Features
Beyond the bookshelf: Sarasavi’s mission to make Sri Lankan stories heard
For Amendra Haputhanthri, books are not merely products — they are instruments of knowledge, character, imagination and change
by Ifham Nizam
There are books that entertain, books that educate and books that change the way people see the world. And then there are books that allow people to see themselves.
For Amendra Haputhanthri, Director of Sarasavi Bookshop (Pvt) Ltd, that last quality is at the heart of a mission that goes well beyond selling books.
It is about ensuring that Sri Lankan writers, particularly those writing in English, have a place on the shelves, a place before readers and, ultimately, a place on the international literary stage.
That vision will come alive at Fairway Street of Stories, a three-day celebration of Sri Lankan English writing organised by Sarasavi from September 4 (today) to 6 at the Dutch Hospital Precinct, from 10 a.m. to 10 p.m.
More than 1,000 titles by Sri Lankan English writers will be available, while eight authors will participate in readings, author meet-and-greet sessions and signing events.
There will be children’s activities, an open-mic platform for unpublished writers, a programme by Every Story exploring women’s experiences through reading and drawing, and a book club quiz involving two book clubs.
The winning book club will receive a one-night stay at Fairway Hotel, while the runners-up will receive a book pack and Sarasavi discount voucher.
But for Haputhanthri, the event is not simply another literary festival.
It represents a philosophy that has been developing within her for years.
“It is our vision,” she says.
Sarasavi’s stated vision is to make books available and contribute towards building an intelligent, educated generation enriched with good morals. Its mission, she explains, goes beyond providing books to customers and includes supporting the younger generation in developing their knowledge, attitudes and talents.
For Haputhanthri, books are central to all of this.
“Books should add some value to you. They should give you personal growth. It should not be a waste of money.”
That belief also explains why Sarasavi takes its selection process seriously.
“There is a careful screening process when it comes to Sarasavi Bookshop as well as Sarasavi Publishers,” she says.
The content, she believes, must be worthwhile.
“It has to be adding some value to you.”
The moment everything changed
Haputhanthri’s commitment to Sri Lankan English writing was not something that emerged simply from a business strategy.
It began with a personal discovery.
When she joined Sarasavi, she was involved in the imports section. The work required her to examine catalogues and read publishers’ synopses before selecting books.
Among the thousands of international titles, she began encountering writers who were Sri Lankan but whose works had been published abroad.
She remembers names such as Ashok Ferrey, Michael Ondaatje, Shyam Selvadurai and Carl Muller.
Something happened when she encountered their stories.
“These are Sri Lankan writers with Sri Lankan stories but published overseas,” she recalls thinking.
“I felt more closer to those stories than reading a story from New York or London. This is more closer to me. I felt it.”
That feeling eventually became a conviction.
A major turning point came when she attended the 30th Gratiaen Trust award ceremony and heard a speech by Michael Ondaatje from the first Gratiaen Trust event.
The words stayed with her.
Ondaatje had spoken about the moment he discovered writers who reflected his own place and experience — a literary mirror of a world that had previously been absent from the books he read.
Haputhanthri says that idea profoundly affected her.
“Nothing is as exciting for us as to find our own place or our own stories in a book.”
And then came the line that she says transformed her thinking:
“When that happens, the self is doubled. We are no longer invisible.”
“I felt enlightened, basically, to find that,” she says.
From then onwards, she began giving greater prominence to Sri Lankan English writers in Sarasavi.
A dedicated rack was introduced for local authors writing in English, and staff members were encouraged to actively speak to customers about these books.
Because putting a book on a shelf is only half the battle.
The other half is getting somebody to pick it up.
The 200 manuscripts that disappeared and the seriousness of that responsibility became even clearer after a conversation with Jeremy Muller, son of the late Carl Muller.
At the launch of Chiara Mendis’s Lanka Box, Haputhanthri was speaking with Muller about his father’s work.
Carl Muller, whose The Jam Fruit Tree became an important work in Sri Lankan English literature, was being discussed.
Haputhanthri asked whether it was his first book.
The answer stunned her.
“He said no, he has written 200 manuscripts before, which he burnt them all because no one wanted to publish it.”
For Haputhanthri, the revelation was devastating.
“Those stories never came to the public.”
She pauses over the significance of that loss.
“Just imagine how much of a loss that it is.”
