SINGER (SRI LANKA)

In Sri Lanka since 1877, Singer is a pioneer in the consumer durables market, boasting a product portfolio of over 600 electronic items and 1,200 home appliances, and being home to over 60 globally reputed brands. In 2021, Singer revealed its renewed vision: ‘To be the market leader in elevating and enriching lives in Sri Lanka.’ An integral part of Singer’s new vision is the brand proposition of putting the ‘home at the heart’ of everything that the brand stands for hereon. This motto further cements Singer’s status as a people’s brand as this forms the cornerstone of its evolution into a ‘future ready’ brand.

Q: How has the perception of managing a business changed in the midst of the COVID-19 pandemic and many other external crises?
A: Business conditions in the last couple of years or so are not what we are used to operating in. Singer works with a long-term plan but it quickly adopted short-term strategies and action plans to tackle these challenges. Maintaining customer engagement, boosting employee morale and engaging with other stakeholders became key priorities for us.

Q: What are the pillars of your group’s success amidst such challenging conditions?
A: Singer performed well because we had clearly identified a pillared strategy, which could be quickly realigned. We went ahead with some key projects such as the rebranding initiative to ‘future proof’ the brand and also implemented a major ERP project. Singer’s e-commerce platform was also enhanced, which helped us to boost online sales while a rebranding enhanced our brand perception.

Q: How can ‘corporate respect’ help organisations to survive times of crisis such as these?
A: Corporate respect is a mark of the values that businesses possess. When you’ve good corporate values, you tend to manage crisis situations without compromising on values. The fact that Singer represents over 60 brands shows that all of these brand principals have stayed with the company even during difficult times because they know our reputation for long-term sustainability.

As a responsible corporate, we did our best to look after our customer and employee needs – revising payment terms for customers and paying increments and bonuses for employees.

Q: What are the ways in which corporate reputation gives businesses a competitive edge?
A: A strong corporate reputation lends a competitive edge when fundamentals and systems are normal. As a responsible entity, Singer practises good governance at all times in the way that stakeholders, the government and other beneficiaries expect.

During challenging times however, the playing field is uneven as some businesses engage in inappropriate practices to move ahead. This is an aspect that customers and stakeholders need to keep in mind – that Singer never compromises on its values and ethics.

QUICK-FIRE ROUND

Three recommendations to revive Sri Lanka’s economy
Government must demonstrate greater nation-mindedness and commitment to develop the country.
Give due recognition to and support the private sector as the engine of sustainable economic growth.
Government must move out of managing state-owned enterprises as a key economic correction.

Three most admired global business leaders
Michael Dell
Bill Gates
Sam Walton

Q: How does respect within the workplace help nurture admiration for an organisation to be employer of choice?
A: Singer is driven by its core values and relaunched six of these to its 3,000 employees – from shop floor to the board. This has led to a huge change and our ‘Great Place to Work’ ranking has gone up significantly, coupled with higher staff engagement. By doing things right, we also attract good human resources into the organisation.

Q: What role can corporates play in uplifting Sri Lanka’s image on the international stage?
A: At Singer, we make every attempt to enhance the image of the country in our behaviour, transactions and culture whenever we deal with international partners.

Singer’s professionalism, scale of operations and corporate culture enhance the nation’s image. These play a key role in conveying to over 60 international businesses, as well as over 150 overseas suppliers, that the crisis in Sri Lanka will be resolved soon to safeguard the nation’s reputation.

Q: What are the main attributes of your organisation’s image?
A: Singer succeeds by living its core values: live with respect; demonstrate responsibility and integrity; improve and innovate passionately; collaborate for success; respond with agility; and drive sustainability. One of the oldest multinationals in Sri Lanka, Singer is agile and ready for the future.

As a heritage company, Singer (Sri Lanka) establishes new benchmarks to aim for more ambitious targets, aligning its growth to emerging trends and changes in the market. And Singer has consistently proven that it can and will adapt to any changes, and will always evolve as a ‘future ready’ brand.

Telephone 2429222  |  Email singer@singersl.com  |  Website www.singer.lk