Haycarb, yet another Sri Lankan company is the world’s largest Activated Carbon manufacturer, producing over 18,000 Metric tones of activated carbon each year. Dankotuwa Procelain, Noritake and other ceramics manufacturers in Sri Lanka have been able to tilt a portion of the world market of ceramics from China to Sri Lanka.
MIT with their stock market software, WS02 with their open source initiatives, Virtusa and all the other IT companies that have sprung up have redirected the flow of software outsourcing and have created a strong name for themselves and Sri Lanka in the world of IT.
Of course, textile companies like Mas Holdings and Brandix need no introduction.
So these examples clearly show that in spite of our industrial sector being comparatively small when compared to the service sector, we have been able to score strong points by concentrating on niches that matter.
Nothing lasts forever though, and with the current turn of events of the country it’s hard to predict what will become of the markets that we hold today. Mr. Shelton Fernando, Managing Director of Nippon Maruchi points out that everywhere we look, we see half completed jobs. Roads without pavements, a capital city without a proper transportation system, an electricity grid that cannot be relied upon, a water supply that is never consistent, etc etc etc. His argument is with an environment as flawed to this extent, how can companies reach out to make products that need nanometer precision?
But perhaps the deciding factor of further industrial development [or the lack there of] would be the reluctance to change the historic brand of Sri Lanka. We love to dwell on the fantasy of a self-reliant agricultural nation that can survive on it own. We live in our glorious past and fail to realize a realistic future. We still believe in the independence of a nation rather than the inter-dependency of a global village.
To create a successful country brand, it should first be created in the minds of the people. India’s authentic brand of culture, America’s brand of freedom, and Australia’s brand of multi-nationalism was instilled in the minds of the people long before they became realities.
I think it’s high time to start.
Ending note: Patriotism and country branding are two different things. Understanding this difference goes a long way. Perhaps even towards worldwide peace & prosperity.





