Features

Entering Australia, early resistance and the platform for Dilmah’s success

Published

3 years ago

2023/10/1

(Excerpted from the Merrill Fernando autobiography)

Australia and neighbouring New Zealand feature very prominently in my story as it was in Australia, in 1985, that I launched ‘Dilmah’ as a brand. I was familiar with the markets in those two countries as I had been exporting to both since my early days in the export trade. I had also made very useful connections during my days as one of the major bulk tea suppliers from Sri Lanka to Australia.

The late Bill Bennet, who, in the early 1950s trained as a tea taster at Heath & Co in Colombo, where he represented Bushells’ interests, became a good friend. A very friendly, large-hearted man, at that time he was also very much a mentor to me. Later, he joined his father in the family tea company, H. A. Bennet & Sons in Australia and, eventually, became its owner. He sold much of my bulk tea in Australia.

In my move from bulk to branded tea, his advice and guidance were invaluable. As was the case with many of my business associates, he and his family became very close to mine. For close upon 50 years, we never failed to meet on my visits to Melbourne, Australia. I was deeply saddened by the recent passing of this gentle and generous man.

Bill introduced me to his brother, Peter, and Jack Sholer, who owned the Australian Tea & Coffee Company, which used to supply private label tea and coffee to supermarkets. Since the demand for tea bags was growing and their factory was unable to meet the production increase, they turned to me for help. It was a very useful opportunity for me as, soon afterwards, I made a major breakthrough when I was awarded the contract to pack ‘Farmland’ tea bags for G. J. Coles, then the largest supermarket chain in Australia.

Initially, as I will describe in a subsequent chapter, my export initiatives of value-added tea were inhibited by restrictions on shipping opportunities and the differentiated freight rates for bulk and value-added tea. Those issues had to be resolved with a mix of confrontation, subtlety, and influence leverage and, after a long battle, I was able to achieve a reasonable parity.

In 1977 I acquired two tea bagging machines at a cost of around USD 500,000, but for about two years I was unable to generate any business. Eventually, after relentless promotion on my part, personally carried out, I obtained a decent opening in the G. J. Coles supermarket chain. I developed private labels for Coles, Woolworths, Franklins, Safeway and other smaller supermarket chains, within a year.

Max Currie, Head of Tetley and Lyons Australia, and I, established a very good relationship and I supplied him with tea bags under the Tetley label. I also encountered episodes of sabotage of my tea, most likely by his staff, as they would have feared that Max might transfer all the Tetley business in Sri Lanka to me. I went across to Australia and proved that a cigarette butt, which was allegedly found in one of my packs from Sri Lanka, would, most probably, have been introduced at the Aussie end, as that cigarette brand was not available in Sri Lanka! Eventually, after they secured their own tea bagging machines, I stopped supplying that label.

This was also a period of stringent exchange control regulations. Spending money abroad, even for genuine businessmen, was restricted to 10 pounds sterling per day for a 21-day maximum. Max was aware of this issue and was always generous to me with spending money, which was very useful. Despite my protests he continued this practice even after controls were relaxed.

Family ties in business Romeo and Drake of South Australia

Max was also the Chairman of the Victoria Economic Council, a very influential position in a Labour Party Government body. He offered me some very generous concessions, including a proposal for me to transfer tea bagging machines and to set up an operation in Melbourne, for which he would find the necessary land. He also offered me funding through the Economic Council. However, I explained to him that my philosophy was to provide employment in my country and to ensure that the benefits of value addition would remain in Sri Lanka.

His wife, Meris, too became our friend as she was especially fond of both Malik and Dilhan. She presented them with lovely sweaters and other woollen clothing when they were schooling in England. Max moved on a few years ago but Meris continues to live in Melbourne and I do not fail to meet her whenever I visit that city.

Why Dilmah?

`DILMAH, ‘the brand name that now symbolizes Quality Pure Ceylon Tea in over a hundred countries, was coined by combining the names of my two sons, Dilhan and Malik. When I linked the names of my two sons to my brand, I was demonstrating my commitment to my promise to deliver a quality product at a reasonable price, and the credibility of my pledge to the customer. My brand was as part of my family as my two sons were. In retrospect, despite the early setbacks and the initial misgivings of advertising and marketing experts about the potential of a brand name, which, in their view, did not seem linked to tea, it proved to be one of the best marketing decisions I had ever made.

