Supersonic
Supersonic Distribution & Services Pvt. Ltd. is a Mumbai-based trading and distribution firm exporting physical goods — including tyres, agro commodities, paper products, and industrial supplies — across Africa, the Middle East, and Asia. A subsidiary of the family-owned Assudamal Group, it also operates manufacturing units in Nigeria.
- Company typePrivate
- Founded1995
- HeadquartersWadala, India
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Supersonic does
Supersonic Distribution & Services Pvt. Ltd. is a Mumbai-headquartered global trading and distribution company founded in 1995 as the South Asia arm of the family-owned Assudamal Group, a Hong Kong-rooted conglomerate tracing to 1929. The company exports, imports, and distributes physical goods across nine core categories — automotive tyres and tubes, paper products, power equipment and cables, white goods and home appliances, chemicals, agro commodities (notably parboiled rice to Africa and raw cashew nuts from Africa), food and beverages, building materials, and machinery and spare parts. It operates as an authorized distributor for brands including Amaron, Armstrong, JK Tyres, Otani, Pidilite, and Gujarat, and holds ISO 9001:2015, GMP, FSSAI, GACC, APEDA, and 3 Star Export House credentials.
The business is structured as a B2B distribution and trading house. Revenue is generated through transactional margins on import-export volumes and freight forwarding/logistics services, with no publicly disclosed pricing. The customer base spans global trade partners across Africa, the Middle East, and Asia, including named accounts such as Haano, Nexus, Mapleleaf, Jaro, Salient Industries, FIRN, and the related Deekay Group. Go-to-market relies on authorized distributor agreements, direct B2B engagement via the company website and inquiry forms, and selective event and EU Chambers participation.
Group-level infrastructure extends beyond the Indian Pvt. Ltd. into owned offices in Lagos (Nigeria), Ningbo and Qingdao (China), Accra (Ghana), and Nairobi (Kenya), plus wholly owned manufacturing units in Nigeria producing notebooks and, since 2019, corrugated cardboard for the African packaging market. The company is led by Group Chairman Chandru Assudamal Vaswani (founder since 1959) and Group Managing Director Kavine Vaswani (in role since 2006), indicating a family-controlled holding structure. Headcount on the Indian entity is reported in the 11–50 band, and revenue is not publicly disclosed.
Supersonic firmographics
Firmographics- Name
- Supersonic
- Legal name
- Supersonic Distribution & Services Pvt. Ltd.
- Website
- https://supersonicindia.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Supersonic Distribution & Services Pvt. Ltd. is a Mumbai-based trading and distribution firm exporting physical goods — including tyres, agro commodities, paper products, and industrial supplies — across Africa, the Middle East, and Asia. A subsidiary of the family-owned Assudamal Group, it also operates manufacturing units in Nigeria.
- Ownership category
- akta.pro rank
Supersonic industry classification
Industry- Product category
- Global Distribution and Trading
- NAICS
- Merchant Wholesalers, Durable Goods (423), Motor Vehicle Supplies and New Parts Merchant Wholesalers (423120)
- SIC
- Wholesale-Durable Goods (5000), Wholesale-Hardware (5072)
- akta.pro primary industry
- Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ)
- akta.pro secondary industries
- Major Appliances Delivery, Install & Haul-Away (TLAAAKAB), Building Materials & Oversized E-commerce (Residential) Delivery (TLAAAKAH)
Keywords
Where Supersonic is headquartered
LocationHeadquarters
- HQ city
- Wadala
- HQ country
- India
- HQ region
- Asia
Offices6 records
Markets served
Supersonic business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Distribution Services: Distribution of tyres, tubes, industrial supplies, agro commodities, consumer goods across Africa, Middle East, and Asia
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Supersonic product offering
Product offeringCore offering
Supersonic Distribution & Services Pvt. Ltd. is a global supply chain and distribution company that exports, imports, and distributes a diversified portfolio of physical goods — including tyres and tubes, paper and boards, power equipment and cables, white goods and home appliances, chemicals, agro commodities, food and beverages, building materials, and machinery and spare parts — to enterprise customers across Africa, the Middle East, and Asia. It operates as an authorised distributor for global brands (Amaron, Armstrong, JK Tyres, Otani, Pidilite, Gujarat) and complements its trading activity with freight forwarding, logistics, and group-owned packaging and notebook manufacturing in Nigeria.
