When Dushan Waduwavala joined Alumex PLC in 2019, he stepped into uncharted territory both professionally and nationally, tasked with establishing a brand-new International Marketing Division. Fast forward a few years, and Alumex has not only broken into global markets but has also redefined Sri Lanka’s export narrative. At the heart of this transformation is a leader whose philosophy blends adaptability, strategic thinking, and a relentless belief in human potential.
Coming from a background in freight, packaging, rubber, and coconut industries, Dushan’s pivot to aluminium extrusions could have been a daunting leap. But for him, change is fuel. “Marketing is not limited by the product. It is powered by perspective,” he says. This belief allowed him to approach each industry with fresh eyes, free from preconceived limitations, and focused on customer-centric growth.
When he entered Alumex, aluminium extrusion was absent from Sri Lanka’s traditional export portfolio. “I saw it as a once-in-a-career opportunity to build something meaningful from the ground up,” he reflects. With no prior benchmarks, Dushan applied his marketing acumen and thirst for challenge to carve out an entirely new identity for the brand on the world stage.
Alumex PLC is a member of the Hayleys Group, Sri Lanka’s most diversified conglomerate. Ranked the No. 1 listed corporate in the island by the LMD 100 and AAA-rated by Fitch Ratings, Hayleys is responsible for over 5% of the nation’s total export income. Within this ecosystem of innovation and impact, Alumex’s evolution under Dushan’s leadership exemplifies the Group’s ethos of transforming industries and elevating national value.
One of the most defining moments of his leadership came with a decision that went against the grain. Initially, Alumex’s export efforts were directed at price-sensitive markets across Asia and Africa. But Dushan saw a higher potential and a higher purpose. He pivoted the focus toward developed markets such as the USA, UK, Europe, Canada,Australia, and New Zealand, where demand for quality and value-added aluminium products was steadily rising.
“We repositioned Alumex not just as an aluminium extruder, but as a provider of engineered solutions,” he explains. Today, Alumex competes with global players, offering fabricated and engineered aluminium products that reflect world-class standards.
While Dushan’s strategic foresight has driven business success, it is his people-first approach that defines his legacy. “Every individual has the potential to be a leader,” he says. His leadership style is rooted in empowerment, autonomy, and shared accountability. Dushan identifies talent not by titles or resumes, but by curiosity, resilience, and the drive to grow.
“I wear many hats—mentor, friend, elder brother, sometimes even counsellor,” he shares. He invests in his team holistically, believing that leadership development must go beyond job descriptions. The result is a high-performing, cohesive unit that shares his vision and spirit.
Perhaps the most profound impact of Dushan’s journey is the national value he has created. By building a new export avenue for aluminium extrusions, he has added a novel dimension to Sri Lanka’s export basket, historically dominated by tea, rubber, coconut, and apparel.
“It’s not just about company growth,” he says. “It’s about creating national value and opening doors for future generations.” For Dushan, true leadership lies in creating pathways for others to thrive within teams, within industries, and across borders.
Ask Dushan about his proudest achievement, and he won’t point to awards or accolades, though there are many. Instead, he reflects on the lasting impact of his work: building something from scratch, reshaping perceptions, and empowering people to lead boldly in their own right.
His journey at Alumex is a lesson in vision, courage, and the power of belief, demonstrating leadership that dares to dream beyond boundaries and dares others to do the same.