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Life and Times of Sumi Moonesinghe, business leader extraordinaire

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This is the Afterword of Sumi Moonesinghe’s just-published biography written by Shehara de Silva herself an accomplished business executive

Fire & Ice

It was possibly a little after midnight, at the Supper Club. Circa 1991. It was the year Rajiv Gandhi was killed, the Hubble telescope was launched, and I met Sumi.

Sumi was there with Susil and mutual friends Badra and Kokila Wimalasekera. One of them introduced me to Sumi. By the end of the evening, between the dancing and the drinks, she hired me as her Marketing Director for Jones Overseas. That typifies Sumi. When needed, she can be like quicksilver, decisive and fast to assess a situation. She never walks away from closing a deal, whatever the context.

Anchor — a global case study

Her capacity to make strong and gut decisions are rarely capricious. Her mind has a clarity of purpose. She knows what she wants and she goes for it.

It was a fascinating juncture in her leadership and relationship with the New Zealand Milk Board. Anchor in Sri Lanka was already running in pole position – 70% market share with an 18 % price premium, the only country in the group at that time where Anchor had ousted the world’s biggest food company. Nestle. Nestle, on the other hand, was throwing everything and the kitchen sink at her to oust Anchor. Nestle had entered Sri Lanka in 1906 and was a 100-year-old heritage brand.

Nestle added 26 vitamins into its local Nespray, hired high-powered lobbyists, developed salacious campaigns about contaminated milk, and ran mega ad budgets on a ridiculous value proposition that “Local cows have better grass fodder than New Zealand!” It was, in fact, a classic panic reaction of how not to fight a market leader.

Sumi was unfazed. She had a knack of finding the right people for the right job – this was her ‘A team’. She trusted them, empowered them and resourced them.

Mehra Abeygunawardene’s meticulously executed sales strategy became the playbook for the Middle East and Asia. JoJo Kanjirath had made Anchor the country’s biggest milk brand and Sumi had a brilliant stroke of intuition in backing Rosy Senanayake (who became Mrs. World). She positioned her as the face and mother figure, retaining her across time which showed her ability to stay the course, despite her legendary impatience. She knew if something was working well, not to change it. It’s a fine line, but business acumen is founded on timing and Sumi knew when to move and when to hold on and milk an opportunity. Pun intended!

Unconsciously, they had stumbled upon the fact that the masses believed that Rosy’s fairness came from drinking Anchor, and though at no point did the messaging ever state this, the subliminal correlation stuck. Coupled with a constant messaging of quality premium value and that ‘mother knows best,’ Anchor was the poster brand for brand building.

Sumi then took one of those courageous calls so rare amongst business leaders. To do the morally right thing and not fret the business impact, she partnered UNICEF on a public awareness series conceptualised by Shaan Corea, commissioning the country’s first public service awareness campaign on the importance of breastfeeding and neonatal tips for mums. It was another stroke (unintended perhaps but spot on) of marketing brilliance.

It was a double whammy. Rupavahini gave her free prime time exposure that far exceeded her production costs, achieving huge brand saliency. The consumer trusted the brand because it told them the right thing – breastfeed as long as you can. And they remembered with gratitude the multitude of tips they got in their early postnatal days and migrated in the six months or first year when mother’s milk was no longer available.

It was around this time that I entered the business. Anchor was already a well-established market leader and she took another risk, by deciding to grow the market in a generic ‘Drink more milk’ campaign. Marketing textbooks would advise against generic market development campaigns by premium segment players with a dominant market share (Anchor’s 70% as price leader was itself a market anomaly).

Theory said this strategy would grow competitor share at the bottom end. Never one to fear the path less travelled, she threw the rule book out and backed a campaign that grew the market for the lower masses. The highly-creative cartoon-style milk campaign ended up sweeping the SLIM Campaign of the Year Award and the Effies.

Anchor’s brand building success will certainly go down in the annals of local marketing case lore, and in Fonterra’s case its global strategy, as a benchmark. I recall Unilever Brands Director Amal Cabraal asking me to send him a case study on Anchor that he could highlight at a Unilever global conference. We were a small country but we were the pole star. Sumi was treated like royalty by the main Board of Directors of New Zealand Milk Products (NZMP), all of whom were her friends by now. There was deep and abiding respect and trust.

