In Sri Lanka’s evolving energy landscape, the mission to bridge the gap between traditional and modern cooking solutions is both complex and vital. Varaveswaran Ketheeswaran, a professional with an extensive background in sales, brand development, corporate communication, and digital marketing, brings a wealth of experience and insight to this pressing issue. With his comprehensive understanding of the market, he has played a key role in promoting cleaner, more efficient energy options to rural communities across the country.
A proud alumnus of Hindu College, Bambalapitiya, where he served as Head Prefect, Ketheeswaran laid a strong academic and leadership foundation before diving into the professional world. While pursuing his Bachelor’s degree in Accounting and Finance from the University of London (London School of Economics and Political Science), he balanced his studies with a role at Sri Lankan Airlines in the Financial Services department.
Following his graduation in London, he embarked on a new chapter by pursuing a Master’s degree in International Management at London South Bank University. His tenure in the UK was marked by professional growth, obtaining membership with the Chartered Management Institute, and working as Manager of Sales & Distribution at Eastenders Plc. Here, he played a pivotal role in launching iconic brands like Kingfisher and Cobra beers and promoting ethnic food and beverages to a diverse market. Over the last five years, he has also been lecturing and sharing his expertise, further solidified by achieving MCIM status from the Chartered Institute of Marketing, UK.
Returning to Sri Lanka with a vision for growth, Ketheeswaran established a distribution company in Negombo, revitalizing the market for global brands like Pepsi and Mirinda. Undeterred by challenges, he pivoted to corporate sales with Mercantile Corporation during Sri Lanka’s construction boom, leaving his mark by promoting stainless steel solutions across the island.
Currently, as a key player in the LPG industry, he demonstrates his ability to navigate complex markets, including regions affected by conflict and natural disasters. His story is one of continuous reinvention, proving that challenges are merely stepping stones to success.
In Sri Lanka’s rural areas, the demand for accessible, affordable, and safe cooking energy is fundamental, yet it remains entangled with longstanding cultural practices and economic constraints. Ketheeswaran sheds light on this nuanced landscape, explaining that Sri Lanka’s rural households use a mix of traditional and modern energy sources. He categorizes traditional fuels—firewood etc.These energy sources are often readily available at little to no cost, particularly in areas surrounded by natural resources like woodlands and coconut plantations. However, he notes that while traditional energy sources are financially accessible, they come with serious drawbacks, notably indoor air pollution and adverse environmental impacts.
For Ketheeswaran, encouraging a transition to modern cooking energy sources, such as LPG and electricity, is a delicate balancing act. “Households that achieve a certain level of economic stability and have busier lifestyles are more inclined to switch to modern energy sources,” he says. These households value the convenience and reduced health risks that come with cleaner energy sources, and they often have the purchasing power to invest in kitchen appliances like cookers, pressure cookers, and electric kettles. However, the journey to widespread adoption is not without hurdles. Price fluctuations in electricity tariffs and domestic LPG often push households back toward traditional fuels as a cost-saving measure. The challenges extend further with the recent import tax increases and VAT, making kitchen appliances less affordable for average rural consumers.
Ketheeswaran believes that a multi-stakeholder approach involving government, energy providers, and kitchen appliance importers is essential to overcoming these barriers. He emphasizes the need for continuous awareness campaigns to educate households about the health, safety, and environmental benefits of clean energy options. By deploying targeted promotions and utilizing digital and field-level outreach, he hopes to reach even the most remote households. Through these collaborative and strategic initiatives, he envisions a future where every Sri Lankan home can access safe and environmentally friendly cooking energy.
With Sri Lanka increasingly shifting toward sustainable energy, he is optimistic about the role that oil, gas, and renewable energy sources will play in shaping the nation’s future. According to him, energy companies have a pivotal role in maintaining a stable supply of oil and gas, which he views as essential not only for domestic consumption but also for economic growth. “A stable supply of energy fuels the economy, empowering everyone from micro-entrepreneurs to large-scale industries, all of which contribute to the country’s foreign income and social development,” Ketheeswaran notes.
A particularly promising development in Sri Lanka’s energy landscape is the growth of the solar energy sector, which Ketheeswaran sees to empower households financially and contribute to environmental sustainability. Solar installations, especially rooftop solar, have gained popularity as a way for households to reduce utility bills and even earn additional income by generating excess power. This shift has created a growing demand for energy-efficient appliances, from heating and cooling systems to industrial-grade equipment, presenting a significant opportunity for Sri Lankan businesses to venture into local manufacturing. “Instead of relying solely on imports, there’s an opportunity to manufacture energy-efficient appliances locally,” he says, envisioning a future where Sri Lanka can achieve greater self-reliance and sustainability in its energy consumption.
Throughout his career, Ketheeswaran has exemplified a leadership style that empowers his team and encourages innovation, even within traditional sectors like energy. He believes that effective leadership is rooted in creating a sense of ownership among team members, allowing them to take initiative in problem-solving and decision-making. This approach, he explains, fosters confidence, cohesion, and accountability within the team. His leadership strategy goes beyond empowering individuals; he is committed to recognizing team achievements and is unafraid to take responsibility for any setbacks.
Ketheeswaran’s accomplishments have not gone unnoticed. Winning awards at the SLIM NASCO, a prestigious recognition in Sri Lanka’s marketing and sales industry, was a turning point in his career, solidifying his expertise and elevating his profile. Today, he serves as a jury member for the SLIM NSA, where he contributes his knowledge to evaluate industry talent. His experience has equipped him to adapt to the unprecedented challenges posed by events such as the COVID-19 pandemic and Sri Lanka’s socio-economic and political crises. He emphasizes that resilience and forward-thinking have been central to his leadership, especially as he steers one of the country’s most trusted energy brands through turbulent times. “The commitment and foresight to confront challenges have been essential to maintaining the trust and loyalty of our customers,” he says.
His vision extends beyond individual achievements or organizational growth; it centers on improving the quality of life for every Sri Lankan household through sustainable energy practices. Ketheeswaran remains hopeful that with continuous awareness campaigns, strategic partnerships, and government support, the goal of clean, accessible, and affordable cooking energy can be realized for every home. His work reflects a dedication to bridge the gap between tradition and innovation, and his passion in promoting cleaner energy sources is paving the way for a transformative shift in Sri Lanka’s energy sector.
Though there are challenges in the past, coming back and working in the country with the tradition, culture and food gives a different feel that was missing when I was abroad. Looking for better life ahead in the country as a whole. The recent challenges we faced have raised us in a better way to approach the future.