Leading LAUGFS Lubricants Ltd is Kumar Rodrigo, a dynamic CEO who has seamlessly blended strategy, innovation, and integrity to achieve remarkable results. With a career built on collaborations with global brands, he has brought a wealth of global insights and practices to the Sri Lankan market. His emphasis on stakeholder management, team empowerment, and long-term value creation has redefined what it means to lead in the lubricants industry in Sri Lanka.
As a dominant player in an intensely competitive industry, Kumar’s strategic philosophy revolves around the concept of “competing differently.” Drawing inspiration from Jack Welch’s principle, “If you don’t have a competitive advantage, don’t compete,” Kumar spearheaded initiatives that redefined LAUGFS Lubricants’ market approach. By focusing on creating value for customers and capturing value within, the company established a distinctive edge over its competitors. He boasts their pedigree as LAUGFS Lubricants is truly Sri Lankan but with global standards which cannot be copied to any rival.
One of the pivotal strategies was the transformation of LAUGFS Lubricants’ brand identity. Previously perceived as just another brand, it underwent a comprehensive regeneration to embody global standards, complete with rigorous quality assurance protocols tailored to meet contemporary demands. As part of this commitment, LAUGFS Lubricants laboratory accredited with the ISO/IEC 17025:2017 certification, a recognition of compliance with international standards for laboratory testing, from the Sri Lanka Accreditation Board (SLAB), a full member of the International Laboratory Accreditation Cooperation (ILAC). It is the first petroleum testing laboratory in Sri Lanka to receive this accreditation under the scope of oil and lubricants.
The ISO/IEC 17025:2017 accreditation is an internationally recognized quality management system certification for testing/calibration laboratories, which demonstrates the technical competency and the accuracy of the test results of products manufactured by LAUGFS Lubricants. The certification provides customers with the assurance that results of product testing conducted by the laboratory are accurate and reliable. Additionally, the business holds licenses from the American Petroleum Institute (API), which establishes international industry standards for motor oils, and the Japanese Automotive Standards Organization (JASO), as well as “Original Equipment Manufacturer (OEM)” certifications from well-known automakers. These certifications serve as a testament to the organization’s achievements and enhance brand equity.
Kumar also prioritized cost and formula optimization, utilizing reverse engineering in production processes to achieve better market competitiveness. Yet, his leadership philosophy remains grounded in the basics. Guided by the principle of “Be Brilliant on Basics,” he instilled a culture of operational excellence across the organization. This ethos was encapsulated in the concept of EDGE (every day great execution), which emphasized meticulous execution in every aspect of the business on daily basis, from R&D and finance to sales and customer service.
The results of these transformative initiatives were both swift and remarkable. Within just one to one and a half years, LAUGFS Lubricants experienced unprecedented growth, underscoring the effectiveness of Kumar’s and his team’s commitment to excellence. His ability to innovate while staying grounded in fundamental principles has set a benchmark for success in the lubricants industry. As Nelson Mandela wisely said, ‘It always seems impossible until it is done.’ This quote resonates deeply with Kumar’s journey, symbolizing the challenges and triumphs that defined LAUGFS Lubricants’ path to success.
Kumar’s previous experience with renowned global brands such as BOSCH, WD-40, Siemens, Fischer, Black & Decker, Stanley, Dewalt, Stihl, and Peri has profoundly influenced his leadership and innovation strategies at LAUGFS Lubricants Ltd. Exposure to these world-class organizations provided him with invaluable insights into global manufacturing standards, stringent quality assurance protocols, and cutting-edge process improvements. His visits to their manufacturing facilities allowed him to adopt and adapt these practices to a local context, ensuring LAUGFS Lubricants meets and exceeds international benchmarks.
This diverse background also gave Kumar a deep understanding of varied markets, from consumer goods and durables to B2B solutions. By leveraging this knowledge, he has successfully developed tailored formulas and strategies to enhance LAUGFS Lubricants’ market presence. The incorporation of these global best practices has been instrumental in establishing the brand’s reputation for quality and innovation in a competitive industry.
Kumar also attributes LAUGFS Lubricants’ success to the entrepreneurial approach, vision and guidance of its leadership team. He highlights the pivotal roles of Chairman Dr. W.K.H. Wegapitiya, Deputy Chairman Thilak De Silva, and Group Managing Director Piyadasa Kudabalage, whose expertise and strategic direction have been vital during challenging times. Their support, combined with Kumar’s global experiences and leadership acumen, has shaped the company into a commanding position in the market, foundation for future growth.
Challenges Faced
Leading LAUGFS Lubricants, Kumar has effectively navigated the unique challenges faced in the petrochemical industry and in the marketplace. His approach involves turning obstacles into opportunities, invaluable learning from LAUGFS DNA ensuring sustained growth and operational excellence. The remarkable journey of LAUGFS—venturing into 25 companies within 25 years—serves as a testament to the unparalleled challenges the organization has overcome, challenges that far exceed those faced by many in the current business climate.