The conversation also brought up another writer who had taken her own life after struggling to find a publishing opportunity for her work.
For Haputhanthri, these were not merely anecdotes about the publishing industry.
They represented stories, ideas and human experiences that had potentially disappeared forever.
And she began asking herself what responsibility publishers and booksellers had.
“This is your responsibility,” she recalls being told during the discussion.
That responsibility has remained with her.
She remembers the famous Spider-Man line: great power comes with great responsibility.
“I always say that to myself.”
Then came the realisation:
“There is something that I have to do, something that no one has done before. It’s to promote and bring these authors to the marketplace.”
The difficult business of creating readers
Giving authors a platform is one challenge.
Getting people to attend is another.
Sarasavi has provided spaces for book launches, readings and other literary activities. But Haputhanthri says the more difficult task is persuading people to make time for literature.
“Even though you advertise on social media or papers or anything, people do not take this as a priority to make time for it.”
That is why Fairway Street of Stories has been designed around interaction rather than simply book sales.
The author is not hidden behind a book cover.
The reader can hear the author read.
Talk to the author.
Ask questions.
Get a book signed.
Discover another writer through a conversation.
Haputhanthri hopes that this personal engagement can slowly create a cultural shift.
“I really think that there will be a shift very slowly towards where people will understand that kind of life-changing effect that the books will have and especially your own stories.”
Her invitation is particularly aimed at people who do not consider themselves readers.
“Just come, especially if you’re not a reader, just to come and sit for those events, the author engagement events and all that.”
Talk to people who read.
Talk to the organisers.
Ask what to read.
“I’m not a reader, but I want to find this transformational power. How would I do that? What are the books that I should read?”
That, she believes, is the kind of engagement Sarasavi wants.
From Sri Lanka to the world
But Haputhanthri’s ambitions do not end with developing a local readership.
She wants Sri Lankan stories to travel.
“There are a lot of Sinhala books which we need to translate,” she says.
But translation alone will not solve the problem.
“We need to have good translators, good editors, good proofreaders working with it. That is essential.”
She is particularly concerned about the relatively invisible role of editors.
“There is so much to do for us to take our stories to the global arena.”
The publishing journey of internationally successful Sri Lankan writers, she points out, demonstrates that substantial editorial work can be necessary before a manuscript reaches the international market.
She believes Sri Lanka has no shortage of stories.
The challenge is preparing those stories to meet international publishing standards and creating pathways to international readers.
“People will love our stories,” she says.
“As much as they love our food and our culture and our country itself, they will definitely love our stories.”
Start with the region
Haputhanthri does not believe Sri Lankan writers necessarily have to jump immediately into the most difficult international markets.
There are closer opportunities.
“We don’t have to go to UK level, but at least to India level. From there we will start.”
She says she regularly raises the issue with representatives of major international publishing houses when she meets them.
Penguin Random House, HarperCollins, Macmillan, Bloomsbury and Hachette are among the international publishing names she has discussed the subject with.
The possibilities are not limited to traditional publishing.
An online platform that can help Sri Lankan books reach readers in other countries is another possibility.
But she recognises the scale of the challenge.
“This is a huge, it’s a mammoth task.”
Yet she believes the task is unavoidable if Sri Lanka wants its literature to be properly represented beyond its borders.
Why originality matters
There is another reason Haputhanthri believes reading matters.
It creates the possibility of original thinking.
She is concerned about the tendency in Sri Lanka for people to reproduce what others have already done.
“A lot of people in Sri Lanka, what I realise is people do something, they try to copy the same thing.”
Her answer is not simply to tell entrepreneurs to be more creative.
She believes reading itself can help produce originality.
“If you think widely, if you think out of the box, actually a reader can do that.”
A reader, she argues, has access to different worlds, ideas and possibilities.
“You can come up with methods, you can come up with whole new ideas and businesses in the book trade itself.”
And then she makes a blunt observation:
“The copying part is that originality is not coming from you, simply because you don’t read books.”
For her, reading is therefore not merely a cultural pastime.
It is an investment in imagination.
A family built around books
Asked about the transformation taking place within Sarasavi itself, Haputhanthri is quick to reject the suggestion that she alone is responsible.
She points towards the company’s founder and her family.
The founder, now 82, continues to come to work and advise the organisation.
“He’s still coming to the work. He’s still advising us. I think he is the reason that Sarasavi is what it is.”
