Anoma's voyage from veterinarian to top garment manufacturer

by Irangika Range

GARMENTS: Dedication and social commitment to promote and help the rural community, she was able to wade into the deep-end of life and win many accolades in her business life.

She is Anoma Gamage, Managing Director of Daya Group of Companies.

She was awarded the Woman Entrepreneur of the Year 2006 under the large investment category. The Women's Chamber of Industries and Commerce awarded her the Silver award on account of her performance.

"This award is a great accomplishment in my life and it has recognised the immense dedication of businesswomen in Sri Lanka", Gamage said.

She started her career as a veterinary surgeon after passing out from the Peradeniya University in 1979.

She has worked in Government veterinary hospitals for the past 10 years.

In 1988 she married Daya Gamage the founder and Chairman of the Daya Group of Companies. After the marriage, she left her profession dedicating her full time to start their own business.

"My husband wanted to merge me as a best businesswoman in Sri Lanka and both of us worked hard to achieve our targets," she said.

"It was the emergence of the Daya Apparel Exporters (Pvt) Ltd which was set up in Ampara in 1992 in a small way. It commenced under the programme of setting up 200 garments factories islandwide which was a concept of former President Ranasinghe Premadasa.

"My husband's home town is Ampara and he wanted to contribute to the development of his birthplace by assisting the rural community in providing job opportunities for them. His father is a leading businessman in the area and he helped us largely towards our success," she said.

They were able to provide job opportunities for over 500 in the area at the beginning.

"It was a big opportunity to the rural community because one of their major income earnings the Sugar Corporation in Sevanagala had been closed down at the time.

She started working as a director at the beginning. She has been learning by working and participating in the training and exhibitions locally and internationally to improve her knowledge to run the business.

"It was not easy to work in the garment industry because their is not 8-hours job in the garment field. She said there should be a proper direction and concern to the work when the orders are undertaken and the dealings with buyers.

"Problems may come up from stores to shipment. Everything should be done before deadline and the continuous concentration and follow up is needed all the time", she said.

Facing many challenges and proving capability of her work, Daya Apperals expanded by setting up a new unit increasing the workforce up to 1000 in 1998. Having gained working experience on working in the company, her dedication and well planning involved her to be a Managing Director of the company in a very short time.

Having gained success in the business, a new factory has been set up in the same area in 2002 by providing employment opportunities to 2000 workers.

The ultra-modern factory is equipped with 550 machines, which consists of a computerised LECTRA system. "Our capacity is in excess of 150,000 pieces per month and we are specialised also to manufacture shirts, blouses, skirts, vests, dresses, overalls, short and children's wear.

Today the company has become a premier garment manufacturer in the world. Over 10 brands produce and serve main buyers in the USA, UK and Germany.

The workforce and the management team comprise of highly qualified professionals with many years of experience in the trade", she said.

She said that the major evolution in the company was that the technology kept changing in leaps and bounds.

"We started with five lines and it has increased up to 10 lines by 1996. She said that she has faced many difficulties to obtain orders at the beginning because the factory is in the war zone. 'But with the creative talents, continuous updating and commitment of the working force, we were able to increase the buyers confidence by offering best service'.

Following of proper technology, high quality standards and new trends are major reasons to overcome the challenges because it manufactures to the export market. "We are exploring possibilities to set up a new factory in Sevanagala as well", she said.

"The group is committed to social responsibility while giving priority to employee benefits and their families as well as support for village level activities.

She said that buyer confidence is a major factor and manufacturing always to recognise their requirements dedicating more energy, time and money to offer best and standard ready-wear garments to the export market. Daya Apparels has aimed to go for the European market and it has already started marketing there. The company has already spent nearly Rs. 680 million for the development. The factory maintains separate development departments and it always update work according to the buyers' requirements to fit the needs of the customers.

Anoma was a pupil of Visakha Vidyalaya. She has a son and daughter and they are studying. "My husband is very much proud of my work and he is my driving force. They are very supportive in giving me encouragement. It is not easy to keep the balance in working as a businesswomen, wife and mother in this busy world. But I was so fortunate that I could manage my time in working at home and in the office", she said.

Having gained 14 years working experience, I am really satisfied what I am doing now and it is more competitive than before, but it is not a big challenge with the creative talents, correct attitudes and commitment of my team offering best service to the customers.

Human Management is a important fact in the company and I am very keen on keeping my workforce happy providing them facilities", she said. The company is in the process to expand the garment business by providing job opportunities for another 1000. "We will also increase production lines from 33 to 50.

Construction work has already completed and everything will be completed by end of this year. She has gained many achievements in her business life and the National Chamber of Exporters has selected her as best woman exporter for year 2003 and 2004 and granted her gold awards. She has also won the silver award in 2003 and gold award in 2004 as best exporter by the National Chamber of Exporters of Sri Lanka.

Today Daya Group of companies comprises 13 companies providing management consultancy and other related services to associate companies. The group consists of more than 10,000 employees and the annual turnover of the group is in excess of Rs. four billion.