Product overview
Supersonic Distribution & Services Pvt. Ltd. is a global supply chain and distribution company offering procurement, freight forwarding, and logistics solutions. Their product portfolio consists of physical goods across nine categories: Automotives (tyres and tubes), Paper Products, Power Equipment & Cables, White Goods & Home Appliances, Chemicals, Agro Commodities, Food & Beverages, Building Materials, and Machinery and Spare parts. They serve markets across Africa, the Middle East, and Asia as an authorized distributor for brands like Amaron, Armstrong, JK Tyres, Otani, Pidilite, and Gujarat.
Differentiator
Problem solved
Functional benefit
Brands
- Assudamal Group: Parent group of Supersonic, a diversified trading and manufacturing conglomerate spanning over four continents with origins dating back to 1929.
- Deekay Group Nigeria
Products and services
- Automotives (Tyres and Tubes) Distribution and export-import of tyres and tubes featuring top Indian brands such as JK Tyres, Otani, and Amaron, serving the automotive aftermarket in Africa, the Middle East, and Asia.
- Paper Products Export and import of all kinds of papers and boards for the printing and packaging industry, supplied to industrial buyers across Africa, the Middle East, and Asia.
- Power Equipments & Cables Sourcing and distribution of power products including inverters, batteries, and assorted LT and HT cables for industrial and commercial buyers in export markets.
- White Goods & Home Appliances Export and wholesale supply of white goods and home appliances sourced from India to enterprise buyers in Africa, the Middle East, and Asia.
- Chemicals Export of industrial and off-the-shelf chemicals used across multiple industries, supplied to enterprise buyers in international markets.
- Agro Commodities Export of parboiled rice and other agro commodities to Africa and import of various agro commodities, serving food and agricultural buyers in target markets.
- Food & Beverages Export and distribution of food and beverage products including alcoholic beverages produced through fermentation of grains, fruits, or vegetables, supplied to international buyers.
- Building Materials Supply of high-quality building materials including marine plywood, white and grey Portland cement, aluminium, and mineral fibre for construction and infrastructure buyers.
- Machinery and Spare Parts Sourcing solutions for machinery required in printing, food packaging, and corrugation industries, with spares management and procurement support for automotive, printing, and packaging industries.
- Raw Cashew Nut Export of premium raw cashew nuts from Africa, supplied to top processors for quality, consistency, and timely delivery.
- Shipping and Logistics Services Freight forwarding and logistics solutions supporting cross-border movement of goods across Africa, the Middle East, and Asia, leveraging owned warehouses, container freight stations, and overseas offices.
Companies that use Supersonic
Customer profileNamed customers7 records
Segments1 record
Ideal customer profiles1 record
Supersonic technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Supersonic partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Assudamal Group Hong KongcoreSupersonic is an integral part of Assudamal Group Hong Kong, which dates back to 1929 when Utoomal & Assudamal Co. was founded as one of the first trading companies in Hong Kong. The group has expanded to operations across multiple continents.
- Deekay Group NigeriacoreSupersonic is part of Deekay Group Nigeria spanning over four continents. The group is committed to delivering exceptional service, competitive pricing, and upholding the highest standards of product quality.
- AmaroncoreAuthorized distributor for Amaron brand products serving customers globally
- ArmstrongcoreAuthorized distributor for Armstrong brand products serving customers globally
- JK TyrescoreAuthorized distributor for JK Tyres brand products serving customers globally
- OtanicoreAuthorized distributor for Otani brand products serving customers globally
- PidilitecoreAuthorized distributor for Pidilite brand products serving customers globally
- GujaratcoreAuthorized distributor for Gujarat brand products serving customers globally
Scale indicators5 records
Recent moves16 records
Expansion highlights6 records
Supersonic competitors and assessment
Company assessmentBroad incumbents
- Wilmar International: Asia-leading agribusiness and consumer goods distributor with vertically integrated sourcing and processing. Comparable on multi-product distribution into Africa/Middle East from Asia-origin supply.
