As the Country Manager of Four D Rubber Ltd in Sri Lanka, Sithum Sanjeewa has expertly navigated the challenges of fostering a highly skilled workforce while maintaining adherence to international standards cost-effectively. Central to his leadership approach is the articulation of a compelling vision that resonates with both the company’s goals and the local context. By ensuring his team understands how their work contributes to broader organizational objectives and industry standards, he provides clear direction and a strong sense of purpose.
Empowering employees through autonomy and responsibility has been a cornerstone of Sithum’s leadership. By trusting his team to make decisions within their areas of expertise, he fosters a sense of ownership and accountability. This empowerment removes the fear of failure, encouraging employees to take initiative and strive for excellence. Sithum believes in encouraging his team to push boundaries and go the extra mile, resulting in innovative solutions and an impressive commitment to delivering results. He also emphasizes the importance of developing entrepreneurial mindsets within his team, ensuring they are equipped to handle business challenges creatively and effectively.
Collaboration and knowledge sharing are also key elements of Sithum’s leadership principles. He promotes an environment where teamwork is valued and open lines of communication are maintained. Encouraging feedback and dialogue ensures that employees feel heard and valued, which is crucial for continuous improvement and adherence to international standards. By creating a supportive atmosphere where employees know they are backed by their leader, Sithum enables his team to work fearlessly towards achieving business goals and driving disruptive changes within the organization.
Recognition and reward play significant roles in Sithum’s strategy to maintain high standards and cost-effective solutions. By acknowledging employees’ contributions, he boosts morale and motivates continued excellence. These proven leadership principles have consistently delivered results for Sithum across leading brands in Sri Lanka, such as Holcim Sanstha Cement, Multilac Paints, and GRI Tires, demonstrating his ability to lead and inspire teams to achieve remarkable success.
When Sithum assumed his role at Four D Rubber (Pvt) Ltd, he faced the significant challenge of transforming a traditionally hierarchical and reactive organization into a more agile, team-oriented, and system-driven company. This was not a new challenge for him, as he had encountered similar situations in his previous leadership roles. The existing structure at Four D Rubber lacked clear processes, and the teams were not effectively collaborating, leading to inefficiencies and slow responses to market changes.
To address this, Sithum first conducted a comprehensive assessment of the organizational structure, team capabilities, and existing processes. He gathered input from employees at all levels through one-on-one and team interviews, allowing him to understand the core issues and areas needing improvement. Based on this assessment, he articulated a clear vision for a more agile and system-driven organization, emphasizing collaboration, continuous improvement, and internal capability development.
Restructuring the leadership team was a crucial step in this transformation. Sithum ensured that the leadership team comprised individuals who were not only skilled but also aligned with the new vision of the company. This involved bringing in new talent where necessary and promoting from within to achieve a balance of experience and fresh perspectives. Regular leadership meetings were established to ensure alignment and facilitate open communication across departments.
In parallel, Sithum initiated comprehensive training and development programs to enhance employee skills. These programs included leadership training, team-building exercises, and professional development opportunities. He also introduced mentorship programs to foster knowledge-sharing and collaboration between experienced employees and newer team members.
Standardizing processes and systems was another critical focus area. Sithum adopted project management tools, implemented ERP systems, and created detailed process documentation to streamline operations and improve efficiency. Clear KPIs and performance metrics were established to track progress and ensure accountability at all levels. Lean methodologies were employed to ensure continuous improvement of operational efficiencies, with data and metrics guiding decision-making.
To further break down silos and promote cross-functional collaboration, Sithum encouraged the formation of cross-functional teams for key projects. Regular team meetings and workshops were conducted to assess the effectiveness of new processes and systems, encouraging idea-sharing and collective problem-solving.
These strategic actions led to the successful transformation of Four D Rubber into a more agile, system-driven organization. The implementation of clear processes and improved collaboration resulted in increased efficiency, faster decision-making, and a more responsive approach to market demands. Employees felt more empowered and engaged, leading to higher morale and productivity. The company’s enhanced agility and improved systems allowed it to better meet customer needs, respond swiftly to industry trends, and maintain a competitive edge in the market. This transformation not only achieved immediate operational improvements but also positioned Four D Rubber for sustained success and growth in the future.
Sithum has been instrumental in developing a culture of innovation and collaboration within his team, leveraging Sri Lanka’s extensive rubber expertise to drive continuous improvement and product development. He has cultivated a safe environment where experimentation is encouraged and failures are viewed as valuable learning opportunities. By allowing pilot projects and small-scale trials, his team can test new ideas without fear of significant repercussions, promoting innovative thinking in day-to-day operations as well as in addressing specific problems or projects.
