LMD Readers’

MOST LOVED BRANDS

Q: Outline the brand’s history and progress…

A: JAT’s journey began in 1993, catering to Sri Lanka’s finishing and furnishing sectors with wood coatings and paints. Today, JAT dominates the wood coatings sector with a market share of over 55 percent.

The JAT Emulsion paint range experienced rapid growth, reaching the top five brands in three years of launching. WHITE by JAT garnered recognition locally and internationally, for its innovative marketing and commitment to sustainability.

In the past year, JAT expanded its offerings through brand launches and product extensions, in local and international markets. Additions include WALLZ emulsion paints, Harris Ultimate brushes and rollers, Masters Ceiling Coat and J Chem PU.

We strategically invested in an alkyd resin plant in Bangladesh and a binder plant in Sri Lanka, to foster backward vertical integration and reverse engineering, leading to cost efficiencies and continuous product innovation.

These bold moves solidify JAT’s position as a leader in Sri Lanka and Bangladesh while opening doors for expansion into new markets. JAT plans to introduce wood coatings and related technologies to Vietnam and Africa while venturing into Australia’s furnishing sector.

JAT Holdings posted a resilient third quarter with 96 percent revenue growth from Bangladesh – while foreign revenue went up by 87 percent and the top line by 14 percent.

Q: How is Sri Lanka’s economic outlook impacting branding and brands?

A: The recent economic downturn impacted consumer behaviour significantly. Disposable income levels dropped, leading to a decrease in brand usage and overall brand revenue. Inflation and a weaker currency have forced consumers to prioritise affordability and value added features in their offerings.

A rise in digital media consumption over the past four years has led to preference for TV and digital advertising platforms. This allows brands to implement targeted advertising strategies at lower costs.

JAT capitalised on this trend with substantial digital marketing investments since 2020, even adopting new media platforms such as TikTok to reach younger audiences.

We introduced two new e-commerce platforms with end-to-end service, allowing customers to purchase paints and coatings with doorstep delivery at no additional cost.

Businesses are implementing cost control measures to create high quality products at lower costs. JAT’s investments in research and development, as well as new manufacturing facilities such as binder and alkyd resin plants, exemplify this approach.

These investments help JAT to reduce production costs while introducing innovative products to customers.

Brands need to adopt a long-term perspective. Brand building initiatives that build long-term customer value will be crucial for success as the economy recovers.

JAT’s technical training programmes serve as a prime example of this long-term commitment. These programmes focus on developing the skills and competencies of painters and training retailers, and building strong brand relationships.

Q: How have you ensured that your brand is socially responsible?

A: Carpentry, painting and art have been ingrained in Sri Lankan culture for generations. However, these once thriving occupations and vocations face a decline among younger generations due to a lack of recognition as respected professions.

JAT proactively conducted training programmes for carpenters and painters since 1998, striving to educate and elevate the coatings sector.

And JAT relaunched its training and recognition programme as ‘JAT Pintharoo Abhiman’ in 2021, partnering with the National Apprentice and Industrial Training Authority (NAITA); Ministry of Skills Development, Vocational Education, Research and Innovations; and Tertiary and Vocational Education Commission (TVEC) – with the additional opportunity for painters to gain formal recognition through a National Vocational Qualification (NVQ).

JAT conducted over 6,000 training programmes, providing painters with technical knowledge and financial support through affiliations with financial institutes while equipping them with entrepreneurial skills.

The programme aligns with several UN Sustainable Development Goals (SDGs) by promoting livelihood development, enhancing job prospects, dignifying labour through formal recognition and fostering industry sustainability.

JAT Pintharoo Abhiman won the Best Project Sustainability Award 2023 presented by The Ceylon Chamber of Commerce (CCC) at the annual Best Corporate Citizens Sustainability Awards.

Telephone: 4407700 | Email: info@jatholdings.com | Website:www.jatholdings.com