CEO Insights Magazine

Playing a pivotal role in an organization by overseeing day-to-day operations to ensuring efficient execution of strategic plans, a COO bridges the gap between the company's vision and its practical implementation, managing key functions, processes, and resources. An industry leader, Logeswari Shivaprakash, COO, Herbal Pharm began her tenure at the firm six years ago as a Sales Manager, and over the years, she has had the privilege of growing within the organization.

As a firm, Herbal Pharm is a renowned and award-winning organization with a 19-year history in the healthy sustainable lifestyle and nutraceutical market. Being a Singapore-based company, it has earned recognition for its dedication to quality and has been endorsed by the government for its commitment, often referred to as ‘Made with Passion’.

CEO Insights Asia recently engaged in a one-on-one interaction with Logeswari Shivaprakash, COO, Herbal Pharm. Here are the interview snippets to know more.

Tell us about your professional journey and what is it that motivates your daily routines.

My professional journey at Herbal Pharm has been marked by distinct phases that have shaped my role and responsibilities. I initially joined as a Sales Manager, focusing on growth opportunities, partnerships, and market expansion. As I progressed, I assumed leadership roles, overseeing various departments and enhancing my leadership skills. Currently, I serve as the Chief Operating Officer, influencing the company's strategic direction and optimizing operational processes.

What motivates my daily routines stems from a genuine passion for the nutraceutical industry. I'm dedicated to improving people's health and well-being, driving my commitment to Herbal Pharm's mission. Working alongside our talented team is highly moti­vating as I empower them to grow and witness their contributions to our success. The ever-changing na­ture of our industry keeps me engaged, pushing me to lead our company in innovation and adaptation. Ul­timately, the knowledge that our products positively impact our customers' lives serves as a powerful mo­tivator.

To sum it up, my professional journey has been marked by growth and evolution. Together with our CEO, Kanan Packrisamy, we work towards making Herbal Pharm progressive and my daily routines are driven by a combination of passion for our industry, commitment to our team, a thirst for innovation, and a deep sense of purpose in improving the lives of our customers.

Tell us about Herbal Pharm as an organiza­tion and its position in the market.

Herbal Pharm, founded by Vejayan Gunasagaran specializes in offering a diverse range of products, in­cluding health supplements, personal care items, and natural/organic FMCG goods. With a global workforce of over 50 employees, it operates in Singapore and the United Arab Emirates, consistently seeking healthier, superior, and more sustainable product options.

In the nutraceutical industry, Herbal Pharm has firmly established itself as a premium brand. The company has developed extensive online and offline distribution networks, ensuring that its products are easily accessible to customers seeking healthcare solu­tions tailored to their specific needs. Notably, Herbal Pharm has gained a significant presence within the halal community, serving approximately 60,000 de­voted customers. By adhering to halal standards, regulations, and certifications, the company caters to individuals who require products aligning with their dietary and nutritional preferences.

As the COO, what are the factors you take into account when shaping the company’s policies?

As the Chief Operating Officer (COO) at Herbal Pharm, my role involves a multifaceted approach to shaping the company's policies.

First and foremost, our policies must align with our company's core values and mission. Every policy we create or modify should reinforce our dedication to our customers, employees, and stakeholders. Com­pliance with legal requirements is paramount. We dil­igently ensure that all policies adhere to relevant laws and regulations in our industry and region. Staying updated with legal changes is imperative to mitigate any potential risks or liabilities.

Constant monitoring of market trends and indus­try best practices is another key aspect. This helps us anticipate changes in customer preferences, competi­tive landscapes, and emerging technologies, enabling us to adapt our policies accordingly. Comprehensive risk assessments are conducted to identify potential challenges and vulnerabilities. Our policies are de­signed to mitigate risks and ensure the safety and se­curity of our operations, employees, and customers.

We value input and engagement from our employ­ees. Encouraging feedback and insights from team members at all levels provides a valuable perspective on how policies impact daily operations and job satis­faction.

Active listening to customer feedback and con­cerns is vital. Customer satisfaction is paramount, and policies should enhance their experience with our products and services. This feedback loop helps us re­fine our policies to meet customer expectations.

We are committed to environmental and social responsibility. Sustainability and corporate social re­sponsibility are increasingly important, and our poli­cies reflect this commitment to ethical practices, envi­ronmental sustainability, and social responsibility.

Policies should align with our strategic objectives. We assess how each policy contributes to our long-term goals, whether it's driving growth, improving efficiency, or enhancing customer satisfaction.

Finally, we recognize that policies are not static. We regularly review and update them to adapt to chang­ing circumstances, new opportunities, and lessons learned from past experiences.

