Opinion
Demand for national digital marketing standards for agricultural exports of SL
by Lalin I De Silva
Sri Lanka’s agricultural exports, particularly tea and spices, have long been celebrated for their quality and uniqueness. However, to truly capitalise on these attributes and secure premium prices in health-conscious global markets, there is an urgent need to develop National Digital Marketing Standards. By conforming to ISO 9000, these standards will not only enhance the quality and consistency of our agricultural products but also ensure their marketability in discerning international markets.
The main differences between the national product standards and the national digital marketing standards developed by the Sri Lanka Standards Institute (SLSI) lie in their focus and objectives:
National Product Standards:
Focus: These standards emphasise the quality, safety, and specifications of the products themselves.
Objectives: They ensure that agricultural products meet defined criteria for purity, composition, and safety, thereby safeguarding consumer health and ensuring product consistency.
Scope: Includes parameters like physical and chemical properties, permissible limits for contaminants, and methods of testing and sampling.
National Digital Marketing Standards:
Focus: These standards concentrate on the marketing and presentation aspects of agricultural exports.
Objectives: They aim to enhance the marketability of products by standardising aspects like packaging, labeling, branding, and digital marketing practices to meet international market requirements.
Scope: Encompasses guidelines for digital marketing, traceability, customer engagement, and compliance with international trade norms, ensuring products are appealing and competitive in global markets.
Together, these standards ensure high-quality products and effective marketing strategies to boost Sri Lanka’s agricultural exports.
The Sri Lanka Standards Institute (SLSI) has focused on developing product standards, ensuring quality and safety, but lacks comprehensive national marketing standards for agricultural exports. This oversight has likely resulted in significant economic losses.
To calculate this economic loss, one can follow these steps:
Identify Key Exports: Focus on major agricultural products like tea and spices.
Market Analysis: Compare the prices and market shares of Sri Lankan products with those from countries having robust marketing standards.
Export Data Collection: Gather historical data on export volumes and values.
Benchmarking: Analyse the market performance of products from countries with established marketing standards (e.g., EU, USA, Japan).
Estimate Price Premium: Determine the potential price premium if Sri Lankan products met international marketing standards.
Calculate Potential Revenue: Multiply the price premium by export volumes.
Assess Market Share Impact: Estimate the revenue from potential market share increases.
Total Economic Loss: Sum the lost revenue from price premiums and market share increases.
For example, if Sri Lanka exported 100,000 metric tons of made tea annually over 10 years at $5,000 per metric ton, but could have sold at $6,000 per metric ton, the lost revenue would be $1 billion. If enhanced digital marketing standards increased market share by 5%, adding $300 million, the total economic loss would be $1.3 billion. Implementing marketing standards could therefore significantly boost Sri Lanka’s agricultural export revenue.
Introducing tea as a Herbal Medicinal Beverage to health-conscious markets presents a unique opportunity for Sri Lanka. Establishing a digital marketing standard, such as CCT (Ceylon Certified Tea), will create a strong brand image. National standards are crucial to ensure quality and build customer confidence. For tea, innovative labeling can highlight immunity-boosting compounds, with QR codes providing detailed product information. Supported by blockchain for traceability, this approach offers a competitive edge.
By emphasising high nutrient densities, similar standards can be applied to other agricultural products like spices. This benefits both producers and consumers, ensuring premium quality and transparency. Implementing such marketing standards can elevate Sri Lanka’s agricultural exports, enabling them to secure premium prices in global markets.
The Need for National Digital Marketing Standards
The global agricultural market is becoming increasingly competitive, with consumers demanding transparency, quality, and sustainability. Sri Lanka’s agricultural exports, though renowned for their quality, often face challenges in meeting the stringent marketing requirements of developed countries. To bridge this gap, the Sri Lanka Standards Institute (SLSI) must develop comprehensive marketing standards that cover all aspects of the export process, from production to packaging and branding.
Hand-made tea and spices, along with other agricultural products, have the potential to earn a premium price if they meet international marketing standards. This is particularly important as consumers in developed markets are willing to pay more for products that guarantee quality, safety, and sustainability. National Digital Marketing Standards will help in achieving this by ensuring that our products consistently meet the expectations of these markets.
