In an age where brands compete not only for market share but for meaning, Maliban stands out as a company that has mastered the art of earning trust across generations. Behind this consistency is a quiet yet influential force, Positha Perera, the Group Head of Corporate Communications, whose strategic vision has helped transform communication from a back-office function into the cultural heartbeat of the organisation. At a time when Sri Lanka’s business landscape is being reshaped by digital disruption, shifting consumer expectations, and heightened scrutiny, Positha has positioned communication as Maliban’s anchor of purpose and integrity. His leadership reflects a belief that for a brand to endure, it must communicate not just to be heard but to inspire, uplift, and lead with humanity.
For Positha, corporate communication is far more than a tool for distributing information. He sees it as the conscience of the organisation and the strategic compass that binds purpose to behaviour. In today’s environment where perception shapes value and where trust defines longevity communication becomes one of the most decisive forces in shaping how a brand is understood, respected, and remembered. Under his leadership, Maliban’s communication function has evolved into an essential pillar of its strategic direction. It aligns internal culture with external positioning while preserving the values that have guided the Group for more than seven decades. As he eloquently puts it: “Communication is the alignment between what we say and what we do. When that alignment is consistent, credibility becomes inevitable.” That credibility, he believes, is what builds the foundation for an enduring legacy.
At the core of this philosophy lies Maliban’s purpose-driven ethos. The Group’s longstanding promise of Inspiring Goodness is not merely a brand slogan; it is a belief system that influences operations, decision-making, and behaviour across the entire organisation. Positha emphasises that modern consumers do not simply buy products, they choose brands that embody their values. With this understanding, Maliban’s communication strategy has been designed around authenticity and measurable social impact, where meaningful actions speak louder than marketing rhetoric.
This commitment to purpose is evident in Maliban’s signature social initiatives. Maliban Gold Marie “Nidahasey Randaruwo”, a powerful advocacy campaign against child labour, has raised widespread national awareness and reinforced the Group’s commitment to protecting vulnerable children. “Maliban Jeewithaloka” (HumaniTill), providing prosthetic limbs and mobility solutions, has restored mobility, dignity, and employment opportunities to individuals with disabilities. Meanwhile, “Maliban Kiri Abhaya Dhana”, an initiative inspired by deep compassion, has saved more than 2,700 cattle from slaughter. These projects, Positha emphasises, go far beyond conventional CSR. They reflect a philosophy rooted in humanity, accountability, and results. “Kindness must be measurable,” he asserts. “Purpose is not what you declare, it is what you deliver with consistency.”
As the FMCG landscape becomes increasingly competitive and digitally driven, Maliban has embraced a communication strategy tailored to the expectations of a new generation of consumers. Perera has championed a digitally fluent approach that integrates real-time insights, behavioural understanding, and cultural relevance into brand storytelling. He insists that digital communication must rise above noise and visibility; it must deliver meaning, empathy, and authenticity. By aligning data with intuition, and analytics with creativity, Maliban has successfully evolved its narrative to engage younger audiences, particularly millennials and Gen Z without compromising its historic emotional equity.
His approach reflects a broader shift in consumer expectations. Today, audiences value transparency and sincerity. They want to understand the brand behind the product. Every social media post, packaging message, video, or community initiative becomes an opportunity to reinforce Maliban’s identity. “Modern communication must be honest,” Positha notes. “Consumers don’t expect perfection, they expect sincerity.” This insistence on authenticity has strengthened Maliban’s position in an industry where trends shift rapidly, and where loyalty is increasingly determined by shared values rather than habitual consumption.
A defining chapter of Positha’s leadership is his role in pioneering Sports Marketing at Maliban, an initiative he was able to champion thanks to the guidance and vision of the Chairperson and Group CEO, whose leadership empowered him to build and elevate this function from the ground up. Under this shared vision, Positha has steered Maliban into bold and unprecedented territory, using sports as a powerful platform where brand influence intersects with national pride. One of the company’s landmark achievements is becoming the first Sri Lankan brand to partner with New Zealand Rugby, supporting the globally respected New Zealand U85 Rugby Team. For a Sri Lankan organisation, this partnership was more than a sponsorship; it was a statement of confidence and ambition. It marked Sri Lanka’s presence in international sports conversations and established Maliban as a brand capable of aligning with world-class institutions.
Maliban’s strengthened brand equity is reflected in the national recognition. It continues to earn recognition that reinforces the outcomes of its purpose-driven strategy. The company has been named the Most Loved Brand in Sri Lanka for two consecutive years, a distinction that underscores the deep emotional trust it holds among consumers. Further affirming its leadership, Maliban won the prestigious Product Brand of the Year award at SLIM Brand Excellence 2025, a testament to the strength of its innovation, quality, and values-driven approach. Additionally, the brand has been consistently ranked as the Most Favourite Brand in the country for the past 12 months, demonstrating its sustained relevance, admiration, and enduring connection with consumers nationwide. These accolades affirm not only brand performance but the cultural resonance Maliban has established through purposeful action and sincere communication.
Domestically, Maliban’s contributions to sports are expansive and inclusive. The company supports the Sri Lanka National Rugby Team, the U20 boys’ and girls’ rugby teams, and the national U19 Girls’ Cricket Team, making it the first local brand to empower this emerging group of women athletes. Maliban’s sports engagement spans across netball, hockey, volleyball, and motorsports, reflecting a belief in supporting talent in multiple disciplines. Its backing of Yevan David, Sri Lanka’s first Formula 3 driver, underscores a commitment to placing Sri Lankan youth on global platforms that were once deemed unattainable. Positha explains this approach with clarity: “The goal is not visibility, it is capability. We invest in sports to strengthen national identity and create opportunities that outlast campaigns.”
Looking toward the future, Positha envisions Maliban’s communication journey as one defined by clarity, responsibility, and sincerity. As the Group continues expanding across biscuits, dairy, chocolates, beverages, cereals, and overseas markets, he believes communication must evolve into a culture rather than a function, one built on integrity, consistency, and meaningful engagement. The future, he says, belongs to brands that communicate with conscience.
He also believes deeply in leadership that is rooted in empathy and responsibility rather than authority. Drawing from Simon Sinek’s philosophy that “Leadership is not about being in charge; it is about taking care of those in your charge,” Positha applies this principle to every aspect of his role. This mindset shapes the way he mentors his teams, collaborates across divisions, manages crises, and guides Maliban’s strategic narrative.
Positha concludes with a belief that encapsulates his career and his contribution to Maliban: “Communication is a strategic force, one powerful enough to shift mindsets, shape cultures, and spark transformation. At Maliban, that force begins with a voice unafraid to lead change, grounded in our promise of Inspiring Goodness.” It is this conviction that continues to shape Maliban’s evolution from a trusted household name into a brand that stands for purpose, progress, and national pride.