In a world where disruption is the new normal, Mohandas Menon, a veteran Contract Logistics Strategist, argues it’s time to retire the term ‘Supply Chain’. With over 30 years of experience, he champions a shift toward ‘Demand Chains’ — dynamic systems driven by consumer expectations. In this article, he explores India’s logistics evolution, the strategic edge of resilience over agility, and why collaboration is true currency of progress.
The Chain Has Always Moved — But Never Like This… I’ve always believed that supply chains are, by nature, in motion. They’ve never been static. But what’s changed in recent years is the magnitude of that motion. The pace of change, the intensity of uncertainty, and the unpredictability of disruption have all accelerated. We’re no longer dealing with occasional shocks — we’re operating in a state of continuous volatility.
That’s why I believe it’s time to rethink the very language we use. “Supply chain” suggests a linear, upstream-to-downstream flow. But in today’s world, there’s no such thing as a supply push. Every action — from sourcing to production to delivery — is triggered by demand. The consumer is the starting point. What we’re really managing are demand chains: dynamic, responsive systems built around evolving expectations of speed, personalization, and convenience.
FROM BACKSTAGE TO BOARDROOM: LOGISTICS TAKES CENTRE STAGE
Before 2020, logistics was often seen as a back-office function — critical, yes, but rarely discussed at the highest levels. Then came the pandemic. Suddenly, supply chains were front-page news. Boardrooms were talking about port congestion, container shortages, and last-mile delivery challenges.
I often say that just as we humans received vaccines, global supply chains got their first “resilience vaccine.” We learned to expect disruption and build buffers. But the world didn’t stop throwing curveballs. From geopolitical tensions to climate shocks, the need for resilience has only grown. We now need booster doses — not just to survive, but to thrive.
The real test of a strong economy isn’t whether disruptions occur — they always will. It’s how quickly and intelligently we recover from them.
INDIA’S LOGISTICS EVOLUTION: FROM FAST TO SMART
India’s logistics landscape has transformed dramatically in the past decade. The introduction of GST was a turning point. It removed the distortions of tax-based warehousing and allowed companies to design networks based on speed-to-market and cost-to-market — not compliance.
Then came the PM Gati Shakti master plan, which brought a new level of structural integration. By focusing on multimodal connectivity — road, rail, coastal, and inland — we’re building a logistics backbone that’s not just faster, but smarter.
We’re no longer just trying to move goods quickly. We’re designing systems that are intelligent, adaptive, and efficient. India is finally moving from being fast to being smart — and that’s a game-changer.
THE PERFORMANCE GAP THAT HIDES A GIANT OPPORTUNITY
According to the World Bank’s 2023 Logistics Performance Index, India ranks 38th out of 139 countries, with a score of 3.4. A score of 3.6 would place us in the “logistics-friendly” category. That may seem like a small gap, but in reality, it represents a massive opportunity.
Imagine the transformation when a country of 1.4 billion educated, ambitious people become not just the fastest-growing economy, but one of the most logistics-efficient. That’s not just a national milestone — it’s a global shift. I believe that transformation is already underway, and it’s giving a few global competitors sleepless nights.
AGILITY IS TACTICAL — RESILIENCE IS STRATEGIC
There’s a lot of talk about agility in our industry — and rightly so. Agility helps us respond quickly to change. But agility is tactical. Resilience is strategic.
Resilience is about long-term readiness. It’s the structural immunity of a system. It’s what allows us to absorb shocks, adapt, and emerge stronger. Even globalization, once celebrated for its efficiency, is being reimagined. Nearshoring and onshoring are back in the conversation. We’re not abandoning global networks — we’re redesigning them to be more regional, more adaptive, and more resilient.
Resilience isn’t something you engineer in a spreadsheet. It’s something you cultivate — in boardrooms, on factory floors, and across ecosystems. It’s a mindset that accepts uncertainty as a constant and treats agility as a habit.
COLLABORATION IS THE LIFELINE OF MODERN LOGISTICS
As someone who’s worked across industries and continents, I’ve seen one truth play out again and again: no company can achieve logistics excellence alone. Collaboration isn’t a strategy — it’s a lifeline.
Shared visibility, data transparency, and collective accountability are the new pillars of performance. That means breaking down silos — not just within organizations, but across entire value chains. It means treating partners not as vendors, but as extensions of your own operation. In logistics, isolation is inefficiency. Excellence thrives in networks. And in an age of disruption, our collective resilience will determine how far and how fast we progress.
DESIGNING FOR DISRUPTION: A NEW LEADERSHIP IMPERATIVE
If we accept that disruption is here to stay, then we must design for it. That means building systems that are not just efficient, but elastic. It means investing in predictive analytics, digital twins, and scenario planning. It means empowering teams to make decisions at the edge — not just at headquarters.
It also means rethinking how we measure success. Are we rewarding speed at the expense of sustainability? Are we optimizing for cost while ignoring risk? Are we designing for the next disruption — or still reacting to the last one?
These are the questions I believe every logistics leader must ask — and answer — today.
THE NEXT FRONTIER: TECHNOLOGIES THAT WILL RESHAPE LOGISTICS
While we’ve made great strides in digitization, I believe the most exciting technological breakthroughs are still ahead of us.
Artificial intelligence will evolve from forecasting tools to autonomous decision-makers. Blockchain will bring tamper-proof traceability to global networks. Robotics and automation will redefine warehouse operations, while drones and autonomous vehicles will revolutionize last-mile delivery.
The Internet of Things will create hyper-connected ecosystems, enabling real-time visibility and proactive intervention. Advanced analytics will allow us to simulate disruptions before they happen — and design smarter responses.
These technologies aren’t just tools. They’re enablers of a new logistics paradigm — one that’s intelligent, adaptive, and resilient by design.
INDIA’S LEADERSHIP MOMENT
Looking ahead, I’m optimistic. By 2030, I believe India won’t just be a logistics hub — it will be a resilience benchmark. A nation that turned complexity into capability, and agility into advantage. This transformation won’t be driven by infrastructure alone. It will be powered by leadership — by those who embrace uncertainty, foster collaboration, and design systems that thrive in disruption.
Ultimately, resilience begins with leadership. It’s not just about strategy or systems — it’s about mindset. Leaders must be willing to challenge legacy thinking, empower cross-functional teams, and embed adaptability into every layer of the organization. In logistics, where the unexpected is routine, leadership must be anticipatory, not reactive.
We need leaders who see volatility as a design principle, not a threat. Who prioritize shared accountability over isolated excellence. Who understand that resilience isn’t a destination — it’s a discipline. As we move into an era defined by demand chains, digital ecosystems, and global interdependence, leadership will be the true differentiator. And I believe India is cultivating exactly that kind of leadership — bold, collaborative, and ready for whatever comes next.
In the end, resilience isn’t just a corporate goal. It’s a shared mindset — one that unites boardrooms and shop floors alike, and one that will define the next era of global logistics.
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