- Tata International: Large Indian multi-product trading and distribution company with Africa, Asia and Latin America operations. Compares as a wider Indian principal-aligned distributor in overlapping categories (tyre, paper, agri).
- Adani Wilmar: Large Indian food/agri trading and processing company with branded distribution into Africa and Middle East. Overlaps with Supersonic's agri-commodity and consumer-goods export franchise, at meaningfully larger scale.
- Olam International: Global agri-trading and processing giant with significant India and Africa operations. Comparable business model in commodity distribution and emerging-market sourcing, at materially larger scale.
- Cargill India: Global commodities trader with deep Indian and African footprints across food, agri and industrial inputs. Comparable on multi-category commodity distribution serving emerging markets.
Direct peers
- Export Trading Group (ETG): Africa-focused multi-category agri and consumer-goods trader with deep pan-African distribution. Comparable as a multi-product distributor serving Africa from Asia, with vertically integrated sourcing and processing.
- Tolaram Group: Indo-Nigerian family-owned conglomerate with multi-product distribution and manufacturing in West Africa. Highly comparable business model: Indian principals distributing across Africa, with owned manufacturing in-market. Closest in size and posture.
- Allcargo Logistics: Indian-listed freight forwarding, container freight and contract logistics operator with growing multi-product distribution. Comparable as an Indian-headquartered trade infrastructure business serving emerging markets.
- MMTC Limited: India's flagship government trade house operating multi-product exports/imports across commodities and consumer goods. Comparable as an Indian multi-product trading/exporting entity holding recognized trade credentials.
Emerging players
- Baba Group of Companies: Indo-African conglomerate with multi-product distribution and manufacturing presence across West Africa. Compares to Supersonic on India-Africa corridor, multi-category distribution and in-country operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Supersonic social profiles
Digital presenceSupersonic compliance and trust
Trust signalCompliance8 records
Supersonic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Supersonic leadership team
Management profileNumber of profiles
Profiles2 records
Supersonic subsidiaries and ownership
Company hierarchySubsidiaries4 records
Supersonic funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Supersonic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Supersonic
What does Supersonic do?
Supersonic Distribution & Services Pvt. Ltd. is a global supply chain and distribution company that exports, imports, and distributes a diversified portfolio of physical goods — including tyres and tubes, paper and boards, power equipment and cables, white goods and home appliances, chemicals, agro commodities, food and beverages, building materials, and machinery and spare parts — to enterprise customers across Africa, the Middle East, and Asia. It operates as an authorised distributor for global brands (Amaron, Armstrong, JK Tyres, Otani, Pidilite, Gujarat) and complements its trading activity with freight forwarding, logistics, and group-owned packaging and notebook manufacturing in Nigeria.
Is Supersonic a public or private company?
Supersonic is a private company. It is classified as family owned and is currently operating.
When was Supersonic founded?
Supersonic was founded in 1995. It employs 11 to 50 people.
Where is Supersonic based?
Supersonic is headquartered in Wadala, India, in the Asia region.
How does Supersonic make money?
One revenue line is on record: distribution Services.
Who are Supersonic's main competitors?
Broad incumbents on record are Wilmar International, Tata International, Adani Wilmar, Olam International and Cargill India. Direct peers are Export Trading Group (ETG), Tolaram Group, Allcargo Logistics and MMTC Limited. Baba Group of Companies is listed as an emerging player.
Does Supersonic have an API?
No public API is recorded for Supersonic.
What industry is Supersonic in?
Supersonic's product category is Global Distribution and Trading. Its primary akta.pro industry code is CRAOANAJ, Heavy-duty truck, trailer & commercial vehicle parts distribution, with a secondary code of TLAAAKAB, Major Appliances Delivery, Install & Haul-Away. Its NAICS code is 423 and its SIC code is 5000.