Connect with us

Business

Marketers call for Sri Lanka nation-branding efforts to be made on a unified theme

Published

on

CB Governor Cabraal calls marketers to join hands with the government for trade, tourism and investment promotion

Sri Lankan marketers, while coming forward to support nation branding (one of the most daring challenges in global market entry) have also been asked to effect such promotional branding on a unified theme, instead of the piecemeal messaging style that is being practiced in global markets at present.

The leaders and members of Sri Lanka Institute of Marketing (SLIM), the apex body for Sri Lankan marketers, took a positive view of the government’s call made on 17 November for marketers ‘to come forward to globally position Brand Sri Lanka’ but also suggested a coherent approach to be adopted in it, across all three verticals of the country’s wealth generation-tourism, investment and international trade.

Marketers’ were forthcoming on the national invitation issued during an address made by the Governor of the Central Bank Ajith Nivard Cabraal at the “Future Ready Economy Budget 2022” Panel Discussion organized by SLIM on 17 November. During the event, Governor Nivard Cabraal praised SLIM’s contribution to the country thus far while calling on Sri Lankan marketers to come forward to join government’s efforts to promote and position the country in the global arena. SLIM’s panel discussion of 17 November focused on the impact of the Budget 2022 on various aspects of Sri Lanka’s economy.

Addressing the session, Governor Cabraal said: “We need clarity to bring stability to the nation. No one realizes the importance of stability until they lose it. For this we have taken several steps during the last few weeks. You will see the effects of these changes in the coming weeks. New infrastructures such as the Colombo Port City and Hambanthota Port have huge economic potentials. You as the marketing community, have a great role to play here. Every facet of these potentials should be reflected in all minds across the world. We are targeting USD 150 billion GDP in the coming years. This will not be impossible if we set out the parameters. As marketers I saw you transform businesses and people but if you (as marketers) can transform the country, that shall be a great victory. Sri Lanka needs to package globally in a way that attracts international investments. This is achieved through such mechanisms as campaigns and roadshows. It is important for marketers and the government to work together to bring new investments to Sri Lanka.”

The reputed panel of speakers at the session consisted of Dr Ravi A. Fernando (Board Member, LOLC Holdings PLC, Aitken Spence Plantation Managements), Prof. Neelika Malavige, Head of Department of Immunology and Molecular Medicine of the Sri Jayawardenepura University, Sujeewa Mudalige (Managing Partner, PWC Sri Lanka), Devindre Senaratne (Managing Director, JourneyScapes (Pvt) Ltd), Pasan Wanigasekara (DG-Board of Investment) and moderated by Shiran Fernando (Chief Economist-Ceylon Chamber of Commerce). The Panel Discussion on Budget 2022 that followed was broadcast live over SLIM’s Facebook page at www.facebook.com/slimonline.

Ms. Thilanka Abeywardena, President, SLIM addressing the session said: “SLIM has been the National Body for Marketing in Sri Lanka for the past 51 years. SLIM supports the core objective of a Future Ready Sri Lanka. Through Future Ready Sri Lanka SLIM aims at encouraging entrepreneurship, innovation, skills, and knowledge-based industries for economic recovery in the new normal. Its overall focus on upskilling and education is expected to result in the knowledge based economy. SLIM has been contributing to the country’s development over the past five decades. The Pandemic changed how we live our lives and the way we run businesses changed. The future is about knowledge based and innovation driven industries. SLIM’s Future Ready Sri Lanka role is not one of a ‘plug and play’ but one that involves, in addition to upskilling, changing people’s mindsets to be able to face the future in the new normal. Today we wish to present SLIM’s Report titled “Implications of Budget 2022 on Marketers (Budget Proposals – November 2021)”. SLIM works with entrepreneurs of all sizes and shapes and is present widely in our business sector.”



Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business

PEOTV secures media rights for FIFA World Cup

Published

on

By

SLT-MOBITEL PEOTV, Sri Lanka’s pioneering Internet Protocol Television (IPTV) service provider and leading digital entertainment platform, announced a landmark partnership with Fédération Internationale de Football Association (FIFA), securing the exclusive media broadcasting rights for the FIFA World Cup 2026™ in Sri Lanka.

The strategic partnership marks one of the most significant sports media acquisitions in the country’s broadcasting landscape, granting SLT-MOBITEL PEOTV exclusive rights to deliver every match of the FIFA World Cup 2026™ to audiences across Sri Lanka. Through PEOTV, PEO MOBILE, and digital platforms, football fans nationwide will have unparalleled access to the world’s most prestigious sporting event, ensuring they experience every moment of the tournament live, from the opening match to the final championship.

The acquisition of FIFA World Cup 2026™ rights represents another significant milestone in SLT-MOBITEL PEOTV’s continued investment in premium sports broadcasting. Over the years, PEOTV has built a strong reputation for delivering major international sporting events, offering customers reliable, high-quality coverage and enhanced viewing experiences through advanced IPTV technology. Viewers will enjoy the tournament in true High Definition (HD), delivering exceptional picture quality and an immersive viewing experience. Whether watching from home through PEOTV, on the move via PEO MOBILE, or through digital access points, fans can follow every defining goal and unforgettable celebration throughout the competition.

