Autobacs India had been trading for over a decade and had outgrown the systems it started with. A business that began as a small trade operation in Bangkok in 2015 and a Kerala workshop at the end of 2015 had, by 2023, grown into a nationwide distributor of imported automotive brands. However, shipments remained slow, supplier relationships were largely managed through intermediaries, and coordination between sourcing, logistics, and operations lacked the structure required to support a growing business. It was a familiar challenge for an expanding aftermarket company - and one Manu had spent her career preparing to solve.
The Training
Manu holds a BBA in International Trade and Logistics Management from Burapha University, one of Thailand's leading universities. Her career reflects the same specialization. From 2017 to 2022, she served as Divisional Manager at KB&J Logistics in Bangkok before joining Japanese manufacturer Koide as Production Manager, where she gained firsthand experience of manufacturing systems, production planning, and quality processes. She later returned to KB&J Logistics as Chief Executive Officer, leading the company until March 2024 before relocating to India to join Autobacs.
What Changed
Instead of relying on intermediaries, Manu focused on building direct relationships with manufacturers. Thailand is a major hub for pickup truck and 4x4 accessories, yet many Indian importers continue sourcing through middlemen, increasing costs and slowing operations. Under her leadership, shipment lead times were reduced from eight to ten weeks to just three to four weeks, while the international supplier base expanded from 15–20 suppliers to 46. First-pass customs clearance improved from 67 percent to 93 percent, and landed costs fell by 7–12 percent.
Today, Autobacs India represents 67 international brands, including nine exclusive India distribution rights. Its portfolio includes Profender, Aeroklas, and Option4WD from Thailand, alongside internationally recognised brands such as Warn, Borla, Fuel, Hostile, and THOR, the German technology CAN-bus active electronic exhaust system. The company also operates through 42 installation partner locations across India.
In Her Words
Pathumwadee Manu says, "The business was bigger than the way it was being run. That is not a failure - it is a normal stage. But you cannot fix it with effort alone; you need structure. We rebuilt the sourcing process first because everything downstream depends on when the parts arrive."
Alongside global sourcing, Manu also oversees human resources and organisational development, introducing structured departmental systems that replaced informal coordination and strengthened day-to-day operations.
Next
The company's next phase of growth is focused on expanding beyond 100 installation partner locations while continuing to strengthen direct manufacturer partnerships rather than simply increasing the size of its catalogue.
Outside the Business
Beyond her corporate responsibilities, Manu has trained in Muay Thai for more than a decade and continues to train. She has also worked as a professional commercial model across Asian markets and also founder of Maam Foods, a Thai culinary venture in India that builds on a food business she first launched in Bangkok in 2022.
About Autobacs India
Autobacs India, operating under Roavion Automotive Pvt. Ltd., is a premium automotive aftermarket company specialising in imported performance parts and accessories. Headquartered in Kochi, Kerala, the company represents 67 international brands and operates through 42 installation partner locations across India.
