With an impressive track record of pioneering initiatives in Sri Lanka’s automotive landscape, AMANDA GOONERATNE stands as a key figure behind some of the country’s most significant industrial milestones. As the DIRECTOR CONSULTANT OF IDEAL GROUP PVT LTD and former Director of Abans Auto Pvt Ltd, he has been instrumental in setting up Sri Lanka’s first OEM automobile assembly operations, including leading the establishment of both Mahindra and Hyundai assembly plants on the island.
Reflecting on the sector’s trajectory, Amanda points out that the road ahead is both challenging and promising. The local assembly industry, he notes, is deeply intertwined with government policy — a factor that has historically created uncertainty and continues to shape the viability of new investments. Shifting tax structures and abrupt policy U-turns have made it difficult for businesses to forecast stability, often limiting the potential of Sri Lanka’s homegrown assembly operations despite the significant capital required for infrastructure, tooling, and human resource development.
However, he remains optimistic about the opportunities that lie ahead for established players like Ideal Group. Having led the setup of the Mahindra assembly operation and later the Hyundai assembly plant, he believes that the next logical step for Sri Lanka’s automobile industry is to expand beyond local borders. Leveraging the island’s strategic geographical position and the evolving geopolitical relationships in the South Asian region, he sees potential for Sri Lankan businesses to align with regional supply chains and explore overseas collaborations.
Amanda also highlights the strength of the supporting ecosystem that has emerged alongside the assembly plants, particularly the component manufacturing sector. This ecosystem, he suggests, could evolve into a niche supplier of small-volume, high-quality components for global manufacturers, starting from aftermarket and modification needs to more comprehensive parts and spares supply. The key, as he sees it, lies in the willingness of local industry players to rise to the challenge, commit to long-term vision, and continue driving progress despite the odds.
Amanda’s journey in establishing successful international joint ventures and technical partnerships with global giants like Mahindra, Hyundai, and component manufacturers such as Forvia, Hyundai Transys, MAGNA SKH, etc, is a powerful example of perseverance and strategic vision. Reflecting on these collaborations, he highlights a crucial lesson for Sri Lankan business leaders: global success is rooted in ambition and the relentless commitment to overcome the structural and policy challenges that often discourage local industry. When he embarked on the mission to set up Sri Lanka’s only two Original Equipment Manufacturer (OEM) vehicle assembly facilities, the path was far from smooth. It was fraught with regulatory ambiguity, policy instability, and a fragmented system that had no real process for such ventures.
At just 27, Amanda recognized an opportunity when investors expressed interest in establishing vehicle assembly operations in Sri Lanka, especially given the tax concessions for locally assembled vehicles. However, the country lacked the foundational framework to support such high-level partnerships. What followed was a determined effort to create that very framework from scratch. Amanda navigated countless government departments — from the Ministry of Industry to Customs, the Department of Commerce, the Motor Traffic Department, and many more — lobbying for clear guidelines and a standardised vehicle assembly approach. His persistence eventually led to the development of the ” Standard Operating Procedure for Automobile Manufacturing/Assembling Industry and Automobile Component Manufacturing Industry of Sri Lanka,” a landmark policy that not only laid the groundwork for his own ventures but also set the tone for future collaborations in the industry.
But his efforts didn’t stop at regulatory reform. To meet global standards, he had to establish direct partnerships with world-class component manufacturers and ensure that Sri Lankan-made parts met stringent quality, performance, and safety benchmarks. This challenge was compounded by the local manufacturing sector’s lack of exposure to international automotive quality standards. Amanda and his team worked tirelessly to identify and nurture local suppliers, helping them develop the technical expertise required to manufacture components that could withstand rigorous testing and global scrutiny.
Scaling the production to fit Sri Lanka’s market reality was another puzzle. While global manufacturers typically operate on mass production models, Amanda had to recalibrate those processes for a smaller market, striking a balance between maintaining quality and achieving financial viability. This meant rethinking everything from production methods to labor allocation, proving that with creativity and determination, Sri Lankan businesses could meet international expectations despite local limitations.
