Orit makes branded jeans for world market

RAMANI Kangaraarachchi

DENIM jeans are very popular specially among the young generation globally. If a small island like Sri Lanka can become the No 1 supplier for leading brand names in highly competitive markets it is a point a country could be proud of.

Orit Holdings has been able to bring that pride to our country by reaching this prestigious position through supplying denim jeans under world renowned brand names such as Gloria Vanderbilt and St. Jones apparel.

Orit which has a USD 36 million turnover annually is targeting US 50 million in 2006 and at present has the capacity to supply 7.2 million pieces of garments every year to the US, Europe and Canada under these popular brand names.

The young CEO of the company, an Old Anandian Channa Palansuriya recollected his simple beginning in 1984 at Moratuwa with only 25 machines under his father's guidance who was involved in the printing business for many years.

Following an invitation from one of his partners for a joint venture, the duo ventured into the garment industry by the name of Chanaka apparels.

It was very difficult at the beginning getting financial support from the banks, finding definite markets, unavailability of a proper factory were the main challenges.

However many changes took place over a period and they were able to overcome all problems and in 1996 Orit Holdings emerged as a BOI approved company registered in the British Virgin Islands.

Today, palansuriya has a work force of 3800 working in his factories at Marawila, Naula, Seethawaka, Embilipitiya and the head office at the WTC building.

His ambitious vision is to be the first choice amongst manufacturers of high quality clothing while being soundly responsible to the nation. Yet there are more challenges ahead.

Getting the FTA for USA is the main challenge. The industry is becoming highly competitive day by day. Channa believes that it has to be a combined effort by the Government and the industrialists to achieve expected goals as a nation.

This industry will expand by three times in the future which means more employment, more foreign exchange and a sound economy in the country, he said.

But this is not a journey that we could go alone. Government authorities should understand this. Shortage of skilled manpower is also a huge problem, he said.

Orit Holdings was awarded a number of awards in the past such as provincial Bronze Award for Sabaragamuwa, Silver Award for Central Province, National Silver Award by FCCISL and NCE Export Award Silver in 2005, Industrial Safety Award in 2004 and the latest addition is the Green Channel Facility.

It is also an ISO 9001:2000 certified company. His success attributed to the confidence of his partners and also maintaining the quality of his products.