Business Today

business-today-logo
SUBSCRIPTION
ADVERTISE
Menu
  • Home
  • Issues
    • 1996 to 1999
      • 1996
        • May 1996
        • June 1996
        • July 1996
        • August 1996
        • September 1996
        • October 1996
        • November 1996
        • December 1996
      • 1997
        • January 1997
        • FEBRUARY 1997
        • March 1997
        • April 1997
        • May 1997
        • June 1997
        • July 1997
        • August 1997
        • September 1997
        • October 1997
        • November 1997
        • December 1997
    • 2000 to 2009
      • 2006
        • January 2006
        • February 2006
        • March 2006
        • April 2006
        • May 2006
        • June 2006
        • July 2006
        • August 2006
        • September 2006
        • October 2006
        • November 2006
        • December 2006
      • 2007
        • January 2007
        • February 2007
        • March 2007
        • April 2007
        • May 2007
        • July 2007
        • June 2007
        • August 2007
        • September 2007
        • October 2007
        • November 2007
        • December 2007
      • 2008
        • January 2008
        • February 2008
        • March 2008
        • May 2008
        • April 2008
        • June 2008
        • July 2008
        • August 2008
        • September 2008
        • November 2008
        • October 2008
        • December 2008
      • 2009
        • January 2009
        • February 2009
        • March 2009
        • April 2009
        • May 2009
        • June 2009
        • July 2009
        • August 2009
        • September 2009
        • October 2009
        • November 2009
        • December 2009
    • 2010 to 2019
      • 2010
        • January 2010
        • February 2010
        • March 2010
        • April 2010
        • May 2010
        • June 2010
        • July 2010
        • August 2010
        • September 2010
        • October 2010
        • November 2010
        • December 2010
      • 2011
        • January 2011
        • February 2011
        • March 2011
        • April 2011
        • May 2011
        • June 2011
        • July 2011
        • August 2011
        • September 2011
        • October 2011
        • November 2011
        • December 2011
      • 2012
        • January 2012
        • February 2012
        • March 2012
        • April 2012
        • May 2012
        • June 2012
        • July 2012
        • August 2012
        • September 2012
        • October 2012
        • November 2012
        • December 2012
      • 2013
        • January 2013
        • February 2013
        • March 2013
        • April 2013
        • May 2013
        • June 2013
        • July 2013
        • August 2013
        • September 2013
        • October 2013
        • November 2013
        • December 2013
      • 2014
        • January 2014
        • February 2014
        • March 2014
        • April 2014
        • May 2014
        • June 2014
        • July 2014
        • August 2014
        • September 2014
        • October 2014
        • November 2014
        • December 2014
      • 2015
        • January 2015
        • February 2015
        • March 2015
        • April 2015
        • May 2015
        • June 2015
        • July 2015
        • August 2015
        • September 2015
        • October 2015
        • November 2015
        • December 2015
      • 2016
        • January 2016
        • February 2016
        • March 2016
        • April 2016
        • May 2016
        • June 2016
        • July 2016
        • August 2016
        • September 2016
        • October 2016
        • November 2016
        • December 2016
      • 2017
        • January 2017
        • February 2017
        • March 2017
        • April 2017
        • May 2017
        • June 2017
        • July 2017
        • August 2017
        • September 2017
        • October 2017
        • November 2017
        • December 2017
      • 2018
        • January 2018
        • February 2018
        • March 2018
        • April 2018
        • May 2018
        • August 2018
        • June 2018
        • July 2018
        • September 2018
        • October 2018
        • November 2018
        • December 2018
      • 2019
        • January 2019
        • February 2019
        • March 2019
        • April 2019
        • May 2019
        • June 2019
        • July 2019
        • August 2019
        • September 2019
        • October 2019
        • November 2019
        • December 2019
    • 2020 to 2025
      • 2020
        • January 2020
        • February 2020
        • March 2020
        • April 2020
        • May 2020
        • June 2020
        • July 2020
        • August 2020
        • September 2020
        • October 2020
        • November 2020
        • December 2020
      • 2021
        • September 2021
        • October 2021
      • 2022
        • January 2022
        • February 2022
        • March 2022
        • April 2022
        • May 2022
        • June 2022
        • July 2022
        • August 2022
        • September 2022
        • October 2022