In the meanwhile, The Maharaja Group, which owned the franchise, acquired the Pepsi franchise. Jones Overseas, under Sumi, oversaw and funded the Pepsi sales force until it got on its feet. Various other distractions were tossed in – a cough syrup and a cookie business from Australia to boot. She succesfully brokered a joint venture with New Zealand Milk, and Jones Overseas which was renamed New Zealand Milk Products Pvt. Ltd (NZMP).

Around this time, Sumi raised her game. She decided to grow the lower end of the market with the introduction of Ratthi, a risky move that stretched the trust of the New Zealanders. It is a testament to the faith they had in her that they let her get away with it.

To differentiate and consolidate the new brand and ensure there was no cannibalization from Anchor, Sumi needed a rear guard attack on Lakspray. She brought in a UK-manufactured milk powder which had 26% milk fat (less cream, less quality) to attack the number two value leader Lakspray. Lakspray was a leader in the tea and coffee segment at a different price point.

She had initially decided to push it unbranded to tea and coffee shops in plain foil packs. It failed to gain traction. This was the juncture at which I entered the business. I asked her if she had the guts to go the whole hog and really build a new market segment rather than try a covert unbranded attack. She didn’t flinch or waver, but flagged me on. Thus, Ratthi was born. Today, it has totally ousted Lakspray, dominating this segment.

In the interim, she decided to extend the Anchor brand architecture into related dairy categories. She began drawing plans to introduce yoghurt and butter lines and constructed a factory, doing it in record time. This once again, became a blueprint for NZMP and Fonterra, the umbrella corporate brand name that New Zealand Dairy Board used in other parts of Asia. She eventually facilitated a complete acquisition of NZMP by Fonterra in 1996, making it a full multinational, and the Maharaja Group exited the business.

The philanthropist and friend

I had been with her under two years when I needed to leave Sri Lanka and support my husband who was taking up a posting in Kuala Lumpur. Sumi was sad to see me go at such a critical juncture. But she was ever so supportive, offering to open many doors with her legion of contacts in the region.

This again was one of Sumi’s most defining features. Her largeness of heart and spirit. I saw her offer an entire sugar trading business, which was immensely lucrative, to one of her Anchor team salespersons. Her cup was overflowing; she had made enough. So she gave that business away, lock, stock and barrel for love and friendship – with nothing expected in return.

Most recently, I was with her one day when a call came through; Teddy, one of her old team members, had had a heart attack and needed urgent surgery. She called his daughter and said, “I’m transferring a million rupees, get the surgery done.” She saved his life.

Decades on, she crossed over from Singapore especially to meet me in Kuala Lumpur. She heard I had hit one of those rough patches. My husband was tail-ending a long battle with Alzheimer’s, my youngest was doing her A/Levels going to one of the most expensive British schools in Kuala Lumpur, my son was at university in London, and although I had a plum job as Country Head of Interbrand, the world’s premier brand consultancy.

I was faced with a moral dilemma. There was some distrust that had developed between the local equity partner, the Chinese entrepreneur and Group Chairman who had brought me into Malaysia and his Regional Director and JV partner. It was a typical multinational strategy of playing around with transfer pricing, keeping most of the business within the Singapore and Japanese regional offices. I had decided to leave rather than be disloyal to my former boss. However, my daughter’s education was being paid for by the company and pulling her out of school could jeopardise her A/Levels.

I had bounced my concerns off Sumi; as a former boss she knew that loyalty scored high in my playbook. In her characteristically generous and impulsive style, she came over from Singapore and told me, “Never fear the future. Don’t worry, this will pass. You will fly high again. I admire what you are doing for your husband and holding the family together.” She left me an envelope, making me promise not to open it until she left.

In it, was a note which said: “Consider this a belated thank you for helping me on my journey towards success. With love and gratitude,” and a cheque covering an entire year of my daughter’s schooling! What was amazing was not that she offered to pay the fees, but her sensitivity to my pride and ego, framing it as a reward for work done. In fact as I tried to return it, she blithely said, “Think of it as a delayed bonus!”

(Shehara de Silva is a Non-Executive Director of Keells Food and the former Marketing Director at New Zealand Milk Products (Sri Lanka).

