In the world of manufacturing, there are leaders and then there are trailblazers. And when it comes to the latter, few can hold a candle to our latest industry superstar – Dr Gehan De Soysa, CEO & Chairman of Thread Works Pvt Ltd, who just clinched the prestigious “Manufacturing Chairman of the Year” award for 2023!
With his innovative strategies, visionary leadership and unwavering commitment to excellence, this dynamic business leader is revolutionizing what it means to be at the top in today’s fast-paced manufacturing landscape. What do we learn from his story?
We learn first and foremost that Thread Works (Pvt) Ltd, established in the year 2000 at the advent of the new millennium, has now become the flagship company of the Velona Group. As Gehan puts it, with a history spanning over seven decades, he is proud TW have introduced knitted and woven garments to the island, making them the pioneer in this industry.
Thread Works (TW) holds a prominent position in the Sri Lankan apparel industry and is among the largest manufacturers catering to the domestic market. The company enjoys market leadership in several categories and boasts a diverse portfolio of highly respected and renowned brands in the country, such as Velona, Arista, Top Gear, Angel Lace, Tuff and Tumbles, Pink and Pink, Superknit, Body Fit, and Cuddles. The Velona baby range, which offers a wide range of essential products such as nappies, towels, and baby suits, has been the go-to choice for mothers for over six decades, making it the most trusted brand in this category. He proudly stated, “We consider it an honour to be the market leader in this product category with over 45 per cent of the market share.”
Gehan continued to highlight the company, stating that Thread Works (TW) is a fully integrated organization that covers everything from fabric knitting and weaving to wholesale distribution and retailing of textiles and apparel. In addition, TW has an extensive distribution network that spans over 5000 retail outlets across the island, making its products widely available throughout the country.
There is no doubt that the Velona Group of Companies has established a strong presence in the diaper market in Sri Lanka with its Velona Cuddles brand. To expand its reach, the company has introduced new product lines such as Velona Care and Velona Agro, aimed at providing the Sri Lankan community with the best possible products and services.
As the Chairman of TW, Gehan takes great care to oversee the entire production process, from selecting the most suitable factories to ensuring timely shipments and deliveries. His focus is on ensuring customer satisfaction and peace of mind in this high-pressure industry. Since fully acquiring the company, Gehan has led TW to experience exponential growth and achieve market leadership in the industry.
Presently, Velona stands as a multi-billion-rupee company with a direct staff of over 500 employees and an extended workforce of more than 1500 people. One unique aspect of the company is its position as a manufacturer, distributor, and retailer in the industry, supported by an extensive fully-owned distribution network, which is one of the largest in the country.
Additionally, Gehan highlights that Velona is widely recognized for its market leadership in several categories, with its world-class baby diapers being one of its most prominent offerings. These diapers are highly acclaimed, with over 23 patents and numerous accreditations from regulatory bodies such as the FDA, the British Retail Consortium (BRC), CE, ISO 9001:2015, and Australian Toxic-Free Certification. Notably, Velona Cuddles has expanded its reach to international markets, including Australia, Israel, Malaysia, Indonesia, UAE, and Qatar.
In the past five years, the company has achieved a triple-figure growth percentage, and despite the challenges posed by the pandemic, it still recorded double-figure growth. This growth has allowed them to expand their network of showrooms in various locations, enhancing accessibility and amenity for their customers. Considering Gehan’s influential contributions to the company and its remarkable impact, he is undoubtedly a deserving recipient of this award.
To be successful, a CEO must be able to motivate and inspire his or her workforce. How successful is Gehan in motivating his team? In line with this, it is apparent that at Threadworks, Gehan is a firm believer in nurturing employees to achieve their full potential. The company provides various avenues such as seminars, advice, and on-the-job training to equip its employees with the necessary tools to enhance their performance and grow as a workforce.
Gehan firmly believes that everyone in the Threadworks family, regardless of age or experience, can always learn something new. He emphasizes that the company is open-minded and enthusiastic about accepting change and innovation. Furthermore, TW is committed to staying ahead of the market by immersing itself in it, and continuously adapting to the constant changes in the market. According to Gehan, TW, strive to grow, involve, inspire, and reward their employees in a way that fosters a sense of self-responsibility and ownership in their respective departments. In addition, the company is committed to creating a working environment that is both homely and efficient for all employees.
Gehan envisions a future for TW where they not only meet but exceed the expectations of their customers. To achieve this, the company plans to introduce new products that will enhance the lifestyles of Sri Lankan consumers. Additionally, they aim to expand the outlet network of Velona Clothing to various geographical areas due to the high demand.
It is clear that with Gehan at the helm, TW strives to exceed expectations and surpass industry standards, which has been the driving force behind the company’s consistent success.