Mastering the Balance Between Retail and B2B Segments
In the retail space, he emphasizes the principles of AVAM – availability, visibility, assortment, and merchandising. By focusing on these critical elements and ensuring they are executed flawlessly, LAUGFS Lubricants has gained a strong foothold in the retail market, offering products that meet consumer needs with ease and reliability.
On the B2B front, he employs a dual strategy of cost leadership and tailored solutions. For generic products, his goal is to maintain pricing competitiveness, especially in cost-sensitive scenarios. Beyond pricing, Kumar prioritizes offering customized solutions, robust technical support, and fostering strong client relationships. This comprehensive approach not only earns the trust and confidence of industry leaders but also positions LAUGFS Lubricants as a reliable problem-solver that helps clients achieve their business objectives.
A critical aspect of his leadership is his commitment to product performance and efficiency. By ensuring the highest standards in these areas, LAUGFS Lubricants delivers value to industrial customers, solidifying its reputation in the market. Kumar’s ability to balance the distinct demands of B2B and retail segments while maintaining operational excellence highlights his strategic insight and leadership acumen in a challenging industry.
For Kumar, partnerships with global additive suppliers are more than just business transactions – they are a cornerstone of LAUGFS Lubricants’ success in optimizing the supply chain and enhancing product quality. He emphasizes the critical role of robust stakeholder management, extending even to competitors. By fostering a mindset that views competition as an opportunity for mutual benefit, LAUGFS has created win-win situations that drive industry-wide progress.
In maintaining global partnerships, Kumar prioritizes mutual trust, transparency, and shared goals. These principles serve as the bedrock for long-term collaboration and innovation. By engaging in joint research and development initiatives, LAUGFS Lubricants co-creates solutions that align with market needs and technological advancements. His approach underscores the importance of aligning partnerships with organizational values and fostering synergy to achieve sustained success in a competitive landscape.
Understanding the LAUGFS’ founder’s visionary leadership and the entrepreneurial empathy, inspired and influenced Kumar’s philosophy and approach specially resolving unique problems associating in the petrochemical industry. Understanding the remarkable journey of LAUGFS and intentions of stakeholders creates a foundation for meaningful collaboration. Within the organization, he highlights the importance of building balanced teams, comprising both Dreamers – who set bold aspirations – and Anchors, who analyze risks and provide data-driven insights. This dynamic interplay ensures that strategic decisions are well-rounded and effective.
With over 25 years of diverse industry experience, Kumar emphasizes that delivering outstanding profit and loss (P&L) results is a culmination of many deliberate actions. For him, the cornerstone of effective leadership is integrity – a value he believes cannot be compromised under any circumstances. He draws inspiration from Robert Bosch, founder of Bosch Group, who famously said, “I would rather lose money than trust.” By leading with authenticity and ethical standards, he sets a powerful example for emerging leaders.
Kumar also champions the systematic approach of “Plan, Do, Review.” By methodically planning actions, executing them effectively, and regularly evaluating outcomes, leaders can ensure that measurable objectives are met. This disciplined process forms the backbone of sustainable success. Furthermore, he stresses the importance of balancing efficiency with effectiveness, a practice that not only drives organizational performance but also contributes to broader environmental, social, and governance (ESG) goals.
Building and nurturing teams is another critical aspect of Kumar’s leadership philosophy. As a strategic leader, he effectively wears two hats – one as a Chief Executive Officer driving the business forward, and as the Chief Energy Officer motivating the team with force of energy. He advocates for an empathetic approach that inspires team members while fostering innovation and teamwork. By cultivating a dynamic and motivated team culture, Kumar ensures that the organization achieves not just financial success but also creates a workplace environment that encourages creativity and resilience. For him, the journey to exceptional leadership lies in the integration of integrity, strategic execution, and a people-first mindset.
Looking ahead, LAUGFS Lubricants is committed to internationalization, setting its sights on conquering global markets. The company aims to leverage its strong foundation of quality, innovation, and certifications to expand its footprint beyond Sri Lanka, targeting regions with high demand for reliable and advanced lubrication solutions. By promoting strategic partnerships, investing in cutting-edge technology, and continuously enhancing its product offerings, LAUGFS aspires to position itself as a globally recognized brand. This ambitious vision underscores the organization’s drive to not only compete on the world stage but also to set new benchmarks for excellence in the lubricants industry.
In Kumar, we see a leader who has mastered the art of turning challenges into opportunities and values into actionable results. His dedication to promoting a culture of innovation and accountability reflects a deep understanding of what it takes to thrive in a competitive landscape. Emerging leaders can draw inspiration from his approach to creating impactful change while staying grounded in principles that truly matter.