        • December 2022
      • 2023
        • January 2023
        • February 2023
        • March 2023
        • April 2023
        • May 2023
        • June 2023
        • July 2023
        • August 2023
        • September 2023
        • October 2023
        • November 2023
        • December 2023
      • 2024
        • January 2024
        • February 2024
        • March 2024
        • April 2024
        • May 2024
        • June 2024
        • July 2024
        • August 2024
        • September 2024
        • October 2024
        • November 2024
        • December 2024
      • 2025
        • January 2025
        • February 2025
        • March 2025
        • April 2025
        • May 2025
  • About Us
  • BT Awards
    • BT Top 40
      • Business Today Top 40 2021 – 2022
    • BT Top 30
      • Business Today Top 30 2015 – 2016
      • Business Today Top 30 2016 – 2017
      • Business Today Top 30 2017 – 2018
      • Business Today Top 30 2018 – 2019
    • BT Top 25
      • Business Today Top 25 2011 – 2012
      • Business Today Top 25 2012 – 2013
      • Business Today Top 25 2013 – 2014
      • Business Today Top 25 2014 – 2015
    • BT Top 20
      • Business Today Top 20 2009 – 2010
      • Business Today Top 20 2010 – 2011
    • BT Top 10
      • Business Today Top 10 2008 – 2009
      • Business Today Top 10 2007 – 2008
      • Business Today Top 10 2006 – 2007
      • Business Today Top 10 2005 – 2006
      • Business Today Top 10 2003 – 2004
      • Business Today Top 10 2000 – 2001
      • Business Today Top 10 1999 – 2000
      • Business Today Top 10 1997 – 1998
      • Business Today Top 10 1996 – 1997
      • Business Today Top 10 1995 – 1996
  • For Digital Subscription
Facebook Instagram
business-today-logo
Menu
  • Home
  • Issues
    • 1996 to 1999
      • 1996
        • May 1996
        • June 1996
        • July 1996
        • August 1996
        • September 1996
        • October 1996
        • November 1996
        • December 1996
      • 1997
        • January 1997
        • FEBRUARY 1997
        • March 1997
        • April 1997
        • May 1997
        • June 1997
        • July 1997
        • August 1997
        • September 1997
        • October 1997
        • November 1997
        • December 1997
    • 2000 to 2009
      • 2006
        • January 2006
        • February 2006
        • March 2006
        • April 2006
        • May 2006
        • June 2006
        • July 2006
        • August 2006
        • September 2006
        • October 2006
        • November 2006
        • December 2006
      • 2007
        • January 2007
        • February 2007
        • March 2007
        • April 2007
        • May 2007
        • July 2007
        • June 2007
        • August 2007
        • September 2007
        • October 2007
        • November 2007
        • December 2007
      • 2008
        • January 2008
        • February 2008
        • March 2008
        • May 2008
        • April 2008
        • June 2008
        • July 2008
        • August 2008
        • September 2008
        • November 2008
        • October 2008
        • December 2008
      • 2009
        • January 2009
        • February 2009
        • March 2009
        • April 2009
        • May 2009
        • June 2009
        • July 2009
        • August 2009
        • September 2009
        • October 2009
        • November 2009
        • December 2009
    • 2010 to 2019
      • 2010
        • January 2010
        • February 2010
        • March 2010
        • April 2010
        • May 2010
        • June 2010
        • July 2010
        • August 2010
        • September 2010
        • October 2010
        • November 2010
        • December 2010
      • 2011
        • January 2011
        • February 2011
        • March 2011
        • April 2011
        • May 2011
        • June 2011
        • July 2011
        • August 2011
        • September 2011
        • October 2011
        • November 2011
        • December 2011
      • 2012
        • January 2012
        • February 2012
        • March 2012
        • April 2012
        • May 2012
        • June 2012
        • July 2012
        • August 2012
        • September 2012
        • October 2012
        • November 2012
        • December 2012
      • 2013
        • January 2013
        • February 2013
        • March 2013
        • April 2013
        • May 2013
        • June 2013
        • July 2013
        • August 2013
        • September 2013
        • October 2013
        • November 2013
        • December 2013
      • 2014
        • January 2014
        • February 2014
        • March 2014
        • April 2014
        • May 2014
        • June 2014
        • July 2014
        • August 2014
        • September 2014
        • October 2014
        • November 2014
        • December 2014
      • 2015
        • January 2015
        • February 2015
        • March 2015
        • April 2015
        • May 2015
        • June 2015
        • July 2015
        • August 2015
        • September 2015
        • October 2015
        • November 2015
        • December 2015