(To be continued next week)



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Pay attention or pay the price: Sri Lanka’s maritime imperative in a fractured ocean

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An AFP photo of people queuing up for LP gas in Colombo

Sri Lanka stands at a geopolitical crossroads where geography is both its greatest asset and its most vulnerable liability. Sitting astride the Indian Ocean’s critical east-west highway, the waters, south of Dondra Head, channel nearly 30% of the world’s maritime trade. This route is the arterial vein connecting Asia, Europe, and the Middle East. Yet, as tensions flare in the Middle East and great power competition intensifies, Sri Lanka finds itself guarding a highway it does not own, with an economy too fragile to absorb the shocks of collateral damage.

Recent analyses, including insights from the Financial Times on the fragility of global ocean governance, offer a stark warning: international treaties alone cannot guarantee security. The newly enacted UN Biodiversity Beyond National Jurisdiction (BBNJ) treaty may be a diplomatic triumph, but as major powers, like the US, sidestep commitments, while China seeks strategic influence, the high seas are becoming increasingly lawless. For Sri Lanka, relying on international law to protect its 600,000 km² Exclusive Economic Zone (EEZ), is a strategy destined to fail. The moment demands a shift from passive reliance to active resilience.

The Naval Imperative: Sovereignty requires strength

The first pillar of survival is a robust Navy. The FT report highlights that without enforcement mechanisms, marine protected areas become “paper parks.” Similarly, an EEZ without patrol capacity is merely a line on a map. With Sri Lanka’s Navy having just rescued 32 Iranian sailors from the sunken frigate IRIS Dena, following a US submarine strike in nearby international waters, and additional Iranian vessels now seeking assistance, or operating in the region, amid major powers vying for influence, the risk of direct incidents at sea remains very real.

Sri Lanka must accelerate investment in blue-water naval capacity and EEZ surveillance. Strengthening patrols, south of Dondra Head, is not just about conservation, it is about sovereignty. The ability to manage rescue operations, grant diplomatic clearances, and monitor traffic, without external coercion, is the definition of independence. “Might is right” remains the operating principle for some superpowers. Sri Lanka cannot afford to be a bystander in its own waters. A strong Navy acts as a deterrent, ensuring that the 30% of global shipping passing nearby does not become a theatre for proxy conflicts.

Statecraft: Balancing economics and sovereignty

The second pillar is nuanced statecraft. Sri Lanka imports nearly 100% of its fuel, making it hypersensitive to disruptions in the Strait of Hormuz. Prolonged conflict in the Middle East will spike oil prices, reigniting inflation and threatening the hard-won economic stability following recent crises. However, economic desperation must not drive diplomatic misalignment.

The smartest priority is strict neutrality. Sri Lanka cannot afford to alienate any major partner – the US, India, China, Iran, or the Gulf states. Coordinating quietly with India for maritime domain awareness is prudent given proximity, but joining any military bloc is perilous. Recent discussions highlight how the US aggressively prioritises resource extraction in international waters, often at the expense of broader environmental protections. Sri Lanka must navigate these competing agendas without becoming a pawn. Publicly urging de-escalation, through forums like the Indian Ocean Rim Association (IORA), allows Colombo to advocate for safe passage without picking sides.

Securing the economy and energy future

The third pillar is economic shielding. The immediate threat is fuel security. The government must build emergency fuel stocks and negotiate alternative suppliers to buffer against Hormuz disruptions. The Central Bank must be prepared to manage rupee pressure as import bills swell. Furthermore, monitoring secondary effects is crucial; higher shipping costs will hit exports like tea and garments, while tourism warnings could dampen arrival numbers.

Long-term resilience demands energy diversification, prioritising solar power. Sri Lanka’s abundant sunshine offers huge potential to cut reliance on Middle Eastern oil and shield the economy from geopolitical shocks. Accelerate rooftop/utility-scale solar with incentives: duty exemptions on equipment, enhanced net-metering, subsidies/loans for households and businesses, and fast-tracked approvals plus battery storage support. This attracts investment, creates jobs, and boosts energy security. Secure financier confidence for sustainable blue economy initiatives without compromising sovereignty.

The bottom line

The message for Sri Lanka is clear: This is a “pay attention or pay the price” moment. The country is geographically positioned on the critical Indian Ocean highway but remains economically fragile. The smartest priorities are to protect people first, secure the seas second, and shield the economy third, all while staying strictly neutral.