For young entrepreneurs eager to transform bold ideas into thriving ventures, Amanda offers practical and grounded advice drawn from his journey. According to him, the first and perhaps most common pitfall he observes, especially among young inventors, engineers, and creators in Sri Lanka, is the gap between technical brilliance and business acumen. He notes that while many young innovators possess the intelligence and creativity to design groundbreaking products, they often fall short when it comes to understanding the business realities of turning those ideas into market-ready solutions.
He emphasizes that innovation alone isn’t enough. Without a clear grasp of business strategy, marketing, and positioning, even the most ingenious inventions risk going unnoticed. He encourages young entrepreneurs to invest just as much time developing their commercial instincts as they do perfecting their technical skills. Understanding market needs, recognizing timing, and being able to communicate value to potential investors and customers are, in his view, the cornerstones of success. Sometimes a great idea might be ahead of its time, and in those cases, entrepreneurs must develop the patience and strategic foresight to refine and adapt until the market is ready.
He also champions the mindset of true problem-solving — a core principle for any engineer or creator. For him, the process begins with fully understanding the needs of the market, rather than merely trying to push a product for the sake of invention. Entrepreneurs must develop the skill to see opportunities through the lens of real-world challenges and tailor their solutions accordingly. This customer-centric approach, coupled with technical expertise, is what ultimately creates lasting value.
Equally important, Amanda believes, is cultivating an attitude of resourcefulness and originality. He urges young innovators to resist the temptation of copying international ideas or dwelling on the limitations of the local environment. Instead, he encourages them to focus on what they can create, not what they lack. True innovation, he says, emerges not from imitation but from the ability to work around constraints and to imagine solutions that are uniquely suited to their surroundings.
At the heart of Amanda’s advice is the belief that success lies in balance — the combination of innovative thinking, market awareness, and entrepreneurial resilience. Those who master both the creative and the commercial aspects of business, he notes, are the ones best positioned to take their ventures to new heights.
When asked about his long-term vision and the role he hopes to play on a global scale, Amanda is quick to clarify that his ambitions extend far beyond the automotive sector, though it served as an important springboard. For him, the automotive industry was simply a timely opportunity — a way to build a foundation in advanced manufacturing and set benchmarks that align with global standards. His real passion lies in business strategy, innovation, and the thrill of building new ventures from the ground up.
Amanda envisions a future where Sri Lanka can evolve beyond its traditional export of raw materials and embrace value-added manufacturing on a significant scale. He points out that one of the country’s long-standing economic weaknesses is its failure to invest in value addition. Selling raw products limits earning potential, but refining, reengineering, or enhancing these products unlocks opportunities for premium pricing and global competitiveness. For him, this shift is critical if Sri Lanka is to carve out a meaningful place in the global supply chain.
Beyond the local context, he sees immense potential in leveraging Sri Lanka’s geographic advantage, especially in light of shifting global trade dynamics. With rising tariffs and changes in shipping routes, countries that can offer efficient sub-assembly and component manufacturing services stand to benefit enormously. He believes Sri Lanka has the talent and positioning to become a regional hub for sub-assemblies, especially in automotive components, and to develop niche export partnerships with markets like Australia, Europe, and even Africa.
He also stresses the need for government and industry stakeholders to create an ecosystem that encourages experimentation, investment, and collaboration in this space. In his view, export-driven growth is essential — not only to scale industries but to secure long-term economic resilience for the country. His experience with establishing Sri Lanka’s only CKD (Completely Knocked Down) four-wheel assembly plants has already positioned his ventures to offer a unique logistical advantage to global manufacturers. By assembling vehicles up to a certain point and repackaging them for final assembly in tax-exempt destinations, Sri Lanka could help global automotive brands reduce costs while maximizing efficiency.
Amanda is realistic about the challenges of creating globally recognized brands from scratch but remains optimistic about Sri Lanka’s potential to integrate into international supply chains as a trusted component and sub-assembly partner. For him, this is not just about individual success — it’s about creating a path for Sri Lankan industries to grow, diversify, and claim a solid footprint in the world economy. His vision combines strategic insight, entrepreneurial courage, and a firm belief in the country’s human capital — a combination he hopes will inspire others to help shape the nation’s industrial future.