In the realm of business, there are individuals who transcend mere accomplishment, leaving an enduring impact on their organizations and sectors. Amanda Ferreira, Deputy General Manager at Alaris Lanka Private Limited, is undeniably one of these exceptional figures. This interview article features Amanda’s extraordinary journey, exploring her unique blend of expertise and unyielding determination, which has contributed and elevated Alaris Lanka, etching an indelible mark on the sector. Her insights and experiences have shaped the strategies that have driven growth and transformation within the company. Amanda Ferreira’s story isn’t just about success; it’s a testament to the transformative power of leadership and vision in the dynamic world of business.
Can you share some specific examples of how Alaris Lanka Private Limited has successfully embraced innovative marketing strategies to stay ahead in the competitive market?
At Alaris, we’ve always maintained an agile marketing approach, and I believe it’s been instrumental in our ability to not only survive but thrive in the volatile, uncertain, complex, and ambiguous (VUCA) world we find ourselves in. This adaptability has kept us one step ahead of our competitors, enabling us to weather the storms that the Covid-19 pandemic and economic downturn brought our way.
One of the key pillars of our success has been our unwavering commitment to flexibility. In a world where circumstances can change at the drop of a hat, being able to pivot and adjust our strategies in real-time has proven invaluable. Our flat organizational structure facilitates swift decision-making, allowing us to respond promptly to emerging challenges and opportunities alike.
The Covid-19 pandemic, in particular, forced us to re-evaluate our approach. We recognized the need to diversify our product lines to better serve our customers during these trying times. This led to the exploration of new avenues, such as online selling, and the amplification of word-of-mouth campaigns through influencer marketing.
I take immense pride in the fact that Alaris Lanka is among the few companies in Sri Lanka that has forged long-term partnerships with key influencers, especially in the film and beauty care industries. The trust they’ve placed in our brands, including Facia, Lia, Swabha Ceylon, and Offmarks, has had a profound impact on customer conversion and retention. These influencers have not only endorsed our products but have become genuine advocates, bridging the gap between our brand and our target audience.
Presently, our marketing strategy combines the reach of both micro and macro influencers across various online platforms and traditional media. This approach allows us to engage with our diverse target audiences more effectively, ensuring that our products and brand messages resonate with those who matter most—our valued customers.
Alaris Lanka has rapidly grown in the Healthcare and Pharmaceutical industry in Sri Lanka. What marketing strategies have been key to this impressive growth?
At Alaris Lanka, our company has always been deeply rooted in our people, and this core value is reflected in every aspect of our business. We take pride in our commitment to understanding our consumers on a profound level, and this dedication has been a cornerstone of our success.
Our product development process is driven by insights gathered directly from our consumers. We actively engage with our audience through various channels, including online polls, our dedicated call centers, and in-house market surveys. By listening attentively to their needs, preferences, and feedback, we’ve gained a competitive edge in the market. This approach has allowed us not only to retain the loyalty of our existing customers but also to expand our reach and resonate with new consumer segments.
Ethics is at the heart of our business ethos. We believe in doing business the right way, which is why we ensure that all our products are registered and compliant with the standards set by the National Medicines Regulatory Authority and the Department of Ayurveda Sri Lanka. This commitment to ethical business practices is not just a box to tick; it’s a fundamental part of who we are.
In our marketing campaigns, we proudly communicate this message to our consumers. We don’t just sell products; we provide transparency into our manufacturing processes, emphasizing the quality and safety of our offerings. This approach has not only fostered rapid growth in the market but has also allowed us to earn the trust of our consumers.
At Alaris Lanka, our success is a testament to our people-centric approach, our unwavering commitment to ethical business, and our relentless pursuit of delivering what our consumers truly want and need. We are not just a company; we are a trusted partner in the well-being and satisfaction of our valued customers.
In Alaris Lanka’s vision to be the market leader in Healthcare globally, could you share some insights into the strategic steps the company is taking to achieve this goal?
At Alaris, our journey has always been driven by a vision set forth by our Chairman, Mr. Tharanga Weerawardana. Our roots are deeply embedded in Sri Lanka, and it’s our profound commitment to our homeland that fuels our aspirations to take the best of our country to the world stage.