Any misstep, whether getting drawn into naval incidents or visibly picking sides in a great power struggle, would be far costlier than the fuel price hike itself. The global oceans treaty may offer a framework for cooperation, but as experts warn, we need “systems of co-operation that go beyond the mere words on the page.” For Sri Lanka, those systems must be built on national capacity, diplomatic agility, and an unwavering commitment to neutrality. The ocean is rising with tension; Sri Lanka must ensure it does not drown in the wake.

Reference:

“The geopolitics of the global oceans treaty”https://www.ft.com/content/563bef02-f4a7-42c3-9cfa-7c3fe51be1eb

By Professor Chanaka Jayawardhena
Professor of Marketing
University of Surrey
Chanaka.j@gmail.com

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Winds of Change:Geopolitics at the crossroads of South and Southeast Asia

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Asanga Abeyagoonasekera

Asanga Abeyagoonasekera’s latest book is a comprehensive account of international relations in the regions it covers, with particular reference to current rivalries between India and China and the United States. It deals with shifting alliances, or rather alliances that grow stronger or weaker through particular developments: there are no actual breaks in a context in which the three contestants for power in the region are wooing or threatening smaller countries, moving seamlessly from one mode to the other though generally in diplomatic terms.

The area is now widely referred to as the Indo-Pacific. Though that term was coined over a hundred years ago by a German keen to challenge the Anglo-American hegemony that triumphed after the First World War, it gained currency more recently, following a speech by the hawkish Japanese Prime Minister Shinzo Abe, who was instrumental in developing the Quad Alliance between Japan, India, the United States and Australia.

This marked a radical change in Indian Foreign Policy, for India had prided itself previously on being Non-Aligned, while the West saw it as close to the Soviet Union and then to Russa. But as Abeyagoonasekera constantly reiterates, India’s approach is governed now by nervousness about China, which in the last couple of decades has made deep inroads into the Indian Ocean. Now many states around this Ocean, relatively far from China, are being closely connected, economically but also otherwise, with China.

Instrumental in this development is the Belt and Road Initiative, which China has used to develop infrastructure in the region, designed to facilitate its own trade, but also the trade of the countries that it has assisted. Abeyagoonasekera is clear throughout the book that the initiative has been of great assistance to the recipient countries, and contests vigorously the Western claim that it was designed as a debt trap to control those countries.

I fully endorse this view. To supplement his perspective with a couple of anecdotes, I recall a British friend in Cambodia telling me how the country had benefited from Chinese support, which developed infrastructure – whereas the West in those days concentrated on what it called capacity building, which meant supporting those who shared its views through endless seminars in expensive hotels, a practice with which we are familiar in this country too.

Soon afterwards I met a very articulate taxi driver in Ethiopia, who had come home from England, where he had worked for many years, who described the expansion of its road network. This had been neglected for years, until the Chinese turned up. I remembered then a Dutchman at a conference talking about the sinister nature of a plane full of Chinese businessmen, to which an African responded in irritation that the West had applauded the plunder of the continent by their own businessmen, and that the Africans now knew better and could ensure some benefit to themselves as the owners of the commodities the West had long thought their own birthright.

Abeyagoonasekera contrasts with the Chinese approach the frugality of the Indians, a frugality born of relative poverty, and appends the general suspicions with which Indian interventions are treated, given previous efforts at domination. And while he is himself markedly diplomatic in his accounts of the different approaches of the three players in this game, time and time again he notes the effortless ease with which the Chinese have begun to dominate the field.

His research has been thorough, and the statistics he cites about trade make clear that the Chinese are streets ahead of the other two, both in terms of balances as well as in absolute terms. And he notes too that, whereas the Western discourse is of Chinese restrictions on freedom, in Sri Lanka at any rate it is the others who are wary of transparency.

Though he notes that there is no clarity about the agreements the current government has entered into with the Indians, and that contrary to what might have been expected from former Marxists it has not resumed the tilt towards China of earlier left wing regimes, he shows that there has been no break with China. He seems to believe that the groundwork China laid still gives hope of more economic development than what the other two countries have to offer.

We cannot after all forget that the Rajapaksa government first asked India to develop the Hambantota port, and I still recall the Indian High Commissioner at the time, Ashok Kantha, wondering whether India had erred in not taking up the offer. In a marked example of how individuals affect bilateral relations, I have no doubt his predecessor, the effusive Alok Prasad, would have taken up the offer.

