Wood Fashions award winner seeks help to improve business

by Gamini Warushamana

High Level Wood Fashions (Pvt) Ltd won the excellence award for timber products at the 2007 product awards ceremony organised by the Sri Lankan Institute of Architects (SLIA) in February.

This is the only SLIA excellence award for timber products that was presented after seven years. In presenting the award the SLIA said "In-house capabilities consists of modern techniques, machinery and "Boron" timber treatment involves much commitment for customers to build confidence and reliability in purchasing these products.

It has been observed that the outstanding finish of the product is no second to those of any international standard. This contribution should be really appreciated since their products finally adorns and adds value to most of the architectural masterpieces".

This is the best testimony for the standard and quality of work of High Level Wood Fashions (HLWF). The Managing Director of HLWF Rohitha Udaya Kumara said that changing a traditional backward industry to international level was extremely difficult and the achievement of HLWF is the result of hard work despite many setbacks.

HLWF was set up in 2001 at High Level Road, Pannipitiya with six employees. "I have been working in the carpentry industry for over 15 years. With experience I realised the demand for quality wood products and future market trends.

First the construction industry in the country was on a rapid growth and simultaneously Sri Lanka's architecture is also developing. In this background we need other support industries too to develop it in parall to meet the international standards to produce quality inputs the construction industry demands, Udaya Kumara said.

HLWF introduces new product designs which soon become popular all over the country. Udaya Kumara designs these new products, in some cases at the request of architects. We have seen our traditional architectural designs in our ancient temples and new designs originate from the traditional knowledge we have, he said.

HLWF combined modern technology with the industry to make the products to internationally recognised standards and to reduce costs. Today HLWF has its own timber sawing and seasoning facilities. Chemical treatment with 40% borax and boric equivalent solution and 0.5% sodium penta chlorophenate solutions are used to prevent insect and fungus attacks.

The chemically treated timber enters a modern timber drying kiln to reduce the moisture content to 7%. All HLWF products are manufactured using this treated timber.

We produce all wood products such as doors, windows, doors and window frames, staircases, pantry cupboards, roofs and ceilings to construct houses.

The timber we use such as Jak, Teak, Mahogany or imported timber such as Kempas and Balaw are of high quality, Udaya Kumara said. With the quality and excellent finish together with the extremely high timber costs HLWF's products have become up-market products, some of which are priced at over Rs. 100,000.

However, we can provide a product of this standard at a comparatively low price as we use technology and scale of production and therefore even the working class can also afford our products, he said.

With the SLIA excellence award Udaya Kumara has plans to expand his business to the export market. However, there are many issues to be solved. The main issue the industry faces today is lack of timber, the main raw material.

We have a huge potential to develop this industry as we have the skills in creative designing and a skilled workforce. Today we cannot even cater to the local demand and we import the finished products such as doors and windows, mainly from Indonesia. The quality of our products is superior, he said. He is looking for a foreign investor to start a joint venture from a country that produces timber and ready to share his skills and expertise.

Udaya Kumara said that the carpentry industry in the country has faced serious challenges because the government doesn't have prudent policies. The shortage of timber is the main hurdle in the industry. There are no long term policies to manage the timber resources available and as a result expensive timber such as jak and teak are used where imported alternative timber can be used. There is no commercially motivated timber forest cultivation in the country.

Restrictions such as timber permits create tremendous difficulties for the industry. Once we get the permit to cut trees and transport the logs we have to get permits for each and every transportation from the sawing mill to factory, factory to showroom and showroom to customer. Over 3,500 registered and unregistered carpentry workshops in the Colombo district have been affected.

Youth are not willing to engage in the industry due to low recognition of the carpentry industry is another setback. If new investments come into the industry and the industry prospers this trend would reverse. Only the National Apprentice and Industrial Training Authority (NAITA) provides formal training courses in the country, he said.

Winning the excellence award means that HLWF is excellent in all aspects. To achieve his cherished dream Udaya Kumara needs assistance from the authorities such as Industrial Ministry, BOI and other government agencies as well as the business community.

"I am an expert in this industry, but have no idea how to move forward in this complex business world. I see a huge potential locally as well as overseas for these products," he said.

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