CargoForwarder Global’s ‘Spotlight On…’ series brings a different area of the air cargo industry to the fore each week, showcasing the vast sea of opportunity that it offers. Collaboration, networking, and exchanging ideas are what push this industry forward, and the most conducive environment for these to happen are industry events. EVA International Media Ltd. has long been involved in organizing specific industry platforms. Its publisher and owner, Parveen Raja, kicks off CFG’s 2025 spotlight column, giving an insight to what her function entails and sharing her views and suggestions on how to get into the air cargo industry.
CFG: What is your current function and company? And what are your responsibilities?
PR: I am the publisher and owner of EVA International Media Ltd., which means I wear a lot of hats, some more glamorous than others! My main responsibilities include running the business, working with a brilliant and proactive team (who, thankfully, make my life much easier), and collaborating with industry associations to organize impactful events. Together with my finance manager, I keep a close eye on the numbers to ensure a healthy cash flow, while focusing on creating a workplace where people are motivated, happy, and occasionally bribed with biscuits. Of course, as the old saying goes, “You can keep some of the people happy some of the time, but not all of the people happy all the time.” Let’s just say I aim for more happy people than not!
On top of that, my role involves cooking up new ideas to ensure EVA stays at the forefront of the industry – innovation doesn’t take coffee breaks, after all. Speaking of breaks, I have also recently taken up the role of office dishwasher, since ours decided to retire early. Fingers crossed it gets fixed in the New Year! [Laughs]
CFG: What does a normal day look like for you?
PR: There’s really no such thing as a ‘normal’ day in my world. Most mornings begin with a walk with my dog, Mojo, a lovely way to ease into the day. That is, unless I have got an early Zoom or Teams call with clients, in which case Mojo and I are both rushing to keep up!
Once in the office, it’s all systems go. I start by greeting the team before diving into the email inbox. I try to reply to everyone out of respect (because let’s face it, no one likes being ghosted), though occasionally an email slips through the cracks. When that happens, I do my best to circle back – better late than never!
I am not one for micromanaging. I hire people I trust to do their jobs well and make myself available if they need guidance. Leading a tight-knit team of about 12 people (plus freelancers) is worlds apart from managing hundreds, which I honestly can’t imagine doing without some kind of superhero cape.
As a business owner, my role touches every part of the company: design, editorial, event management, printing, finance, sales, you name it. While sales is my natural habitat, I have made it a point to learn about every department because you never know when you might need to jump in. Whether I am working with staff, suppliers, printers, or mailing houses, every day is a mix of surprises and challenges.
I sit right where the team can easily access me, great for staying connected, but occasionally a bit too accessible! Without fail, someone will swing by with, “Do you have two minutes?” I always say yes… but two minutes usually turns into thirty. I don’t have the heart to cut them off, even when I should. That said, if I am stressed, usually in the run-up to an event, I might be a little short, though I try to keep it pleasant (or at least polite).
Before I know it, 6 p.m. rolls around, and I am left wondering where the day went. Even then, my work is not quite done. I often tackle emails in the evening to keep the next day from spiraling into inbox chaos. And somehow, despite the whirlwind, I wouldn’t have it any other way.
CFG: How long have you been in the air cargo industry, and what brought you to it?
PR: I have been in aviation sales since 1988—it feels like a lifetime ago! In 1994, I co-founded AirTransport Publications with my former publisher. We started with directories like MRO & The Airport Yearbook before launching The Air Cargo Yearbook, and eventually transitioned into magazines, including Airline Cargo Management. That marked the beginning of my journey into air cargo, making it a 30-year rollercoaster ride. I did not intentionally choose this path; I got into sales out of necessity. It happened by chance, but it turned into a career I love.
CFG: What do you enjoy most about your job?
PR: In the past, it was the travel and the opportunity to meet people from around the world, learning about how business is done in different cultures. These days, what I enjoy most is giving young people opportunities and watching them grow in their roles. It’s incredibly rewarding to see them succeed, knowing I have had a small part in shaping their careers. I take pride in making a difference in people’s lives and careers, and I consider myself fortunate to be in a position to do so.
CFG: What do you see as the greatest challenges in our industry?
PR: The greatest challenges include the rapid growth of e-commerce and the struggle to recruit and retain young talent. While there’s a lot of focus on getting more women into top positions in the industry, which I support, it’s equally important to focus on attracting young people in general. The industry also tends to be slow in adapting to change, often out of fear of disrupting established practices. Sometimes, taking a bold gamble is necessary. Companies like Amazon and CMA CGM have proven that innovation and market disruption can lead to success. Airlines, on the other hand, have historically been too cautious, worried about upsetting freight forwarders. This mindset needs to change if we want to remain competitive and build a successful, sustainable business.
CFG: What advice would you give to people to get into the air cargo industry? Any particular training they should aim for?
PR: Nowadays, there are aviation courses available at colleges, which can give students a taste of the industry and help them decide if it’s the right path for them. My advice is to try things out – you never know where a career might take you. I didn’t set out to work in aviation; I stumbled into it while looking for a way to pay my bills. That said, I would wholeheartedly recommend aviation as a career. It’s an exciting industry with endless opportunities for growth, and you can work your way up the ladder if you are driven.
CFG: If the air cargo industry were a film/book, what would its title be?
PR: The Invisible Network – Reflecting how air cargo operates behind the scenes to keep the world moving.
Thank you, Parveen, for sharing your views!
If you would like to share your personal air cargo story with our CargoForwarder Global readers, feel free to send your answers to the above questions to cargoforwarderglobal@kopfpilot.at We look forward to shining a spotlight on your job area, views, and experiences.
