As Chief Marketing Officer of Sunshine Consumer Lanka, Kavi Rajapaksha envisions leveraging her role to drive innovation and sustainable growth within the company by 2025, particularly in response to the evolving landscape of consumer preferences and behaviours.
Reflecting on past strategies, Kavi acknowledges the need to adapt to a world where consumer behaviour is increasingly dynamic, making long-term planning scenarios less reliable. Despite the challenges posed by this rapid change, she recognizes the wealth of data available in the digital age, providing an opportunity to microfocus on consumers in ways previously unimaginable. However, the challenge lies in determining which data points to prioritize and utilize effectively.
In light of these challenges, Kavi believes that the best approach to planning innovations and transformation is to ensure that the company’s basic principles in assessing and identifying consumer insights are solid while utilizing data to validate strategies. By embracing this approach, she aims to steer Sunshine Consumer Lanka towards a future characterized by innovation and sustainable growth. By 2025, her vision involves creating a transformative impact by embracing strategic imperatives, with collaboration serving as a secret weapon. She envisions cross-functional teams—comprising marketing, research and development, and sales—working synergistically to co-create novel solutions that transcend conventional boundaries.
Kavi also emphasizes the importance of fostering a culture where calculated risks are celebrated. In her view, failure should not be seen as a setback, but rather as a steppingstone toward breakthroughs. Through a process of iteration, learning, and continuous improvement, she believes that Sunshine Consumer Lanka can navigate the challenges of the evolving consumer landscape and emerge stronger and more innovative than ever before.
Given today’s fast-paced digital era, Kavi is strategically planning to lead the company in adopting and harnessing emerging technologies and digital marketing trends to stay ahead of the competition by 2025. Recognizing that “digitalization” is more than just a buzzword, she emphasizes the importance of understanding its true meaning. Rather than simply using new technology to stay relevant, Sunshine Consumer Lanka aims to leverage emerging technologies to streamline operations and make the organization leaner and more agile. By optimizing costs and processes, the company can channel resources into making products more relevant and affordable for consumers.
As Sunshine Consumer Lanka embraces emerging technologies, Kavi emphasizes the need to upskill teams to ensure digital fluency becomes non-negotiable. Beyond mastering algorithms and pixels, she stresses the importance of leading the company’s digital journey with empathy. Understanding that every click represents a human longing for convenience, joy, or connection, Kavi aims to ensure that campaigns evoke emotions and digital touchpoints serve as bridges to hearts. By infusing empathy into its digital strategies, Sunshine Consumer Lanka seeks to create meaningful connections with consumers, positioning the company for success in the competitive digital landscape of 2025 and beyond.
Sunshine Consumer Lanka is deeply committed to promoting sustainability and social responsibility as integral aspects of its operations. Within the broader framework of Sunshine Holdings, the company endeavours to be a beacon of corporate sustainability, recognizing that these principles are not mere buzzwords but fundamental to its ethos and consumer values. Sustainability is ingrained into the company’s daily operations, reflecting its belief in treading lightly on the earth while prioritizing the well-being of its community.
One of the key initiatives undertaken by Sunshine Consumer Lanka is the Sunshine Foundation for Good, which champions the cause of “Better Water, Better Lives.” Understanding the critical importance of water as a life-sustaining resource, the foundation has implemented water purification projects in areas such as Ambanpola and Sellakataragama, ensuring access to clean water where it is needed most. Additionally, in conflict-affected regions like Poonakary (Pooneryn), efforts have been made to harmonize water access with community resilience, addressing both environmental and social challenges.
Moreover, the Sunshine Foundation for Good extends its support beyond water initiatives to include essential healthcare services. Through donations of medical supplies and support for healthcare facilities such as the Ramakrishna Mission in Batticaloa, Sunshine Consumer Lanka strives to improve healthcare access and outcomes, particularly in underserved communities. This commitment was further demonstrated during the COVID-19 pandemic, with donations of PCR test kits and essential medications to support the nation’s response efforts.
Furthermore, Sunshine Consumer Lanka actively engages in initiatives aimed at empowering women and supporting vulnerable children. Programs such as the Women’s Empowerment Programme in Thabbowa, Puttalam, provide women with the skills and opportunities to enhance their livelihoods and dignity. Additionally, the company’s Care Centre Child Profiling initiative ensures that the voices and needs of vulnerable children are heard and addressed, alongside various other initiatives ranging from flood relief to child education support.
Looking ahead to 2025, Sunshine Consumer Lanka is committed to expanding these efforts, reaching more individuals and communities to ensure better lives for all. By scaling up its existing initiatives and exploring new avenues for positive impact, the company aims to further solidify its position as a leader in sustainability and social responsibility, contributing to a brighter and more equitable future for Sri Lanka and beyond.
As a leader in the consumer goods industry, Kavi is deeply committed to empowering and supporting other women within her organization and the broader industry. She envisions a future where diversity thrives in boardrooms, where glass ceilings are shattered, and where women rise based on merit rather than quotas. Recognizing the unique challenges that women face in the workforce, both physiologically and mentally, she emphasizes the importance of inspiring, enabling, and empathizing with female colleagues to ensure their success.
Kavi believes that female leaders have a crucial role to play in advancing gender diversity and equality. Beyond advocating for change at the organizational level, she emphasizes the importance of personally mentoring and building the capabilities of talented individuals. She is dedicated to creating an inclusive environment where women, regardless of their familial responsibilities, can thrive both personally and professionally. She understands the significance of supporting women who juggle multiple roles, such as being mothers, wives, daughters, and caregivers, and is committed to ensuring that they have the resources and support they need to succeed.
Kavi remains steadfast in her commitment to advancing gender diversity and equality within her organization and the broader industry. By investing her strength and leadership in this journey, she aims to create a more inclusive and equitable environment where all individuals, regardless of gender, have the opportunity to thrive and contribute to their fullest potential. Through mentorship, empowerment, and advocacy, she envisions a future where women are represented at all levels of leadership and where their contributions are valued and celebrated.
Kavi recognizes that the company will face a range of opportunities and challenges in the dynamic business landscape. As the world remains volatile, uncertain, complex, and ambiguous, she acknowledges that each day will present new opportunities and obstacles. From global expansion to addressing the impacts of global warming, navigating digital commerce trends, and responding to changing demographics such as aging populations, Sunshine Consumer Lanka is poised to confront these challenges head-on.
Despite the uncertainties, Kavi is confident that the company will effectively navigate these challenges by adhering to fundamental principles. Key among these is prioritizing the needs and wants of consumers, ensuring that the company remains responsive to their evolving preferences and behaviours. Additionally, empowering and nurturing the company’s workforce will be essential, as engaged and motivated employees are instrumental in driving innovation and success.
Moreover, Kavi emphasizes the importance of environmental stewardship, striving to minimize the company’s environmental footprint while staying ahead of changes in regulations and consumer expectations. By maintaining a proactive approach to sustainability and corporate responsibility, Sunshine Consumer Lanka aims to not only mitigate risks but also seize opportunities for growth and differentiation in the market.
Kavi and Sunshine Consumer Lanka are prepared to tackle the opportunities and challenges that lie ahead by staying true to their core values and priorities. By putting consumers first, empowering their workforce, and remaining environmentally conscious, the company is poised for continued success and growth in the years to come.