In today’s dynamic business landscape, traceability has emerged as an extremely pertinent element in supply chain management. Ayush Jhawar, Founder and CEO of Genefied, believes that traceability is the foundation for building transparency and accountability across industries. From ensuring the authenticity of automotive parts to safeguarding consumer health in the FMCG sector, traceability not only mitigates risks but also elevates trust among stakeholders. In this interview, Jhawar delves into how Genefied leverages cutting-edge technologies like blockchain and IoT to enable efficient, ethical, and sustainable supply chains while addressing the challenges businesses face in adopting these transformative systems.
TAM: What role does traceability play in enhancing transparency and accountability within modern supply chains, especially in sectors prone to ethical concerns?
Ayush Jhawar: Traceability has become a non-negotiable in today’s supply chain operations, especially for industries that directly impact lives and consumer trust. At its core, traceability ensures transparency and accountability, two pillars essential for building lasting relationships with stakeholders—from regulators to end consumers.
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For instance, in industries like automotive, ensuring that only genuine parts are used isn’t just about quality, it’s about safety. A failure in this area could have catastrophic consequences, something we cannot afford to overlook. Similarly, in the FMCG sector, where products are consumed directly, the stakes are even higher. Instances of counterfeit products infiltrating the market can lead to severe health issues, erode consumer trust, and tarnish a brand’s hard-earned reputation.
This is where traceability truly shines, it gives brands the ability to elevate their downstream supply chain, ensuring real-time product visibility from the manufacturer to the consumer. It enables us to pinpoint issues, isolate risks, and mitigate damage quickly, safeguarding not just our operations but also the trust of the people who rely on us.
For us, traceability is not just about compliance or operational efficiency, it’s about reinforcing our commitment to ethical practices, consumer safety, and product integrity. It’s an investment that ensures our brand remains synonymous with trust and accountability in the eyes of our consumers.
TAM: How is Genefied leveraging innovative technologies like blockchain and IoT to enable more efficient and ethical supply chain management?
Ayush Jhawar: Genefied’s mission is to redefine supply chain management with a steadfast commitment to safety, security, and growth. By leveraging cutting-edge technologies like blockchain and IoT, we’re creating supply chains that are not only more efficient but also profoundly ethical and transparent.
One of our key innovations is the use of SHA-256 encrypted QR codes. These advanced codes act as secure digital passports for products, enabling blockchain-based traceability at every level of the supply chain. From the manufacturer to the consumer, this ensures a tamper-proof record of a product’s journey, fostering trust and accountability across all stakeholders.
Blockchain, in particular, empowers us to provide immutable records that highlight the authenticity of products, reduce counterfeit risks, and uphold ethical practices—critical in sectors where safety and integrity are paramount. Meanwhile, IoT integration allows for real-time product visibility, offering actionable insights that help brands optimize operations, meet compliance, and adapt to evolving market demands.
By combining these technologies, Genefied not only enhances supply chain efficiency but also reinforces consumer trust and ensures brands can confidently uphold their values in today’s competitive and socially conscious marketplace.
TAM: In your view, what are the biggest challenges businesses face when implementing traceability systems, and how can these be addressed effectively?
Ayush Jhawar: One of the most significant challenges businesses face when implementing traceability systems is the lack of awareness about such solutions and their potential impact. Many brands remain unaware of how advanced traceability systems can streamline operations, enhance product visibility, and safeguard their reputation. This often leads to resistance-stemming from a mindset of maintaining the status quo or concerns about disrupting existing processes.
To address these challenges effectively, businesses need to start with education and awareness. Demonstrating clear use cases and ROI can help decision-makers understand the tangible benefits, from reducing losses due to counterfeits to boosting consumer trust through transparency.
From my experience, a collaborative approach works best. Engaging cross-functional teams early on, providing hands-on training, and partnering with solution providers who offer robust post-implementation support can significantly reduce resistance and ensure a smooth rollout. At the end of the day, traceability is not just an operational upgrade but a strategic move that equips businesses to stay competitive and trusted in a rapidly evolving marketplace.
TAM: Can you share a real-world example where improved traceability significantly impacted supply chain ethics or operational efficiency?
Ayush Jhawar: One example that comes to mind is a leading company in the wires and cables industry that was grappling with significant supply chain and channel engagement challenges. These included difficulties in engaging channel partners like retailers, shop floor employees, and electricians, as well as tackling counterfeiting issues and ensuring consumers could verify product authenticity. Additionally, the absence of last-mile product traceability and tracking was affecting both operational efficiency and brand trust.
What impressed me most was the organization’s readiness to confront these challenges head-on. Their leadership demonstrated remarkable awareness of the evolving market dynamics and the importance of adopting innovative solutions. After carefully assessing the gaps in their supply chain, they took the bold step of integrating our solutions to their systems.
Within a year, the results were transformational. Real-time product traceability not only reduced operational inefficiencies but also ensured seamless tracking across the supply chain, elevating their downstream operations. The engagement of channel partners improved significantly, fostering loyalty and deeper collaboration. Most importantly, the transparency provided by these solutions helped rebuild consumer confidence, as customers could easily authenticate the products they were purchasing.
This case underscores the power of pairing technological solutions with a leadership team that is proactive, adaptable, and committed to ethical practices. It’s this synergy that delivers meaningful and sustainable outcomes.
TAM: As sustainability becomes a key priority, how does traceability contribute to building consumer trust and meeting global environmental goals?
Ayush Jhawar: I believe that sustainability is not just a responsibility but also an opportunity to foster trust and long-term loyalty with our consumers. Traceability solutions play an indispensable role in aligning our business practices with global environmental goals while safeguarding our brand integrity.
One of the most pressing issues brands face is counterfeiting, which isn’t just a threat to reputation but also a hidden contributor to environmental damage. Counterfeit products are often manufactured using substandard materials, leading to improper recycling or dumping, which exacerbates environmental concerns. Traceability allows brands to tackle this issue at its root, preventing counterfeit products from infiltrating the supply chain.
Additionally, traceability has saved brands from costly scenarios where counterfeit parts forced brands to recall and reproduce finished goods. Such incidents lead to significant logistical reversals, an inflated carbon footprint from re-production, and financial strain. With traceability, we intercept these issues before they escalate, ensuring our operations remain efficient, ethical, and sustainable. For me, the most compelling advantage of traceability is its ability to assure our customers that they are choosing products that are genuine, responsibly produced, and environmentally sound.
TAM: What are some of the recent milestones Genefied has achieved in its journey?
Ayush Jhawar: We take immense pride in our journey of growth and innovation. One of our most remarkable milestones has been consistently onboarding new brands, with over 60% of them being industry leaders generating revenues of 500 Cr+ annually. This achievement is a testament to the trust that our technology inspires and the results it delivers.
Secret behind this success is the unparalleled tech support we provide. Our solutions are designed not just to solve problems but to elevate how brands operate, helping them streamline processes, gain actionable insights, and build stronger connections with their stakeholders. But let me emphasize, none of this would be possible without our team. It’s truly a collective effort, where every member, whether a senior manager or a driven intern contributes with passion and commitment. At Genefied, collaboration fuels progress, and it’s this spirit that has propelled us to reach new heights and redefine what’s possible for our clients.