It was Rajapaksa hubris that made the cost of the port escalate, for when the rock inside the breakwaters was discovered, before the harbour was filled, and Mahinda Rajapaksa was told it would not cost much to get rid of it, he preferred to have the opening on his birthday as scheduled, which meant the waters then had to be drained away for the rock to be dynamited. And unfortunately, planning being left to the younger brother, we had grandiose buildings in the town, instead of the infrastructure that would have ensured greater economic activity.

This error was repeated in spades with regard to Mattala. Though not in the right place, which was not the case with the Hambantota development, nothing was done to take advantage of the location such as it was and institute swift connections with the hill country, the East Coast, and the wildlife so abundant in the area.

The last section of the book, after its thorough examination of the activities of the three major players in the region as a whole, deals with Sri Lanka’s Domestic Political Challenges, and records, politely but incisively, the endless blunders that have brought us lower and lower. But while highlighting the callousness of politicians, he also notes how efforts to appease the West weakened what he describes as core protections.

Though there has been much speculation about what exactly brought down Gotabaya Rajapaksa – not his government, for that in essence continued, with a different leader – perhaps the most far-reaching revelation in Abeyagoonasekera’s book is of Gotabaya’s conviction that it was the CIA that destroyed him. As so often when the hidden hand of the West is identified, the local contributions are ignored, as Gotabaya’s absurd energy policy, and the ridiculous tax concessions with which his rule began. But that does not mean there were no other players in the game.

Ironically, Gotabaya’s accusations against the United States occur after a startling passage in which Abeyagoonasekera declares of that country that ‘The fatigue gripping the nation is deeper than weariness; it is a spiritual exhaustion, a slow erosion of belief. Rising prices, policy paralysis, and a fractured foreign policy have left America adrift. Inflation haunts them like a spectre, while the immigrant crisis stirs frustrations in communities already stretched to their limits’.

This he claims explains the re-emergence of Donald Trump. Now, in the midst of the horrors Trump has perpetrated, this passage suggests that he is desperate to assert himself in denial of the fatigue that has overcome a nation initially built on idealism, now in the throes of ruthless cynicism. What will follow I do not know. But the manner in which India’s slavishness to the bullying of Netanyahu and Trump has destroyed the moral stature it once had suggests that Abeyagoonasekera’s nuanced but definite adulation of Chinese policy will be a hallmark of the new world order.

By Rajiva Wijesinha

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Human–Elephant conflict in Sri Lanka

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Human–elephant conflict (HEC) in Sri Lanka results in significant loss of human life, elephant deaths, and extensive damage to crops and property. Despite numerous interventions over the decades, the situation continues to deteriorate. The reasons for the breakdown of what was once a relatively tolerant coexistence—albeit one dominated by humans—into an increasingly confrontational relationship must be clearly understood by both the public and policymakers. Immediate measures are required to minimise losses, alongside long-term solutions grounded in sound ecological and governance principles. It must also be recognised that this is a complex problem; effective mitigation and sustainable solutions require a multidisciplinary approach integrated into the country’s overall development planning. This article examines several cost-effective methods that have been successfully implemented in other countries and may apply to the Sri Lankan context.

Key Challenge: Lack of Reliable Data

The primary reason for the escalation of human–elephant conflict (HEC) is the shrinking of wildlife habitats in the country due to poorly planned development and uncontrolled, unwise land encroachment. A major barrier to effective intervention is the lack of accurate and comprehensive data in two key areas: (a) land and land utilisation, and (b) the elephant population and their range.

It became evident after the Ditwah cyclone disaster that the lack of readily accessible, reliable data on land and its use, is a major obstacle to a wide range of project planning and implementation efforts. Regardless of how HEC is mitigated, the government must take immediate action to establish a digital land-use database, as this is a key component of long-term planning for any development initiative. Using modern aerial mapping technologies, it should be possible to catalogue the geography and utilisation of every square metre of the island’s landmass.

Crossing a railroad in the North Central Province (File photo)

Wild elephant near an electric fence (File photo

Chilli-grease fence

Similarly, accurate data on the number of elephants, their age and gender distribution, and the extent of their habitat range, are essential for data-driven decision-making. Here, too, modern technology offers practical solutions. Land-based digital cameras have been successfully used to count elephants, identify individual animals, and monitor their range. Research has shown that the pigmentation patterns of Asian elephants—particularly those on their ears—can serve as a “fingerprint” for identifying individuals. The same technique can also be used to study elephant movement patterns and habitat range. Computer programmes already exist for such cataloguing purposes; however, developing a similar programme, locally, could be both economical and educational, for example, as part of a university IT programme. Since data-driven decision-making is key to the success of any long-term strategy, data collection must begin immediately while short-term mitigation measures are implemented.