      • 2016
        • January 2016
        • February 2016
        • March 2016
        • April 2016
        • May 2016
        • June 2016
        • July 2016
        • August 2016
        • September 2016
        • October 2016
        • November 2016
        • December 2016
      • 2017
        • January 2017
        • February 2017
        • March 2017
        • April 2017
        • May 2017
        • June 2017
        • July 2017
        • August 2017
        • September 2017
        • October 2017
        • November 2017
        • December 2017
      • 2018
        • January 2018
        • February 2018
        • March 2018
        • April 2018
        • May 2018
        • August 2018
        • June 2018
        • July 2018
        • September 2018
        • October 2018
        • November 2018
        • December 2018
      • 2019
        • January 2019
        • February 2019
        • March 2019
        • April 2019
        • May 2019
        • June 2019
        • July 2019
        • August 2019
        • September 2019
        • October 2019
        • November 2019
        • December 2019
    • 2020 to 2025
      • 2020
        • January 2020
        • February 2020
        • March 2020
        • April 2020
        • May 2020
        • June 2020
        • July 2020
        • August 2020
        • September 2020
        • October 2020
        • November 2020
        • December 2020
      • 2021
        • September 2021
        • October 2021
      • 2022
        • January 2022
        • February 2022
        • March 2022
        • April 2022
        • May 2022
        • June 2022
        • July 2022
        • August 2022
        • September 2022
        • October 2022
        • December 2022
      • 2023
        • January 2023
        • February 2023
        • March 2023
        • April 2023
        • May 2023
        • June 2023
        • July 2023
        • August 2023
        • September 2023
        • October 2023
        • November 2023
        • December 2023
      • 2024
        • January 2024
        • February 2024
        • March 2024
        • April 2024
        • May 2024
        • June 2024
        • July 2024
        • August 2024
        • September 2024
        • October 2024
        • November 2024
        • December 2024
      • 2025
        • January 2025
        • February 2025
        • March 2025
        • April 2025
        • May 2025
  • About Us
  • BT Awards
    • BT Top 40
      • Business Today Top 40 2021 – 2022
    • BT Top 30
      • Business Today Top 30 2015 – 2016
      • Business Today Top 30 2016 – 2017
      • Business Today Top 30 2017 – 2018
      • Business Today Top 30 2018 – 2019
    • BT Top 25
      • Business Today Top 25 2011 – 2012
      • Business Today Top 25 2012 – 2013
      • Business Today Top 25 2013 – 2014
      • Business Today Top 25 2014 – 2015
    • BT Top 20
      • Business Today Top 20 2009 – 2010
      • Business Today Top 20 2010 – 2011
    • BT Top 10
      • Business Today Top 10 2008 – 2009
      • Business Today Top 10 2007 – 2008
      • Business Today Top 10 2006 – 2007
      • Business Today Top 10 2005 – 2006
      • Business Today Top 10 2003 – 2004
      • Business Today Top 10 2000 – 2001
      • Business Today Top 10 1999 – 2000
      • Business Today Top 10 1997 – 1998
      • Business Today Top 10 1996 – 1997
      • Business Today Top 10 1995 – 1996
  • For Digital Subscription
business-today-logo
Menu
  • Home
  • Issues
    • 1996 to 1999
      • 1996
        • May 1996
        • June 1996
        • July 1996
        • August 1996
        • September 1996
        • October 1996
        • November 1996
        • December 1996
      • 1997
        • January 1997
        • FEBRUARY 1997
        • March 1997
        • April 1997
        • May 1997
        • June 1997
        • July 1997
        • August 1997
        • September 1997
        • October 1997
        • November 1997
        • December 1997
    • 2000 to 2009
      • 2006
        • January 2006
        • February 2006
        • March 2006
        • April 2006
        • May 2006
        • June 2006
        • July 2006
        • August 2006
        • September 2006
        • October 2006
        • November 2006
        • December 2006
      • 2007
        • January 2007
        • February 2007
        • March 2007
        • April 2007
        • May 2007
        • July 2007
        • June 2007
        • August 2007
        • September 2007
        • October 2007
        • November 2007
        • December 2007
      • 2008
        • January 2008
        • February 2008
        • March 2008
        • May 2008
        • April 2008
        • June 2008
        • July 2008
        • August 2008
        • September 2008
        • November 2008
        • October 2008
        • December 2008
      • 2009
        • January 2009
        • February 2009
        • March 2009
        • April 2009
        • May 2009
        • June 2009
        • July 2009
        • August 2009
        • September 2009
        • October 2009
        • November 2009
        • December 2009
    • 2010 to 2019
