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Brandix and Ram Charan in high-powered strategy session

Size and economies of scale are key words in the apparel business, and Sri Lanka's top apparel exporter Brandix has brought in a 'big gun' to help in its offensive to become a globally-significant player

Size and economies of scale are key words in the apparel business, and Sri Lanka's top apparel exporter Brandix has brought in a 'big gun' to help in its offensive to become a globally-significant player.

Dr. Ram Charan, top business 'guru' and corporate strategist to some of the Fortune 100 companies, was invited to Sri Lanka to spend a whole day in session and to share his knowledge and experience with the Group's senior management this week.

Dr. Charan, the author of more than a dozen books (including 'Leadership in the era of economic uncertainty', 'What the CEO wants you to know' and the 2002 Best Seller - 'Execution') and behind-the-scenes consultant to companies like GE, Verizon, and Bank of America, addressed Group management and CEOs of strategic business units and conducted a knowledge sharing workshop with selected leaders across the Group's interests.

Dr. Charan described his role as helping the Group's management to see beyond its own industry and to share with it the ideas and practices of senior management of other industries. Describing Brandix as 'world class,' Dr. Charan noted that Brandix was a company willing to make investments in areas that other business entities were not willing to or unable to do. Referring to Singapore as an example, where Singapore Airlines had become a worldwide carrier even though there was no room for intra-country flying in Singapore; Dr. Charan noted that "this is where Brandix is now" and asserted that the company was "building a jewel."

Commenting on Dr. Charan's milestone first visit to Sri Lanka, Brandix CEO Ashroff Omar said: "Our plan is to be a mega supplier of apparel to a global market which amounts to a total value of US$ 100 billion. In this context, the strategic concepts, best practices and learnings of international companies that are much larger than we are, are particularly valuable."

Pointing out that Brandix was honored by the presence of a man of his stature, Mr. Omar added that Brandix was constantly investing in its people via knowledge-sharing initiatives such as these, whereby the company would produce world class leaders not only for Brandix, but for Sri Lanka as a whole.

One of the most respected business advisors to the world's top businesses, Dr. Charan has taught at Harvard, the Kellogg School of Management and Boston University. He is also a senior fellow at Wharton and runs his own Business Consulting Company under the name Charan Associates in Dallas, Texas. In February this year he was invited to make a presentation to 400 CEOs in India.

Comprising of 27 business units whose operations encompass Sri Lanka, India and Bangladesh, Brandix is Sri Lanka's largest apparel exporter and the pioneer of the concept of 'total solutions' in the apparel sector. Brandix is a preferred supplier to some of the world's leading apparel brands, including Gap, Marks & Spencer, Victoria's Secret, NEXT, Lands' End, Abercrombie & Fitch, Old Navy and Tommy Hilfiger.

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