The trial launch took place in 1985, in Australia, with a decent-looking but by no means impressive pack. This was well before the art of the graphic designer and five colour printing. I designed my own pack and first called it ‘Dilma’. I was then 55 years old and close to the age when most people retire!

My friend Gamini Goonesena, formerly a famous cricketer both in England and Sri Lanka, was then working for the Australian advertising agency, appointed by the Sri Lanka Tea Board, as the official media company for the promotion of Sri Lanka tea brands in Australia. Gamini helped me source a distributor, Aeroplane Jelly, a small, family-owned, jelly-producing company. I selected it because they had good access to the retail trade, especially in New South Wales.

However, I made slow progress with them and it soon became clear that the challenge of marketing a new product category like tea, in a highly-competitive environment, was beyond their capabilities. Therefore, I moved to Mauri Foods whilst George Patterson, a leading advertising agency, re-designed the package, which remains much the same to this day.

Patterson developed a new campaign strategy, with one of the first key initiatives being consumer testing of the brand name, ‘Dilma’. The results indicated that ‘Dilma’ did not have sufficient punch to create significant brand awareness and visibility. There were doubts about its appeal to a highly-sophisticated market like Australia. However, the creation of a new brand name was out of the question; quite apart from the sunk costs and the prohibitive additional cost of rebranding, my sentimental attachment to the brand name precluded any such consideration.

Finally, following rigorous consumer testing, it was decided to add the ‘H’ at the end of ‘Dilma’ and rebrand as ‘Dilmah’. Thus the brand was born. It was relaunched with a new packaging design, which was printed in Singapore to ensure highest quality in presentation.

Early struggles

I came up against stiff resistance when I tried to find a supermarket chain which would give ‘Dilmah’ space on its shelves. The Coles supermarket chain buyer whom I approached maintained that he was happy with the tea brands he was already selling and that he did not see the need to add to the portfolio of selling brands which had been around for generations. I had many friendly arguments with him, trying to get him to understand that big brand owners were simply looking for profit, without any concern for the consumer, who is driven to buy whatever is on the shelf, regardless of the quality of the product.

I tried to convince him that what was on the shelf was commodity tea and that whilst the brand names remained the same, the contents had changed and the consumers, who had been weaned on quality Ceylon Tea, were now being deceived by an inferior product. Finally, either convinced by my arguments or simply to appease my insistence, he accepted two Dilmah products and put genuine, quality Ceylon Tea back on the Coles supermarket shelf.

It was also a watershed moment in my life as a tea entrepreneur; for the first 38 years I had been supplying tea in bulk to blenders and packers around the world. With the launching of my own brand, ‘Dilmah,’ I took the first steps towards the fulfilment of a promise I had made to myself, as a young man in his novitiate in the tea trade.

Initially, despite my long experience in tea and my knowledge of multinational marketing strategies, I was still a bit naive. It was my intention to price Dilmah 20 cents above the market leader, but the Coles buyer would not agree. In deference to his opinion and advice, I priced it at AUS Dollars 1.89, 10 cents less. I was delighted with what I had achieved, in ignorance of what was to follow.

As Dilmah was relatively small, unknown, and, in my perception, posed no threat to the established multinational brands, I never expected a reaction from them. However, the then market leader discounted its tea to AUS Dollars 1.49 at the very next promotion. I was both disappointed and dispirited. I assumed that my long-held dream to bring Pure Ceylon Tea back to the consumer would have to remain as such. I fully expected Dilmah to be taken off the shelves when it came up for review three months later.

The Dilmah philosophy was a threat to the multinational operational style. The foundation of the latter, a well-entrenched colonial concept, is to subjugate the producer by acquiring his product in bulk, as a raw material, and to add real value by branding, packaging, and marketing elsewhere. Dilmah had broken that mould by adding that value in the country of production itself. If many others were to follow that example, the mass market traders’ business would be at serious risk. Hence, the immediate retaliatory response in Australia, which included aggressive media campaigns mounted by Lipton, Bushells and Lanchoo the then market leaders to counter my entry in to the Australian market with Dilmah.

