REPRESENTATION
TRANSFORMING BELIEFS
Otara Gunewardene cites the need to raise women’s representation given their immense potential
Having launched a business that was to become Sri Lanka’s first fashion retail establishment to be listed on the Colombo Stock Exchange (CSE), Otara Gunewardene embodies female entrepreneurship, leadership and empowerment.
The founder of ODEL is living proof of what she says is “a country that gifts you the ability to do whatever you wish to achieve your goals and dreams.”
“Despite not having a background in business or fashion, I backed myself and was able to start and build a successful business at a young age. I almost never felt any obstacles in running and growing a business because I was a woman,” says the iconic entrepreneur who also recounts a memorable milestone of selling a substantial stake of her business to the multibillion dollar retailer Parkson in Malaysia.
However, she notes that there are still many areas to improve in terms of equality for women in this country: “I believe that the numbers speak for themselves – according to the most recent statistics, women are still outnumbered 1:2 in the workforce.”
She elaborates: “Despite girls having almost equal access as boys to education, when it comes to the labour force and political representation, women are sadly still in second place and far behind their male counterparts.”
Gunewardene believes that culture plays an important role in the gender gap in Sri Lanka: “From a very young age, girls are encouraged to choose jobs that do not call for late hours or strenuous commitments instead of pursuing better paying, higher ranking jobs that are deemed as being male occupations.”
Looking at how societal norms have begun to shift to be more accepting of women in work and business – especially among the younger generation – she remarks with optimism: “I really hope these changes will continue and influence more women positively around the country.”
An inspiring entrepreneur and businesswoman, Gunewardene highlights the need for better support frameworks for female entrepreneurs who remain a minority: “While SMEs account for almost 52 percent of Sri Lanka’s GDP, only 25 percent of these enterprises are female owned. Many of them struggle to move out of informal micro scale businesses; and they do not have adequate support, resources and finances to further their ambitions.”
She notes that while women entrepreneurs and trailblazers can be motivating for those starting out on their own, the gender gap is a much bigger issue that needs to be tackled.
And she calls for more education programmes, as well as reforming policies, laws and practices to be non-discriminatory towards women. Gunewardene asserts that “by amplifying the female voice and role in industry, we will not only work towards closing the gender gap but also unlock a wealth of economic potential in Sri Lanka.”
“According to global research, there is a connection between the rise in the number of women serving on boards of directors around the world and the desire for more inclusive growth in the workplace,” she observes.
Otara Gunewardene also notes that “women leaders are role models and mentors to other females, and the trickle-down effect of ladies in the boardroom clears the path to break down gender stereotypes – and she encourages girls and young women to pursue careers in business, science, technology, engineering and finance.”
“Flexible work policies and practices to include women in higher positions should become the norm,” she urges, adding that more female representation in government and parliamentary positions will have a ripple effect on many businesses, and push boardrooms to rethink their gender biased workplace policies.
There is much potential and hope for women empowerment in the global context with a definite shift seen in leadership positions, as more women are recognised for the values and skills they bring to the table.
Recognising the unique leadership traits of women, Gunewardene notes that emotional intelligence is vital: “The ability to harness and use your emotions in a positive way affects not only one’s performance but also that of those around you.”
Gunewardene maintains that “women have the potential, skill, capability and drive to overcome the odds – and become amazing leaders,” adding that she is eager to see more female representation here in Sri Lanka.
“Women have the potential, skill, capability and drive to overcome the odds – and become amazing leaders