Root cause

There must be a general understanding of how this problem has worsened. Sri Lanka is considered an anomaly in island biogeography for supporting a high density of megafauna—including Asian elephants, leopards, and sloth bears—on a relatively small landmass of about 65,000 square kilometres. This is further complicated by the country’s high human population density, estimated at about 356–372 people per square kilometre, ranking among the highest in the world. The human population has increased more than fivefold between 1900 and 2024, from about 4.5 million to nearly 22 million.

The corresponding expansion of land use for human settlement, agriculture, and infrastructure development has placed enormous pressure on wildlife habitats. Habitat loss, together with imbalances in predator populations, has resulted not only in escalating human–elephant conflict (HEC) but also in increasing crop damage caused by peacocks, monkeys, giant squirrels, and feral pigs. The Sri Lankan elephant has no natural predators; its only significant threat arises from human activities. Restoring balance within this complex ecological system is no easy task, yet it must remain the long-term objective if the country is to safeguard its unique biodiversity.

Short-term Measures

Since the current situation has developed over an extended period, practical and humane solutions will also take time to implement. In the short term, several interventions can reduce direct interactions between humans and elephants while ensuring the safety of both:

* Strict prohibition of roadside feeding and improved waste management.

* Public education on safe deterrence methods and the promotion of ethical and sustainable practices in forests, national parks, and sanctuaries.

* The use of proven, non-lethal deterrent methods implemented in a coordinated and systematic manner.

* Anti-depredation squads (ADS): well-trained response teams tasked with implementing and monitoring these measures.

* The use of AI-based technologies to prevent train–elephant collisions.

Several countries have successfully used chilli as a deterrent to keep elephants away from farms and settlements. While cultivating chilli as a crop may contribute to this effort, it alone is not an effective deterrent; the pungent compounds in chilli, which act as an irritant to elephants, must be delivered effectively. One widely used and economical method is chilli-grease fencing, an alternative to electric fencing. In this method, rags soaked in a mixture of ground chilli and used motor oil are hung from ropes in strategic locations to create a deterrent barrier.

More advanced deterrence techniques have also been tested. For example, compressed-air launchers that fire chilli-filled projectiles have demonstrated effectiveness in safely redirecting elephants from a distance without causing harm. In some countries, locally made projectiles containing chilli powder, sand, and firecrackers enclosed in flexible sheaths, such as rubber balloons, are ignited and launched ahead of approaching animals. When combined with strobe lights, air horns, or other noise-making devices, these methods have been found to be even more effective. Over time, elephants may learn to associate irritation with light and sound, allowing these signals alone to act as deterrents. The main limitation of this approach is the need for well-trained personnel available throughout the day. Therefore, the involvement of existing national services—such as the armed forces—in developing and implementing such systems should be considered.

Technology can also play an important role in reducing train–elephant collisions. Night-vision cameras mounted on trains, combined with artificial intelligence, could be used not only to detect elephants but also to identify patterns in elephant movements near railway tracks. Once such high-risk locations are mapped, additional cameras could be installed along the tracks to transmit warning signals to approaching trains when elephants are detected nearby. As a further step, this system could be integrated with the Driver’s Safety Device (DSD)—the “dead man’s” handle or pedal—so that trains can be automatically stopped when elephants are detected on or near the tracks, thereby reducing reliance solely on driver response.

Sustainable Long-Term Solutions

A lasting resolution depends on strategic land-use planning and coexistence-based management. This must form part of a broader national discussion on the sustainable use of the country’s limited land resources.

* Protection and restoration of elephant migration corridors.

* Data-driven placement and maintenance of fencing, rather than attempting to confine elephants within fixed areas.

* Strengthened management of wildlife reserves, including the prevention of human encroachment and uncontrolled cattle grazing.

* Habitat improvement within forests to reduce the attraction of elephants to agricultural lands.