Nabi Saleh: a chance meeting led to a lifelong Friendship

Therefore, in the background of an envisaged worst case scenario, I was rendered speechless when, at my next visit to the Coles buyer, he said: “I have good news for you.” Apparently, never before had he received so many messages from happy customers, as he did about Dilmah, commending the product. The callers had thanked Coles for bringing real Ceylon Tea back in to their cups. That marked the beginning of the Dilmah success and the confirmation of my long-held belief, that if you deliver good quality consistently, the consumer will extend patronage. The brand is built and sustained by the happy customer.

Australia was a market with other, inherent advantages for a proposition such as Dilmah, as that market offered many house brands and generic packs, largely of Ceylon Tea. Whilst all such packs were under importers’ brands, with suppliers and origins changing from time to time, it was still an important part of Australian business and a pattern of trade and distribution common in other Western countries as well.

The opportunity given to me earlier, to provide such house brands and generic packs to retailers, gave me an invaluable insight in to the dynamics of the Australian tea market. That experience with the distribution system, and my connections with the retailers and their management, enabled me to very effectively introduce my own brand later.

Having first worked with Mauri Foods, I moved to Cerebos Australia whilst working with a few other foodservice importers. Subsequently, with the sales of Dilmah gathering momentum, I set up ‘Dilmah Australia’ as a company and a marketing platform, to operate in association with Broker Counterpoint Marketing Services. The latter functioned as regional brokers whilst we managed the customers and logistics through a logistics company. I recruited Cindy Dean, wife of a good friend, Ishan Ratnam, as the General Manager of Dilmah Australia. Thus, with my own team in place, I was beginning to achieve my goals for Dilmah in Australia.

However, I found that our distributors did not always share my passion for Dilmah and, as a result, I had to constantly review marketing strategies and distribution arrangements. One disappointing experience was with Valcorp, in 2008. I found that this company, headed by John Valmobida, did not possess the competencies and attributes necessary to drive Dilmah with the kind of energy that I liked to see. Finally, when we were unable to arrive at a resolution of issues regarding distribution of Dilmah in Sydney, Valmobida suggested that the operations agreement between us be cancelled.

I immediately agreed and resisted all his subsequent attempts to change my mind. From then on, having given Valcorp a couple of months’ grace, we set up our own distribution, eventually managed by Rohan Meegama, the son of my Shipping Manager when I was at A. F. Jones. Rohan was the Warehouse Manager for Valcorp and, despite the misgivings of both colleagues and friends, I set him up in the warehousing business on his own and entrusted our distribution in Australia to him. He has been doing an excellent job ever since.

Consequences of stress

That was a particularly trying time for me personally as, under the strain of resolving problems that were cropping up in all the major cities in Australia where we were in business, I actually fell physically ill. I was flying between cities almost on a daily basis and as a result of developing a seemingly unquenchable thirst, consuming large quantities of lemonade and other carbonated drinks. It was one of the most stressful periods in my life.

After a very strenuous spell in Australia I returned to Colombo soon afterwards, flew to London, still feeling terribly unwell but understanding the reason. A couple of days after I landed, the late Daya de Silva, then my doctor in London, diagnosed that I had come in for Type 2 Diabetes! An incipient condition had been triggered in to a major health episode by work stress. He wanted to immediately hositalize me but agreed to let me stay at home on the strict understanding that I would ring him twice a day, to personally report on my condition.

In the launching and promotion of Dilmah tea in Australia, I had to contend with humiliation, disappointment, and interventions designed to damage my progress. In addition, there was also opposition from people in Sri Lanka itself. However, whilst I was deeply shaken by the fierce and often unscrupulous competition from the multinationals, I was also inspired by the welcome reception to the concept of a quality tea that I eventually received from the supermarket buyer and the consumer. My persistence at that level paid off and resulted in supermarket chains agreeing to stock my products.

