energised teams across the region and reinforced their belief in the collective vision.

Who: Manas Kumar
Role at Lindström: Director, Pharma and Strategic Marketing and Business Development
Location: India

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