Citrus Connect founder Leena Parmar has been named SME Business of the Year at the British Asian Women’s Awards 2026, held at Grand Station in Wolverhampton on 30 July.
The 3rd annual awards brought together business leaders, entrepreneurs and public figures to celebrate achievements across business, healthcare, education and community leadership. Hosted by Oceanic Awards and presenter Tommy Sandhu, the event recognised women making an impact across their industries and communities.
Recognising Leadership at the British Asian Women’s Awards 2026
The British Asian Women’s Awards shine a national spotlight on women whose innovation, resilience and professional commitment inspire future generations and break barriers across industries.
The SME Business of the Year category specifically honours small-to-medium enterprise leaders who demonstrate commercial growth, resilient operational strategy and ethical standards within their sector.
Speaking on behalf of Oceanic Awards, CEO Yasmin Mahmood highlighted the significance of the national honours:
“The British Asian Women’s Awards celebrate extraordinary women whose achievements continue to inspire others and create meaningful change across the UK. Every finalist has demonstrated exceptional dedication, resilience and passion within their respective fields, and we are incredibly proud to recognise their accomplishments.”
The Work Behind the Recognition
The award reflects Citrus Connect’s ongoing work to improve sales recruitment across the UK. Built on core values of transparency, accountability and tailored client support, Citrus Connect specialises in connecting businesses with proven sales talent across both employed and self-employed roles.
Under Leena Parmar’s leadership, Citrus Connect has continued to develop its approach to sales recruitment, combining technology, candidate profiling and responsible business practices through:
- Data-Led Candidate Profiling: Refining recruitment matrix analysis to improve 12-week candidate retention rates for clients.
- Digital Recruitment Investments: Upgrading internal CRM automation and reporting tools to enhance transparency for hiring managers.
- Corporate Social Responsibility: Embedding sustainable business practices, inclusive hiring models and ongoing global philanthropy through partnerships with organisations like the King’s Ransom Foundation.
The recognition reflects Citrus Connect’s focus on ethical recruitment, sustainable growth and value-led leadership.
It also builds on Citrus Connect’s previous industry success, including being named Best National Recruitment Agency at the 2023 Recruitment Awards.
Leena has also spoken about her approach to direct sales recruitment and the changes she wants to see across the industry.
What the Award Means for Citrus Connect
The award comes as Citrus Connect continues to expand its sales recruitment services across new sectors in the UK.
By maintaining high standards of candidate matching and client communication, the consultancy remains focused on helping businesses build high-performing sales teams while supporting candidates in finding the right opportunities.
Whether you’re searching for your next sales opportunity or looking to build a high-performing sales force with an award-winning recruitment partner, get in touch with the Citrus Connect team today.
