Kelani Cables- Electricity done the Secure Way
Thanks to its superb promotion campaigns, ask anyone on the road to complete the sentence ‘wayarnam..’ they would reply with ‘Kelani’. It is no secret that Kelani Cables PLC has gained a reputation in Sri Lanka as a company that only releases products that are of high-quality and security. But to promote a homespun product at an international level, a company has to be beyond excellent.
Affirming Kelani Cables’ success in the international market, the company received the Gold Award at the NCE Exports Awards 2017. Organised by the National Chamber of Exporters of Sri Lanka, the award celebrated its 25th anniversary this year and was concluded at the Hilton Colombo on September 29. The award ceremony came into being in an endeavour to recognise and reward excellence of Sri Lankan exporters in the international marketplace.
We interviewed Mr Mahinda Saranapala, Director/ Chief Executive Officer of Kelani Cables PLC about its performance at the 25th Exports Awards, and the Company.
Kelani Cables is a public quoted company founded in 1969. Since then, the company has captured a local market share of 38%. The company has shown a continuous steady growth, and Mr Saranapala disclosed that the company will achieve 15% growth this financial year. Contribution from export sales will be app 15%.
Kelani Cables has always emphasized on its management tools including the 5S system, the QC tools, and the Kaizen method, as well as its dynamic team of over 480 employees as the ingredients behind the success the company has enjoyed thus far.
According to Saranapala, the company submitted its entry into the awards for the first time as a result of the increase in export volume. The company exports both directly and indirectly to several countries across the globe. Saranapala mentioned that the company adds one country to its list of overseas customers per annum. At present, Kelani Cables products are present in Maldives, Bangladesh, Seychelles, Japan, India, as well as several European countries through third-party involvement.
Sri Lanka is a small island, and compared to countries such as India, where operational scales are comparatively bigger, Sri Lanka manufactures and exports in small quantum. Nevertheless, “we are happy because we have brought in foreign exchange to the country,” commented Saranapala, speaking about Kelani Cables position within the international market.
The company foresees a potential growth rate of 15% annually in the future. At present, 15-20% of the total turnover of the company consists of the export sales, disclosed Mr Devinda Lorensuhewa Deputy General Manager- Marketing. He stated that year-on-year, the company expects the growth to increasing by approximately 15%.
The company began to export its products in 2006 to Maldives in a small scale, and within the span of 11 years has come a long way. In 2009, the company stationed an agent in Maldives to oversee the sales. The company initiated the same process in Bangladesh as well.
In addition to its core product, cables, the company manufactures and distributes accessories such as bulbs, under its trading arm.
The company faces a challenge when it comes to importing copper, the main raw material necessary for the cables. Lorensuhewa also disclosed that the competi- tion given by large-scale manufacturers in the international market is also an obstacle that Kelani Cables has to surmount. Individual countries also may ask for specific certifications; the Kelani cable bears the SLS certification, which is compatible with the British certificate. The inferior products flowing into the international markets can also be a detriment to the industry, recognised Lorensuhewa.
The company has won numerous awards both locally and internationally for its quality. However, not resting on their laurels, the company continues to move forward uncompromising on its dedication to creating secure, and quality cables and accessories.