Growing market for grooming products

Harshini Perera

The market for grooming products in Sri Lanka is growing though it was not significant in the past.

The competition in the market for grooming products has taken the industry afar with the introduction of new range of products, Super - Max Country Manager-Sri Lanka and Maldives, Uditha Costa said.

Excerpts of the interview.

Q: What was the growth of the company?

A: Despite the economic recession felt in Sri Lanka, we have had a 100 percent growth in 2009 compared to the year 2008.

The growth has been especially on the brand Super-Max and it is due to the strategic move we have initiated in the financial year 2009/2010.

Shaw Wallace Marketing Ltd., the trading partner of Super-Max has been very successful for the eight years of its inception in 2002.

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

A: We are in the shaving industry dominant by the male segment. Therefore, out of the total population of 20 million in Sri Lanka nearly 7 million need shaving products. The competition in the industry has been one of the challenges since the industry is being dominated by three to four players.

Apart from that the industry is highly mature and products introduced early have a considerable equity than others. Therefore, the competition on having a substantial share becomes a major challenge to us.

Q: How will you tackle competition?

A: We are fully focused on our sales operations as a strategy to meet competition.

We have entered the market with similar products of our competitors. Therefore, our strategy will be to focus on the differentiation of products.

Super-Max is a global leading brand for shaving products and has its presence in over 140 countries. Super-Max holds the market share of 33 percent and the second largest brand for shaving products in the world. Super-Max was the first in the world to launch triple and four blade disposable razors. Hence, we can easily capitalize the market.

Q: How will you face future challenges of the industry?

A: Sri Lanka has a growing market and we have taken a lot of initiatives with the brand building. At present, we work on triple disposables in Sri Lanka.

Q: The products that you market only focus on men. Why don’t you enter women’s products also?

A: At present, we are working out to cater to women’s products also. Shaw Wallace Marketing Ltd., has the full capacity to dominate that market. We have planned to introduce women’s razors in the next financial year starting from April.

Q: What is your target for next year?

A: We target a growth of 150 percent in the next financial year.

Q: How do you cater to all segments of customers in Sri Lanka?

A: The company has appointed country trade partners and in that sense, the trade partners can understand the attitude of local people.

Therefore, our range of products is capable of catering to all the segments of society.

We cater to the value for money segment as well as to the premium segment with our product.

Q: What is your advice to the young eager to climb the corporate ladder?

A: Whatever the job one is engaged in, one should deliver it honestly with an ambition of achieving higher goals.

One should inculcate a passion to deliver their role performances to reach the pinnacle of success.

When it comes to the corporate sector, one should choose the portfolio to match with society needs. And one should be 100 percent focused on what they do.

Q: What is your philosophy in life?

A: To do the right thing at the right time and with Godly fear. I lead a honest and a simple life.

Q: What do you do in your leisure?

A: I like to be with my family whenever I have leisure time.

Q: What is the country you like to visit?

A: USA

Q: What is the place you like to visit in Sri Lanka?

A: Nuwara Eliya