Krishna brings close to a decade of enterprise sales experience across SaaS, data and digital platforms

National, 6th October, 2026: Genefied, an enterprise SaaS company working in supply chain traceability, anti-counterfeiting and loyalty technology, has promoted Krishna Khandelwal, who has been associated with the company since the beginning, to Chief Sales Officer. He moves up from Vice President, Sales, and will now own revenue strategy and enterprise expansion across the company’s product suite.

The association began some years earlier, and not in a hiring context. Founder and CEO Ayush Jhawar first met Krishna at a coffee shop, in a conversation unrelated to any role at the company. What stood out, by Ayush’s account, was that Krishna approached business conversations through the problem rather than the product. When Genefied was building its team, Krishna was the first person Ayush reached out to. He has grown with the company since, taking on larger responsibilities over the years before stepping into the role of Vice President, Sales.

“I met Krishna at a coffee shop, long before either of us was talking about a job,” said Ayush Jhawar, Founder & CEO, Genefied. “It was an ordinary conversation, but what stayed with me was that he was already thinking in terms of solutions rather than products. He came in to build business development and has grown into every role we have given him since. He has never sold this business as a set of features. He sits with a brand, works out where their supply chain actually breaks, and builds the case from there. He has been operating at this level for a while now, and the title is catching up to the work. He has grown with our products, and he understands what we stand for. That grounding is what we want, leading the sales function into new markets and new categories.”

That approach has since been tested across Genefied’s enterprise business. The company’s loyalty and traceability platforms are currently used by over 110 brands across FMCG, cosmetics, wires and cables, plywood, apparel and hosiery, auto and ancillaries, and chemicals and fertilisers.

Under the expanded mandate, Krishna will steer go-to-market execution across SupplyBeam, GenuineMark, Rewardify and DWAM, with a focus on multi-product adoption within existing accounts and entry into new categories.

He steps into the role with close to eight years in enterprise technology sales across data, SaaS and digital platforms. At Genefied, he has led the downstream supply chain conversation with CXOs and senior decision-makers, a category of deal that typically involves long cycles, multiple internal stakeholders and a business case that has to survive procurement scrutiny.

About Genefied

Genefied is an enterprise SaaS provider specialising in channel loyalty and supply chain traceability, alongside anti-counterfeiting and digital warranty management. Its platform helps brands build and retain their distributor, retailer and consumer networks through Rewardify, while giving them real-time visibility of product movement from plant to warehouse to the last mile through SupplyBeam.

GenuineMark secures product authenticity against counterfeiting, and DWAM turns warranty activation into a first-party data channel. Built on AWS cloud infrastructure and backed by a team of over 100 members, Genefied works with more than 110 brands across FMCG, cosmetics, wires and cables, plywood, apparel and hosiery, auto and ancillaries, and chemicals and fertilisers, helping them close the gap between manufacturers, channel partners and end consumers. Explore Genefied’s products, case studies and industry solutions at www.genefied.ai