In Conversation With… Hitesh Sharma, Co-founder & CEO, SG Auto Assist

Can you please help us know your professional background?

I begin my career as a University Drop out to work with Hero BPO. I worked there as Customer Care Executive. With time I moved around different industries e.g. Electrical Switches, Telecom Sales, and then I moved to Allianz Global Assistance (Currently known as Allianz Worldwide Partners). I found that the profile was relevant to my passion (Cars). Then in 2016, I started SG Auto Assist (Formerly known as Sahayata Global Assistance Private Limited).

Can you please tell us about your venture ‘SG Auto Assist’?

SG Auto Assist is a roadside assistance company having its presence across India, Malaysia and Philippines with APAC Headquarters in Singapore. Since inception in 2016, we have served around 1 million customers for Emergency Car Breakdown Assistance e.g. Flat Tyre Replacement, Battery Jump-start, Car Towing, etc.

Currently, we are one of Asia’s one of the fastest growing Roadside Assistance company, ranked one of India’s Top 3 Roadside Assistance Companies, having many renowned global companies as our competitors.

We hold one of the largest fleet of more than 10,000 on-ground assistance partners across India.

What does being an entrepreneur mean to you?

For me being an entrepreneur means

  1. Eagerness to overcome more and more challenges at different levels.
  2. Satisfaction to be your own boss.
  3. Grabbing opportunity to turn your passion into profession.

What are the core values of your venture ‘SG Auto Assist’?

We at SG Auto Assist define core values as:

  • Transparency
  • Professionalism
  • Responsibilities
  • Team Work
  • Customer Satisfaction

As a business leader you must have committed a few mistakes. Which mistake taught you the best lesson?

As we all know nobody is perfect in this world. I have learnt everything from mentors, co-workers and industry veterans and have made a lot of mistakes during the execution.

The best lesson I learnt in my life is ‘Not to trust people easily and quickly.’

What are the immediate challenges that your business faces? How do you plan to overcome it?

As we are a bootstrapped company, competing with heavily funded start-ups and Global Players is difficult. Immediate challenge is cash-burn and crunch of funds to Innovate.

I and my team are working to resolve this issue by maximizing our profits and increasing revenue this year. Also, we are focusing on partnerships and associations among various stake holders of the industry.

How do you encourage your team to achieve outstanding results?

I am glad and blessed to have some industry veterans as the members of my board and Advisory Committee.

We all leadership team have an open door policy for every team member of the company. We encourage them by Internal Job Promotions, Incentivize them timely and let them the freedom to innovate by themselves.

As an entrepreneur you must be having a lot of pressure and stress. What works best for you to handle the pressure and stress?

Pressure and Stress are the ornaments of an entrepreneur. We all have to deal with the same. I handle pressure and Stress either by delegation of authority and work or by a Road Trip.

What is your vision for your venture in the long run?

The vision of the venture is very clear since inception as we want to become a global RSA (Roadside Assistance) player and a unicorn in next couple of years. We have some undisclosed expansion plans with some new line of businesses, which we may launch later this year.


*All views are that of the interviewee. UdyamGyan does not promote or endorse any claims.

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