      • 2010
        • January 2010
        • February 2010
        • March 2010
        • April 2010
        • May 2010
        • June 2010
        • July 2010
        • August 2010
        • September 2010
        • October 2010
        • November 2010
        • December 2010
      • 2011
        • January 2011
        • February 2011
        • March 2011
        • April 2011
        • May 2011
        • June 2011
        • July 2011
        • August 2011
        • September 2011
        • October 2011
        • November 2011
        • December 2011
      • 2012
        • January 2012
        • February 2012
        • March 2012
        • April 2012
        • May 2012
        • June 2012
        • July 2012
        • August 2012
        • September 2012
        • October 2012
        • November 2012
        • December 2012
      • 2013
        • January 2013
        • February 2013
        • March 2013
        • April 2013
        • May 2013
        • June 2013
        • July 2013
        • August 2013
        • September 2013
        • October 2013
        • November 2013
        • December 2013
      • 2014
        • January 2014
        • February 2014
        • March 2014
        • April 2014
        • May 2014
        • June 2014
        • July 2014
        • August 2014
        • September 2014
        • October 2014
        • November 2014
        • December 2014
      • 2015
        • January 2015
        • February 2015
        • March 2015
        • April 2015
        • May 2015
        • June 2015
        • July 2015
        • August 2015
        • September 2015
        • October 2015
        • November 2015
        • December 2015
      • 2016
        • January 2016
        • February 2016
        • March 2016
        • April 2016
        • May 2016
        • June 2016
        • July 2016
        • August 2016
        • September 2016
        • October 2016
        • November 2016
        • December 2016
      • 2017
        • January 2017
        • February 2017
        • March 2017
        • April 2017
        • May 2017
        • June 2017
        • July 2017
        • August 2017
        • September 2017
        • October 2017
        • November 2017
        • December 2017
      • 2018
        • January 2018
        • February 2018
        • March 2018
        • April 2018
        • May 2018
        • August 2018
        • June 2018
        • July 2018
        • September 2018
        • October 2018
        • November 2018
        • December 2018
      • 2019
        • January 2019
        • February 2019
        • March 2019
        • April 2019
        • May 2019
        • June 2019
        • July 2019
        • August 2019
        • September 2019
        • October 2019
        • November 2019
        • December 2019
    • 2020 to 2025
      • 2020
        • January 2020
        • February 2020
        • March 2020
        • April 2020
        • May 2020
        • June 2020
        • July 2020
        • August 2020
        • September 2020
        • October 2020
        • November 2020
        • December 2020
      • 2021
        • September 2021
        • October 2021
      • 2022
        • January 2022
        • February 2022
        • March 2022
        • April 2022
        • May 2022
        • June 2022
        • July 2022
        • August 2022
        • September 2022
        • October 2022
        • December 2022
      • 2023
        • January 2023
        • February 2023
        • March 2023
        • April 2023
        • May 2023
        • June 2023
        • July 2023
        • August 2023
        • September 2023
        • October 2023
        • November 2023
        • December 2023
      • 2024
        • January 2024
        • February 2024
        • March 2024
        • April 2024
        • May 2024
        • June 2024
        • July 2024
        • August 2024
        • September 2024
        • October 2024
        • November 2024
        • December 2024
      • 2025
        • January 2025
        • February 2025
        • March 2025
        • April 2025
        • May 2025
  • About Us
  • BT Awards
    • BT Top 40
      • Business Today Top 40 2021 – 2022
    • BT Top 30
      • Business Today Top 30 2015 – 2016
      • Business Today Top 30 2016 – 2017
      • Business Today Top 30 2017 – 2018
      • Business Today Top 30 2018 – 2019
    • BT Top 25
      • Business Today Top 25 2011 – 2012
      • Business Today Top 25 2012 – 2013
      • Business Today Top 25 2013 – 2014
      • Business Today Top 25 2014 – 2015
    • BT Top 20
      • Business Today Top 20 2009 – 2010
      • Business Today Top 20 2010 – 2011
    • BT Top 10
      • Business Today Top 10 2008 – 2009
      • Business Today Top 10 2007 – 2008
      • Business Today Top 10 2006 – 2007
      • Business Today Top 10 2005 – 2006
      • Business Today Top 10 2003 – 2004
      • Business Today Top 10 2000 – 2001
      • Business Today Top 10 1999 – 2000
      • Business Today Top 10 1997 – 1998
      • Business Today Top 10 1996 – 1997
      • Business Today Top 10 1995 – 1996
  • For Digital Subscription

