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| Sitendra
Senaratne |
New markets in European Union, USA mulled:
Ceylon Leather Products targets 40 percent growth
Harshini Perera
Producing leather is one of the oldest crafts in the world and Ceylon
Leather Products (Pvt) Ltd., has been the pioneer in the industry under
the brand name DI since 1939, said Ceylon Leather Products (Pvt) Ltd.,
Managing Director/Chief Executive Officer, Sitendra Senaratne.
Q: What are the challenges you faced
in the leather industry?
A: The leather industry in
Sri Lanka is not considered an industry that can be developed further.
There are only eight tanneries scattered around Sri Lanka.
There was a drawback during the early 90's when a decision was taken
to bring the tanneries under one roof. During the period, the tanneries
were neglected and there was no improvement or modification.
This affected the production of every tannery in the country.
Smuggling of synthetic footwear in to the country has had an effect on
the leather industry. Hence, the Government imposed a Cess tax on
imported footwear as a solution two years ago. This has put the industry
on a better path.
Q: What is the significant quality of
leather products?
A: Leather has special
features that are unique. There is no skin irritation, skin cancer and
it fits the shape of the foot. Leather is the best material compared to
other synthetic materials.
Q: What was the growth of your
company?
|
Ceylon Leather Products (Pvt) Ltd., Managing Director/Chief
Executive Officer, Sitendra Senaratne. Picture by Sumanachandra
Ariyawansa |
A: We increased our
turnover for the year and we expect a 30 - 40 percent growth in 2009.
Q: What are the export markets you
have explored?
A: The company exports
leather, leather footwear and leather products to India, China, Japan,
UK and the European Union. We have been exporting bags and shoes to
Japan. We are in the process of finding new markets in the European
Union and the USA. We have sent the initial orders to those countries.
At present we export sole leather to produce Balarina (dancing shoes) in
China.
Q: Were you affected by the economic
recession?
A: Our company was not
affected by the economic recession.
The sales in our domestic market were not affected. Some buyers in
Europe delayed purchases.
Domestic consumers are using around 80 - 90 percent of Sri Lanka's
leather production.
Q: What is your product portfolio?
A: Our product portfolio
has a wide range such as shoes, gents' shoes, ladies' shoes, children's
shoes, slippers, bags, portfolio bags and other leather accessories.
We produce military shoes for the Navy, Air Force, Army and the
police.
Addressing the need further we also manufacture Demining shoes.
Q: Does Ceylon Leather Products (Pvt)
Ltd., has expansion plans?
A: We have catered to a
limited section of the society. Therefore, we will cater to the domestic
market especially the urban and semi-urban market in the country. We
will set up ten new outlets around the country under the brand name "DI
Leather Boutique".
There is a bigger demand for high priced imported shoes. Our main
target is to cater to that need without going into the mass market.
Q: What are your strengths for that
target?
A: The main strength of
the company is the highly skilled and experienced labour force, the
technical staff and management staff. The Senior Production Managers
have been trained in countries such as Czechoslovakia and in the United
States. Ceylon leather Products (Pvt)Ltd., shifted the tannery to a new
site from Mattakkuliya to Ballummahara which has 72,000 sq.ft on a land
extent of over two acres.
At present, Ceylon Leather Products (Pvt) Ltd., is the only base
company that is listed in the Colombo Stock Exchange.
Q: What is your philosophy in life?
A: I believe in Buddhism
as my philosophy. I always follow the middle path to be good and do
wrong to none.
|
Profile |
Name:
Sitendra Senaratne
School attended: Ananda College, Colombo
Civil status: Married and has two children
Experience: 30 years’ experience in Manufacturing,
Marketing and Management.
Professional qualifications: Diploma in Marketing, Member
of the Chartered
Institute of Marketing, UK, National Diploma in
Technology-Rubber, Member of the Institute of Materials, Mineral
and Mining-UK |
Q: What is your advice to young
people who wish to climb the corporate ladder?
A: I feel the younger
generation has a wide knowledge compared to the older generation.
They think out of the box. They should have an overall goal on their
aims. They should also have a plan and a timeframe to achieve that
overall goal.
Q: How do you spend your leisure?
A: I engage in social and
religious work. I help the needy without getting any publicity.
Q: Which country do you wish to
visit?
A: India
Q: What is the place you wish to
visit in Sri Lanka?
A: Bandarawela |
