Q: Could you provide a brief history of Dankotuwa Porcelain’s journey to becoming a market leader?

A: We began operations in 1984 and became a publicly listed entity in 1994 as shares were listed on the Colombo Stock Exchange (CSE). Dankotuwa Porcelain, a subsidiary of Ambeon Holdings and under the Dankotuwa group, operates two factories – Dankotuwa Porcelain and Royal Fernwood.

Dankotuwa Porcelain represents our premium brand while Royal Fernwood caters more to the younger generation.

We attained our market position by strategically expanding our presence across various sectors. We’ve established strong retail showroom, wide reaching dealer and robust B2B networks. Currently, we have approximately 275 active dealers nationwide.

Moreover, we have diversified into structured retail, targeting supermarkets and thereby reaching a distinct customer base. We’ve also ventured into e-commerce, leveraging third party e-commerce sites to promote and sell our products.

Our success as a market leader is attributed to the way we have positioned our brand. Dankotuwa has become a household name that locals easily associate with dinner and tableware. This reputation was built over generations.

We offer nationwide coverage through a dealer network, offering customers access to Dankotuwa Porcelain products at their convenience, which has contributed significantly to our success.

Q: How does branding add value to the business?

A: Branding goes beyond advertising; it embodies the promises we make to our customers and we have diligently upheld those commitments.

Firstly, branding helps differentiate Dankotuwa Porcelain from competitors and attracts a loyal customer base. By establishing a unique brand identity, Dankotuwa Porcelain sets itself apart in the market and creates a distinct perception in the minds of customers.

Secondly, branding enhances customer recognition and recall. Through consistent and strategic branding efforts, Dankotuwa Porcelain builds brand awareness, making it easier for customers to recognise and recall the company and its products.

Moreover, branding creates an emotional connection with customers. Dankotuwa Porcelain’s brand image, messaging and values evoke certain emotions and resonate with its target audience. By aligning the brand with positive emotions such as luxury, elegance and quality, the company establishes an emotional bond with customers, leading to increased brand loyalty and advocacy.

Channa Gunawardana
Chief Executive Officer

Q: And how do you define brand loyalty?

A: Brand loyalty is the extent to which customers repeatedly choose and remain committed to a particular brand over its competitors. It goes beyond mere customer satisfaction, and encompasses an emotional connection and trust that customers develop towards a brand.

To us, brand loyalty is a reciprocal relationship where we demonstrate loyalty to our customers to earn their loyalty in return.

When assessing customer loyalty to Dankotuwa Porcelain, the following are considered.

Firstly, repeat purchases. We analyse customer purchase frequency and evaluate the consistency of choosing our products over other brands. These indicate trust and satisfaction with our brand.

Next is customer feedback and reviews. We pay close attention to positive and negative customer feedback as it reflects their perception of our products and services. Positive reviews and recommendations indicate higher loyalty and satisfaction.

Thirdly, customer retention. We track customer engagement rates with our brand and whether they remain loyal over an extended period. High customer retention rates suggest strong brand loyalty.

Brand advocacy is also a consideration. We assess whether customers actively promote Dankotuwa Porcelain to their friends, family and social networks. Positive word of mouth and referrals indicate deeper loyalty and trust.

And finally, social media engagement. We monitor customer interactions and engagement on social media platforms. Active participation, sharing of content and positive comments demonstrate higher loyalty and brand affinity.

By consistently demonstrating loyalty through our products, services and community initiatives, we’ve forged a strong bond and enduring brand loyalty.

“Brand loyalty is a reciprocal relationship where we demonstrate loyalty to our customers to earn their loyalty in return”

Q: What are your brand expansion plans?

A: We currently export approximately 60 percent of our production to various destinations worldwide. Our products have gained widespread international recognition and we’ve established a strong presence in numerous regions.

Today, Dankotuwa products are sold and cherished in various markets including India, the Middle East, the US, Europe and Australia.

We expanded our operations by engaging in outsourced manufacturing for other renowned brands. These strategic partnerships boost our brand visibility and reinforce our reputation as a trusted manufacturer.

Our vision is to position Dankotuwa as Sri Lanka’s premier porcelain brand, and we aim to solidify our status through our commitment to exceptional quality, innovative designs and customer satisfaction.

– Compiled by Shirley Candappa

Telephone 5665000/031 5500500  |  Email info@dankotuwa.com   |  Website www.dankotuwa.com