With over 30 years of experience in the fast-moving consumer goods (FMCG) sector, Upul Rajapakse, Director of Sales at CBL Food Cluster, has witnessed significant positive shifts in the industry. His journey, marked by adaptability and strategic foresight, has made him a key player in expanding market reach, enhancing distribution networks, and ensuring sustained brand growth across different regions by developing capable individuals and teams.
Reflecting on his extensive career, Upul highlighted the dynamic changes within the FMCG industry, particularly in the local market. Over the last three decades, he has seen the rise of new brands that challenge established players and offer consumers wider choices, better prices, and higher product quality. This competitive environment has compelled companies to invest in quality improvements, supply chain efficiencies, and customer-centric strategies.
In certain overseas markets, Upul noted the rapid migration of consumers to modern trade channels, with general trade confined to smaller pockets. This contrasts with the Sri Lankan market, where general trade remains dominant, creating opportunities for new brands to thrive. However, he emphasized the challenges of entering modern trade-dominated markets, where retail chains demand significant investments for shelf space.
Upul’s expertise in scaling distribution networks has been instrumental in the company’s sales and distribution success. He stressed that network expansion must go hand in hand with per-outlet business growth and SKU growth. By aligning frontline strategies with these objectives, his teams have successfully increased outlet reach while maintaining product availability across different regions. He also pointed out that distributor profitability, product portfolio scope, and geographical selection are critical factors in network expansion. His strategic approach has ensured that the company’s brands not only reach a wider audience but also deliver consistent value to all stakeholders.
Throughout his career, Upul has led teams through various stages of distribution development, from product launches to market dominance. He shared a challenging experience of managing brands in the marketplace as they moved through different phases, emphasizing the importance of adapting sales strategies based on each brand’s position in the development curve. His ability to quickly learn and respond to changing market conditions has been key to overcoming challenges. He noted that future sales leaders must possess a diverse skill set, including the ability to adjust strategies, implement changes on the front line, and drive fast-growing businesses forward.
One of Upul’s standout achievements is his customized approach to frontline sales strategies, which has significantly impacted the company’s sales and distribution success. By carefully assessing the challenges faced by his sales teams and identifying missed opportunities, he has developed tailored strategies to optimize performance. He emphasized the importance of understanding the competencies, skills, and mindset of the sales force. This deep understanding allows him to design strategies that align with the team’s strengths while addressing any challenges they may face in the field.
For Upul, sales leadership in the FMCG sector is about more than just achieving the topline and contributing to the bottom line. It is about transforming mindsets and creating a positive working culture for the team. He believes that the first step in this transformation is to help teams experience success, even in small measures, and then build momentum from there. He has been successful in marketing these initial victories internally among the team, ensuring that they adopt and execute the strategies he formulates. By fostering an environment where successes are celebrated and solutions are embraced, he has transformed individual mindsets into a unified team culture. This approach, he believes, is crucial for achieving long-term success in the competitive FMCG sector.
It is evident that Upul’s career is a testament to his ability to navigate the ever-evolving FMCG industry. His strategic leadership, focus on customer-centric business growth, and dedication to transforming teams have not only driven CBL’s sales and distribution success but have also set a benchmark for future sales leaders.