The Bel Group Appoints Alamjit Singh Sekhon to Lead SE Asia Market

The Bel Group, a global leader in branded cheese and healthy snacking, has announced the appointment of Alamjit Singh Sekhon as General Manager- South East Asia. With an extensive portfolio including iconic brands such as The Laughing Cow, Kiri, Babybel, Boursin, Nurishh, Pom’Potes, GoGo squeeZ, The Bel Group is committed to delivering healthier and more responsible food, aligning with their philosophy- "For All, For Good." In his new role, Sekhon will be responsible for driving growth and spearheading the Group’s business across the entire South East Asian zone.

Prior to this appointment, Alamjit Singh Sekhon headed Bel India for over 5 years. As the first employee in India, he was responsible for establishing The Laughing Cow’s brand presence and managing its business operations in the region. He played a pivotal role in building the team, business and brand across India, and firmly anchored The Laughing Cow into the minds of consumers. Under his leadership, the company received the prestigious ‘French Group of The Year’award, given by Mr. Edouard Phillipe (Ex-PM of France) at the Indo-French Business Awards 2022. He was also awarded Business leader of the year in the ET Ascent 2022 awards in addition to being rated among the top Chief commercial officers in the country. Additionally, the brand, The Laughing Cow won multiple awards for campaigns and products at E4M Indian marketing awards, Zee Kyoorius Creative Awards, mCube Master of Modern Marketing awards, Channelier FMCG Awards, etc. Sekhon is moving on from this position recently, following the announcement of a joint venture between Bel India and Britannia Industries, named Britannia Bel Foods. He played a vital role in establishing the joint venture between the two companies, and helped seamlessly integrate Bel’s business into the new joint venture.  He has a remarkable track record in the FMCG industry, with nearly two decades of experience working with industry giants like Nestle- Maggi which is a household name and Kellogg’s.

As General Manager, South East Asia, Sekhon will focus on scaling up Bel’s operations and adapting to local preferences, building on the success of the South East Asia market.

“I am eagerly looking forward to establishing and growing The Bel Group’s presence in South East Asia, with the help of our highly committed and motivated team. With a GDP of over US$10 trillion, this market is in the top five economies in the world. We would like to see Bel be recognised as an innovative player in the healthy snacking category in the region. We also aim to drive business growth significantly and sustainably by reaching new consumers and expanding Bel’s footprint across the key markets of South East Asia. Having learnt from the successful journey of Bel India, we are committed to developing the nascent cheese category and firmly establishing our presence in this dynamic region.” says Alamjit Singh Sekhon. As per his LinkedIn post, this is another exciting region for Bel and his journey.

Bel is dedicated to offering top-quality food and snack products that are both healthy and delicious, aligning to their brand mission of ‘For All. For Good,’.   Currently serving consumers in Indonesia, Singapore, Malaysia, Thailand and Cambodia, Bel envisions growth in potential markets like the Philippines, Laos, Brunei and Pakistan among others. The goal is to offer delicious, nutritious, and accessible products, addressing nutritional deficiencies and driving growth in the South East Asia region.