JAS Worldwide
6195 Barfield Rd.
Atlanta, GA, USA
Sonal Singhal never planned to work in freight forwarding. She had always aspired to be a doctor. Fate, however, had other plans for her when she stumbled upon a summer job in a freight forwarding company. Little did she know that this serendipitous opportunity would lay the foundation for her inspiring career in logistics.
Fast forward more than 20 years, and now a seasoned veteran in the industry, Sonal joined JAS in 2020, where her initial days were met with many challenges. With no time for doubt or hesitation, she faced them head-on. Stepping into the role of Director of Sales & Marketing for India, she embarked on a journey of building a team from scratch during a global pandemic, and leading sales – something she had never done before. "While I couldn't travel and meet teams and customers in person, I was able to use that extra time to double down on the behind-the-scenes work," she recounts.
Sonal's abilities and talents did not go unnoticed. In less than a year, she was named as Managing Director of India – making her one of just two female Managing Directors at JAS. Under her leadership, JAS India has experienced a change of culture coupled with remarkable growth and has become a pivotal player in the logistics space.
She is humble in all her accomplishments but recognizes there is still work to be done.
"I take pride in my role, but I also feel like I have a responsibility to mentor more women in this space, for leadership roles," she affirms, emphasizing the importance of mentorship, representation, and empowerment. As a woman navigating a predominantly male-dominated industry, Sonal acknowledges the challenges she's faced. "There are certain gender biases that still exist, it takes time to break those stigmas," she observes. Despite these obstacles, Sonal remains resilient, offering words of encouragement to aspiring women in the field. "Don't give up, and just keep doing your best," she advises, embodying perseverance and determination.
She is passionate about the powerful role of encouragement and mentorship, as she knows first-hand how it feels when someone believes in you more than you believe in yourself. She recalls what made her stay on at her first freight forwarding company, "I actually didn't want to stay, but the head of the organization loved my work and encouraged me that I could succeed. I think the faith and belief he showed in me then was something that influenced me to stay. And history repeated itself at JAS, where leadership has entrusted the same confidence in me and gave me an opportunity which I couldn't have dreamed for myself, at least not so soon. This is a great sign at JAS with male allies promoting inclusivity and driving the change."
Sonal remembers how that empowerment made her feel and now ingrains the same sentiment into her leadership philosophy. "Failures are yours, and success belongs to the team," she asserts, embodying a collaborative approach to leadership. She champions democratic decision-making and fosters a culture of open communication and feedback, recognizing the value of diverse perspectives.
In addition to her professional endeavors, Sonal is a devoted mother of two teenage boys and is a loving daughter. Balancing her career with family responsibilities, she finds fulfillment in nurturing her children and maintaining strong ties with her parents – all with the support of her spouse, without which it would have been impossible. "I'm trying my best to raise them as men a society would like to see," Sonal lovingly shares.
Sonal's journey is a testament to the power of passion, resilience, and dedication. As she continues to pave the way for women in logistics, her impact extends far beyond the boardroom, inspiring future generations of female leaders.
We’ve been deeply embedded in the outdoor industry for over 25 years, and that specialization really makes a difference. We understand the seasonal rhythms, the need for resilience in both product and process, and the expectations around quality. Our logistics solutions are truly omnichannel — we seamlessly support eCommerce, wholesale, and retail, and do so with technology that ensures speed, accuracy, and full visibility. Our experience with RAB is a great example of how we help brands scale and replicate success globally.
What role does technology play in delivering these capabilities?
Technology is absolutely central. Our platform is designed for easy integration, even with complex legacy systems, and gives our clients real-time visibility across the full supply chain. From customs brokerage to last-mile delivery, our systems support fast decision-making and efficiency. But technology alone isn’t enough — it’s the people behind it that drive value. That’s why our motto is “People make the difference.” It’s a mindset that shapes how we operate and how we partner.
Sustainability is a growing priority for brands and consumers. How do you integrate it into your logistics model?
For us, sustainability isn’t a trend — it’s fundamental. From optimizing transportation routes to reducing packaging waste, we look at every aspect of our operations through a sustainability lens. We’re constantly innovating to reduce environmental impact, while still meeting the speed and service demands of modern retail. And because we serve multiple regions through a single integration, we help brands consolidate and simplify their logistics footprint globally.
Looking ahead, how do you see your value evolving for outdoor brands in a rapidly changing global market?
Outdoor brands are growing fast and going global — and they need logistics partners who can keep up. Our value lies in enabling rapid deployment, scalability, and consistency across markets like the UK, EU, USA, and Australia. Whether a brand is launching a new channel or expanding into a new region, we make that growth easy. We’re outdoors people ourselves, and that gives us a genuine understanding of the mission behind the products we help move. It’s more than logistics — it’s partnership, performance, and purpose.
JAS China was honored with the 2025 Panda d'Oro-Sustainability Award at the annual China-Italian Chamber of Commerce awards ceremony. The sustainability award is presented to companies that actively promote green business practices and environmental responsibility. The recognition acknowledges JAS’s commitment to sustainable development and implementing strategies that have a real impact on business, society and environment. Cissy Lu, Chief Commercial Officer of JAS China, and Mario Tasso, Regional Account Manager JAS APAC, accepted the award on behalf of the company.
“This recognition belongs to every team member who has contributed to our sustainability journey. We will continue to drive green logistics innovation and corporate responsibility, contributing to a more sustainable future in China,” said Cissy Lu.
JAS's Commitment to Sustainability
A look at JAS China’s continuing efforts in environmental, social, and governance (ESG) excellence.
Key Achievements
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JAS is proud to be part of Lufthansa Cargo’s expanded network to Italy through its partnership with ITA Airways—and to be on board one of the inaugural flights from Brazil to Italy on June 16.
As part of our ongoing commitment to a more sustainable future, we booked the “Sustainable Choice” Add-on Service and purchased an additional 10,000 liters of Sustainable Aviation Fuel (SAF) to help reduce CO₂ emissions from the very start.
Together with Lufthansa Cargo, we're helping to shape the future of greener supply chains.
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