She also acknowledges the contribution of her father-in-law, mother-in-law and husband.
Her husband, she says, is particularly influential behind the scenes.
“He’s a very, you know, behind-the-scene kind of a person.”
But what happens behind the scenes matters.
“He has sort of, if I talk about my husband, he’s a very, you know, behind the scene kind of a person. But what he does behind the scene is definitely contributing to the success of Sarasavi that no one can replicate.”
She laughs when describing the difficulty of working with him.
“He is the worst boss I have ever worked with.”
But the humour conceals admiration.
His standards and way of thinking, she says, are often “four or five steps ahead” of everyone else.
She uses a Buddhist analogy to explain why his thinking can be difficult to communicate.
In her interpretation, there are different levels of enlightenment, and some insights are difficult to pass on directly to others.
The result is a demanding working environment.
“It is very hard.”
But she also sees that pressure as part of what has helped Sarasavi develop.
She sees similar qualities emerging in the next generation of the family.
“It is very challenging,” she says.
Yet the underlying foundation remains unchanged.
Books.
A business with a larger purpose
There is a temptation to measure the success of a bookseller through sales figures, branches and market share.
Haputhanthri’s definition is different.
For her, the true success of Sarasavi is ultimately connected to what happens after the transaction.
A customer buys a book.
The customer reads it.
Something is learned.
A new idea takes root.
A young person develops a new interest.
A writer finds an audience.
A reader discovers his or her own country in literature.
A story that might otherwise have remained unseen reaches another human being.
That is the larger ecosystem Haputhanthri wants Sarasavi to strengthen.
And Fairway Street of Stories is one attempt to do exactly that.
For three days, the Dutch Hospital Precinct will become more than a venue for selling books. It will become a meeting place between writers and readers, published voices and aspiring authors, children and stories, and perhaps most importantly, people who already love books and people who have yet to discover them.
The ultimate challenge is not simply to sell more books.
It is to create more readers.
And through those readers, more original thinkers, more informed citizens and more confident writers.
Because somewhere among Sri Lanka’s thousands of unwritten or unpublished stories may be the next voice capable of telling the world something it has never heard before.
Haputhanthri believes those stories deserve that chance.
And perhaps the first step is as simple as walking into a bookshop — or into the Dutch Hospital Precinct this September — and opening a book.
Features
Sri Lanka’s rice conundrum: Time to stop managing crises and start fixing the system
Prof. Ranjith Senaratne,
Emeritus Professor in Crop Science and former Vice-Chancellor,
University of Ruhuna and General President of the Sri Lanka Association for the Advancement of Science (2023) and
Prof. Prasad Jayaweera,
Dean, Faculty of Computing, University of Sri Jayawardenapura
Rice is not merely another crop in Sri Lanka. It is our staple food, an integral part of our history and culture, and a foundation of the civilisation that flourished around our ancient hydraulic systems. Revered as Buddha Bhogaya, the Buddha’s crop, rice has sustained our people for more than two millennia. Yet, remarkably, a country with such a profound relationship with rice continues to lurch from one rice crisis to another.
At one time, we have a surplus. At another, we face shortages. Prices rise sharply, consumers complain, farmers struggle to obtain remunerative prices, millers and traders become the focus of public attention, imports are hurriedly arranged, and governments announce yet another set of measures to contain the crisis. Then, after the immediate problem subsides, the matter recedes from the national agenda, until the next crisis arrives.
Why does this keep happening despite decades of agricultural research, policy interventions, expert committees and public debate?
Perhaps because we have been asking the wrong question. The fundamental problem is not simply how to produce more rice. Nor is it merely a question of prices, imports, fertiliser, farmers, millers or markets. The rice conundrum is a complex national systems problem.
We cannot solve a system by fixing its parts in isolation
Sri Lanka’s rice sector is an intricate web of interconnected systems involving agriculture, land, water, climate, technology, finance, energy, transport, markets, trade, governance, institutions and consumer behaviour. A decision made in one part of this system can have consequences, sometimes unintended, in another.
A change in fertiliser policy, for example, can affect productivity and production costs, which in turn influence farmer profitability, market prices and the need for imports. Irrigation decisions affect not only production, but also water availability, energy use and environmental sustainability. Guaranteed prices influence farmers’ cropping decisions, while import policies can simultaneously protect consumers and weaken incentives for domestic production. Likewise, market concentration can affect both the price received by farmers and the price paid by consumers. This is precisely why isolated interventions so often produce disappointing results. We keep treating symptoms while leaving the underlying system largely untouched.
