Who We Are

ASC is a BBBEE Level 1, 100% black woman-owned, South African based HR Consulting Company.

Our Clients

Service is provided to an array of clients from various industries, be it small, medium or large based organisations.


My story

Founded in 2020, by Alicia Singh Chinaboo, after a successful and rewarding career in Human Resources, she saw an opportunity to educate Companies and HR Departments on how to integrate the key pillars of the HR Function into the Business Strategy.  In other words, taking the Business Goals and Business Strategies and unpacking those to derive HR Strategies from them to realise the outcomes of the Business Strategies. And then compiling HR Tactics to support the HR Strategies which consist of HR Activities, Products and Services.

Alicia Singh Chinaboo is a strong-willed, self-driven leader and enabler. Her diligent work ethic, tenacity and skills, coupled with her meticulous attention to detail and passion for people has engendered deep respect from her peers and colleagues alike. This has imbued in Alicia a deep sense of appreciation of the value of authentically connecting with the many influential and respected people in her professional network over the course of her 15 year professional career to date.

She has vast experience holding various positions in a generalist HR capacity up to HR Divisional Director level within different industries including retail, manufacturing (chemical and metal), security, and facilities management. She has competently discharged her duties in these industries with specialised skills and expertise in the Employee and Industrial Relations fields in the highly unionised industries mentioned above.

Her qualifications and registered affiliations include:

  • Bachelor of Social Science Degree (UKZN)
  • Bachelor of Commerce Honours Degree (UKZN)
  • Qualified Lead Auditor with the SABPP
  • Commissioner of Oaths with the SABPP
  • Professional registration with SABPP as a Chartered HR Practitioner – Registration 9807
  • PSIRA Grade A certified
  • South African Security Association Official