Eugene Panfilov: Leading cross-cultural teams in India and Brazil, driving growth in delivery

(March 21, 2025) As Managing Director of Borzo in India and Regional Director for Brazil, Eugene Panfilov is driving efficiency and impact in the delivery business through cross-cultural teams. A seasoned professional with extensive experience across countries including India, Brazil, China, Germany, Malaysia, and the Philippines, he has developed a deep understanding of consumer behavior and regional business environments while continually refining his expertise. Eugene describes India as a “beautiful country,” where he has spent the past 10 years building Borzo (formerly WeFast) into a logistics technology company, expanding its operations across 22 cities. In an interview with Global Indian, he shares what drives him as a professional.

Key Highlights:

• Passion for Cross-Cultural Experiences – Thrives in diverse markets, shaping leadership and strategy through global exposure.
• Commitment to Learning – A lifelong learner, from engineering to Stanford leadership training, driving adaptability and growth.
• Thriving on Challenges – Enjoys building businesses from the ground up, embracing tough markets and pushing innovation.
• Global Leadership – Champions adaptability, resilience, and cultural sensitivity as core qualities of effective leadership.
• Work-Life Balance – Maintains balance through swimming, nature travel, and reading on business and leadership.

Flash Back

Born in Russia, Panfilov completed his engineering degree in automation technology from Russia and later completed his master’s degree, with a focus on Sinology from Nankai University, China. His passion for linguistics and exploring new cultures has always been a driving force in his life. “One of my earliest stints was as project manager at the Industrial Technology Research Institute. It was also my first professional assignment that provided exposure to the international market acting as a bridge to facilitate international technology cooperation between the two countries. After spending a decade in my home country, I moved to Germany for a role of business manager, handling Eastern Europe and thus began my cross-cultural journey,” he says. In the middle of his career, he undertook a leadership programme from Stanford University which helped him strengthen leadership and strategy aspects enabling a C-suite roadmap.

Globe Calling

With a career that has taken him across different countries and industries, Panfilov’s diverse experiences have shaped both his professional journey and personal growth. “Working in various global roles spanning over two decades has been immensely enriching. It has allowed me to develop a deep understanding of different cultures, markets, and industries. Moreover, I have been able to closely understand consumer behaviour across the world and shaping strategies for businesses enabling regional dominance and global success,” he avers. His international exposure has expanded his leadership portfolio with different geographical teams, fostering adaptability and cross-cultural sensitivity. “Personally, it’s fuelled my intellectual curiosity and dedication to continuous learning,” he adds.

Delivery Details

At Borzo India, Panfilov is working steadfastly to revolutionise the delivery business and is of the opinion that one’s work and performance speak volumes about them. “Hence, I prefer to keep a balanced view and profile. But one aspect that I would like to emphasise would be that if a business wants to go from scratch to the top three in a tough market, I relish such challenges and that’s what I bring to the table,” he says. Having joined during Borzo’s early international expansion phase, right when the Indian unit was taking its first steps, he is aware of the numerous challenges when business begins operations in a new market. And with Borzo he learnt all the way right from legalities to marketing, sales and operations to finance while ensuring capital sensitivity.

“Today, we stand as one of the top three players in India’s on-demand delivery sector,” Panfilov says with pride. As the Managing Director of Borzo India, his focus is on enhancing operational efficiency and service delivery by streamlining regional and national operations. “We have expanded to 22 cities in India under my leadership, with plans to expand operations in each city. I aim to build a cohesive, cross-cultural team that prioritizes both operational excellence and customer satisfaction, positioning Borzo as a leader in the delivery business. Technology will play an important role for me to grow Borzo as a technology focused last-mile delivery company in India,” he adds.

Supply Chain

The supply chain industry is experiencing a significant shift due to technological advancements. Companies, such as Borzo, are utilizing advanced algorithms to optimize deliveries, resulting in quicker, more cost-effective, and precise services. This data-centric approach not only boosts operational efficiency but also enhances customer satisfaction, illustrating the changing dynamics within the sector. “From an industry perspective, the incorporation of AI, ML, IoT, RFID, and other advanced technologies is revolutionizing supply chain management. These innovations are not merely improving existing processes; they are fundamentally transforming how goods are transported from origin to destination,” he explains.

Being Motivated

Panfilov’s motivation stems from his passion for launching and driving growth in new markets, coupled with a deep commitment to building successful teams. “I thrive on innovation and strive to make a positive impact in the delivery industry. Continuous learning fuels my drive, while my interests in swimming and animals provide a well-rounded perspective on life,” he says. As an accomplished leader his advice to individuals aspiring to leadership roles is clear. “I believe aspiring leaders should prioritize adaptability, resilience, and a global mindset. Learning from diverse experiences, embracing challenges, and fostering strong interpersonal skills are crucial for effective leadership in dynamic environments. I would recommend the young achievers to focus on empathy, understanding and cultural sensitivity to form their core belief,” he says.

Lessons Learnt

His career journey has taught him the importance of adaptability, continuous learning, team building, and innovation. These lessons have shaped Panfilov’s leadership style, instilling in him a mindset of resilience, agility, and strategic thinking. And overcoming challenges is inherent in leadership roles. “By leveraging my industry expertise, cross-cultural understanding, and strategic vision, I have navigated obstacles effectively. This resilience and problem-solving approach have contributed to Borzo’s expansion and success in competitive markets,” he says.

Work-Life Balance

In his free time, he finds solace in travelling. “Though professionally I travel a lot, in my personal life, I explore naturally rich locations that are away from the bustling business cities. I spend considerable time reading business articles, leadership books and self-development write-ups. Swimming and light workouts provide me with a good balance,” he says. Looking ahead his focus remains on expanding Borzo’s presence in India and Brazil, strengthening operations, and driving innovation in the delivery business. “With a strategic vision and dedicated team, I am confident in our ability to achieve new milestones and deliver exceptional services to our customers worldwide,” he concludes.

• Follow Eugene Panfilov on LinkedIn