Emerald International: The Strong Drive In Establishing Men’S Fashion

by
Reading Time: 6 mins read
0
Share on Twitter
image_pdfDownload as PDF

A success story in the tradition of shirt manufacture, Emerald has played a significant role in promoting men’s fashion in Sri Lanka. Its collection of strong brands, capabilities in producing world-class garments and longstanding presence in the industry are the principal factors of its strong drive into the market. M M M Ihsan, Executive Director and Murad Rahimdeen, General Manager of Emerald discussed the strengths of the organisation, its strategic intent and direction, and future plans. 

Photography by Prabhath Chathuranga


Can you give us a brief background of the organisation?

The business began in 1952 and initially we imported shirts from Japan and marketed them in Sri Lanka. As we progressed we used Japanese material and produced shirts in  Sri Lanka in small scale as the demand for shirts was still in its cradle stages. As with many local businesses in the apparel sector the real boost came in the early 1980’s.  Thereafter we opened our first large-scale well-equipped manufacturing units. The values instigated by the founders of the company were to provide a high quality garment and maintain honesty in all our dealings, a value practiced to-date by the organisation and seen in all our products. This has helped the organisation to grow and expand its brand portfolio and market share over the years. Some of our leading brands include Emerald, Emerald RI collection, “Focuss”, Crocodile, Venfield, ShirtWorks, Epoch, Mansack Trouser and Runn Innerwear.

How has the post war period affected the growth in your brands? 

The post war period has seen a growth in the men’s fashion market similar to that reflected by the economic indicators. However, we have been experiencing continuous growth over the last few years. 

No development or growth could occur without customer confidence. Customer confidence in our products is very high as we have consistently delivered what we have promised.  We thrive within to keep abreast of all competition by way of fashion, style, technology, techniques and human capital requirements and today this has paid off. Both our exports as well as local brand portfolio have seen significant growth as a result of untiring efforts by all Emerald staff past and present.  

A majority of your business portfolio consists of shirts. What is the reason behind this?  

