Odel helps small entrepreneurs

Charumini de Silva

The clothing and fashion industry in Sri Lanka has grown over the years and the consumers are much keen on new trends in the industry.

There is always space for new concepts. As entrepreneurs we must focus on being unique in the market. The market grows increasingly and it evolves swiftly. Therefore, it is necessary to offer quality and new products, which matches with consumer patterns.

Odel CEO, Otara Gunewardene shares her views in this column today. Excerpts of the interview.

Q: How did you enter into this industry?

A: I entered into the industry by chance. It was my father who inspired me to have a business of my own. My father was the one who created the brand name as Odel too. I specialized in Biology in my higher studies and was doing modelling. Today, I am in an utterly different industry. Nevertheless, I am very happy and satisfied for where I have reached in life.

Q: What are the opportunities available for industrialists in your industry?

A: There is always space for new concepts. As entrepreneurs we must focus on being unique in the market. The market grows increasingly and it evolves swiftly.

Therefore, it is necessary to offer quality and new products, which matches with consumer patterns. Then there is a stabilized market awaiting your innovative products and services. By offering novel products will also invite more followers to enter into the market.

Be different; maintain the quality and the standards. This will make you to be highlighted and although there are plenty of competitors the consumers will always come repeatedly for your products and services. The clothing and fashion industry in Sri Lanka has grown over the years and the consumers are much keen on new trends in the industry.

Q: Are there any plans of expanding the brand overseas?

A: At present we are mainly focusing within the country. We have expanded our branch network mainly in the Western province during last year and soon we look forward to expand into the Central province. The response for the expansion project has been commendable. With the restoration of peace, the tourism industry showed a tremendous improvement where the businesses also benefitted immensely.

There are many tourists coming here and the majority among them is from Europe. Europeans are much concerned about most up-to-date trends and fashions. Backstage was established in Singapore, but due to the global economic downturn it was affected. I think it was bad timing. However, we still have the opportunity of entering into the international market. Odel is looking forward to re-enter into the international arena as there is a sound demand for the brand and its products.

Q: What is your perception about using brand image for Corporate Social Responsibility (CSR)?

A: Well it should not be done using the brand image, but brand image was selected as it was the people’s choice. We use our brand image to serve the community genuinely from the company’s turnover and we will continue to serve our people through various CSR projects.

Q: What are the challenges you face in the industry?

A: I like challenges. It is always exciting and challenging during the past twenty years in business. It was indeed a tough task to bring up the image of the brand. There were many ups and downs. However, I faced them cheerfully. Odel now has many followers and amidst all of them we have become successful by being different from others. We always maintain our quality and we do not keep the same products constantly.

Q: How many jobs have been created by the company?

A: The company has created over 700 direct employment, while there are many indirect employees. Some of the products that we sell at Odel are from small entrepreneurs from rural areas. We have given them an opportunity to showcase their creativity and talents. Most of these small entrepreneurs have a stabilized market and it is great to see them growing over the years. My team is my biggest asset and I work closely with them.

Q: Is the company aware of the global fashion trends?

A: Odel is always alert of the latest global fashion trends. But we are selective when introducing them to our market.

Q: What is your view about entering into the capital market?

A: The response we received for the Initial Public Offering (IPO) was remarkable. It was a new challenge for me as I brought up this business with my effort, but I thought that it is time for the public to be a part of their brand too.

Q: What are the future plans?

A: Odel has created a strong brand over the years mainly due to its uniqueness. Our future plans are to expand the branch network within the country.

Q: What is your advice to the young entrepreneurs?

A: Everything is possible. Enjoy what you do and being different is the key for success.

Q: What are the places you like to visit most in Sri Lanka?

A: I like visiting jungles like Yala and Wilpattu. I also love the beach.

Q: Which countries do you like to visit most?

A: Paris, Thailand, Tokyo and Florence.

Q: How do you spend your leisure?

A: In my leisure I love being with my two sons and take better care of my physical fitness.