Q: What inspired the launch of Suwanda Industries and how would you describe the company’s journey?

Subramaniam Eassuwaren (SE): Deshabandu D. Eassuwaren, the visionary founder of Eswaran Brothers, initiated our journey in 2009.

Launched in 2011, Suwanda Industries began as a transformative social service initiative supporting families of diverse faiths displaced by the conflict, focusing on empowering women and enhancing their financial wellbeing.

We partnered with communities for home-based incense stick production and empowered women entrepreneurs through community led packing units.

Following the project’s success, Eswaran Brothers and Cycle Pure Incense, the largest and leading fragrance manufacturer in India representing over 75 countries, launched Suwanda Industries as a joint venture in Sri Lanka, establishing a robust manufacturing presence for incense sticks and prayer-related products.

What started as a social enterprise stands today as a leading household prayer partner among consumers. Our workforce consists of more than 300 permanent employees with over 250 packing unit staff.

Q: How does customer feedback play a role in shaping your products – and how do you ensure consistent product quality and standards?

Anuradha Ekanayake (AE): We empower millions of people for the prayer of ‘HOPE’ and are devoted to manufacturing and packing products with love, purity and happiness, ensuring that our team fulfils this purpose. As an industry leader, we prioritise consumer feedback to drive new product developments and improvements.

Our innovations such as the Cup Sambrani for safety and convenience, and the 19 inch incense stick to enjoy longer prayers – natural fragrances ensuring long-lasting aroma – reflect our commitment to simplicity and consumer understanding. We remain flexible and responsive to trader feedback, gaining valuable insights.

SE: Incense sticks have been a cherished part of Sri Lankan spirituality for centuries. However, the sector has remained stagnant in terms of innovations, simplicity and safety. We have introduced innovations using natural fragrances and safety to enhance consumer satisfaction.

Q: And how would you describe the uniqueness of your brands?

AE: As a market leader, we cater to three different segments with prominent brands – Parampara, Lia and Surprise. Our flagship brand, Parampara, boasts a 75-year-old secret recipe passed down through three generations. Made from natural resins, herbs, honey and sandalwood powder, its aroma stays in prayer areas for hours.

Our most popular brand Lia, inspired by nature, offers an unmatched range of fragrances from floral and fruit to spice. Its slightly longer lasting design allows for an enhanced prayer experience. The best innovative product in our portfolio is Cup Sambrani – available under the Sama, Shivaji and Parampara brands – is gaining popularity due to its safety and convenience.

We are also expanding into the fragrance industry with Stop-O air care for rooms and vehicles, Her Majesty and DNA body sprays, and the premium home fragrance gift collection from IRIS.

Q: What sustainable practices has the organisation adopted?

SE: Inspired by our parent companies, Suwanda Industries continues the tradition of supporting communities – our work with women entrepreneurs being central.

Our manufacturing team consisting of over 150 employees is predominantly led by women. Through our innovative ‘women’s packing units’ concept, we empower women entrepreneurs in the surrounding community, providing employment for both men and women with flexible hours, no age barriers or target pressures.

We also supported the Sri Lanka Women’s cricket team several times by sponsoring them when no other entity stepped forward.

As a responsible manufacturing and marketing company, Cycle Pure Incense has taken steps to minimise environmental impact. We are proud to announce that we are the first and only company in the sector with Carbon Neutral Manufacturing Certification offered by the Climate and Conservation Consortium (CCC) since 2018.

Additionally, our fragrances are sourced only from our parent company Cycle Pure Incense, India, which has a 75 year legacy and meets international fragrance standards.

AE: We are also in the process of preparing to launch two major community projects in the near future.

Q: Looking ahead, what are your plans for Suwanda Industries’ future growth and expansion?

AE: Even though we are in the most important category in the consumers’ mindset, the business environment remains challenging as consumers shift towards value for money options and cut down on nonessential purchases.

Additionally, trader demands on margins and credit facilities have posed challenges, proven in recent consumer sentiment and trade behaviour studies.

As a relatively new upcoming company, we faced many challenges in the past – however, we bounced back with a young team of professionals, and today we are aggressively penetrating general and modern trade, and leading fashion and lifestyle stores in Sri Lanka.

We focus on maintaining high quality standards; blending tradition, simplicity and innovation in creating consumer needs; believing it’s our responsibility to inspire positive change within the sector.

Our vision is to double our business in the next two years while empowering female leadership and entrepreneurship across the country.

SE: We are also exploring ways to inculcate the cultural mix in our innovations and increase manufacturing capacities in Sri Lanka to expand into global markets – especially with our home fragrances range.

– Compiled by Nirmali Ameresekere
COMPANY DETAILS

 Telephone: 7789888 | Email: info@suwanda.lk | Website: www.suwanda.lk