Atlas
Q: How has the uncertainty of the macroeconomic environment impacted Atlas Axillia’s business dynamics?
A: The uncertainty Sri Lanka faced in the wake of the COVID-19 pandemic and economic crisis had a significant impact on Atlas Axillia, both in terms of business continuity and consumer interaction. This demanded a reassessment of our end-to-end value chain and it was crucial to ensure an uninterrupted supply chain.
However, the struggle to secure dollars for manufacturing posed a formidable obstacle. We were determined to safeguard the flow of raw materials. By adopting innovative strategies, and fostering collaboration with our stakeholders including suppliers and retailers, we mitigated the dollar scarcity.
Furthermore, the devaluation of the rupee presented a hurdle in maintaining price points accessible to our consumers. With the rising cost of materials, we faced a daunting task of striking a balance between affordability and sustainability.
The disruption in the education system was also a concern. We recognised the struggles faced by families and children as difficulties in accessing schools created uncertainty.
For our parents, the choice between putting food on the table and investing in children’s education became a heart wrenching issue. The projected increase in school dropouts by five times was a distressing reality, which would have deprived over 100,000 children of their dreams and opportunities.
In the face of these challenges, we recognised that our success hinged on the resilience and dedication of our 800 employees and all key stakeholders, such as suppliers and retailers, who worked tirelessly day and night to navigate the crisis.
We made a conscious decision to prioritise our employees who were also faced with unprecedented challenges as their unwavering commitment and adaptability were crucial in finding innovative solutions.
Managing Director
Atlas Axilli
Q: Could you shed light on how Atlas Axillia overcame challenges to continue serving consumers amid difficulties?
A: As a market leader, we embraced the responsibility of ensuring the continuous supply of stationery. Recognising its significance as an essential item for education, we held discussions with the Ministry of Education and Central Bank of Sri Lanka to secure dollars, as we were in the midst of a dollar shortage and several curbs were in place.
At a time when competitors hiked prices, our efforts compelled them to reassess their price points and be on a par with Atlas.
In our commitment to the brand purpose of ‘making learning fun,’ we realised the importance of keeping dreams alive by ensuring access to education for as many children as possible. This inspired us to embark on unconventional initiatives that went beyond our usual scope.
As such, Light a Future (LAF) was launched with an aim to mobilise global communities to support our nation’s children who were at risk of dropping out of school. Through LAF, we assisted more than 40,000 children, empowering them to continue their education.
In parallel, we amplified our existing Atlas Sip Savi programme, designed to provide scholarships and essential school supplies to children, and further enhanced the Guru Garu programme, which focussed on providing special training to teachers.
Furthermore, Atlas Learn has been instrumental in enhancing the quality of education by providing free online education for students in Grades 5-9.
“We recognised that our success hinged on the resilience and dedication of our 800 employees and all key stakeholders”
Q: How is the brand adopting new technologies?
A: Digitisation is a key growth lever to strengthening our stance as the most loved learning organisation. And as the market dynamics continue to be challenged through the emergence of new technologies, we strive to remain relevant to consumers by adopting the most effective digital solutions.
We aim to harness the power of proprietary data to create one learning ecosystem through AI led consumer segmentation, predictive modelling for innovations and personalised marketing. By leveraging this, Atlas Axillia can gain valuable insights, identify opportunities and tailor-make marketing efforts.
Q: What are the future plans for Atlas Axillia?
A: Atlas Axillia is a multi-brand learning organisation with a vision to unleash the potential of the future generation. Each of our strategic brands plays a key role in bringing this vision to life.
Atlas will spearhead this journey by making learning fun. Innovate will enable youth to break barriers and the Homerun range will continue to be a value addition to further strengthen our portfolio.
Our philosophy of purpose, digital and innovation has enabled us to take on the role of undisputed market leader. Our journey will expand beyond Sri Lanka as we plan to branch out globally, which will help in generating revenue for the country.
– Compiled by Tamara Rebeira
Telephone 5320320 | Email customerfeedback@atlasaxillia.com | Website www.atlas.lk
