CEO Insights Magazine

In any business, the role of a General Director (GD) is crucial, especially in a rapidly evolving market like Vietnam. Primarily responsible for steering the company towards its strategic goals, a General Director oversees daily operations, and ensures that the organization remains competitive and innovative. In Vietnam, where businesses face a dynamic economic landscape, GDs must adapt to changing market conditions, foster strong relationships with stakeholders, and lead their teams with vision and integrity. They also play a significant role in navigating regulatory environments and ensuring compliance with local laws.

Le Thanh Ngoc, General Director, INDE JSC reflects these leadership qualities. INDE, established in 2000, entered the market at a time when the concept of Corporate and Promotional Gifts was still very new in Vietnam. With Vietnam’s economic reforms and the entry of multinational companies, Ngoc saw a unique opportunity. As a recent university graduate with a passion for apparel, she began by offering products like polo shirts, T-shirts, hats, and bags with branded logos. Over time, under her leadership, INDE diversified its product offerings and focused on creativity and innovation to meet evolving customer needs. This dedication to innovation is reflected in the company's name, INDE, which stands for ‘Innovation and Development’. Through Ngoc’s strategic vision, INDE has grown into a leading player in Vietnam's promotional products industry. Let’s dive in to know more.

How have these experiences benefited your leadership as General Director at INDE JSC?

I finds my experiences immensely beneficial in my leadership role as General Director at INDE JSC. I consistently emphasizes to my team the importance of treating each customer as though they are the only one, paying close attention to every detail of the product and responding promptly to requests. By wholeheartedly committing to each brand, INDE has earned the trust of its clients. I would like expresses deep gratitude to my staffs, acknowledging their dedication to this philosophy over the years. Their commitment has been key to INDE's success and ongoing growth, reinforcing the company's reputation for exceptional service and quality.

What best practices do you share with your team based on your experience in meeting customer needs?

In starting my business, I personally navigated all stages, from product research and collaborating with factories to engaging directly with customers. This firsthand experience gives me a deep understanding of the challenges each department encounters. Consequently, our company develops customized solutions for each stage to deliver the best products and services to our clients. I view every opportunity to gain customers' trust as a chance to enhance their brand image through our promotional products, ensuring we create beautiful and memorable representations of their brands.

What are the service standards you ensure the team follows to maintain the company’s position as one of the leading companies providing business gift solutions, promotional gifts and top advertising products?

To maintain our position as a leader in business gift solutions, promotional gifts, and advertising products, I ensure our team follows a structured, high-standard service system. I believe that consistent, excellent service is only possible with a well-organized management system and dedicated, compliant employees. That’s why I implemented an operational framework based on ISO 9001:2015. This certification helps us maintain quality and efficiency across all departments. I am convinced that a sustainable system is key to long-term growth, allowing us to continually meet our customers' expectations while delivering top-notch products and services.

How has been your path to success and what is your success mantra?

My journey to success revolves around 'Innovation and Development,' which serves as my guiding principle. Our success mantra, 'Set your brand on top,' reflects our commitment to elevating our clients' brands. This mantra is not only central to my personal philosophy but also serves as our company slogan, driving us to continually strive for excellence and help our clients stand out in the marketplace.

Where do you envision yourself in the coming years, and what is your future roadmap?

To celebrate INDE’s 25th anniversary, both our past and future must align with global trends. I often remind my colleagues to reflect on the past 5 or 10 years. Without embracing change, INDE may not have remained relevant in the market. Moving forward, we must continue to adopt the mindset of 'Innovation and Development’, ensuring that we evolve and adapt to maintain our position and success.

How do you view the future of the market? What opportunities should emerging industry leaders watch for, and what advice would you give them?

Climate change and CO2 emissions are critical challenges facing industries worldwide, including the Corporate Gifts and Promotional Gifts sector. To create a greener, more sustainable future, it is essential for us, our suppliers, and customers to collaborate toward this common goal. I'm excited to share that our company received EcoVadis Gold certification in August 2024. EcoVadis is a globally recognized assessment platform that evaluates businesses’ sustainability across four key areas, namely environmental impact, labor standards & human rights, ethics, and procurement practices.

While new leaders will find numerous opportunities, they will also face challenges due to market fluctuations. My advice to young leaders is to cultivate passion, determination, and a spirit of exploration, as these qualities are vital for achieving success.

Le Thanh Ngoc, General Director, INDE JSC

Le Thanh Ngoc is the General Director of INDE JSC, a leading provider of business gift solutions and promotional products in Vietnam. With a strong commitment to innovation and development, she has guided INDE since its inception in 2000, navigating the challenges of a rapidly evolving market. Under her leadership, the company has diversified its offerings and earned recognition for quality and sustainability, including EcoVadis Gold certification in 2024. Ngoc emphasizes the importance of collaboration and customer trust, striving to elevate client brands through exceptional service and creative solutions. She is dedicated to fostering a greener future within the industry.