Leading by example, Sithum demonstrates a commitment to innovation and collaboration through his actions. He actively shows enthusiasm for new ideas and participates in collaborative efforts, setting a standard for his team. To further incentivize innovation, Sithum has implemented a system to recognize and reward innovative ideas through financial incentives, public acknowledgment, and career advancement opportunities. This system not only motivates employees to think creatively but also fosters a sense of accomplishment and recognition within the organization.
Investing in training and development is another key strategy employed by Sithum to promote innovation. He ensures that team members have access to international conferences, workshops, seminars led by local experts, online courses, and in-house training sessions with external experts. These educational opportunities are focused on the latest innovations and technologies in the rubber industry, enabling the team to stay ahead of industry trends and continuously improve their skills.
Moreover, he has developed strategic partnerships with local universities, research institutions, and other companies in the rubber industry. These collaborations have led to joint research projects, shared resources, and new product developments, enriching the company’s innovative capabilities. Additionally, Sithum has worked with local startups and individuals to introduce high-tech automation to production processes at a low cost, demonstrating his commitment to integrating cutting-edge technology into the company’s operations.
Under the leadership of Sithum, Four D Rubber (Pvt) Ltd places a high priority on sustainability and environmental responsibility in its operations. The company ensures sustainable sourcing of latex from local suppliers, which not only reduces transportation emissions but also supports the local economy. Partnering with latex suppliers who adhere to sustainability certifications such as the Forest Stewardship Council (FSC) or Fair Rubber, Four D Rubber guarantees responsible management of natural resources. Regular audits are conducted to ensure compliance with environmental and social standards, and the company collaborates with suppliers to continuously improve their practices. By investing in sustainable development projects and educational programs related to environmental stewardship, Four D Rubber also supports local communities.
The company has adopted several approaches to minimize waste generation and optimize resource management. Water recycling and conservation techniques are employed to reduce water usage in latex processing. Innovative methods are developed to repurpose waste materials, such as processing waste latex into secondary products or using it in other industries. Four D Rubber promotes efficient resource management by optimizing processes with lean techniques to eliminate waste. Their products are designed with sustainability in mind, utilizing biodegradable materials and ensuring minimal environmental impact throughout their lifecycle.
Moreover, Four D Rubber has invested in energy-efficient machinery and renewable energy sources to reduce the carbon footprint of its production processes. The company uses environmentally friendly chemicals and processes to minimize environmental impact. Compliance with both local and international environmental regulations and standards is rigorously maintained. Through these comprehensive sustainability practices, Sithum has steered Four D Rubber towards a future that balances economic success with environmental responsibility, positioning the company as a leader in sustainable practices within the rubber industry.
Sithum ensures the company remains agile and responsive to changing customer demands and industry trends, particularly in the global market landscape. The company primarily produces medical and physiotherapy products for the USA and European markets, through world’s no. 01 private labels and Four D’s own brands adhering to strict standards like ISO 13485 and FDA guidelines. Additionally, Four D Rubber caters to the fashion industry, producing trendy latex fashion items promoted by icons like Lady Gaga. To stay relevant and avoid obsolescence, the company adopts a customer-centric approach, fostering close relationships with customers to understand their evolving needs through direct communication channels.
Four D Rubber places a strong emphasis on research and development (R&D) to innovate new products and improve existing ones. Sithum encourages a culture of innovation within the company, providing R&D teams with the necessary resources and freedom to experiment. The company invests in flexible manufacturing technologies, enabling rapid adjustments in production processes. Techniques like modular manufacturing and automation allow for quick changes in product designs and specifications. By adopting lean and agile methodologies in both product development and production processes, Four D Rubber emphasizes iterative development, continuous improvement, and responsiveness to change.
Strategic partnerships with suppliers, customers, and industry experts are another key aspect of Four D Rubber’s agility. These collaborations lead to shared knowledge, joint product development, and access to new markets. Sithum has developed an agile supply chain that can respond quickly to changes in demand, diversifying suppliers, maintaining optimal inventory levels, and using advanced logistics solutions to ensure timely delivery. Operating in two geographical locations, England and Sri Lanka, enhances the company’s agility in supply chain and logistics.
Through his leadership, Sithum has transformed Four D Rubber (Pvt) Ltd into a dynamic and agile organization. By promoting a culture of collaboration, continuous improvement, and customer-centricity, he ensures that the company not only meets but exceeds industry standards and customer expectations. His strategic initiatives and forward-thinking approach have positioned Four D Rubber as a leader in the global rubber industry, poised for sustained success and growth in the years to come.