Learning from Developed Countries
Several developed countries have established comprehensive national marketing standards that can serve as a guideline for Sri Lanka:
European Union:
The EU has stringent marketing standards for agricultural products, focusing on quality, safety, and sustainability. Their standards cover aspects such as organic labeling, geographical indications, and quality schemes.
United States:
The USDA sets marketing standards for various agricultural products, emphasizing quality, grade, and packaging. The USDA Organic certification is particularly notable for its rigorous standards.
Japan:
Japan’s Agricultural Standards (JAS) ensure that agricultural products meet high quality and safety requirements, which are critical for consumer trust.
Conclusion
Developing National Digital Marketing Standards conforming to ISO 9000 will position Sri Lanka’s agricultural exports to earn premium prices in health-conscious global markets. By learning from the marketing standards of developed countries and incorporating best practices, Sri Lanka can enhance the marketability and reputation of its tea, spices, and other agricultural products. The SLSI’s initiative will not only benefit the agricultural sector including its daily paid manual workforce but also contribute significantly to the country’s economic growth at this hour of need.
We have already brought this matter to the attention of the President, the Honorable Minister, the state minister, the Chairman, and the Director General of SLSI, and we anticipate prompt action regardless of any political differences. We take this opportunity to extend our sincere thanks to the Honorable Minister of Plantations and Agriculture, Mr. Janaka Dharmakirthie, the Chairman and Director General of SLTB, the Director and scientists at TRI, Dr Dilhan Fernando the VP Sri Lanka Institute of Marketing and the agriculture value chain consultants from Vivonta Green Tech Consultants Pvt Ltd for their dedicated support in achieving this landmark change, a historic first since 1948
Lalin I De Silva, former Senior Planter, Agricultural Advisor/Consultant, Secretary General of Ceylon Planters Society, Editor of Ceylon Planters Society Bulletin and freelance journalist.
Opinion
Buddhist insights into the extended mind thesis – Some observations
It is both an honour and a pleasure to address you on this occasion as we gather to celebrate International Philosophy Day. Established by UNESCO and supported by the United Nations, this day serves as a global reminder that philosophy is not merely an academic discipline confined to universities or scholarly journals. It is, rather, a critical human practice—one that enables societies to reflect upon themselves, to question inherited assumptions, and to navigate periods of intellectual, technological, and moral transformation.
In moments of rapid change, philosophy performs a particularly vital role. It slows us down. It invites us to ask not only how things work, but what they mean, why they matter, and how we ought to live. I therefore wish to begin by expressing my appreciation to UNESCO, the United Nations, and the organisers of this year’s programme for sustaining this tradition and for selecting a theme that invites sustained reflection on mind, consciousness, and human agency.
We inhabit a world increasingly shaped by artificial intelligence, neuroscience, cognitive science, and digital technologies. These developments are not neutral. They reshape how we think, how we communicate, how we remember, and even how we imagine ourselves. As machines simulate cognitive functions once thought uniquely human, we are compelled to ask foundational philosophical questions anew:
What is the mind? Where does thinking occur? Is cognition something enclosed within the brain, or does it arise through our bodily engagement with the world? And what does it mean to be an ethical and responsible agent in a technologically extended environment?
Sri Lanka’s Philosophical Inheritance
On a day such as this, it is especially appropriate to recall that Sri Lanka possesses a long and distinguished tradition of philosophical reflection. From early Buddhist scholasticism to modern comparative philosophy, Sri Lankan thinkers have consistently engaged questions concerning knowledge, consciousness, suffering, agency, and liberation.
Within this modern intellectual history, the University of Peradeniya occupies a unique place. It has served as a centre where Buddhist philosophy, Western thought, psychology, and logic have met in creative dialogue. Scholars such as T. R. V. Murti, K. N. Jayatilleke, Padmasiri de Silva, R. D. Gunaratne, and Sarathchandra did not merely interpret Buddhist texts; they brought them into conversation with global philosophy, thereby enriching both traditions.
It is within this intellectual lineage—and with deep respect for it—that I offer the reflections that follow.