For decades, we have generated valuable scientific knowledge on individual aspects of rice production and marketing. But knowledge generated within disciplinary and institutional silos does not automatically translate into solutions to complex real-world problems. What is needed now is a fundamentally different way of thinking.
From a “rice crop” to a “rice system”
The first step is to stop looking at rice simply as something that is grown in a paddy field.
The rice system begins with land, water, seed, inputs, technology and finance. It extends through cultivation, harvesting, drying, milling, storage, transport, wholesale and retail marketing, and finally to the consumer’s table. At every stage, there are different interests, incentives, constraints and actors: farmers, farmer organisations, input suppliers, machinery operators, millers, traders, wholesalers, retailers, financial institutions, government agencies, researchers and consumers.
And hovering over the entire system are climate change, changing consumer preferences, technological transformation and national economic conditions. A weakness anywhere in this chain can compromise the performance of the whole system.
Consider post-harvest losses. If significant quantities of rice are lost because of inadequate drying, storage or processing facilities, increasing production alone cannot solve the problem. Similarly, if farmers produce efficiently but face weak markets and poor bargaining power, productivity gains may not translate into improved livelihoods.
The question, therefore, should not be “How much rice can we produce?” but “How can we make the entire rice system work better?”
That requires us to see the connections.
The missing ingredient: reliable, real-time information
There is another fundamental weakness that deserves urgent attention: we still lack a comprehensive, integrated, interoperable and reliable national information system for rice. Information is scattered among different institutions, often collected using different methodologies and not necessarily available when decisions need to be made.
How much rice will actually be produced? How much is in storage? What is the likely demand? Where are the emerging production shortfalls? What are the stocks held by different actors? How are prices moving along the value chain? What are the likely consequences of climate conditions? Without timely and reliable answers to such questions, policymakers are forced to make critical decisions with incomplete information. This is not merely an administrative inconvenience. It is a national food-security vulnerability.
Sri Lanka should therefore seriously consider establishing a National Rice Intelligence and Decision Support System (NRIDSS), an integrated digital platform that brings together relevant real-time information from agriculture, meteorology, irrigation, markets, trade, statistics and other institutions. Such a system could support production forecasting, market monitoring, import decisions, early warning and evidence-based policy formulation. In an increasingly uncertain climate and volatile global economy, this should no longer be regarded as a luxury. It is becoming an essential component of national food-system governance.
The deeper problems cannot be ignored
A systems approach would also force us to confront some uncomfortable structural realities. Why does productivity remain relatively low despite decades of research? Why are so many holdings too small to achieve economies of scale? Why are modern technologies and precision agriculture not being adopted more rapidly? Why do farmers often have limited bargaining power? Why do substantial losses occur after harvesting? Why can market power become concentrated in a relatively small number of actors? Why are guaranteed prices sometimes announced too late to influence farmers’ production decisions? Why are policy interventions so often reactive rather than proactive? And how will droughts, floods, temperature extremes, changing rainfall patterns and emerging pests affect the stability of rice production in the years ahead? These are not separate questions. They are parts of the same system.
From crisis management to systems governance
Sri Lanka does not need another isolated discussion about rice. What is needed is a national policy dialogue and action forum that brings all relevant actors together, not merely to exchange speeches, but to develop a shared understanding of the system and agree on what needs to be done. Such collaboration must go beyond consultation or the exchange of views. The different parties need to work together from problem definition through to implementation, bringing their diverse knowledge, perspectives, interests and practical experience into a common process.
Farmers bring contextual and experiential knowledge; industry actors understand market realities and operational constraints; scientists contribute evidence and analytical capabilities; policymakers bring institutional and regulatory perspectives; while technology and data specialists can provide new tools for understanding and managing the system. When these different perspectives are brought together systematically, they can reveal interdependencies, challenge assumptions, identify feasible interventions and generate solutions that are evidence-based, practically implementable and socially acceptable.
This is the essence of a transdisciplinary systems approach: not simply working across disciplines, but bringing together multiple stakeholders and multiple forms of knowledge to co-create solutions and share responsibility for outcomes. The process should therefore go beyond presentations and speeches. It should involve systems mapping, causal analysis, stakeholder dialogue, scenario planning and the participatory identification of the critical bottlenecks and leverage points in the rice system. Most importantly, it should distinguish between what is urgent and what is important, and between interventions that merely alleviate symptoms and those capable of changing the underlying behaviour of the system itself.
