LMD Readers’

MOST LOVED BRANDS


Q: What notable achievements has the brand accomplished in the past year?

A: Being ranked as Sri Lanka’s ‘Most Loved Corporate Brand’ is certainly a highlight and an accolade we are humbled by, and we’re proud to have been recognised.

We believe it is a reflection of our collective efforts in multiple areas – from a strong focus on environmental, social and corporate governance (ESG) initiatives, and many other aspects ranging from our financial performance, focus on customers, people and stakeholders, and our intent to do what is right, to playing our part in creating a culture of governance.

We have been recognised across various areas in the past year through our continu­ed focus on good governance, ethical and sustainable business practices that extend beyond awards and accolades, and are proud to maintain a strong track record in financial performance and transparency.

For 18 years, John Keells Holdings (JKH) has been ranked as Sri Lanka’s ‘Most Respected Entity’ in LMD’s annual publication Most Respected; and for the fourth consecutive year, we were placed first in the ‘Transparency in Corporate Reporting’ assessment by Transparency International Sri Lanka (TISL).

Last year, we were recognised for our long-term diversity, equity and inclusion initiatives under ONE JKH with the award for the ‘Organisation promoting equity/equality and diversity of the year’ by the International Finance Corporation (IFC) and Women in Management (WIM).

We are also proud of our achievements in the work with our communities, where our commitment goes beyond financial contributions and focusses heavily on empowerment and livelihood development.

The John Keells English Language Scholarship Programme is one we continued even during the COVID-19 pandemic and the economic crisis, and it is now in its 20th year. We have educated over 19,500 schoolchildren and youth from disadvantaged backgrounds in the English language, IT and soft skills, for higher education and sustainable employment.

Through our partnership with the Ministry of Education in the Pasal Diriya school meal programme, which commenced during the economic crisis, we provided over 700,000 meals to underprivileged children and have established the longevity of this project through the provision of school kitchens.

In the past year, we contributed Rs. 100 million to the 1990 Suwa Seriya Foundation’s free ambulance service to enable it to both sustain and expand its operations, and continue to serve people in need of emergency medical assistance.

These are only a few examples of how the group strives to be a responsible corporate citizen and make a difference in the lives of Sri Lankans.

Q: How is Sri Lanka’s economic outlook impacting brands in general?

A: The current economic climate presents a complex landscape for brands. Consumer behaviour is shifting as purchasing power adjusts, testing brand loyalties.

Therefore, marketing and communication strategies need to be reevaluated to reach value conscious consumers. Additionally, perceptions about brands can be impacted by the economic situation and authenticity becomes even more crucial for building trust.

Amidst these challenges there are opportunities. Agile brands that can adapt effectively are more likely to thrive. The economic situation can push brands to explore new cost-effective ways to connect with target markets.

For the John Keells corporate brand, we strive to be transparent through communication with all our communities, talent pools and investors, across diverse platforms and activities, building and maintaining trust.

Q: In what ways should organisations maintain a balance between investments, innovation and financial performance in the present business environment?

A: Maintaining a balance between investments, innovation and financial performance is vital especially in today’s dyna­mic business environment and we adopt a multi-pronged approach to navigate this challenge.

Through the pandemic and economic crisis, we continued with our US$ 1 billion Cinnamon Life Integrated Resort, which is now rebranded as ‘City of Dreams Sri Lanka.’ And we commenced the West Container Terminal (WCT) project, in partnership with India’s Adani Group, at the height of the economic crisis.

These two investments are a testament to our commitment and confidence in the long-term prospects for the country, and will be a transformation for JKH and the country. Our expansion into the new energy vehicle market with BYD aligns with the growing demand for sustainable transportation.

We leverage strategic partnerships to amplify innovation and growth. Collaborations such as our partnership with Reliance for the Indian consumer foods market and the international gaming operator for our integrated resort are prime examples. These partnerships allow us to share resources, expertise and risk, accelerating innovation and market access.

Finally, building trust with investors is crucial. Our commitment to financial transparency and strong financial performance garnered the confidence of international investors – as evidenced by the array of financial transactions we announced over the last few years.

This trust allows us to secure funding to fuel ongoing and future investments, and innovation initiatives. By focusing on these strategies even amid challenging economic times, we are proud to have achieved a balance between sustainable growth, innovation and financial success.

Q: How do you ensure that your brand maintains authenticity in its messaging and interactions with customers?

A: Authenticity is crucial. Our core values – integrity, excellence, trust, innovation and caring – are embedded in every aspect of our business and conduct. This authenticity resonates with customers who value similar principles.

We actively listen to consumer feedback, and strive to incorporate it into the product development and brand messaging of our portfolio. This two-way communication fosters trust and reinforces authenticity.

However, no brand is perfect. And while corporates strive to get things right, there will be instances where shortcomings from a customer or stakeholder perspective occur. It is vital that these are handled in an open, honest and transparent manner; which, if dealt with right, will build more trust and loyalty for the brand.

Our employees are brand ambassadors. By fostering a positive work environment and aligning them with our values, we ensure their interactions with customers are genuine and representative of who we are. Building trust and positive relationships is the key to long-term success.

The group’s recognition as Sri Lanka’s ‘Most Loved Corporate Brand’ reflects the power of authentic communication in driving customer loyalty and financial performance.

Q: How does your brand integrate sustainability principles into its products, operations and messaging?

A: We have established ambitious measurable goals that focus on reducing our environmental footprint across all business operations, which ultimately tie up to the group’s ESG ambitions. This includes using less energy and water across our operations while simultaneously exploring increased usage of renewable energy.

We’re also tackling plastic waste head-on through various initiatives – our consumer foods, retail and leisure businesses are working to reduce the usage of single-use plastics while our social entrepreneurship project, Plasticcycle, tackles the issue from a different angle, by creating awareness, and driving plastic collection and recycling.

We have partnered with the Cleaner Seabeds for Sri Lanka expedition to protect and clean our reefs from ghost fishing nets. Initiatives such as the Cinnamon Rainforest Restoration Project where we are restoring a degraded portion of the Sinharaja Forest Reserve are a reflection of our commitment to safeguarding the natural environment.

The John Keells Good Water Initiative aims to clean up inland waterways in Sri Lanka, commencing with those in our business locations. Through efforts of this nature, we ensure that sustainability is woven into the very fabric of our business, from product development to daily operations.

Telephone: 2306000 | Email: jkh@keells.com | Website: www.keells.com