Setting the Philosophical Problem
My topic today is “Embodied Cognition and Viññāṇasota: Buddhist Insights on the Extended Mind Thesis – Some Observations.” This is not a purely historical inquiry. It is an attempt to bring Buddhist philosophy into dialogue with some of the most pressing debates in contemporary philosophy of mind and cognitive science.
At the centre of these debates lies a deceptively simple question: Where is the mind?
For much of modern philosophy, the dominant answer was clear: the mind resides inside the head. Thinking was understood as an internal process, private and hidden, occurring within the boundaries of the skull. The body was often treated as a mere vessel, and the world as an external stage upon which cognition operated.
However, this picture has increasingly come under pressure.
The Extended Mind Thesis and the 4E Turn
One of the most influential challenges to this internalist model is the Extended Mind Thesis, proposed by Andy Clark and David Chalmers. Their argument is provocative but deceptively simple: if an external tool performs the same functional role as a cognitive process inside the brain, then it should be considered part of the mind itself.
From this insight emerges the now well-known 4E framework, according to which cognition is:
Embodied – shaped by the structure and capacities of the body
Embedded – situated within physical, social, and cultural environments
Enactive – constituted through action and interaction
Extended – distributed across tools, artefacts, and practices
This framework invites us to rethink the mind not as a thing, but as an activity—something we do, rather than something we have.
Earlier Western Challenges to Internalism
It is important to note that this critique of the “mind in the head” model did not begin with cognitive science. It has deep philosophical roots.
Ludwig Wittgenstein
famously warned philosophers against imagining thought as something occurring in a hidden inner space. Such metaphors, he suggested, mystify rather than clarify our understanding of mind.
Similarly, Franz Brentano’s notion of intentionality—his claim that all mental states are about something—shifted attention away from inner substances toward relational processes. This insight shaped Husserl’s phenomenology, where consciousness is always world-directed, and Freud’s psychoanalysis, where mental life is dynamic, conflicted, and socially embedded.
Together, these thinkers prepared the conceptual ground for a more process-oriented, relational understanding of mind.
Varela and the Enactive Turn
A decisive moment in this shift came with Francisco J. Varela, whose work on enactivism challenged computational models of mind. For Varela, cognition is not the passive representation of a pre-given world, but the active bringing forth of meaning through embodied engagement.
Cognition, on this view, arises from the dynamic coupling of organism and environment. Importantly, Varela explicitly acknowledged his intellectual debt to Buddhist philosophy, particularly its insights into impermanence, non-self, and dependent origination.
Buddhist Philosophy and the Minding Process
Buddhist thought offers a remarkably sophisticated account of mind—one that is non-substantialist, relational, and processual. Across its diverse traditions, we find a consistent emphasis on mind as dependently arisen, embodied through the six sense bases, and shaped by intention and contact.
Crucially, Buddhism does not speak of a static “mind-entity”. Instead, it employs metaphors of streams, flows, and continuities, suggesting a dynamic process unfolding in relation to conditions.
Key Buddhist Concepts for Contemporary Dialogue
Let me now highlight several Buddhist concepts that are particularly relevant to contemporary discussions of embodied and extended cognition.
The notion of prapañca, as elaborated by Bhikkhu Ñāṇananda, captures the mind’s tendency toward conceptual proliferation. Through naming, interpretation, and narrative construction, the mind extends itself, creating entire experiential worlds. This is not merely a linguistic process; it is an existential one.
The Abhidhamma concept of viññāṇasota, the stream of consciousness, rejects the idea of an inner mental core. Consciousness arises and ceases moment by moment, dependent on conditions—much like a river that has no fixed identity apart from its flow.
The Yogācāra doctrine of ālayaviññāṇa adds a further dimension, recognising deep-seated dispositions, habits, and affective tendencies accumulated through experience. This anticipates modern discussions of implicit cognition, embodied memory, and learned behaviour.
Finally, the Buddhist distinction between mindful and unmindful cognition reveals a layered model of mental life—one that resonates strongly with contemporary dual-process theories.
A Buddhist Cognitive Ecology
Taken together, these insights point toward a Buddhist cognitive ecology in which mind is not an inner object but a relational activity unfolding across body, world, history, and practice.