We need an implementation roadmap, not another report
There is, however, one important caveat. Sri Lanka has no shortage of reports, recommendations and policy documents. What we often lack is sustained implementation. Any national initiative on the rice conundrum must therefore end not with another set of broad recommendations but with a prioritised national action roadmap. It should identify short-, medium- and long-term actions, assign institutional responsibilities, establish timelines and define measurable indicators of progress. The ultimate objective should be to move Sri Lanka from reactive crisis management to proactive systems governance.
A national opportunity
The rice conundrum may, in fact, provide Sri Lanka with an opportunity that extends well beyond rice to deal with other important crops. If we can demonstrate that a complex national problem can be addressed by bringing together science, policy, stakeholder knowledge, real-time information and systems thinking, the approach could become a model for addressing other persistent challenges, from climate resilience and water security to energy, food systems and disaster risk.
The choice before us is therefore quite stark. We can continue responding to each rice crisis as it emerges, adjusting prices, arranging imports, appealing to millers, reassuring consumers and supporting farmers, only to repeat the cycle later. Or we can step back and ask a more fundamental question:
What is it about the way our rice system is structured and governed that continually produces these crises?
That is the question that needs to be answered. Sri Lanka has the scientific expertise, institutional capacity and stakeholder knowledge required to do so. What is needed now is the willingness to bring these fragmented sources of knowledge together and examine the rice sector as one interconnected system.
Our ancient civilisation understood the importance of interconnectedness: land, water, agriculture and society were organised as parts of a larger whole. Perhaps, in confronting the modern rice conundrum, we need to rediscover that systems wisdom, this time supported by modern science, technology, real-time data and transdisciplinary thinking. The time has come to stop merely managing the rice crisis. It is time to fix the system that keeps producing it.
It is against this backdrop that the Sri Lanka Association for the Advancement of Science (SLAAS) proposes to convene shortly a “National Policy Dialogue and Action Forum on the Rice Conundrum in Sri Lanka”, bringing together the key stakeholders across the rice system. The Forum is intended to provide a platform for moving beyond piecemeal and reactive interventions towards a coordinated, evidence-based and transdisciplinary systems approach, one capable of generating lasting and pragmatic solutions to what has become an “island-shaking national issue”.
Features
This curse of partisan politics in Sri Lanka
78 Years of Demagoguery, Not Democracy
by Brigadier Ranjan de Silva
rpcdesilva@gmail.com
On the 4th of February every year, we raise the lion flag and speak of democracy. We speak of 78 years of “self-rule.” But honesty demands we ask: what kind of rule have we actually had? It was not democracy. Democracy is government for the common good, constrained by law, informed by reason, and accountable to truth.
What Sri Lanka has had for 78 years is demagoguery — government by manipulation, by party, and by passion.
Defining the Curse:
The dictionary defines demagoguery as “political activity that seeks support by appealing to the desires and prejudices of ordinary people rather than by rational argument.” Its tools are simple: divide the people, promise the impossible, demonize the opponent, and govern for the next election, not the next generation. That is the political culture we inherited in 1948 and perfected since.
78 Years of Evidence:
The record is not ambiguous. Policy by Pendulum – 1948–2024. Instead of a national development plan, we got a partisan wrecking ball. 1956: The “Sinhala Only Act” was passed not after linguistic study, but as an election mobilization tool. 1970-77: The SLFP nationalized private enterprise and imposed import controls. 1977: The UNP reversed course with an open economy overnight. 2005-2014: Mega infrastructure was built on Chinese loans with no feasibility transparency. 2015-2019: Those same projects were called “white elephants” and stalled. 2020-2021: The organic fertilizer ban was announced as a populist “green” policy, reversed 6 months later after it collapsed agriculture and food prices. The Colombo Port City, Hambantota Port, and the Central Expressway all followed the same pattern: started, stopped, rebranded. The country pays twice. The party takes credit once. Economics as Election Candy. Demagoguery is expensive. 1960s: Subsidized rice to win rural votes, leading to the 1971 food crisis.