A refreshing counterpoint to the initial hostility I faced in Australia was the friendly reception, from the Romeo & Drake families of Adelaide, both running independent supermarket chains in South Australia. My association with these two families goes back to over 40 years. In the charming nature of such close-knit, traditional family businesses, very much like mine, the relationship has been extended to the second and third generations.

Rodney Arambawela, a proactive official

Rodney was Sri Lanka’s Tea Commissioner in the Middle East (Gulf Region) from 1975-1982. During this period of service he was stationed in Dubai, before it became the sophisticated and modern centre of business activity that it is today. I got to know him then and shared with him, my ideas for the launch of a Pure Ceylon Tea brand of my own.

In 1982, during Major Jayawickrema’s period as Minister of Plantation Industries, Rodney was appointed as Tea Commissioner to Australia, New Zealand, and the Pacific Islands. His appointment came at a time when the market for Ceylon Tea in Australia had declined alarmingly, with Australian packers opting for cheaper tea from different origins, more suitable for tea bags. Rodney’s remit in Australia, as defined by the minister himself, was to strategize the revitalization of the Ceylon Tea market in the country.

Apart from my own knowledge of the Australian market, the market research that Rodney conducted after assuming duties in Australia, provided statistics which were very helpful in the launch of Dilmah in that country. He was also very supportive in the early promotional campaigns and took an active part in the related activities. His proactive response to the project, and his enthusiasm for its successful implementation, was in complete contrast to the passive and often obstructionist attitude of some of the members of the Secretariat in Colombo. After leaving the Tea Board in 1988, Rodney reverted to an academic career but still continued his promotion of Dilmah in various forums. His assistance to the cause of Dilmah in Australia has been invaluable.

Nabi Saleh my friend

My story of Dilmah in Australia would not be complete without mention of Nabi Saleh, a highly-educated, Iranian-Australian businessman and commodities trader. I met Nabi, quite unexpectedly, about 40 years ago at the Franklins Supermarket, Sydney, whilst we were both waiting to meet the same buyer, Michael Hansel. We were competitors at first. but later became trade associates and, more importantly, good friends.

Nabi was then a private label supplier to Franklins and other distributors. through a small-time packer in Indonesia. After that first meeting. Nabi bought private label tea from me as well. In 1995 Nabi became the owner/Chief Executive Officer of Gloria Jean’s Coffee, a venture he developed into a worldwide success. Nabi admired my vision for Pure Ceylon Tea and was of assistance to me in establishing Dilmah in Australia. Like me, Nabi is also a man of great faith.

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Features

Defend civic space upon which peace is built

Published

2 hours ago

2026/09/22

Sahan Weerasooriya

by Jehan Perera

International Peace Day was observed on 21 September. It finds Sri Lanka with a genuine achievement to record and a demanding test to meet. The UN’s theme this year was “Invest in Peace: For Everyone, Everywhere, Every Day.” It also honoured the “everyday architects of peace”—people driving local action and building a lasting peace from the ground up. In the 2026 Global Peace Index, Sri Lanka rose 30 places, from 97th to 67th among 163 countries. Over the same period, global peacefulness declined for the twelfth consecutive year to its lowest level since the index began, and South Asia suffered the sharpest regional deterioration. The test is whether the government will protect the civic space in which those architects of peace work.

Sri Lanka’s improvement is real and deserves acknowledgement. In this year’s review, issued a few weeks ago, the UN High Commissioner for Human Rights acknowledged progress in the form of action against corruption, arrests and investigations linked to political killings, enforced disappearances and the 2019 Easter Sunday attacks, and continued official denunciation of racism. A ranking, however, records conditions at a particular moment. It does not guarantee that they will last. Sustainable peace will depend on three factors. These are whether the government addresses the unresolved causes of conflict, whether it strengthens accountability for past and present abuses, and whether it protects the civic space in which peace is built from below. On the first two the record is incomplete. On the third, the draft NGO law threatens to weaken the very organisations that press for the other two.