As the Buddha famously observed, “In this fathom-long body, with its perceptions and thoughts, I declare there is the world.” This is perhaps one of the earliest and most profound articulations of an embodied, enacted, and extended conception of mind.
Conclusion
The Extended Mind Thesis challenges the idea that the mind is confined within the skull. Buddhist philosophy goes further. It invites us to reconsider whether the mind was ever “inside” to begin with.
In an age shaped by artificial intelligence, cognitive technologies, and digital environments, this question is not merely theoretical. It is ethically urgent. How we understand mind shapes how we design technologies, structure societies, and conceive human responsibility.
Buddhist philosophy offers not only conceptual clarity but also ethical guidance—reminding us that cognition is inseparable from suffering, intention, and liberation.
Dr. Charitha Herath is a former Member of Parliament of Sri Lanka (2020–2024) and an academic philosopher. Prior to entering Parliament, he served as Professor (Chair) of Philosophy at the University of Peradeniya. He was Chairman of the Committee on Public Enterprises (COPE) from 2020 to 2022, playing a key role in parliamentary oversight of public finance and state institutions. Dr. Herath previously served as Secretary to the Ministry of Mass Media and Information (2013–2015) and is the Founder and Chair of Nexus Research Group, a platform for interdisciplinary research, policy dialogue, and public intellectual engagement.
He holds a BA from the University of Peradeniya (Sri Lanka), MA degrees from Sichuan University (China) and Ohio University (USA), and a PhD from the University of Kelaniya (Sri Lanka).
(This article has been adapted from the keynote address delivered
by Dr. Charitha Herath
at the International Philosophy Day Conference at the University of Peradeniya.)
Opinion
We do not want to be press-ganged
Reference ,the Indian High Commissioner’s recent comments ( The Island, 9th Jan. ) on strong India-Sri Lanka relationship and the assistance granted on recovering from the financial collapse of Sri Lanka and yet again for cyclone recovery., Sri Lankans should express their thanks to India for standing up as a friendly neighbour.
On the Defence Cooperation agreement, the Indian High Commissioner’s assertion was that there was nothing beyond that which had been included in the text. But, dear High Commissioner, we Sri Lankans have burnt our fingers when we signed agreements with the European nations who invaded our country; they took our leaders around the Mulberry bush and made our nation pay a very high price by controlling our destiny for hundreds of years. When the Opposition parties in the Parliament requested the Sri Lankan government to reveal the contents of the Defence agreements signed with India as per the prevalent common practice, the government’s strange response was that India did not want them disclosed.
Even the terms of the one-sided infamous Indo-Sri Lanka agreement, signed in 1987, were disclosed to the public.
Mr. High Commissioner, we are not satisfied with your reply as we are weak, economically, and unable to clearly understand your “India’s Neighbourhood First and Mahasagar policies” . We need the details of the defence agreements signed with our government, early.
RANJITH SOYSA
Opinion
When will we learn?
At every election—general or presidential—we do not truly vote, we simply outvote. We push out the incumbent and bring in another, whether recycled from the past or presented as “fresh.” The last time, we chose a newcomer who had spent years criticising others, conveniently ignoring the centuries of damage they inflicted during successive governments. Only now do we realise that governing is far more difficult than criticising.
There is a saying: “Even with elephants, you cannot bring back the wisdom that has passed.” But are we learning? Among our legislators, there have been individuals accused of murder, fraud, and countless illegal acts. True, the courts did not punish them—but are we so blind as to remain naive in the face of such allegations? These fraudsters and criminals, and any sane citizen living in this decade, cannot deny those realities.
Meanwhile, many of our compatriots abroad, living comfortably with their families, ignore these past crimes with blind devotion and campaign for different parties. For most of us, the wish during an election is not the welfare of the country, but simply to send our personal favourite to the council. The clearest example was the election of a teledrama actress—someone who did not even understand the Constitution—over experienced and honest politicians.
It is time to stop this bogus hero worship. Vote not for personalities, but for the country. Vote for integrity, for competence, and for the future we deserve.
Deshapriya Rajapaksha
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