With a passion for trade promotion in a career spanning over three decades promoting Indo-Swiss bilateral trade relations as Local Trade Commissioner, Ashwin Merchant believes in thriving, not surviving. He says, “It’s not just about doing business; it’s about owning your place in a multifaceted market. When I help a client make great strides and really taste success in India, that is when I am content.”

True to the saying, ‘Learn something about everything and everything about something’, Ashwin enjoys keeping pace with evolving trends. He regularly seeks out new challenges that help him hone his skills across business arenas. This is precisely how he expanded his areas of expertise to include the promotion of partnerships in the education sector. Similarly, a tryst with film tourism blossomed into long-lasting partnerships with some of the biggest names in the Indian film industry.

Speaking about his work ethos, Ashwin says, “When I undertake a project, I am driven, and with total commitment. I take it on as a personal responsibility. There should be more than just client satisfaction; expectations should be exceeded. To me, that’s true client delivery.”

When not at his work desk, Ashwin can be found tinkering with his model trains, indulging in wildlife photography, gardening, and collecting single malts.