Our long-term plan is nothing short of ambitious — we aim to export not just our cosmetic products, but also our pharmaceuticals, nutraceuticals, and dermatology products to the global market. This vision has propelled us to take significant steps towards realizing our goals.
One of the pivotal milestones in our journey towards global expansion was the establishment of our state-of-the-art manufacturing facility, Ace Healthcare Pvt Ltd. This BOI approved project represents an investment of over USD 38 million. It’s not just a manufacturing plant; it’s a testament to our unwavering commitment to quality and compliance with international standards.
Ace Healthcare Pvt Ltd has been meticulously designed to align with global regulations and guidelines, including WHO GMP, cGMP, EU-GMP, US FDA, PICs, and more. Moreover, the implementation of stringent Quality Management Systems ensures that our products meet and often exceed the expectations of the international market.
Our confidence in the success of this endeavor is unwavering. With Ace Healthcare as our manufacturing powerhouse, we are poised to pave the way for Sri Lanka to make its mark on the international stage. We see this not just as a business venture but as a mission to showcase the excellence that Sri Lanka has to offer to the world.
At Alaris, our journey to export our products to the global market is not just about expanding our business; it’s about sharing the rich heritage, quality, and innovation of Sri Lanka with the world. We’re excited about the future and the opportunities it holds as we work tirelessly to turn this vision into reality.
Sustainability is a growing concern globally. How does Alaris Lanka incorporate sustainability into its product formulation and production processes?
At Alaris, our guiding principle is sustainability, and it’s woven into the very fabric of our business. We’ve adopted the “triple bottom line” approach, recognizing that our success isn’t measured by profit alone. It’s about ensuring that our people and the environment flourish alongside our business for the long haul.
This commitment extends to our cosmetic products, which we take immense pride in. They are herbal and crueltyfree, embodying our dedication to ethical and sustainable practices. We source our raw materials from local farmers and our packaging materials from local suppliers, a decision that not only ensures quality but also creates over 500 indirect job opportunities within our community.
Our green certifications, including the prestigious LEED platinum and Central Environmental Authority certification, speak volumes about our unwavering commitment to sustainability. We don’t just talk the talk; we walk the walk. We’ve integrated eco-friendly practices into every aspect of our operations. For instance, our 150KW solar power system is a testament to our commitment to reducing our carbon footprint.
Moreover, we’ve invested in a cutting-edge wastewater treatment plant. This plant doesn’t just meet environmental standards; it exceeds them. It converts 100% of wastewater into high-quality purified water, leaving zero waste discharged into the environment.
At Alaris, sustainability isn’t a buzzword; it’s our way of doing business. It’s about creating a future where our business thrives, our people thrive, and our planet thrives. It’s a commitment that we hold dear, and we’re dedicated to making a meaningful impact every step of the way.
How is Alaris Lanka positioning itself in order to attract foreign buyers in encouraging them to manufacture from Sri Lanka?
Here at Alaris, our manufacturing facility is more than just a production site; it’s a strategic powerhouse. We’ve meticulously designed it to have the versatility needed to create a wide spectrum of dosage forms. Whether it’s tablets, capsules, liquids, or topical preparations, we’re equipped to handle it all.
Our commitment to innovation is deeply rooted in our state-of-the-art Research and Development (R&D) facility. It’s a hub of creativity and scientific exploration where our experts work tirelessly to develop cutting-edge formulations.
Quality and safety are non-negotiables for us, and that’s where our in-house laboratory comes into play. It’s equipped with the latest technology for precise microbial and chemical analysis. Every product that leaves our facility undergoes rigorous testing to ensure it meets the highest standards.
But what truly sets us apart is the seamless collaboration among our dedicated teams in regulatory affairs, R&D, and intellectual property. This synergy enables us to not only meet but exceed the exceptional quality standards.
What does this mean for our customers, especially foreign buyers? It means they get a comprehensive, all-in-one solution that’s unparalleled in the manufacturing industry. We take immense pride in being able to offer this level of expertise and excellence, and we’re committed to maintaining it every step of the way.