Now Reading: Revamping Innovations in Paper to Product Manufacturing
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Revamping Innovations in Paper to Product Manufacturing
Revamping Innovations in Paper to Product Manufacturing
Sri Lanka’s stationery market has grown steadily, led by key players offering diverse, high-quality products. Despite challenges from digital alternatives and economic strain, successful firms have thrived through innovative marketing, strong branding, and corporate social responsibility. While overall sales dipped, niche downstream opportunities have sparked new enterprise growth, sustaining industry momentum.
Mr. Asitha Samaraweera,
The Sri Lanka stationery market has experienced consistent growth, driven by the contributions of several key industry players.
These companies have played a pivotal role in expanding the market by offering a wide range of high-quality products, from basic writing tools to specialized art supplies, catering to the diverse needs of their customers.
Manufacturers have faced tough competition from digital communication, data transfer, and storage solutions.
Weak economic conditions have led businesses and households to cut back on stationery purchases, with consumers opting for digital notebooks and email.
A significant factor behind certain organizations’ success is their ability to innovate in marketing strategies.
These organizations have effectively reached a broad audience, with sales plunging in line with the wider industry and have established strong brand recognition.
In addition to their product offerings, these companies have also demonstrated a commitment to corporate social responsibility, actively engaging in initiatives such as competition-driven pricing and upholding quality.
Industry revenue is measured across several distinct product and service lines combined with effective marketing and social responsibility.
Interestingly, the emergence of niche opportunities in downstream markets has led to an uptick in the number of new enterprises.
These points were discussed during an interview with
Mr. Asitha Samaraweera,
Managing Director –
Atlas Axillia.
Q : ATLAS HAS ESTABLISHED ITSELF AS A MARKET LEADER IN SCHOOL STATIONERY. WHAT KEY STRATEGIES HAVE YOU IMPLEMENTED TO MAINTAIN THIS COMPETITIVE EDGE?
Atlas is proud to hold an average market share of 60% across most product categories, with some categories exceeding even that. This is a significant achievement.
When Atlas Axilla was acquired by Hemas Holdings PLC in 2018, market shares were already high, in the 50% range. However, instead of just maintaining these shares, we have improved them.
Our approach is long-term and sustainable, focusing on being deeply connected to our consumers. We operate using a framework called the “Five P’s,” ensuring we stay ahead in each area. These are:
- PURPOSE:
- Our mission is to unleash the potential of the next generation. To this end, we conduct numerous outreach programs, including scholarships, teacher training, and exam preparation seminars.
- PRODUCT:
- We prioritize innovation and design, always staying ahead in creating appealing and functional products.
- PRICE:
- We maintain affordable and competitive pricing to ensure accessibility.
- PLACE:
- Our distribution network is extensive and unmatched, ensuring availability across the market.
- PROMOTION:
- We actively engage with consumers through exciting initiatives that foster brand loyalty and strengthen the connection with Atlas.
This comprehensive approach allows us to maintain our competitive edge while continuously adding value to the lives of our consumers.
Q : WHAT ROLE DOES TECHNOLOGY PLAY IN YOUR PRODUCT DEVELOPMENT PROCESS, AND HOW HAS ATLAS UTILIZED TECHNOLOGICAL ADVANCEMENTS TO CREATE MORE INNOVATIVE SCHOOL STATIONERY SOLUTIONS?
In today’s rapidly advancing technological landscape, each generation interacts with technology differently. Millennials started with personal computers and the emergence of smartphones, Gen Z grew up immersed in apps and social media, while Gen Alpha is entering a world driven by AI.
At Atlas, we embrace technology by understanding how each generation adapts to it and balance this with traditional, hands-on skills.
We have channeled this effort into what we call “ATLAS WORLD,” which comprises five pillars:
- E-LEARNING:
Providing digital tools and resources to support education. - E-COMMERCE:
Enabling seamless online shopping experiences for our consumers. - BLENDED CUSTOMER EXPERIENCE (PHYGITAL):
Combining the physical and digital worlds to enhance the consumer journey. - PURPOSE:
Aligning all our technological initiatives with our mission of empowering the next generation. - DIGITAL MARKETING:
Using data-driven strategies to effectively engage and inspire our consumers.
This innovative and unique approach not only addresses current consumer needs but also prepares us to integrate emerging technologies as they evolve.
Q : WHAT LEADERSHIP APPROACHES DO YOU EMPLOY TO FOSTER INNOVATION WITHIN YOUR TEAMS WHILE ENSURING ALIGNMENT WITH ATLAS’S OVERALL BUSINESS STRATEGY?
Innovation is integral to Atlas’s strategy and extends beyond product development. As a leader, my role is to unlock creativity and energy within the organization, particularly among the “young, creative, and restless” members of our team.
Our leadership philosophy is rooted in providing a clear framework and safeguards to guide innovation while encouraging experimentation. We adopt a “fail fast, learn fast” mindset rather than adhering to rigid, traditional frameworks such as the stage gate process. Instead, we adopt an iterative approach that allows us to stay agile and responsive to change.
Additionally, we encourage all team members, including more experienced colleagues, to stay informed about emerging trends, shifting consumer behaviors, and advancements in product technology.
We also broaden our evaluation of return on investment (ROI) to consider long-term consumer value and strategic impact, rather than focusing solely on immediate financial returns.
Q : AS SUSTAINABILITY BECOMES AN INCREASING CONCERN FOR CONSUMERS, HOW IS ATLAS ENSURING THAT ITS PRODUCT OFFERINGS, PARTICULARLY SCHOOL STATIONERY, ARE ENVIRONMENTALLY FRIENDLY?
Sustainability is a core value for Atlas, supported by our parent company, Hemas Holdings PLC. Hemas has robust sustainability initiatives, and Atlas actively participates in these efforts.
Our approach is holistic, addressing not just the environmental impact of our product portfolio but also our carbon footprint, resource sustainability, and broader ecological concerns.
Here are a few examples of our initiatives:
- SUSTAINABLE SOURCING:
We source paper from suppliers committed to sustainable forestry practices. - PLASTICS MANAGEMENT:
We are working to reduce the environmental impact of plastics in our products and packaging. - RENEWABLE ENERGY:
We have made significant investments in solar energy to reduce our dependence on fossil fuels.
These efforts, combined with ongoing collaborations across the value chain and with stakeholders, ensure that our products align with the growing consumer demand for eco-friendly solutions.
Q : HOW DO YOU CULTIVATE AND MENTOR FUTURE LEADERS WITHIN ATLAS, ENSURING THAT THE COMPANY CONTINUES TO THRIVE UNDER NEW LEADERSHIP AS THE INDUSTRY EVOLVES?
Developing future leaders and nurturing critical talent is a priority for Hemas and for me personally.
At this stage in my career, leaving a legacy and inspiring the next generation matters more than personal accomplishments.
I approach this in several ways:
- MENTORSHIP:
I conduct one-on-one mentoring sessions with high-potential leaders, sharing experiences, discussing books and trends, and challenging them to think critically. - TRAINING PROGRAMS:
Atlas offers robust training initiatives, including external workshops, overseas training, e-learning, and project-based learning. - OPPORTUNITIES FOR GROWTH:
Those who embrace challenges and demonstrate potential are given leadership positions to grow and contribute further.
By focusing on development and empowerment, we ensure Atlas remains resilient and future-ready.
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