Discover the extraordinary career of P.S. Atree, Managing Director, P.S. Atree & Co., from pioneering customs clearance to leading DCBA as president. His advocacy for industry reforms and embrace of IT transformed logistics, shaping a dynamic future for India’s cargo operations.
His journey highlights the shift from humble start to leading logistics transformation
P.S. Atree’s career in cargo and logistics commenced in 1972 as an executive at a private limited company in television manufacturing. His role included customs clearance for imported electronic components essential for TV production. In 1989, he acquired a Customs House Agent License, launching his own customs clearance business with a single employee in a small, rented office. Over time, the enterprise expanded significantly, evolving into a private limited company by 1998. Atree’s adoption of advanced information technology and commitment to transparent customs clearance services attracted multinational corporations involved in manufacturing and service provision. His journey underscores a transformative shift from modest beginnings to a pivotal role in shaping modern logistics practices in India. Today, with over 70 employees, his firm continues to thrive, embodying his dedication to efficiency and innovation in the logistics sector, vital for navigating the complexities of international trade and customs compliance.
Leading transformation
During his tenure as President of DCBA from 2015 to 2019, re-elected in 2017, P.S. Atree spearheaded pivotal reforms in customs clearance procedures. His leadership ensured streamlined operations and improved facilities for customs brokers across various locations. Under his stewardship, DCBA achieved landmark milestones such as securing “freehold” status for association premises, resolving bureaucratic hurdles, and implementing the Single Window Project for seamless online customs documentation. Atree’s proactive approach included outreach programs with GST Departmental Officers to educate members on new GST regulations, enhancing compliance and efficiency. His commitment to punctual and productive meetings fostered a cohesive environment within the Managing Committee, facilitating timely decisions and strategic initiatives. Seminars organised during his tenure addressed critical issues like obtaining NOCs from government agencies, further smoothing the import clearance process. Atree’s legacy at DCBA reflects his dedication to advancing industry standards through innovation and collaboration, setting a benchmark for effective leadership in logistics and customs brokerage.
He emphasises hard work, honesty, and transparency for trust and growth
Harmonising stakeholder relations
During his tenure, P.S. Atree focused on nurturing positive relationships with Customs Department officers, PGAs, and other stakeholders critical to customs clearance, including custodians, consolidators, shipping lines, airlines, and banks. Known for his proactive approach, Atree personally addressed and resolved issues faced by association members, ensuring swift resolutions. Throughout his leadership at DCBA, decisions were consistently unanimous, fostering unity and effective governance. He placed a strong emphasis on transparency, keeping business partners informed about compliance with customs laws and procedures, and ensuring timely cargo deliveries. Utilising advanced information technology software, Atree provided real-time updates to traders on their shipment statuses, enhancing operational efficiency and trust within the logistics sector. His dedication to collaborative engagement and meticulous stakeholder management set a standard for effective leadership and industry best practices in customs brokerage and logistics.
Vision for India’s logistics future
P.S. Atree reflects on the evolution of logistics in India, emphasising the profound impact of computerisation across the government and private sectors. He underscores the necessity of adopting cutting-edge IT innovations to sustain competitiveness in the global marketplace. Atree observes that advancements in IT within freight forwarding have significantly reduced both time and transaction costs associated with international trade. He advocates strongly for the implementation of eco-friendly practices, such as the use of electronic vehicles and sustainable IT solutions, among freight forwarding companies. Atree remains optimistic about the future growth of India’s logistics industry, predicting continued advancement driven by technological integration and strategic adaptation to global trade dynamics. His vision aligns with India’s expanding economy, suggesting that ongoing progress in logistics will parallel broader economic development, reinforcing the sector’s pivotal role in shaping India’s global trade footprint.
Insights for future leaders
Throughout his 35-year tenure in customs clearance and logistics, P.S. Atree has witnessed significant industry transformations. He underscores the shift towards digitalisation, highlighting how IT advancements have streamlined processes and reduced paperwork, aligning systems with global standards. Atree advises aspiring professionals to stay updated on IT innovations and understand the intricacies of customs laws crucial for navigating international trade.
He stresses the importance of core values like hard work, honesty, and transparency in building trust with stakeholders and driving sustainable growth. Atree is optimistic about the future of India’s logistics sector, foreseeing continued advancements driven by technological integration and adherence to these principles. He believes embracing change while maintaining these values will pave the way for success in customs clearance and logistics, ensuring India’s position in the global trade arena.