* Introduction of drought-resistant grass varieties such as Cenchrus purpureus (commonly known as elephant grass or Napier grass) and Pennisetum purpureum in wildlife refuges and national parks to alleviate food shortages during the dry season.

* Population control measures, including vaccine-based methods, supported by reliable population data.

Public education on the importance of maintaining ecological balance—especially amid environmental change and expanding economic development—must also be a key priority. Basic principles of environmental management should be incorporated into higher education across all disciplines. At the same time, difficult but necessary questions must be asked about the long-term sustainability and economic return of certain land-use patterns, particularly those shaped during the colonial period for plantation crops. Inefficient agricultural practices, such as chena cultivation, should be phased out, and the clearing of wilderness—especially in ecologically sensitive highland areas for tourism development—must be strictly regulated.

Elephants typically travel between 15 and 50 kilometres a day. Therefore, restoring uninterrupted elephant corridors, linking existing wildlife reserves, must be a central component of long-term planning. In some cases, this may require carefully considering the relocation of human settlements that have developed within former elephant corridors.

Unfortunately, rural communities often bear a disproportionate share of the burden created by these conservation measures. It is, therefore, essential that policies ensure they receive a fair share of the economic benefits generated by wildlife-based industries, particularly tourism. Such policies should aim to help these communities transition from subsistence livelihoods toward improved standards of living. In this context, a critical evaluation of existing agricultural systems must form part of a broader national land-management strategy. Put plainly, the long-term viability of plantation industries, such as tea and rubber, should be assessed in terms of their return on investment—particularly the investment of scarce land resources.

Finally, all ecosystems have a carrying capacity, meaning there is a limit to the number of people and animals that a given area of land can sustain. This issue extends beyond Sri Lanka; many scientists argue that, given current levels of malnutrition and resource depletion, the planet may already have exceeded its sustainable carrying capacity. Others suggest that technological advances and lifestyle changes may increase that capacity. In either case, significant changes in human consumption patterns and lifestyles are likely to become inevitable.

For elephants, however, the absence of natural predators means that humane human intervention may be required to manage population growth sustainably. If elephant populations were allowed to increase unchecked, food scarcity could lead to malnutrition and starvation among the animals themselves. At the same time, a nation, already struggling with child malnutrition, must carefully balance its limited resources between human welfare and wildlife conservation.

One promising approach is immunological sterilisation using the Porcine Zona Pellucida (PZP) vaccine, a reversible and humane form of immunocontraception used in wildlife population management. By stimulating antibodies that prevent sperm from fertilising eggs, this dart-delivered vaccine controls reproduction without significantly altering the animals’ natural behaviour. Once accurate data are obtained on the age and gender distribution of the Sri Lankan elephant population, the systematic application of such methods could become feasible.

Moreover, the development of local capacity to produce such vaccines should be encouraged. Similar technologies could also be applied to manage populations of other animals—such as monkeys and stray dogs—whose numbers can become problematic if left unchecked. Local vaccine production would not only address domestic needs but could potentially create opportunities for export and scientific collaboration.

Conclusion

Human–elephant conflict (HEC) in Sri Lanka is intensifying due to habitat fragmentation, unplanned development, and weak governance. Elephants require large, connected landscapes to survive, and when traditional migration corridors are blocked, conflict becomes inevitable.

Current ineffective practices—such as the mass translocation of elephants, fragmented fencing that obstructs migration routes, and policies that overlook the livelihoods of rural communities—must be reconsidered and replaced with more effective strategies. Mechanisms must also be established to ensure that the economic benefits of environmental protection, particularly those generated by wildlife tourism, are fairly shared with rural populations who bear the greatest burden of living alongside wildlife.

A shift toward data-driven planning, protection of ecological corridors, community partnerships, and stronger institutional accountability is essential. The human–elephant conflict is not solely a wildlife issue; it is fundamentally a land-use and governance challenge. Sri Lanka would benefit from establishing a dedicated Human–Elephant Coexistence Organisation, or from strengthening an existing Wildlife Commission with the authority and capacity to implement long-term, science-based management strategies.

With informed policies and genuine support for affected communities, peaceful coexistence between humans and elephants is both achievable and sustainable. Ultimately, educating future generations and equipping them to face emerging environmental challenges with knowledge and responsibility is the most effective long-term strategy.

BY Geewananda Gunawardana and Chula Goonasekera
on behalf of LEADS forum
Email admin@srilankaleads.com

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