Interview with Chonchol Gupta, CEO at Supply Chain Risk Company: Rebirth Analytics

Chonchol Gupta

We caught up with Chonchol Gupta, CEO of Rebirth Analytics, to understand the company’s vision for eliminating uncertainty and risk from global trade.

What does Rebirth Analytics do?

The globalisation of world trade has made businesses incredibly vulnerable to a much wider variety of disruption and risk throughout increasingly complex international supply chains. Business analytics has simply not kept pace with the dizzying advance of globalised supply chains, to the extent that it’s practically impossible for any business to assess and predict risk accurately across the full range of parameters.

Rebirth Analytics is building the risk information system for the global economy. Our mission is to restore resilience to world trade by enabling any business to predict their exposure to risk throughout their end-to-end supply chain – comprehensively and in real time.
Transformative equitable risk solutions | Rebirth Analytics

What makes Rebirth Analytics different?

Businesses are putting their reputations at risk every day by making decisions “blind”. There is no shortage of analytics solutions marketed at the supply chain, but they’re one-dimensional: they all focus on individual factors rather than the full range of risks affecting businesses’ worldwide operations and partnerships. It’s like a doctor trying to diagnose illnesses armed with only a thermometer.

Rebirth Analytics is the only company in the world that enables enterprises to monitor, quantify and respond to the full, multi-dimensional range of risks affecting their ability to deliver for customers and partners – from your suppliers to your suppliers’ suppliers, all the way back to the source.

Whether it’s your partners’ financial health, geographical and geopolitical developments affecting procurement and trade; from assessing ESG and exposure to slavery, to complying with constantly changing regulatory and compliance requirements – we provide the insight that enables businesses to make informed and timely decisions that will safeguard their reputation and keep international operations running smoothly.


What kind of customers does Rebirth Analytics work with?

We work with organisations running some of the world’s largest, most dynamic, and challenging supply chains. These include Neom, the biggest infrastructure project on the planet; the world’s largest airline, Emirates; and Avisa, the world’s most ethical energy and utility company.

How do you see technology changing global trade in the years to come?

Until quite recently there was a general feeling that the global supply chain ecosystem was approaching some sort of nirvana. Businesses were developing and managing dozens or hundreds of different relationships around the world, enabling them to develop ultra-lean, just-in-time procurement models.

From the pandemic to the Ever Given, recent years have shown just how vulnerable these delicate supply chains are to Black Swans. But disruption and reputational risk doesn’t just arise from single events. Businesses also need to be highly responsive to other pressures (especially from their customers) such as the imperative to demonstrate ethical sourcing and meeting other ESG commitments.

When you have comprehensive, reliable, and real-time information flows, it renews trust between buyers and suppliers based on new standards of transparency and visibility. It ensures businesses can safeguard their hard-won reputations by meeting consumer demands for ethical, reliable, and affordable products.

Most excitingly of all, it forms the basis for a new paradigm based on collaboration not competition: where every buyer and supplier feeds information into a global risk information system – reducing risk, enhancing resilience, and increasing prosperity for all.

How do you see your business growing in the next five years?

Enterprises that trade across borders are facing a period of almost unprecedented change, and not just in their supply chains. Roles are constantly evolving; whereas the questions of risk and reputation used to be for the CEO or COO alone, they are increasingly devolving upon others within the business.

In the next few years, we see our role as supporting this transformation by ensuring that anyone, at any level, and in any department has reliable information on which to base decisions that will affect the health and reputation of the whole company.

And above all, we want to bring more accountability into the global supply chain. Transparency is not something to be feared – quite the opposite, in fact. Knowing about risks before they evolve into fully-fledged crises is the foundation of a new business paradigm, where buyers and suppliers work together to create innovative solutions to developing problems. Having an accurate and comprehensive understanding of risk is the essential platform for better communication between buyers and suppliers, enabling both to build even stronger relationships that will weather whatever the world throws at us in the years to come.