What holds Sri Lanka back from a higher place are the same things that fed the war at home and also feed international conflict that rages elsewhere in the world. These are racism or ethnic nationalism that is narrow-focused, corruption and lawlessness. Equality, accountability and the rule of law are their remedies. The present government has committed itself to these, and is a significant improvement over governments of the recent past. But these pillars are not held up by governments alone. Peace is made in villages, workplaces and university campuses. It is made by families who insist on the truth about their disappeared, by journalists and lawyers who expose abuse, and by community organisations that bring Tamils, Muslims and Sinhalese into practical cooperation.

Unfinished Work

The UN High Commissioner’s report to the current Human Rights Council session, covering October 2025 to July 2026, shows how much remains to be done. The Prevention of Terrorism Act is still being applied, producing arbitrary arrests and long detention without charge. The report calls for a moratorium pending repeal and for the release of long-term detainees. Military-occupied land has not been released, memorialisation lacks support, and tensions over land and religious sites persist. The Batticaloa district illustrates how such problems endure. In the past three years, two Presidents, Ranil Wickremesinghe and Anura Kumara Dissanayake, have visited and instructed that the dispute over grazing land in Mailaththamadu and Mathavanai be resolved. It is a dispute between Tamil cattle farmers and outside Sinhala cultivators, and it has not been resolved. When two Presidents issue instructions and nothing changes, the fault lies in the machinery of State. An unresolved dispute does not stand still. It hardens into the next grievance.

Accountability shows the same pattern. The report documents torture and deaths in custody, and surveillance and intimidation of activists, journalists and civil society. Serious cases remain stalled for years, among them the killing of seventeen aid workers of Action Contre la Faim in Muttur two decades ago. Sharper still is the case of the Eastern University refugee camp at Vantharamoolai, where in 1990 the army took away 158 persons in a single day. They were never seen again. The camp’s officer-in-charge, Dr T. Jayasingam, later Vice Chancellor of the university, identified the officers responsible. More than three decades on, those officers have not been questioned. These cases are still remembered because families, survivors and independent witnesses have refused to let them be forgotten. Meanwhile several commissions of inquiry have completed their investigations but nothing further has happened.

What South Africa, Argentina and other post-conflict societies have found indispensable are four pillars of what is called “Transitional Justice” which are truth, accountability, reparations and non-recurrence. In Sri Lanka’s circumstances, truth means credible, independent investigation of what happened to the disappeared, and support for memorialisation. Accountability means prosecuting Muttur, Vantharamoolai and comparable cases, and removing credibly accused persons from senior office. Reparations mean compensation for victims and the return of military-held land. Non-recurrence means repealing the Prevention of Terrorism Act, releasing those held under it in the meantime, and resolving local disputes such as Mailaththamadu before delay hardens them. A country that buries its past does not escape it. The past returns in the next generation.

Civil Society

It is against this background that the draft NGO law is most troubling. The proposed legislation contains sweeping provisions for State oversight and control of civil society organisations. Among these are enforcing a licensing requirement on NGOs, which is to be renewed every three years, and severe penalties for not submitting reports on time, or for spending on emergency flood relief (for instance) when the NGOs mandate is peacebuilding (as an example) with possible sanctions including deregistration and having to shut down. Civil society groups have warned that it would confer excessive discretion over their registration and operations. Officials in Sri Lanka have abused such powers in the past. Additional power without effective checks invites further abuse. Sound regulation would have clear criteria for registration, an independent registrar and a right of appeal to the courts. What cannot be justified is a regime in which registration becomes a licence to be withheld from organisations that scrutinise policy, expose abuses or advocate for the rights of citizens.

Democracy is based on checks and balances. Those who press for accountability are part of those checks. The contradiction is plain. A government that has pledged accountability, equality and the rule of law ought not to be preparing to weaken the very organisations that press for their fulfilment. The organisations most exposed are those working on disappearances, land, memorialisation and reconciliation in the North and East, where the State’s record is weakest and the need for independent witnesses greatest. Silencing them would not remove the grievances they document. It would remove the channel through which those grievances are addressed peacefully. The government appears to be relenting, which is welcome, but a pause is not a withdrawal. The bill should be withdrawn and any replacement drafted in genuine consultation with those it would govern.

