In an interaction with Rajesh Rajgor, Sanjay Kumar Chatterjee, Founder and CEO of Snowmax Logistics, discussed the company’s rapid rise since its founding in February 2021, its innovative approach in cold chain logistics, and the strategic rebranding to ICEAN. Highlighting Snowmax’s robust fleet, advanced technology, and commitment to driver welfare, Chatterjee detailed their hub-and-spoke operational model and customized cold boxes. He emphasized the company’s strong presence in the food and FMCG segments and plans to expand into pharmaceuticals and fresh produce, as well as geographic expansion in Gujarat, Uttar Pradesh, East and the Northeast. Chatterjee also outlined ambitious revenue targets, fleet upgrades, and a commitment to sustainable growth and net-zero emissions, positioning Snowmax for continued success in India’s logistics industry.
Snowmax Logistics Private Limited, established in February 2021 by Sanjay Kumar Chatterjee and co-founder and COO Chethan Rao, has rapidly become a prominent player in the logistics and supply chain industry in India. Chatterjee, the company’s Founder and CEO, brings over two decades of experience in logistics and supply chain management, having held leadership positions at Mahindra Logistics, Leeway Logistics, TruxApp, and SICAL Logistics. This wealth of experience has been instrumental in shaping Snowmax into a company that delivers world-class innovative logistics solutions, particularly in the Cold Chain sector.
“We strive to enhance and refine the logistics industry with continuous innovation in cold chain logistics solutions,” says Chatterjee, highlighting the company’s commitment to utilizing cutting-edge technology to offer affordable and efficient services across India. This commitment is reflected in the company’s recent rebranding effort. On January 1, 2024, Snowmax launched its new brand “ICEAN,” a name derived from the words “ICE” and “OCEAN.” This name not only signifies the cold temperatures essential for maintaining product integrity but also the vastness and global reach of the logistics industry. “The launch of ICEAN was crucial to align with evolving customer needs and stay ahead of trends,” he explains, emphasizing the strategic importance of this rebranding in fostering a stronger connection with customers and positioning the company for future success.
Fleet and Customized Solutions
Snowmax operates a fleet of over 110 vehicles, with more than half being company-owned and the rest belonging to business associates. These vehicles, which include models from Tata Motors, Ashok Leyland, and Mahindra, range in capacity from 0.75 tons to 15 tons, offering complete load flexibility. “We provide vehicles that can carry from 0.75 tons to up to 15 tons, ensuring we can meet the diverse needs of our clients,” shares Chatterjee. The maintenance of this extensive fleet is managed by a dedicated operations team located in major Indian cities such as Bangalore, Belagavi, Chennai, Hyderabad, Mumbai, Pune, Delhi/NCR, and Ahmedabad. He credits COO Chethan Rao for his technical expertise in vehicle, container, and refrigeration unit maintenance. “All our vehicles are serviced at authorized service centers, using genuine spare parts to ensure high service quality,” he adds.
Drivers are a critical component of Snowmax’s operations, especially given the company’s focus on transporting perishable products. Chatterjee emphasizes the company’s efforts to support and incentivize its drivers, ensuring they are well-compensated and motivated. “We take care of timely payment of their monthly salaries, overtime, and food expenses. We also give them incentives for exceptional work and provide proper training,” he says. This attention to driver welfare is crucial for maintaining high standards of service.
Snowmax’s operational model is based on a hub-and-spoke system, facilitating efficient long-haul and last-mile deliveries. For example, larger vehicles transport goods from major hubs like Belgaum to cities such as Mumbai and Hyderabad, where the goods are transferred to smaller vehicles for final delivery. “Our presence in all major cities helps us organize a proper hub-and-spoke model for our customers,” Chatterjee, reveals.
Tailored Cold Boxes and Advanced Tech
The company’s cold boxes, manufactured by reputable firms like ICE Make, Sub-Zero, and Suraksha, are tailored to meet specific client requirements. These boxes are equipped with frozen refrigeration units, providing the flexibility to transport both frozen and chilled products. “We customize the cold boxes based on the needs of our customers, including making multiple chambers for transporting products at different temperatures in the same vehicle,” he says. This customization capability recently led to the creation of 30 new cold boxes for Jubilant Foodworks.
Selecting suppliers for these cold boxes involves rigorous scrutiny by Snowmax’s technical team, which evaluates the materials used, production capabilities, and quality of work. “We ensure suppliers provide proper thickness of walls and use appropriate density of PUFF and marine wood in the boxes,” he emphasises. Additionally, all vehicles are equipped with refrigeration units from renowned brands like Carrier and Thermo King, ensuring reliability and flexibility.
Several factors differentiate Snowmax from its competitors, including load flexibility, multi-temperature trucks, well-trained manpower, and advanced technology. The company’s trucks are fitted with advanced GPS and temperature sensors, allowing for real-time tracking and control. Chatterjee highlights, “Our control tower monitors data regularly, and we provide login access to our customers for real-time tracking,” Although Snowmax currently does not own cold storage facilities, it offers cold storage management services through rented spaces, serving clients like Sumeru, Loyal Hospitality, and Keventers. “We have plans to build our own cold storage facilities and expand our warehousing business in the future,” he reveals.
Clientele and Operations with Ambitious Growth Plans
Snowmax’s impressive client list includes major names like Jubilant Foodworks, Suguna Foods, Zomato, ITC, Britannia, Licious, Fresh to Home, Godrej Tyson, ID Fresh, Kwality Walls, Havmor, and Mercley’s. The company primarily serves the food and FMCG segments and is now looking to expand into pharmaceuticals, vegetables, fruits, and dairy. “We are very strong in the food and FMCG segment, but we see potential in other areas like pharmaceuticals and fresh produce,” Chatterjee says.
Geographically, Snowmax has a strong presence in Karnataka, Telangana, Andhra Pradesh, and Tamil Nadu in the South; Delhi/NCR, Punjab in the North and Maharashtra, Gujarat in the West. The company plans to focus on expanding its presence in Gujarat, Uttar Pradesh, and the Eastern and Northeastern regions.
Snowmax’s growth strategy includes significant revenue targets and fleet expansion. The company, which is profitable from day one, aims to increase its annual revenue from INR 15 crores to INR 25 crores in the next financial year, with a goal of reaching 100 crores within four years. “We are committed to sustainable revenue growth and net zero emission goals set by the government of India,” he shares. The company is also keen on transitioning to BS-VI compliant vehicles and incorporating electric and LNG vehicles into its fleet as soon as they become available from reputable Indian OEMs.
Reflecting on client success stories, Chatterjee shares how Snowmax’s dedication to service has helped build strong relationships. “For Suguna Foods, we started with two vehicles in Delhi/NCR and now we are one of their major transport service providers. Similarly, for Jubilant Foodworks, we secured a long-term contract for 30 trucks based on our reliable service,” he proudly states.
With a strong foundation and ambitious plans for the future, Snowmax Logistics is poised to continue its upward trajectory, delivering innovative and reliable logistics solutions across India.
