Supersonic

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.

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

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

• Global distribution services
• Export import trading
• Freight forwarding logistics
• Industrial supplies wholesale
• Agro commodities export

Headquarters

HQ city

Wadala

HQ country

India

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. 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

Core 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.

Named customers7 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core.

• Assudamal Group Hong KongcoreStrategic or Co-development PartnerSupersonic 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 NigeriacoreStrategic or Co-development PartnerSupersonic 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.
• AmaroncoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Amaron brand products serving customers globally
• ArmstrongcoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Armstrong brand products serving customers globally
• JK TyrescoreChannel Partner/ Reseller/ DistributorAuthorized distributor for JK Tyres brand products serving customers globally
• OtanicoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Otani brand products serving customers globally
• PidilitecoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Pidilite brand products serving customers globally
• GujaratcoreChannel Partner/ Reseller/ DistributorAuthorized distributor for Gujarat brand products serving customers globally

Scale indicators5 records

Recent moves16 records

Expansion highlights6 records

Broad 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

• Xx.com/services41117
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Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Supersonic