Investment in peace as called for by the UN in its International Peace Day theme implies commitment over time, with returns that come slowly. Sri Lanka’s 30-place rise on the Global Peace Index is a first dividend and nothing more. It can be built upon only if the government matches its commitments with action: withdrawing or fundamentally redrafting the NGO law, repealing or suspending the Prevention of Terrorism Act, and bringing Muttur, Vantharamoolai and Mailaththamadu to resolution. A higher place in a global index is not a certificate of success. Sri Lanka’s higher ranking is an encouraging start, but it will endure only if the space in which citizens speak, question and organise is protected. Peace is built from below, and a government that is serious about it will treat civil society as a partner rather than a threat.

Features

Africa is buying: Sri Lanka must start selling

Published

2 hours ago

2026/09/22

Sahan Weerasooriya

A call to Sri Lankan exporters and agencies: Can Sri Lanka compete with China and India in Africa?

By Kana V. Kananathan
Former Ambassador

Sri Lanka has spent decades concentrating its exports on traditional markets in Europe, North America and Asia. Yet across the Indian Ocean lies a rapidly expanding market that remains significantly underdeveloped by Sri Lankan exporters: Africa.

The opportunity is not theoretical. Sri Lanka already exports packaging, textiles, rubber products, pharmaceuticals, paper, machinery and electrical goods to African markets. The question is whether these modest beginnings can be transformed into a serious export strategy—and whether Sri Lanka can compete against the enormous commercial presence of China and India.

The answer is yes—but Sri Lanka must compete differently.

Kenya: Gateway to East Africa

Kenya should be the starting point.

Sri Lanka exported approximately US$32.08 million to Kenya in 2025, while importing US$11.41 million. But US$32 million is tiny compared with the opportunity: Kenya imported more than US$24 billion in 2025. Even a 1% share of that market would represent nearly US$240 million in annual exports.

And the commercial base already exists. Sri Lanka’s 2025 exports to Kenya included approximately US$9.99 million in paper and paperboard products, US$9.73 million in knitted fabrics, US$3.64 million in pharmaceuticals, US$1.24 million in rubber products and US$1.20 million in machinery.

Kenya’s import structure is equally revealing. In the third quarter of 2025, industrial supplies represented 34.4% of imports, machinery and capital equipment 19.2%, food and beverages 9.0%, and consumer goods 7.3%. The opportunity for Sri Lanka, therefore, extends well beyond consumer goods—we can become a supplier to African industry.

But competition is fierce. Asia supplied around 70% of Kenya’s imports in 2025, with imports from China rising 16.5% and those from India 11.3%.

Sri Lanka cannot challenge China and India across every product category. Nor should it try. We must target sectors where quality, specialisation, reliability, technical capability, smaller production runs and flexibility matter more than simply offering the lowest price.

Where Can Sri Lanka Compete?

Packaging is an obvious starting point. Cartons, boxes, bags and labels are already among Sri Lanka’s exports to Kenya. Importantly, some Sri Lankan companies operating in Kenya are themselves importing these products from Sri Lanka. The market already exists; the challenge is to scale it.

As Africa’s food-processing, pharmaceutical, apparel and consumer-goods industries expand, demand for sophisticated packaging will grow with them. Sri Lanka already possesses the manufacturing capability and industry experience to capture a larger share.

Industrial rubber products, tyres, gloves and specialised rubber components offer another opportunity where Sri Lanka has established manufacturing expertise.

The apparel supply chain is equally promising. Rather than competing directly with African garment factories, Sri Lanka can supply fabrics, elastics, labels, packaging and specialised textile inputs.

Some Sri Lankan apparel manufacturing and export companies already established in Kenya, Togo, Ghana and Ethiopia are importing several of these inputs from Sri Lanka. The supply chain, therefore, already exists. The next step is to move beyond supplying Sri Lankan-owned factories and become a competitive input supplier to the wider African apparel industry.

Other sectors deserving systematic market development include pharmaceuticals and medical consumables, processed foods, biscuits and confectionery, coconut products, cinnamon and spices, electrical products and cables, industrial chemicals, ceramics, light engineering, agricultural equipment and food-processing machinery.

Sri Lanka should also look beyond physical goods. IT, fintech, banking technology, engineering, healthcare, hospitality management and professional services largely escape the freight disadvantage confronting merchandise exports.

