“Success is sweeter, shared.” This belief has guided Khalid Alvi throughout his journey as a business leader. Inspired by iconic figures like Steve Jobs, Bill Gates, and Henry Ford, his greatest role model remains his father, who instilled in him the values of hard work, fairness, and compassion.
Born in Pakistan and educated in the United States, Khalid has built his leadership style around participative management. As a key enabler, he brings together people with diverse skill sets, ensuring that employees and stakeholders alike benefit from a collaborative and inclusive work environment. “I believe this has made a difference to both employees and stakeholders, and I consider this one of my successes,” he shares.
Steering Etika Holdings to Industry Leadership
In the highly competitive beverage manufacturing and distribution industry, Etika Holdings stands out as Malaysia’s only fully integrated Halal beverage company. Offering products across 18 brands in both Ready-to-Drink (RTD) and Non-Ready-to-Drink (NRTD) segments, Etika competes against both regional and global players.
Under Khalid’s leadership, Etika has leveraged its agility and decision-making speed to strengthen its market position. The company seamlessly blends Western business strategies, influenced by its partnership with PepsiCo, with the unique Japanese heritage of its parent company, Asahi Group Holdings Ltd. This strategic approach has propelled Etika to new heights.
Recognized for Excellence in People Management
Khalid’s people-first leadership has led Etika to win multiple accolades, including Asia’s Best Employer Brand Award, Excellent Employer Award, Excellence in Learning and Development, and Excellence in HR Change Management, all within 2019. Most recently, the company received recognition for Best HR Strategy in Line with Business.
“People are close to my heart,” Khalid affirms. He strongly believes that a CEO’s primary role is to manage talent effectively in partnership with a strong HR team. His leadership philosophy acknowledges that collective, participative leadership—where one plus one equals three—is the way forward.
“In today’s workplace, a leader is likely to work with individuals more capable in their respective fields. If participative management is not optimized, the intelligence and wisdom within the organization may be overlooked,” he explains. “In an authoritative environment, a leader cannot fully harness the collective knowledge and capabilities of their team.”
Expanding Market Reach Through Strategic Acquisitions
To strengthen Etika’s distribution capabilities, Khalid led the acquisition of Atlas Vending, one of the largest independent vending solutions providers in Singapore and Malaysia. This move positioned Etika as the number one player in the vending business, managing approximately 10,000 vending machines across Malaysia. The acquisition has significantly boosted the distribution of PepsiCo’s global brands, including Pepsi, Sting, Mirinda, 7Up, Revive Isotonic, Gatorade, Lipton Ice Tea, and Mountain Dew.
Additionally, Etika manufactures and markets its own range of beverages, including WONDA Coffee, Calpis, Chill Asian Drinks, Bleu Water, Kickapoo, Goodday Milk, and Dairy Champ. WONDA Coffee, in particular, has remained the fastest-growing RTD coffee brand for six consecutive years, growing at twice the category growth rate. Encouraged by this success, Etika expanded into the 3-in-1 coffee market, quickly becoming one of the top five brands within a major retail chain.
A CEO Who Makes a Difference
A top executive who can unite people with different skill sets and experiences to shape workplace policies and decisions in line with business goals is one who truly makes a difference, says Shanggari Balakrishnan, CEO of MORS Group.
With his unwavering commitment to participative leadership, talent development, and strategic growth, Khalid Alvi continues to lead Etika Holdings toward greater success—proving that success, indeed, is sweeter when shared.
