When Sumit Khanna first set foot in the world of customer support at Canon India, he couldn’t have predicted the extraordinary global journey that awaited him. What started as a modest beginning in New Delhi would eventually take him across more than 30 countries, into boardrooms and classrooms alike.
Today, as the Managing Partner of White Cruz International and a respected business instructor in Canada, his story is a testament to the transformative power of international trade—and the value of credentials like the CITP in anchoring that success.
A global calling takes root
After his initial stint at Canon India, he chose to pursue a Master’s in Marketing Management. But it was a decision to learn Spanish at New Delhi’s Spanish Cultural Centre that would significantly alter the course of his career.
“I wanted to enhance my skills and broaden my career horizons,” he says. “Learning Spanish was a stepping stone into international markets.”
That leap came sooner than expected. He joined Eastman Auto & Power Limited as an Account Manager in International Marketing, quickly leveraging his newfound language skills to build trade relationships in Latin America.
“It was my first real taste of international business. I got to combine my marketing knowledge with language and culture, and that synergy was electric.”
His role took him to countries like Peru, Colombia, Argentina, and Ecuador, managing logistics, brand positioning, and competitive analysis. But more than anything, it was the cultural immersion that lit a fire. “Trying local foods, learning about their history, forming personal bonds—that’s when I knew this was what I wanted to do for the rest of my life.”
Leading with language and strategy
To deepen his expertise, he enrolled in an executive Export Management program at the Indian Institute of Foreign Trade (IIFT), India’s premier foreign trade institution. The added credentials opened doors. He soon joined Groz Tools, where he rose to become Head of Latin America Business.
In this role, his leadership helped transform Groz into one of the most trusted hand tool brands in Latin America, Spain, and Israel, driving millions in exports.
“We built the brand from the ground up in those regions. It was intense travel, market research, negotiations, and above all—relationship building.”
It wasn’t all smooth sailing. When he chose to enter Israel, he had to learn a completely new market from scratch. “I studied the region for months before stepping in. It was a challenge, but that’s what made it rewarding. We eventually established a strong distributor network there.”
His success in this role marked him as one of the youngest and most successful export managers in the Indian manufacturing industry. He was soon tapped by a publicly listed manufacturer as Export Head, managing exports of home and automotive lighting products under the “Halonix” and “Phoenix” brands. The company’s subsidiaries in Germany and Luxembourg gave him access to key European markets, while he also managed operations across SAARC nations, the Middle East, and South Korea.
Building bridges across borders
Throughout his career, he has made business travel into a true form of cultural diplomacy. “Being one of the first Indian executives traveling to far-off Latin American markets drew a lot of attention. Buyers were curious about India, our food, our films. I got to answer questions about Bollywood in Spanish!”
Those moments of cultural exchange were more than charming anecdotes, they were the foundation to valuable business relationships.
“Trust is everything in international trade. And trust grows when people see that you respect their culture and are willing to learn from it.”
His travels also gave him memories to last a lifetime. From standing at the equator line in Ecuador to visiting the underground salt cathedral in Colombia. He recalls viewing the powerful Cataratas Falls in Brazil and hiking Machu Picchu in Peru. Each of these unique experiences helped shape a worldview grounded in empathy, adaptability, and curiosity.
Stepping into entrepreneurship and education
With more than a decade of international experience under his belt, he made the leap to entrepreneurship. In India, he founded White Cruz International, an export consultancy and indenting agency representing major brands across the automotive, construction, hardware, and steel industries.
His story took a new turn in 2022, when he moved to Canada and transitioned into academia. Today, he teaches Global Business Management at Trios-Mohawk College and serves as sessional faculty at Trebas-Fleming College in Toronto.
“Teaching has given me the opportunity to give back—to share everything I’ve learned in real-world trade with students who are about to start their global journeys.”
His influence extends beyond the classroom. He’s spoken at colleges across Brazil, Mexico, and India, and recently contributed as an international trade consultant & Spanish language expert for Latincouver, a Vancouver-based non-profit that promotes trade between British Columbia and Latin America.
“It’s one thing to do the work yourself,” he explains. “But when you can help prepare the next generation to succeed in global trade—that’s real impact.”
Recognition, validation, and a future-ready credential
Despite his many accomplishments, he knew that credibility in Canada’s competitive business environment required more than just experience. That’s why he set his sights on the CITP designation. “I wanted something that would solidify my expertise and signal my commitment to the field—not just locally, but globally.”
He earned the CITP through the executive path in 2022, and he describes the moment as deeply personal. “My happiness knew no bounds. It felt like everything I had worked for. Fifteen years of dedication to international trade had come full circle.”
Beyond validation, the CITP designation has offered practical benefits. “It enhances my credibility in Canada and has already opened new doors. It shows clients and colleagues alike that I meet the highest standards in global trade.”
A look ahead
Looking forward, he sees the CITP playing a pivotal role in his evolving career. Whether it’s leading business development, growing his consultancy, or continuing to teach and mentor, the designation serves as both a foundation and a launchpad.
“International trade is constantly changing—new markets, new risks, new technologies. The CITP isn’t just a badge; it’s a reminder to keep learning, stay current, and always operate with integrity.”
His advice for newcomers to the field? Patience and preparation. “Don’t expect quick wins. Learn the culture. Do your homework. The relationships you build—those are what carry you through.”
It’s fitting advice from someone who has built a career by crisscrossing the globe, one relationship at a time. From the bustling markets of Latin America to the lecture halls of Toronto, from brand-building in Israel to volunteering in British Columbia, his journey proves that international trade is more than a business. It’s a way of life.
And with his CITP designation in hand, he’s not just looking back at what he’s accomplished, he’s looking ahead to the next great frontier in global commerce.
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