The Tariff Problem Can Become an Opportunity

Market access cannot be discussed without tariffs.The East African Community applies a Common External Tariff with bands of 0%, 10%, 25% and 35%, while certain sensitive products attract still higher protection. Simply filling containers in Colombo with finished consumer goods will therefore not always be commercially competitive.

But that obstacle points towards a bigger opportunity: manufacture in Africa.

Sri Lankan businesses could export intermediate materials while undertaking final assembly, manufacturing, processing or packaging in Kenya. Packaging companies could establish converting plants; electrical manufacturers could assemble locally; pharmaceutical companies could explore manufacturing or packaging partnerships; and food companies could undertake final processing closer to consumers.

Kenya would then become more than an export destination. It could become Sri Lanka’s manufacturing and distribution gateway into East and Central Africa.

With the East African Community now comprising eight partner states and extending geographically from the Indian Ocean towards the Atlantic, establishing a regional presence is increasingly more important than viewing each African country in isolation.

West Africa Cannot Be Ignored

Sri Lanka simultaneously needs a West African strategy.

Ghana offers potential as an English-speaking commercial gateway and host of the AfCFTA Secretariat. Nigeria, with its enormous population and consumer economy, should be approached as a major market in its own right, despite its greater regulatory, currency and operational complexity.

ECOWAS tariff bands of 0%, 5%, 10%, 20% and 35% again make product selection critical. Sri Lanka should concentrate on products with sufficient differentiation and margins to absorb freight, tariffs and distributor costs.

Pharmaceuticals demonstrate both the opportunity and the challenge. Nigeria imported approximately US$766 million in pharmaceuticals in 2025, with India supplying roughly US$394 million and China US$131 million. Ghana imported approximately US$301 million, with India supplying about US$140 million.

Sri Lanka cannot simply offer another generic product and expect to beat India on price. We must identify specialised products, reliable supply arrangements, partnerships and, where commercially justified, local production or packaging.

Stop Promoting Sectors—Identify Products

Sri Lanka now needs an Africa Export Opportunity Study based on individual products, not broad sectors.

The Export Development Board, Foreign Ministry, chambers and private sector should jointly identify 15–20 priority products. For each product, Sri Lanka should calculate the HS code, African annual import demand, principal suppliers, Chinese and Indian market shares, applicable duties, freight from Colombo, regulatory requirements, distributor margins and final landed price.

That will tell us where Sri Lanka genuinely has a competitive advantage.

The Commercial Test

Before spending resources promoting a product, apply one simple test:

African import demand + Sri Lankan production capability + tariff + freight + distributor margin + regulatory cost = final landed competitiveness against China, India and local African production.

Only products that pass this test should receive concentrated export-promotion resources.

This would move Sri Lanka away from exhibitions, delegations and general discussions towards what ultimately matters: specific products, specific buyers, specific distributors and actual export orders.

Give Our Missions Targets

Commercial diplomacy must become results-driven. The Government should set clear annual trade and investment targets for every Sri Lankan mission in Africa.

Missions should be evaluated not merely on diplomatic activity, but on buyers and distributors identified, business introductions made, investments facilitated, market barriers resolved and measurable exports generated.

In a competitive Africa, our missions must become active economic frontlines not merely diplomatic outposts.

A practical strategy could operate through three commercial gateways: Nairobi for East and Central Africa, Accra for selected West African markets and Lagos for Nigeria.

Sri Lanka’s total exports of goods and services reached approximately US$17.25 billion in 2025. Capturing even a small additional share of Africa’s enormous import market could, therefore, make a meaningful contribution to export earnings, investment and foreign-exchange generation.

Africa Will Not Wait

Sri Lankan exporters must stop looking at Africa as a distant or difficult market and start treating it as a strategic growth market.

We cannot compete with China and India on scale, but we can compete on quality, specialisation, flexibility and reliability. Exporters must identify country-specific opportunities, establish strong local distributors, build partnerships with African businesses and use Sri Lankan companies already operating on the continent as gateways into regional supply chains.