How do you track your company’s prog­ress? Are there any methods or metrics you use for the same?

Herbal Pharm prioritizes the comprehensive mon­itoring of its performance and strategic alignment through various methods and metrics. Key Perfor­mance Indicators (KPIs) serve as the foundational tools, meticulously overseen by Sanjay Raja, AVP of Operations and Senior Manager of Supply Chain Rani Arunasalam. These KPIs cover financial aspects like revenue growth, profitability, and cash flow, as well

as operational metrics such as production efficiency, inventory turnover, and customer satisfaction scores.

Regular monthly and quarterly reviews, led by Kanni Elango, AVP of Finance, and Fadilah Din, Sales Manager, involve cross-functional teams and depart­ment heads to assess operational alignment with strategic goals. Financial health is closely monitored through income statements, balance sheets, and cash flow statements, with a focus on variances compared to budgets and forecasts.

Customer feedback and surveys are crucial for ensuring satisfaction, while operational efficiency is promoted through resource utilization, cost reduc­tion initiatives, and process optimization metrics. Market research and competitive analysis keep Herb­al Pharm informed about industry trends.

Metrics related to sustainability and corporate social responsibility initiatives reflect the company's ethical and environmental commitment. Quarterly strategy assessments and periodic SWOT analyses help adapt to market changes and align with long-term vision.

A culture of continuous improvement fosters in­novation and agility through feedback from all levels. This comprehensive approach, combining quantita­tive and qualitative measures, ensures Herbal Pharm progresses, overcomes challenges, and achieves its strategic goals.

What has been your success mantra that helps you arrive at positive outcomes?

My journey from a Sales Manager to the COO of Herbal Pharm has been shaped by a set of principles that constitute my success mantra. Continuous learn­ing and adaptability are fundamental, as they enable us to navigate the ever-evolving business landscape effectively.

Having a clear and practical strategic vision is cru­cial, aligning our efforts and goals. Empowering our team members, fostering growth and collaboration, is essential, as a motivated team drives our achieve­ments.

Data-driven decision-making guides our strate­gies, ensuring evidence-based choices. We prioritize a customer-centric approach, listening to feedback and exceeding expectations. Resilience and problem-solv­ing are key, turning challenges into learning oppor­tunities.

Ethical leadership, corporate social responsibil­ity, and sustainability are non-negotiable. Building strong industry relationships, calculated risk-taking, and measuring and celebrating success drive our pos­itive outcomes.

These principles collectively guide us towards con­tinuous growth and success at Herbal Pharm, with the dedicated efforts of team members like Thet Htar, AVP of Digital Administration, and Kinki Huang, AVP of Creatives.

How do you predict the market going for­ward? In light of your strong professional experience, what would be your advice to budding industry leaders?

Sustainability will remain a driving force, with eco-friendly and socially responsible solutions in high demand. Digital transformation will continue to evolve rapidly, necessitating technology adoption and enhanced customer experiences through digital channels. Health and wellness will maintain a glob­al focus, driving demand for preventive healthcare products. Regulatory changes will require vigilance and compliance. Resilient supply chains, personal­ization, and global expansion opportunities will also shape the landscape.

For budding industry leaders, I offer some advice based on my experience. Embrace adaptability, ethics, and a customer-centric approach. Commit to contin­uous personal and organizational growth. Stay in­formed about industry trends and regulatory chang­es. Be open to technology and digital transformation. Prioritize sustainability and social responsibility. Fi­nally, conduct thorough research before expanding into new markets. With the right mindset and strat­egies, budding leaders can navigate challenges and seize opportunities in the dynamic nutraceutical in­dustry.

What is the future destination you are headed towards?

What lies ahead as my role as COO of Herbal Pharm unfolds is a journey aimed at establishing a future marked by sustainable growth, innovation, and a last­ing positive impact on both our industry and the com­munities we engage with. I envision a company that thrives amidst the ever-evolving business landscape while also actively enhancing the well-being of our customers, employees, and the broader global com­munity. Our unwavering commitment to our core values, our relentless pursuit of excellence, and our aspiration to create a significant and positive change in the nutraceutical sector will be the guiding forces propelling our path forward.

Logeswari Shivaprakash, COO, Herbal Pharm

She is a seasoned Chief Operating Officer, whose career spans over 15 years of dedicated leadership in IT and Supplement sectors. Logeswari's distinguished background is underscored by a history of successfully conceiving and executing strategies that foster business growth and elevate operational efficiencies. Her skill set includes adept team management and the cultivation of robust stakeholder relationships, all pivotal in ensuring the triumphant journey of organizations she engages with.