The FIFA World Cup 2026™ is set to make history as the largest edition of the tournament ever staged, with 104 matches featuring 48 nations competing across Canada, Mexico, and the United States. Expected to captivate billions of viewers worldwide, the tournament represents the pinnacle of international football and stands among the most celebrated sporting events on the global calendar.

Continue Reading

Business

Ceylon Chamber expresses concern over new US labour-related tariffs and calls for urgent engagement

Published

on

The Ceylon Chamber of Commerce is concerned by the announcement of new labour-related tariffs by the United States on several countries, including a proposed 12.5% tariff on exports from Sri Lanka. This development comes at a time when Sri Lanka was continuing discussions with the US following the suspension of the previously announced reciprocal tariffs and was seeking to secure a more favourable trading arrangement.

The imposition of an additional tariff on Sri Lankan exports risks undermining the competitiveness of key export sectors compared to other countries, which are at a lower rate of 10%. At a time when Sri Lanka is working to accelerate export growth, attract investment, and create employment opportunities, any increase in trade barriers presents a significant challenge. At present, key goods exports such as Apparel and Tea are down by 7% and 6% respectively in the first four months of 2026.

Sri Lanka has built a strong reputation as a responsible sourcing destination, with many industries adhering to high labour, environmental, and governance standards. The country has also made substantial progress in strengthening regulatory frameworks and promoting ethical business practices.

The Ceylon Chamber therefore requests the relevant authorities to engage proactively and at the highest levels with the United States to better understand the basis for the tariff and to present Sri Lanka’s case. Every effort should be made to secure a reduction in the proposed tariff and, ultimately, to seek its removal altogether. It is important that Sri Lanka seeks to return to the lower tariff band while continuing discussions towards achieving a more competitive and predictable trading environment.

Given the importance of the US market to Sri Lankan exports, timely engagement and clear communication on the way forward will be critical in providing confidence to exporters and investors. The Ceylon Chamber stands ready to support these efforts and work collaboratively with all stakeholders to safeguard Sri Lanka’s export competitiveness and long-term economic interests.

Continue Reading

Business

Rupee weakens sharply against dollar as energy cost concerns resurface

Published

on

The Sri Lankan rupee came under renewed pressure recently, depreciating significantly against the US dollar across several commercial banks, with the greenback’s selling rate reaching as high as Rs. 340 in some instances, triggering concerns among businesses, industrialists and consumers over the potential impact on inflation, electricity tariffs and the broader economy.

The latest depreciation marks one of the sharpest daily movements in recent months and comes at a time when Sri Lanka is striving to consolidate economic gains achieved through painful fiscal and monetary reforms.

Banking and financial sector sources said increased demand for foreign exchange, coupled with market uncertainty and rising import requirements, had contributed to the weakening of the local currency.

The development is expected to increase the cost of imports across a range of sectors, including fuel, pharmaceuticals, food items, industrial raw materials and machinery.

Economists note that while exporters may benefit from higher rupee returns on foreign currency earnings, the wider economy is likely to face increased cost pressures.

“The exchange rate affects virtually every sector of the economy. Any sustained depreciation inevitably filters through to consumer prices and business operating costs, a senior financial analyst said.

Particular concern is being expressed within the energy sector, where electricity generation costs remain closely linked to movements in the exchange rate.

Sri Lanka continues to rely heavily on imported fuel and energy-related inputs, all of which are purchased in foreign currency. A weaker rupee therefore translates directly into higher generation costs for the power sector.

Energy economists warn that if the depreciation trend continues, the financial burden on the electricity sector could increase substantially, potentially paving the way for future tariff revisions.

The issue has gained added significance amid ongoing discussions on Sri Lanka’s long-term energy transition and commitments to reduce dependence on coal-fired power generation.

Several energy experts argue that the country is entering a delicate phase where policymakers must carefully balance environmental objectives with affordability and energy security.

According to industry observers, the gradual move away from coal-based electricity generation—supported by international climate financing frameworks and policy reforms associated with multilateral lending programmes—could increase the country’s exposure to imported fuel costs unless sufficient low-cost alternatives are developed in time.

They point out that coal has historically provided relatively inexpensive baseload power to the national grid. While renewable energy sources such as solar and wind are essential components of Sri Lanka’s future energy strategy, experts note that large-scale storage systems and backup generation capacity remain costly and technologically demanding.

As a result, any future reduction in coal-based generation without corresponding investments in affordable alternatives could place additional pressure on electricity prices.

The latest weakening of the rupee further compounds these concerns.

“Every depreciation of the rupee increases the local currency cost of imported fuel, spare parts, equipment and energy-sector obligations. Ultimately, those costs have to be absorbed either by the utility provider, the Treasury or consumers, an energy sector specialist observed.

Industrialists have meanwhile warned that rising electricity costs could affect competitiveness, particularly among export-oriented manufacturers that are already operating under challenging global market conditions.

By Ifham Nizam

Continue Reading

Trending