Q: Could you briefly describe your organisation and brand?

A: Orange Electric, the flagship electrical brand of Orel Corporation, is dedicated to providing a diverse range of top-quality products to consumers in Sri Lanka and abroad. Our product range includes electrical switches and sockets, lighting solutions, switchgear, solar panels and cables – all designed with the utmost precision and craftsmanship.

Orel Corporation, a Sri Lankan third generation family owned multinational company operating within Industry 4.0, specialises in eight key business verticals. These encompass building infrastructure, digital infrastructure, artificial intelligence, digital commerce, healthcare, education, IoT and mobility. With our operations spanning 29 countries across six continents, we strive for global excellence.

As an organisation committed to upholding local and international quality standards, we take great pride in our state-of-the-art manufacturing facilities, strategically positioned in Sri Lanka and beyond. These facilities serve as a testimony to our unwavering dedication to global expansion and ensuring superior manufacturing processes.

Q: How is your brand adopting new technologies?

A: At Orel Corporation, innovation has always been at the heart of our company culture, making us a leading player in adopting new technologies across various aspects of our operations, from manufacturing to delivery.

We remain committed to investing in cutting-edge solutions. One notable initiative has been the implementation of System Analysis and Programme Development (SAP) throughout our global organisations. This strategic move has streamlined our operations across the US, Dubai, Singapore and Sri Lanka, enhancing efficiency and driving cohesive collaboration.

To further future proof of our manufacturing capabilities, we’ve expanded our manufacturing space by nearly half a million square feet. This reflects our commitment to diversifying our technological capabilities and preparing for the dynamic changes that lie ahead.

In parallel, we have diligently pursued the adoption of new machinery with a comprehensive pipeline of advancements ready for execution. Despite the setbacks faced over the past year and a half, we’re resolute in our determination to surpass pre-crisis achievements and seize new opportunities.

Moreover, we’ve seamlessly integrated the Internet of Things into our core product ranges, enabling us to deliver smart solutions to our valued customers through our IoT brands OrelHome and Qbus. With these products, we aim to establish a strong presence in the thriving local and global building and home automation market.

As we forge ahead, we remain dedicated to staying at the forefront of technological advancements, ensuring that our brand continues to innovate, adapt and thrive.

Kushan Kodituwakku
Managing Director
Orel Corporation

Q: What are the plans for the brand?

A: Our strategic plans encompass an ambitious global expansion strategy, building on our existing achievements. To ensure focussed growth, we have segmented the business into two distinct groups: rupee revenue and dollar revenue business.

For our dollar revenue business, we have made strategic international hires, and are actively consolidating efforts to drive growth and expand our presence. Our goal is to scale our dollar revenue so that it exceeds US$ 100 million.

In terms of new developments, we’re directing our attention to electric mobility, renewable energy solutions and AI driven advancements in smart agriculture. Additionally, we have established OrelCloud, a robust cloud infrastructure that serves as a valuable resource for numerous local and global IT businesses.

To foster technological innovation, we’ve forged collaborations with global tech giants. These partnerships enable us to access cutting-edge technologies and develop local manufacturing capabilities in emerging product lines, including electric vehicles, smart TVs and renewable energy solutions.

In addition, we pay special attention to knowledge management, and place a strong emphasis on nurturing and retaining local talent. By harnessing innovative ideas within Sri Lanka, we aim to provide comprehensive support in product development and manufacturing, enabling the successful commercialisation of those ideas.

“Innovation has always been at the heart of our company culture, making us a leading player in adopting new technologies”

Q: And what is your assessment of your brand performance post-COVID?

A: In the aftermath of the COVID-19 pandemic, our brand experienced remarkable growth with business performance doubling as individuals and businesses sought to establish their infrastructure and recover from the setbacks caused by the global crisis.

During this period, our organisation demonstrated exceptional performance, driving progress across various sectors. However, the depreciation of the Sri Lankan Rupee and subsequent decline in the construction industry posed significant challenges.

Despite the obstacles faced, we’re confident in our ability to adapt and emerge stronger, positioning our brand for sustained growth and continued success in the evolving market landscape.

– Compiled by Yamini Sequeira

Telephone 4792124  |  Email kushan@orel.com  |  Website www.orel.com