We are honoured to announce that Citrus Connect Founder Leena Parmar has been featured in an exclusive interview with BestStartup.co.uk!
Launched in 2020, BestStartup.co.uk is a digital publication dedicated to putting British enterprise first. Its core mission is to showcase high-growth UK businesses, encourage commercial investment and celebrate British entrepreneurial success nationwide.
In this feature, Leena shares insights into Citrus Connect’s journey, from starting in 2009 with launch client The Automobile Association (AA) to her ongoing mission to bring genuine human connection to the recruitment sector.
“My ultimate aim is to change the face of recruitment. Our industry can be very transactional and unemotional—I want to share the true power of direct sales and how it can completely transform lives.” — Leena Parmar, Founder
3 Core Themes from the Feature
1. Unlocking 6-Figure Earning Potential
Direct sales provides a unique career path where earnings are dictated by personal drive and work ethic rather than corporate gatekeeping or academic background.
“I have seen firsthand how candidates have been able to walk into sales roles and earn 6 figures in their first year with no experience, positively changing their quality of life and financial situation.”
Candidates with determination can achieve complete financial stability, especially once they understand what sales roles can really pay and how commission pay works. Dave Anderson’s sales success story shows what is possible when backed by structured training and quality leads, and proves you can build a high-earning career without a degree.
2. Changing the Face of Recruitment
Leena’s goal is to bring empathy, long-term alignment and genuine human value back to a recruitment industry that is frequently transactional and unemotional. It’s the same philosophy behind her call to stop selling and start serving.
When recruitment focuses on relationship-building over quick placements, both employers and candidates win. Ethical leadership and integrity in action are what help business leaders build resilient, high-performing commercial teams.
3. Sharing the Transformative Power of Direct Sales
Direct sales is often misunderstood, yet it remains one of the most powerful vehicles for personal growth, career flexibility and financial independence.
By matching candidates with supportive, value-driven companies, Citrus Connect helps individuals gain true control over their earnings. Once job seekers see past outdated stereotypes, it becomes clear that sales is a career for everyone.
Read the Full Feature Article
The complete interview covers Leena’s perspective on sales, growth and recruitment in more depth.
Read the Official Feature:
Leena Parmar: In 2009 I Founded Citrus Connect Recruitment | BestStartup.co.uk
Partner with Citrus Connect
Whether you want to build a high-performing sales force or take control of your career trajectory, Citrus Connect is here to help you succeed.
- For job seekers: Upload your CV to Citrus Connect and let our specialist consultants match your drive with top UK employers.
- For employers: Book a hiring strategy call with Citrus Connect to discuss expanding your commercial sales team.
Frequently Asked Questions
Who is Leena Parmar? Leena Parmar is the founder of Citrus Connect, a UK recruitment agency specialising in direct sales. She founded the business in 2009.
Who was Citrus Connect’s first client? Citrus Connect launched in 2009 with The Automobile Association (AA) as its launch client.
Can you earn six figures in direct sales? It’s possible. Leena has seen candidates earn six figures in their first year with no prior experience, though earnings depend on your drive, the training you receive and the quality of your leads.
What is BestStartup.co.uk? BestStartup.co.uk is a UK digital publication launched in 2020 that showcases high-growth British businesses and celebrates entrepreneurial success.
