‘Women have talents to face any challenge’

Business venture wins global recognition:

Sanjeevi Jayasuriya

Capturing the global market is not an easy task. One needs courage, determination and strength to move forward. Chandrika Witharanage has these qualities in ample measure. Her business venture that caters to the export market has grown steadily and has won recognition globally as a quality home and kitchen textile producer.

She was interviewed by Daily News Business

Q: What is the type of your business and how do you set about it?

A: I am into home textile business for nearly for two decades. When my husband and I were in Japan, I worked in a home textile factory and after two years we felt it was time to give back something to our country. On our return we set up Sadako Industries (Pvt) Ltd, as a BOI registered company. It is a group of companies with five companies namely Sadako Industries, Sadako Trading, Selembro (Pvt) Ltd, Selta (Pvt) Ltd and New Pool Straight in Deraniyagala.

The companies had business dealings with Japan for five to six years exporting accessories for Japanese dolls, but with the appreciation of the Yen it was difficult to export to Japan. We shifted the business to supply household linen including bed sheets, pillowcases and kitchen items.

The company now exports its products to England and caters to hospitals and hotel requirements including white bed sheets and white pillowcases. The finished products are also exported to Europe, Canada and Sweden.

The company has direct dealings with buyers without any intermediaries. A textile printing plant for in-house printing and in-house embroidery plant was also set up to facilitate business activities. The company supplies to world famous brand names and gained recognition as a quality supplier.

Q: How do you balance family life and business?

A: I give priority for my family. I have two daughters. My husband, Pradeep is the Managing Director of the group of companies. My family is more important than money as it can be earned at any time. I do all the household work as I do not have domestic help. Since my husband is also involved in the same field we have a better understanding.

He is a tower of strength and encourages and supports me to continue the business. I guide my daughters in their education and also accompany them to tuition classes. I enjoy being with my family and spend a great deal of time with them.

Q: What are the challenges you faced?

A: We were the pioneers in the home textile sector. This sector is not recognized as a separate sector. We do not receive facilities as other sectors and there is discrimination. This has resulted in low progress in the sector. It is necessary to recognize the home textile sector and provide incentives and encouragement as it accounts for 65 percent of value addition and a significant amount in foreign exchange.

The company faced the challenge of finding labour. The products have to compete with leading home textile industrialists from India, Pakistan and China and capturing markets was a challenge.

Q: What is your advice to women in business?

A: It is important to look after your employees well. It is equally important and necessary to be vigilant when recruiting employees. The employer must select employees with a business knowledge for the benefit of the business. Women should be careful when obtaining bank loans as in most instances we end up paying huge interest and increase the bank’s profitability. Women should be committed and dedicated towards achieving their goals.

Q: What are your goals?

A: My goals are to increase value addition and bring more foreign exchange into the country. I also wish to bring recognition to the home textile industry and popularize the brand name Sadako internationally.

Q: As a woman was it an advantage to be in business?

A: Women have the capability to run a home smoothly. This could be applied to business too. They are more capable than men and have skills and talents to face any challenge. Women are disciplined and have endurance - two qualities that are needed to become a good entrepreneur. Business provides an opportunity for women to display their capabilities.

Q: What are your achievements in business and family?

A: I consider it as an achievement to continue the business as a well known entity bringing in US $ 2 million export revenue annually to the country. The company has provided employment for 320 people.

Our factories at Deraniyagala have provided employment opportunities for Tamil youth in the village. We have provided additional support to them. Deraniyagala is a difficult village and with our factories it is a boost to economic activities.

The company has won several awards including the large category industrial merit award in 2007 and the large category garment industry merit award in 2007 presented by the National Chamber of Exporters and the Best Exhibitor runner-up award by the Ceylon Chamber of Commerce. The company is ISO 9001 and 2000 certified and also have the green environment certification.

As far as the family is concerned my wish is to educate my two daughters and to hand over the business for it to progress further. They will be the next generation armed with knowledge and advanced technological developments to continue the business that we built.

Q: What is your contribution to the society?

A: We are concerned about Corporate Social Responsibility. We provide facilities for our employees. The company engages in various social service projects including provision of dry rations and scholarships.

We need the Government’s encouragement and motivation. It is also important to provide incentives and low-cost funding to ensure the stability of the home textile business. The sector needs recognition as it contributes to the economic development of the country and would have a bright future with the Government’s support.