2005-2014:
Fuel subsidies and public sector hiring sprees that doubled the wage bill. 2019:
Unfunded tax cuts that removed Rs. 500 billion in annual revenue with no offset. By April 2022, external debt hit $51 Billion and we defaulted for the first time. The party that cut taxes was not in power to manage the IMF program. The party that inherited it was blamed for the austerity. This is the cycle. Institutions captured. A democracy needs referees. We turned them into party cadres. The 17th Amendment 2001 created independent commissions. The 18th Amendment 2010 abolished them. The 19th 2015 restored them. The 20th 2020 gutted them again. Police transfers, university vice-chancellors, and state bank chairmen have all been decided by party headquarters, not merit.
When the institution serves the party, the citizen gets leftovers.
Identity over Ideas: From 1956 to 1983 to 2009 to 2022, our elections have been won on fear, not spreadsheets. “They will erase your language.” “They will sell the country.” “Only we can protect Buddhism/the minorities/the nation.”
Rational debate on debt, productivity, or climate adaptation never wins a rally. Prejudice does. That is demagoguery by definition.
Party Interest subverted the National Interest. The core damage of 78 years of partisan politics is this: the nation became secondary to the party. Need power sector reform? Impossible, because our unions will strike. Need to cut 300,000 ghost employees? Impossible, because our voters will defect. Need a 20-year education and export plan? Impossible, because it won’t show results before the next election. So, we borrowed. We patched. We lied. The result: a railway system that still runs on 1950s engines, hospitals without paracetamol in 2022, and a brain drain of 300,000+ skilled workers since the crisis. The parties rotated. The country declined.
The Opposition’s Original Sin and here, all parties share guilt equally. In opposition, the job is not to govern. It is to destroy. The UNP in the 60s called the SLFP “communist.” The SLFP in the 70s called the UNP “imperialist.” The JVP called both “traitors.” The SJB, SLPP, and NPP today use the same script with new logos. Every tax is “anti-people.” Every reform is “a sell-out.” Every crisis is proof the other side is evil and must be removed at any cost. Then they win. And implement 80% of what they opposed. Because demagoguery has no principles, only positions. 78 years of unmerciful, bad-faith criticism has not produced accountability. It has produced cynicism. The public now believes all politicians are the same — because for 78 years, they have behaved the same.
Breaking the Curse:
Changing the party in power will not end this. We must change the incentives that reward demagoguery. Three reforms are non-negotiable: Bind future Parliaments to national policy. Pass 10-year frameworks for energy, education, and public debt with 2/3 majority protection. Infrastructure and fiscal rules should outlast one government, as they do in Chile and New Zealand. Depoliticize the state. Independent commissions for police, elections, public service, and bribery must have constitutional budgets and appointment panels that exclude MPs. No more 18th/20th Amendment style rollbacks. Demand better from voters We must stop rewarding the best slogan and start demanding the best spreadsheet. Town halls over rallies. Costings over promises. A 5-year plan over a 5-minute speech.
In 1948, we did not inherit democracy. We inherited an election. For 78 years we have used that election to choose our favourite demagogue. The prize has been debt, division, and decay. The curse of partisan politics will only end when citizens and leaders agree on one principle: Party second. Country first. Until then, February 4th will remain a ceremony, not a celebration.
Features
Developing markets for fruits, vegetables and flowers in the Gulf
Export diversification – Missing the wood for the trees – Part II
by Gomi Senadhira
Sri Lanka established its diplomatic presence in the Gulf region only in the early 1980s. First, a small embassy was opened in Abu Dhabi, covering the UAE. Then in 1982, embassies were opened in Jeddah and Kuwait. The embassy in Jeddah covered Saudi Arabia while Kuwait was responsible for Kuwait, Oman, Qatar and Bahrain. Commercial Diplomats were also assigned to these two embassies. A senior private sector executive, with experience in marketing, was posted to Jedda as the commercial counsellor. I was posted to Kuwait as a second secretary (Commercial). Our instructions were very clear. Focus not only on traditional exports. Product diversification was a priority.
Developing Markets for Agricultural Products
At that time, Minister Lalith Athulathmudali had just launched his Export Production Villages (EPV) programme. He believed that the EPVs working closely with the exporters would provide an ideal opportunity for rural households to directly benefit from the government’s new open trade policy. Agricultural products, particularly fruits and vegetables, were a key component of this approach and the ministry thought that the Gulf countries, with large Sri Lankan communities, would have a ready-made market for these items. Thus, from day one we were compelled to explore the market for nontraditional exports; fruits and vegetables (F&Vs) were on the top of our priority list.