Where freight and tariffs weaken competitiveness, businesses must be prepared to move towards local assembly, joint ventures and manufacturing in Africa. Exporters cannot do it alone. They need aggressive, measurable and results-driven commercial diplomacy from Sri Lanka’s missions.

Africa is buying. Its markets are being captured now. Sri Lanka must stop watching from the sidelines. We must enter, compete, build our presence and secure our share.

(Ambassador Kana Kananathan is a businessman, Diplomat, lobbyist and an expert in African affairs, with over four decades of experience on the African continent. A long-time resident of Africa, he served as Sri Lanka’s envoy to Uganda and Kenya, with concurrent accreditation to 22 African Nations, and was the permanent representative to UN Habitat and UN environmental Programme. Over the years, he has been the Elections Monitor across the continent, working closely with African governments, and built enduring partnerships with African leaders. He also served as Economic and Investments Advisor to former President Professor Alpha Condé of the Republic of Guinea)

Features

Memories and Midnight Magic: Recipe for a perfect 31st Night dance

Published

2 hours ago

2026/09/22

Sahan Weerasooriya

The heart of a great 31st Night dance is memory, and memories come rushing back when those 70s, 80s and 90s golden oldies begin to play — those timeless tunes that make revellers, young and old, rush to the floor and dance the night away.

A perfect 31st Night is not just a party. It is a journey. A journey through time.

The music should flow like a love story. Start slow, start soft. Let couples glide into a waltz for romance. Let the floor come alive with a twist, a rock ‘n’ roll, a jive. Let nostalgia build with beautiful sing-along oldies generally associated with a New Year’s Eve dance.

This is the art that many of our entertainers seem to have forgotten.

The final hour, before midnight, is sacred. It should be collective energy at its peak. The entire crowd, on the dance floor, linking arms, swaying together, singing, at the top of their voices, those sing-along favourites.

Yes, I’m referring to those immortal, nostalgic favourites that unite the world: ‘This Land Is Your Land,’ ‘You Are My Sunshine,’ ‘When The Saints Go Marching In,’ ‘Roll Out The Barrel,’ ‘Celebration,’ ‘She’ll Be Coming Round The Mountain,’ ‘Happy Days Are Here Again,’ and so many more.

One wonders if some of our modern entertainers have even heard of these nostalgia anthems that traditionally lead up to the dawning of the New Year! This is not just music; this is ritual.

Then comes THE moment: Lights dim. Music pauses. A hush falls. The countdown begins — 10, 9, 8… — hugs, wishes, tears of joy, and then … ‘Auld Lang Syne.’ Hands crossed, voices united, bidding farewell to the old and welcoming the new. That moment makes or breaks the night.

Here is the truth that many genuine 31st Night revellers feel but hesitate to say — an overdose of baila music at New Year’s Eve events is NOT welcome.

Of course, baila is required. Baila is our Sri Lankan heartbeat! But a 31st Night dance is for everyone.

When it’s ONLY baila, the twist and rock n’ roll lovers, the waltz kings and queens feel left out. And they are the very people who MADE nostalgia! They are the die-hard revellers who have kept the 31st Night spirit alive for decades.

A family mentioned to me that they went along with friends for a 31st Night dance, in the city, to usher in 2026, and were thoroughly disappointed with the setup.

The bands in attendance, they said, failed to generate the excitement generally associated with a 31st Night event.

If given a free hand, the music at certain Colombo venues will be mostly baila, and that is going to disappoint many. Some are already worried that it will be just a baila scene this year, as well.

A memorable 31st Night respects all rhythms … yes, a waltz for romance, a twist and rock n’ roll for that 60s magic, a cha-cha, a slow foxtrot, and then the baila, after the countdown anthem.

That balance is what makes it inclusive, classy, and truly fun-filled.

Organisers, especially in Colombo, should keep this in mind: let it be 70% nostalgia – Western, and 30% baila, with the last hour left for pure baila madness, after the New Year is in!

Organisers must work out the programme for their 31st Night and instruct the entertainers to follow those instructions. The band should not dictate the night; the spirit of nostalgia should.

This New Year, let’s give Colombo what it truly wants — memories, midnight magic, and music for every soul on the floor.

Let’s dance into 2027 with class.