Danushika, deploys new strategies to forge ahead

Sanjeevi Jayasuriya

Running a family business and taking it to the next level requires one to be skilled in planning, management, decision making and monitoring. Danushika Nivanthi Udugamakorala was given the task of steering a business that faced competition and needed new strategies to move forward. Her marriage brought her the prospects of becoming a successful business woman by becoming involved in a family business that was close to her heart.

Danushika with her family

Since then she has never looked back or had second thoughts on the venture as she was equipped with the correct formula for progress. Angel Fashion store in Maggona Kalutara which is dedicated to producing quality children’s wear has become synonymous with both quality and reliability where Danushika has managed to attract more and more customers in its nearly 13 years of existence. With plans to further develop the business in terms of volume and employment opportunities, she is hopeful that demand for quality children’s wear could be generated locally and the venture would have a bright future.

Her dedication, commitment and courage towards the business to make it a centre of attraction is commendable where great strides have been made in the short span of time under her reigns.

She was interviewed by Daily News Business .

Excerpts of the interview.

Q. How do you describe your line of business?

A. The business of producing children’s garments was started by my husband’s aunty Anne Perera in 1991.

Her family migrated to Australia leaving the business to my intended mother-in-law’s family. Soon after marriage I joined the business and my husband and I got fully engaged in the venture. We set up a showroom in Maggona named it Angel Fashions.

My mother-in-law Bridget Perera taught me the vital tips of running the business and pattern making as well.

The business has been progressing well and we were able to sustain orders from a number of whole sellers in and around the area. Twenty five percent of the production is sold to shops and the rest is on wholesale.

We produce children wear for girls of the age groups ranging from 1 to 12 years. We take orders to supply for special occasions and have a long standing customer base.

The uniqueness of the venture is once we cater to a one year old her parents continue to be our customer until child reaches 12 years.

Q. How do you strike a balance between family life and business?

A. My husband Danushka Sulara Udagamakorala is instrumental in introducing me to the business world.

The family support is a huge strength in moving the business forward. Our daughter Aanya Dimethri provides inspiration and an opportunity to be more creative in production.

My husband overlooks the production side where he is capable of handling any machine related issue.

I do the pattern board designing and we have 12 employees where we do sub contacting when necessary.

The venture is not an added burden as it is a pleasure to produce children garments with lots of colours, frills and designs.

Q. What motivated you to venture into business on your own?

A. I had the choice of running the family business or doing something else.Since, children’s wear had a special place in my heart I never hesitated to grab the opportunity of running the family business.

My skills in sewing and management also helped immensely for the business to progress and I am happy the way things are going.

Q. What are your goals?

A. We have plans to expand the business by way of increasing both production and staff.

We will be purchasing more sophisticated machines and recruit staff to support the expansion. As we are optimistic of continued demand and believe that more volumes could improve business prospects. There will be an outlet in Wadduwa where my father resides and he could be involved in our business as well.

Q. How do you face the challenges of competition?

A. There are many other parties who deal in children’s wear and the competition is high.

However, the demand for quality and reasonably priced garments remains at healthy level and we intend capitalizing on it. As we maintain price stability in our products and prices the volumes have steady increase. Our materials are of high quality and this give the end product a real value for money.

We have long standing customers and they continue to buy our products where high quality and price that is within the reach has become the deciding factors.

Q. What is your specialty?

A. Angel Fashions has become a symbol of quality and reasonable price. We strive to meet the customer requirements be it a special occasion or casual wear.

We closely follow trends in fashion industry especially in India and Bangkok.

The bulk purchasers are given credit facilities and we see good business in this form.

We have five to six whole sale buyers who have become the driving force in the venture.

Q. What are your achievements in family life and business?

A. We value customer responses and positive feedback is an encouragement for innovation.

Our business has reached remarkable level and we are confident of reaching greater heights in future.

The product has continued to be in demand and we focus on the changing needs of customers.

As the selection of children’s wear depends on a number of factors we ensure that our products are appealing. This is also associated with seasonal demand and we are mindful of the trends.

Q. What is your message to society?

A. Life is not a straight road.

There are ups and downs and we need to be strong, courageous and determined in facing the challenges. Never be disheartened and do not consider failures an opportunity to pull out.

Stand on your own feet and be a productive citizen of the country.

Your contribution to the society today will enable better tomorrow for our younger generation.

[email protected]