Need to develop local brands viewed

Anjana Samarasinghe

Private sector ne- es to focus more on developing local brands in the global market said Member of the panel of judges of NCE export awards, Nalin Attygalle Speaking at a press conference held yesterday to announce NCE export awards event.

Sri Lanka could develop positive perception in the international market through branding of local prodcuts and tourism he said.

“There is lot more to be done in developing local brands. Local exporters need to focus more on the brand equity and many international companies invest heavily on their brand equity. Comparing with last year there is a special focus on local exporters to develop their own brands,” he said.

The 15th NCE Export Awards organised by the National Chamber of Exporters (NCE) of Sri Lanka will be held on September 28th at Hilton Colombo.

President of the NCE Kulatunga Rajapaksa said that it is important to recognize exporters and increase of exports.

Last year there were 100 applicants for the NCE awards and this year it has increased to 120 he said.

The Chairman of the Awards Committee of NCE Export Awards L.S.G. Tillekeratne said that the award winners are categorized as exports of products, exporters of business and professional services, suppliers and service providers to exporters.

Exporters of business and professional services have given lot of emphasis due to high growth potential in the sector. It has estimated that there will be USD 42 million through IT services exports. There are lots of local firms ventured into this sector he said.

Applications for awards are evaluated by an eminent panel of judges from public and private sector. The panel of judges follows a strict set of evaluation criteria.

This comprised with the total net export earnings of the exporter and the export growth. Company financial management, special certifications obtain by the company and product and market diversification are also considered at the evaluation process.

He said that evaluation process will focus on company CSR projects and benefits provided for their employees too. Special recognition is given to the introduction and exports of Sri Lankan brands and to the level of value addition to local raw materials. However we are adopting strict evaluation process for marinating higher standards.

Exporters in each products and service sector are awarded gold, silver and bronze awards as well as merit certificates depending on the standard of their achievements. There will be Special Gold Awards for the best Sri Lankan Brand exporter and the Best woman exporter.