Who Are the Key People Behind QI Group? The Leadership Team Driving Global Expansion Since 1998

QI Group emerged during the 1998 Asian financial crisis and has since expanded to 30 countries under consistent leadership. The Hong Kong-registered company operates through a board structure that combines founding vision with professional management across education, hospitality, luxury goods, wellness and lifestyle, and retail divisions.

This examination covers the executives, board members, and operational leaders who shape QI Group’s direction and daily operations.

Who Are the Key People Behind QI Group?

Vijay Eswaran: Executive Chairman and Co-Founder

Malaysian-born Vijay Eswaran co-founded QI Group. He holds degrees in socioeconomics and Information Systems Management from institutions in the United Kingdom and United States. 

After his education, Eswaran built his career in corporate America during the 1980s, including a position at Systematics, a subsidiary of IBM. He worked across different parts of the U.S. and Canada before returning to Asia in the early 1990s after 13 years abroad. 

Upon returning to Malaysia, Eswaran worked as a consultant before becoming CEO of a publishing house. He was brought in to save the company from bankruptcy and successfully restructured it over two years. When new owners eliminated his position following the sale, he resolved never to work for anyone else again. 

In 1998, during the Asian financial crisis, he partnered with Joseph Bismark to establish QI Group, which began as a direct selling company rooted in e-commerce. 

Today, he serves as Executive Chairman of the multinational conglomerate he helped build into a global empire across 30 countries. Eswaran also serves as Chairman of the Council for Quest International University, the education venture of the Group, which he also considers as his legacy project. 

He continues to actively mentor high potential employees of the Group preparing them to helm key leadership roles as the company enters a new era of growth.  

In a 2021 interview, Eswaran explained his leadership philosophy: “Create an environment where your employees feel like they are valuable stakeholders. Find the right people and give them ownership of what they do.”

Joseph Bismark: Deputy Chairman and Co-Founder

Joseph Bismark partnered with Vijay Eswaran to establish the QI Group and today serves as Deputy Chairman, with a strong focus on shaping organizational culture and driving employee development.

Bismark’s life took an unconventional path early on, beginning with a spiritual education in a monastery that instilled discipline, resilience, and mindfulness. His dedication to martial arts earned him a 3rd Dan black belt in taekwondo, and he proudly represented the Philippines as a member of the national team.

A committed vegetarian and lifelong yoga practitioner for more than 40 years, Bismark has infused QI Group with a deep emphasis on wellness and conscious living. His influence was pivotal in the 2007 acquisition of Down to Earth, Hawaii’s largest organic and natural grocery chain, aligning the Group’s business with its values.

He also champions STEER, a signature three-day program built around Service, Teamwork, Enrichment, Excellence, and Resolve—core values he believes should guide every leader.

“Leadership is often misunderstood,” he reflects. “Many think it’s just a title or recognition, but in truth, it is about service and responsibility.”

Kuna Senathirajah: Group Managing Director

Kuna Senathirajah has been an integral member of the QI Group’s Board of Directors for over two decades, providing strategic guidance and leadership throughout the company’s growth journey. He was formally appointed as Group Managing Director in 2018, a role in which he oversees the Group’s global operations and drives its long-term business strategy.

In addition to spearheading investment decisions through QI Capital, Kuna plays a key role in shaping the Group’s expansion efforts. He has been instrumental in the development of Quest International University in Malaysia, ensuring the institution’s steady growth as a center of excellence in higher education.

Board Structure and Governance Model

QI Group functions through a board of directors rather than single ownership. Eswaran describes this approach as “consensus management,” where diverse perspectives can be considered in decision making.

The board provides strategic leadership and governs the business pillars and subsidiaries. The QI Group functions as a global conglomerate with business interests in education and training, wellness and lifestyle, travel and leisure, luxury goods, retail, logistics and property investments.   

What Does QI Services Do?

QI Services is the registered Malaysian entity functioning as QI Group’s operational headquarters. Based in Petaling Jaya, Malaysia, this entity coordinates global activities across the conglomerate’s portfolio.

The organization supports the global functions across direct selling, customer experience, communications, IT and business operations. QI Services operates from QI Tower, Malaysia’s first high-rise to earn Singapore’s Building and Construction Authority’s Green Mark Gold certification.

Through this hub, teams coordinate activities spanning 30 countries. The facility maintains centralized standards for environmental sustainability and operational efficiency.

This Malaysian headquarters works with Hong Kong corporate offices to manage 2,000 employees of nearly 50 nationalities. The dual-hub structure leverages Hong Kong’s financial infrastructure alongside Malaysia’s operational advantages.

Leadership Development Programs and Future Planning

The founders actively participate in succession planning through structured initiatives:

The Zone operates as Eswaran’s invitation-only workshop. Participants spend four days examining personal purpose and professional direction.

STEER provides Bismark’s three-day training on service excellence and team dynamics. The program addresses practical skills alongside philosophical foundations.

QI Rising targets high-potential employees through company-funded development. 

Second Echelon (2E) offers exclusive founder mentorship for next-tier executives.

iLead Women’s Mentoring Programme pairs female executives with rising women managers. These initiatives contribute to women holding 47% of total positions and 44% of management roles.