Marketing Sri Lankan culture to world markets
In the third part of the Start and Improve Your Business Association (SIYB - an affiliate of the ILO) series on local entrepreneurs the focus shifts to Chandana and Thanuja Pathirana, Managing Directors of Surathura Entertainments (Pvt) Ltd and Hotel Crystal Gate, who undertake the professional coordination of weddings, cultural shows and other events for locals and foreigners.

Written by Gayathri Jayadevan, Business Development Specialist at the ILO-SIYB Programme, today’s interview is about the service industry where the Kandy-based couple discuss how to manage the family owned business successfully whilst safeguarding Sri Lanka’s deep-rooted traditional culture.

What prompted you to start the venture?
My father, the late Siri Pathirana, combining his interests and experience in culture, travel plus marketing and contact with people, was a pioneer in providing Kandyan cultural programmes for foreigners. After his sudden death, I inherited the business.

What were your primary concerns?
The political unrest at the time meant reduced number of foreigners visiting the country and I needed to find other local channels to promote the business.

How did this differ from the reality?
The reality was that I realized that there is no such thing as enough research; I spoke to as many people as I possibly could who have worked in the company for a long time or acted as suppliers or consultants, in order to plan the future direction of the business.

Your main challenges?
We found that many locals as well as foreigners don’t fully understand the ceremonial customs in marriages and do not have a focal point in organizing events in general.

Thus we went beyond the provision of Kandyan dancers and cultural programmes to coordinating weddings “poruwa ceremony”, homecomings and events from providing poruwa structure, master of ceremony and flowers to organizing sound systems, etc. We expanded our staff capacity to 63 and are now one of the largest events coordinators in the local and foreign market.

Have you sought the advice of a mentor?
Further to my mother’s guidance, and my Diploma in Business Management and Computers, I participated in the EXPAND YOUR BUSINESS course of the ILO coordinated by the Central Province Industrial Development Authority. Through the course, I am continuing to receive one-to-one advice and assistance from EYB consultants, Susantha Katukurunda and Sujan Nanayakkara.

If so, did you find this helpful?
When I attended the EYB course, I learned that it was not enough to grow, it’s very important to have a planned, clear growth strategy. EYB training helped me to recognize my core competencies and build on my strengths. This training made a big difference because I learned to plan my growth strategy and plan for my new services!

What are some of the main lessons you've learned?
As events’ coordinators, it's imperative for us to understand the customer's culture and keep in constant contact with them. All our employees believe in providing personalized customer service, which includes educating the customers. For example, the pre-wedded couple and their families get a detailed briefing on the meaning and values of the marriage customs prior to the wedding, which adds understanding and value to the customers’ satisfaction. Our business now solely thrives on word of mouth due to the strong relationships we have built with our local and foreign customers.

What advice would you give to others?
Be passionate, positive, prepared and punctual in doing business. Service-oriented businesses cannot ever afford to make excuses. Say sorry to any customer!

How has it affected your work/lifestyle balance?
I am fortunate enough to have my wife as my business partner.
We are able to share and collectively decide on business decisions, as they say, two heads are better than one. Leading a good family life in the community also helps with customers trusting us to undertake and coordinate their auspicious occasions.

Your top business tips:
* Your customers are your best agents in promoting your business, so never cheat on your customer.

* Always think ahead and innovate to customers’ need and be creative in your approaches.

* Build and maintain good relationship with your employees; they are the face and energy of your business success.

* At Pathie’s Dance Lanka, we are proud to sustain and carry forth our culture to the future generation whilst instilling knowledge and understanding using latest technology. Travelling through the Hill country? Then check out the beautiful dancers of Pathie’s Dance Lanka at the Kandy YMBA everyday at 5:45 pm. Mr and Mrs Pathirana could be reached at dance2lk@sltnet.lk or www.weddinglanka.com.
The writer could be reached on
gj@siyblanka.com

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