Batik industry needs marketing strategy

SHIRAJIV SIRIMANE

The Sri Lankan batik industry which is neglected now, can be turned around to be a better forex earner to the country, winner of the first British Council/Hirdaramani Group International Young Fashion Entrepreneur Award, Darshi Keerthisena said.

Speaking at the British Council yesterday, she said Sri Lanka has its own identity for batiks.

“However, in the recent past, the industry has been neglected,” she said.

The main reason for it is that it was not properly marketed.

She said in Sri Lanka batik is now rated as a cheap souvenir sold to tourists while in Malaysia and Indonesia it’s a high forex earning industry with high export potential.

Keerthisena said batik is no longer a cheap souvenir and she has started her own businesses using new fabric such as saffron, satin and velvet, eco-friendly dyes, and new colours.

“We are already exporting to many countries under the brand name Buddhi batiks and trying to position the industry in a high place in the world market,” she said.

Director and Head of Design at her family-owned business, Buddhi Arts, she said the award would enable them to compete in the world competition next February in London along with winners from nine countries, Central South Asia (to select one finalist to represent the region), Ghana, India, Indonesia, Lebanon, Mexico, Middle East Nigeria and Poland.

“The exposure, I would get would help to enhance my career and I will also share my experience with the country,” she said.

The inaugural International Young Fashion Entrepreneur of the Year (IYFEY) 2008 award launched by the British Council in mid August offered an opportunity to a young Sri Lankan fashion entrepreneurs in the 25 to 35 age category.

Keerthisena has been working with a major manufacturer of swim wear in Sri Lanka on a range of Buddhi Batiks

 branded swim wear, which together with the accompanying batik cover-ups (kaftans, robes, beach wraps, skirts, etc) and accessories, will form a complete range of swim wear aimed at the European and UK market.

Country Director British Council, Gill Westaway said the fashion design industry can create wealth and this was the reason for them to promote it in Sri Lanka.

“Sri Lanka has tremendous potential and this programme would unearth them,” she said.

Hirdramani Group is the principal sponsor of this programme while Gray Colombo is the event organiser.

The short-listed candidates were Lathika Gunaratne, Darshi Keerthisena, Anupama Nawalage, Nilupa Rajakaruna, Prabath Samarasooriya, Ruchira Silva and Linda Speldewinde.