Neeraj Seth

Neeraj Seth, co-founder and Managing Director of Trufrost, calls himself an accidental entrepreneur, a transition of fate which was to eventually allow him to do what he really likes doing. He is a management graduate with a rich entrepreneurial and professional experience spanning over 37 years.

Prior to this venture, he was involved in setting up another refrigeration brand Celfrost (in 2004) which he built into one of the leading commercial refrigeration names in India before selling its refrigeration & foodservice business to an American multinational, Middleby Corporation in late 2013. Prior to his two entrepreneurial ventures, he has served successful management stints with companies like Blue Star, Usha International and Nerolac Paints Ltd.

He also has a keen interest in design & interiors which is reflected in his office, home, the company’s Experience Centres and even in the stall designs of Trufrost Butler at the trade shows. When he is on to something, he can work like a maverick, often going without newspapers or television for months. He believes in naturopathy, practices yoga and finds it therapeutic to spend time with his family, friends and his pet dog, when not at work. He is also fond of travelling, art & culture and Urdu poetry.

Satish Dudeja

Satish Dudeja, co-founder and Executive Director of Trufrost is an Engineering graduate with a rich professional and entrepreneurial experience of over 29 years.

His entrepreneurial journey started in 2006 with Celfrost where he developed ‘Cold Storage Business’ and helped building Celfrost into a reputed name in commercial refrigeration space in India before selling its refrigeration & foodservice business to an American multinational, Middleby Corporation in late 2013. Thereafter he continued heading Middleby Celfrost’s ‘Cold Storage Business’ in India, Africa and UAE and was involved in supporting the company in sourcing equipment from various international suppliers until 2017 before starting Trufrost in 2018.

Before pursuing Engineering, he was also involved in helping his family’s restaurant business. In his professional career, he has served successful stints with companies like the Frick Group and Blue Star for 15 years. He has developed a special skill set in cold room and refrigeration field.

He loves playing badminton, watching tennis, football and is a keen yoga learner. Experimenting and improving cold storage & food service equipment, and developing his team are a part of his daily routine.

Rupinder Singh

Rupinder Singh, General Manager – Project Sales is a sales professional with over 20 years pan-India work experience in Cold Room Projects having specialisation in Corporate / Projects Sales, Key Account Management and Project Management specifically in the hospitality domain. He has earlier worked with companies like Frick India and Middleby Celfrost Innovations Pvt. Ltd. Academically, he holds a post graduate degree from Delhi School of Economics and Marketing & Sales Management from IP University. His interests include mingling with new cultures, learning new languages and cooking.

Shubham Srivastava

Shubham Srivastava, General Manager- Sales & Projects is a Chartered Mechanical Engineer and a Gold Medallist in PGDBM from NMIMS Hyderabad. Prior to his current role, he has served eventful stints with companies like Bitzer, Middleby Celfrost, Carrier and Blue Star. He has a wide exposure in Cold Chain and Refrigeration Projects and has a rich experience of over 24 years with a proven track record in sales, marketing, engineering, planning and execution of refrigeration projects.

Vikram Kashyap

Vikram Kashyap, General Manager – Coffee Business, has a rich experience of over 23 years in the coffee industry. His expertise extends beyond merely delivering coffee equipment – committed to providing comprehensive solutions that empower clients with a deeper understanding of the coffee industry. He has cultivated a nuanced understanding of the diverse requirements within the coffee industry. He has been instrumental enhancing the support for his clients ranging from cafes to HORECA as well as the home & office segments. He displays a contagious passion for coffee, and a commitment to optimal equipment selection, and a genuine desire to share knowledge that enriches the coffee experience for individuals and businesses alike.

A certified Q Arabica Grader by the Coffee Quality Institute, he has earned that has been maintained from 2016 to 2024, with three successful calibrations. As a national champion In 2007 for India, paved the way for his representation in the prestigious World Barista Championship (WBC) Tokyo, Japan. In 2009, he clinched the title in the UAE Barista Championship, becoming the first winner of this prestigious competition. This accomplishment earned him the honour of representing the UAE at the World Barista Championship in 2010, held in London, UK.

Madhusudan Sahu

Madhusudan Sahu, General Manager – Projects is a Mechanical Engineer and MBA in Marketing with 18 years of insightful PAN India work experience in sales, business development & project Management having specialization in cold room projects. He has served eventful stints with companies like L&T, Rinac, Middleby Celfrost and Bitzer. He has exposure to various international refrigeration seminars and certificate programs such as Bitzer Rottenberg International Seminar. He likes to read articles related to business and economics and keeps himself abreast with current economic trends. He also holds Warren Buffett in awe as a business leader.

Sanjay Chawla

Sanjay Chawla, Head Finance & Accounting is responsible for overall accounting, reporting, budgeting and book keeping processes within Trufrost. With over three decades of financial experience in various industries of retail & commercial and consulting, he teamed up with Trufrost as a pioneering pillar. With a Master’s of Business  Administration in Finance, he has diverse experience of working with start ups and also as consultants to various clients. Sanjay is a proud family man, with a wife and two children. The family is his source of strength while he supports a differently abled son.

Atanu Dhar

Atanu Dhar, is the Service Head of Trufrost. He has over 26 years of extensive technical experience in commercial refrigeration & kitchen equipment industry and is responsible for keeping the customer satisfaction levels up for Trufrost and Butler products. Prior to this, he has served successful stints with companies like Whirlpool, Electrolux, Frigo Glass and Middleby Celfrost. His assignment involves administering extensive technical trainings and seminars for his team, franchisees and customers. Apart from being a thorough professional, he is a very unassuming and compassionate human being. He also likes to travel a lot.

Uma Shankar Singh

Uma Shankar Singh, Regional Sales Manager is a post graduate in science with over 27 Years of experience in sales, marketing and business development in the Horeca as well as the consumer durables domains. Prior to this, he was worked with companies like Usha Shriram India, Celfrost, Usha International, Elanpro and Eureka Forbes. He loves watching cricket, hockey and listening to light music. Learning about new products and business development are also close to his heart.

Sujit Kumar Singh

Sujit Kumar Singh, Asst. General Manager – Commercial, has over 16 years of experience in finance and commercial functions. Previously he worked for Middleby Celfrost from 2011 to 2018, progressing from sales coordination to the position of Logistics Manager. He has a Bachelor’s degree in commerce and enjoys travelling, spending time with his family and playing cricket.