Director, Bonn Group of Industries
At the young age of 25, Amrinder Singh got into the Bonn Group’s family business with a vision aimed at transforming 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, Amrinder brought a fresh youthful perspective to the veteran organization.
Amrinder is responsible for a youth oriented portfolio comprising of 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. All of them have been well received by consumers. Amrinder’s 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, have won him many accolades in culinary circles across the industry.
Amrinder began by initiating up gradation processes in order to improve operational efficiency. His efforts have ensured that there is complete backward integration along the supply chain by the fact that BONN is the sole owner of all its factories, it’s 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 in adapting to the evolving tastes of consumers in their quest for a greener & healthier lifestyle. All new products of the Group essentially focus on two aspects — Health and Taste. Considerable investment and attention now go into product innovation seeking these two parameters.
Under Amrinder’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 the brand “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 now covered in Bonn’s southern push.
Now, the Group has been consistently focusing on exports to new countries abroad and its current overseas trade spans 50 countries spread across three continents.
Not only has Amrinder managed to consolidate Bonn’s existing markets but 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 Amrinder’s contributions with a ‘Business Knight Award’ for his exemplary leadership, business acumen and meticulous innovations.
When Amrinder is not working, he is travelling and exploring new destinations. He is also extremely passionate about Table Tennis and Boxing.