From cane baskets to cardboard boxes
Fortunately, the market for the F&Vs products in the region was at a very early stage of development. That provided an opportunity for Sri Lankan exporters, who were also inexperienced, to work with the importers and grow together. For example, in Kuwait, one of our first customers for F&Vs was a small supermarket where the manager was a Sri Lankan. After the first shipment arrived, he invited me to inspect the shipment. I visited the supermarket and was shocked by what I saw. While produce from other countries was packed nicely in cardboard boxes, our packaging mirrored transport to Manning market, cane baskets! As a result, fresh produce had suffered significant damage. A long report, with photographs, to the trade ministry produced an immediate response. After all, this was a pet project of the Minister. Within weeks, shipments were packed in cardboard boxes. Immediately afterwards, an expert on packaging from the Commonwealth Secretariat was sent to Kuwait with an official from the EDB to study the problem.
By then, we had also managed to develop a friendship with the management of the Salmiya supermarket, a large upmarket supermarket patronised by wealthy Kuwaitis and expats. It was a cooperative and the chairman was a Kuwaiti public servant. I could only meet him after 6 PM when his large office functioned as a diwaniya, a cherished cultural space in Kuwaiti society. Guests moved in and out the room. I had to spend time with them sipping many cups of tea. Though that meant at least two hours on each visit, it helped greatly to develop a close relationship. The general manager was an efficient and friendly Palestinian. After many visits we had succeeded in getting an order for F&Vs. The day after the first shipment arrived, I got an urgent call from the GM to come and inspect it. Once again, I was in for a surprise. Inside the cold room, the consignments from other countries were stacked neatly on top of each other, while vegetable boxes from Sri Lanka had collapsed once placed on top of each other, crushing the produce within.
Fortunately, our packaging experts arrived in Kuwait soon after this incident. They spent two days in the Salmiya Supermarket, studying the packaging from other origins. We were also successful in assuring the GM our packaging would improve. After that, packaging improved and exports moved smoothly. With that, Sri Lanka emerged as a small but reliable supplier to the mainstream market, not just the ethnic segment of the market.
Export of Fresh Vegetables by Sea
Towards the end of my tour, a Sri Lankan businessman requested me to find a buyer for cabbages, which he was prepared to export in large quantities by sea. I introduced him to the largest fruit and vegetable importer in Kuwait. Their regular suppliers of similar vegetables were Jordan, Lebanon and Syria. Luckily, the company was keen to diversify the supply sources. A few weeks later, the first container load of cabbages from Sri Lanka arrived in Kuwait. Immediately after the arrival of the container, I visited the company. They were pleased with the quality and the price and were looking forward to importing more fruits and vegetables. Unfortunately, that turned out to be a one-off event. Later on, when I was back in Sri Lanka, the exporter informed me that he couldn’t continue with it due to the problems with the local supply chains.
Floriculture
During the period I was asked by the EDB to explore the market for floricultural products, more particularly for cut flowers. At that time Kuwait was a relatively large importer of cut flowers and live plants. The main suppliers were the Netherlands and Colombia. Importers were also reluctant to move out of the established supply chain, particularly due to “snob value” associated with the product from Europe. However, after some difficulties, one importer agreed to place a pre-paid trial order. After the arrival of that shipment, he was impressed by the quality of the product and the orders expanded rapidly. As a result, by the end of 1985 Kuwait had become a major buyer of Sri Lanka’s floricultural products.
From village to global markets
As a result of the proactive promotional work undertaken by the EDB and the embassies in the region, by 1985, Sri Lanka had managed to acquire a small but significant share of the F&V and floriculture markets in the GCC countries. We had also identified domestic supply chain issues that hindered exports. All that was done, long before Southeast Asian or African countries even entered into that market. In fact, my Southeast Asian colleagues used to contact me often to reserve “durian” for them at the “Sri Lankan supermarket”.
Most importantly, a substantially large share of produce from Sri Lanka in Kuwaiti supermarkets originated in the EPVs. Of course, that didn’t just happen. The ministry (or the minister) using the carrot and stick approach “encouraged” exporters to buy the produce directly from the newly established EPVs. (The writer can be reached at senadhiragomi@gmail.com)
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