In a feature with Business Connect India, SFL Tech Co-Founder Raja Ratandeep discusses the thinking behind SFL’s growth, the role of technology in modern logistics, and why global scale starts with stronger systems, stronger teams and deeper industry knowledge.
Business Connect India featured SFL Tech Co-Founder Raja Ratandeep in a wide-ranging conversation on logistics, technology, leadership and the company’s global ambitions.
At the centre of the interview was one clear idea:
“Think global is the new approach which we would like the logistics company to adopt to improve their productivity and development.”
For Raja, thinking global was never simply about opening offices in more countries.
It meant building logistics businesses that could operate with greater consistency, stronger technology and a broader understanding of how processes connect across markets.
That thinking shaped SFL Tech from the beginning.
Built Around Logistics, Not Around Technology Alone
The Business Connect India feature traces SFL Tech back to the operational experience of its founders.
Years spent across freight, shipping, transport and customs had exposed the complexity behind logistics execution — and the amount of manual effort, duplicated work and disconnected processes that remained across the industry.
SFL Tech was established in 2017 to address those gaps.
Rather than approaching logistics as a generic software opportunity, the company built around the operational problems its teams already understood. At the time of the interview, that meant combining CargoWise consultancy and enhancements with software development, digital tools and other technologies designed specifically for supply chain businesses.
The objective was broader than implementing technology. It was to improve how the wider operation worked.
Looking at the Operation End to End
One of the stronger themes in Raja’s interview is the importance of looking beyond individual processes.
A logistics business is made up of highly connected functions. Customer service affects operations. Operations affect finance. Pricing, productivity, visibility and technology all influence the customer experience.
Improving one area without considering the others can simply move the problem somewhere else.
SFL Tech’s approach was therefore to look at the wider operating flow and identify where processes could be simplified, connected or automated.
That end-to-end perspective was an important part of what differentiated the business at the time — bringing together logistics specialists, domain experts and technology teams rather than asking clients to coordinate multiple providers around the same problem.
Global Ambition Requires More Than Technology
The interview also explores the leadership principles behind SFL Tech’s growth.
Raja makes the point that no single person can understand or control an end-to-end logistics organisation alone. Growth requires teams with different capabilities, leaders who stay close enough to understand operational problems, and a culture where knowledge is shared rather than protected.
That philosophy extends to delegation.
His advice to entrepreneurs is direct: “If you have to grow the company, have trust in your people and start delegating them the powers.”
For Raja, global growth was therefore as much a people challenge as a technology one.
The organisation needed the systems to scale, but it also needed people with the freedom, expertise and confidence to make decisions.
Challenging the Status Quo
The interview captures SFL Tech during a period of rapid expansion.
At the time, the business had built a presence across multiple countries and was already serving customers in more than 42 markets. Its ambition was to expand further while continuing to broaden the technology capabilities available to logistics businesses.
But the principle behind that growth was already clear. Raja described SFL Tech’s mission as: “Persistently challenging the status quo.”
That meant questioning where logistics processes were unnecessarily difficult, where technology could remove friction and where new approaches could create better outcomes for customers and partners.
The Business Connect India feature provides an early view into the thinking behind SFL Tech’s international growth — and the combination of logistics knowledge, technology capability and leadership discipline that supported it.
Read the full Business Connect India feature with Raja Ratandeep.
Read the original interview: https://businessconnectindia.in/sfl-soft-freight-logic/
.png)
.png)
.png)