A good 90-95 percent of our top line is contributed by the sale of shirts. Shirts are an integral part of men’s fashion in Sri Lanka and we take great pride and passion in producing a world class shirt. The experience and expertise we have in producing for world renowned labels over 25 years have given us the ability, confidence and passion in specialising in it.  As a country renowned for world class apparels we believe it is our duty to provide a world class shirt to the deserving Sri Lankan consumer. This is no indication that we are not good at the other products in our portfolio. We look for greater contribution from other products in the coming years.

How do you differentiate your products from what is on offer in the market?

It is our belief that differentiation is not limited to just a brand promise. We take a four dimensional approach in our brand promise of being world class.  Firstly, we ensure we use the best material and embellishments in our products; secondly, we have the best technology and machinery in manufacturing our products; thirdly, we employ world renowned technicians in engineering our products and lastly, we invest in a professional workforce that will deliver consumer confidence. Our product and differentiation stems from the above values. Our portfolio of brands caters to different segments of the markets. We have obtained both local and international certifications which allow us to export to any part of the world. 

We trust in Research and Development and our volumes facilitate the ability to invest in the same.  In developing our Research and Development, and Technical and Design divisions we have with us the Italian shirt engineer Roberto Inglesi, Head of Research, Technical and Design. He has worked with brands such as Roberto Cavalli, Dior, Pierre Cardin, Armani, Van Heusen just to name a few. There are many shirt brands in the Sri Lankan market; But as a shirt supplier and manufacturer we have invested much in our product and we are very passionate about what we do. 

The Emerald brand is well positioned in the market. What about the other brands? 

“Emerald” is the official formal wear provider for Sri Lanka cricket and dressed the national cricket team in fashionable clothing, introduced cricketing merchandise to the public and brought glamour to the game by introducing cricket fashion. The company hopes to replicate this experience into Sri Lanka Rugby with their casual line of clothing “Focuss”. This is another important brand in our portfolio which will be driven strongly in the coming years. Crocodile is another important cog in our wheel. This internationally acclaimed product is a lifestyle brand and distributed through selected outlets island wide.  Venfield, Epoch, Runn are brands that have great potential and is a vital part of our growth strategy in the coming years.

We have seen a huge upturn in the organisation lately. How did you achieve this and what were the challenges faced and how were those overcome?

People are the best asset an organisation can have. They could be turned into very efficient proactive hybrid workers with a strategic mindset. For an organisation to leap frog or have exponential growth the impetus should come from a motivated team. We started by revisiting the systems and processes within the organisation. Then we introduced a performance driven culture, changed the structure within the organisation and gave each brand a different Strategic Business Unit (SBU). We added new departments needed for continuous sustainment of the organisation and empowered the heads of departments. Today we have aligned the organisational structure to support these new SBUs and with a strong marketing push, enthusiasm and belief in our product we will able to attain significant growth in the industry. We have a long way to go; but we are on the right track and in the right frame of mind. Hence we are confident that we will be able to achieve our financial and corporate objectives.

What are the future developments for the Group?

Our main goal will be to develop our brands more strongly and acquire a better market share in the short term. As the market leader, it is our duty to develop men’s fashion locally which would not only help Sri Lankan men look smarter but also enhance the size of business potential and increase spending in this area. We also hope to establish sales and distribution of our main brands in fast growing markets in the foreseeable future through strategic affiliation.

Does Emerald International have plans to become a public listed company?

With the business potential increasing it will be good to have access to some capital infusion by way of public funds. However this is a strategic decision we will have to make looking at this years performance, strategic plans next year and the economic growth indicators for the country.

Related Posts

Interim Budget Speech 2022
GENERAL

Interim Budget Speech 2022

Dazzling in the Colorful and Contradictory Life of Politics
GENERAL

Dazzling in the Colorful and Contradictory Life of Politics

Art of a Deal
GENERAL

Art of a Deal

business-today-logo

Location

20-2/1 Lauries Place Facing R A de Mel Mawatha Colombo 04.

Contact

+94 715 134 134

Email

info@btoptions.com

© 2023 BT Options. All Rights Reserved.