Bound to Batiks and beauty

BATIK INDUSTRY: Batik, is the lifeblood of this successful entrepreneur.

She is intent on adding new colour to the world through her creations. She is Amara Hettiarachchi, proprietor of Lekha Batiks in Denipitiya, Weligama.

She is determined to keep the fires burning in the local batik industry till she breathes her last. She has been able to become a top in her own business today achieving many goals in the life. The Women's Chamber of Industries and Commerce has granted the merit award to appreciate her talents, hard work and commitment at the Women Entrepreneur of the Year 2006 under the small investment category.

Having come up with the idea to start her own business she got involved in manufacturing batik garments in a small way in 1976 at her home.

She learnt basic methods and techniques of batik manufacturing by studying alone and associating with journals while her friend has helped her.

Hettiarachchi thought, it is the suitable business to perform well on her skills and abilities. " I realised many potentials in the industry specially during the tourist seasons," she said.

At the beginning she sold her own property in Makandura to pump funds to the business. Gradually a three-storied house including a factory and showroom was built by her next to her house in Denipitiya.

Initially with the assistance of two employees, she got involved in manufacturing batik creations only for the tourist season to meet the demand in Weligama, Koggala and Hikkaduwa areas gaining orders by talking personally to people. She said there was a growth of tourist arrivals in Weligama, Koggala and Hikkaduwa those days which raised the business rapidly.

Among the products, batik shirts, sarongs, wall hangings bed sheets, beach dresses, kimonas and cushion covers were popular in the market.

Batik refers to the process of creating tangled designs through a "resist technique" covering certain areas of cloth with melted wax to prevent it from absorbing colours, to make light patterns on dark backgrounds. She purchases raw materials from suppliers who are at the Pettah market.

Gaining working experience gradually by recognising buyer requirements, her products have a big demand in the market. She has registered at Laksala to provide batik garments as well.

She became popular from word of mouth and she started to do wholesale business.

'I have a good buyer network and they supply my Batik products to shops islandwide. She has expanded her business by purchasing machinery as well.

Eventhough there were two employees at the beginning, she has been able to provide employment to 300 in the area.

Around 100 also work under her on sub contracts. They do sewing and dyeing in their homes. I collect finished products by paying them for their creativity and high quality. She said that the dedicated workforce in the company has enabled her to execute complex jobs while meeting pressure deadlines.

'I pay personal attention to each one by providing bonus and incentives to encourage them. She works at strengthening her ties with designing, supplying, distributing, production works, accounting and administrating network.

"I always keep an eye to recognise the latest going on fashions and new colour designs for creating new styles for certain customers in the market.

She always considers beauty, neatness clean and time saving of manufacturing batik garments to fit the needs of customers.

A special design unit comprising 50 employees was set up to develop specialty batiks garments to achieve large production and delivery volumes. Today the company provides batik garments at wholesale prices operating an islanwide customer network.

Today her batiks has become a full-line manufacture producing an extensive range of standard and specialty batik products.

From designing to distribution, the product portfolio revolves around the customer.

Although the products have focused on the tourist market, the demand has come down with the situation in the country. Instead of catering to the foreign customers, she turned her attention on the local market converting conventional styles for the modern market.

Having gained 30 years working experience, she has understood consumer behaviour in the market. She is now 65 and runs her business with the assistance of her three children. She has two daughters and a son. One daughter is a teacher and her son is a businessman.

They have understood me very well and they are giving me all strength to become successful in my life.

She said if somebody has talents, dedication and satisfaction on work, they can survive in the industry.

She doesn't have competition due to utilising of new trends in the modern market and using latest technology without imitating others.

She is a past pupil of Matara Maha Vidyalaya.