Hayleys Consumer - a jewel in Hayleys crown
 

by Surekha Galagoda

[email protected]

Hayleys Consumer Products Limited (HCPL), a company whose brand portfolio includes international icons such as Fujifilm, Philips Lighting, P&G and Gillette says it is re-focusing on its core competencies to be more nimble.

The company's CEO Trevor Reckerman was interviewed by the 'Sunday Observer' on the changes taking place.

Question: What is the background to the restructuring that is under way at Hayleys Consumer?

A: The background to any restructuring that is perceived arises from the need to remain competitive in the long term. To achieve this, the process we adopted, demanded the need to focus on strategic businesses and shed those that did not offer sustainable growth or a minimum level of profitability.

This discipline has prompted us to exit certain segments and divert our resources to areas that we felt offered the best long term potential.

In any case, restructuring is a continuous process allowing us to adapt to the changing marketplace.

Q: How is the company performing in other business segments?

A: There is a constant demand that we re-focus on our core competencies. We wish to be not just a market leader but also a value leader enhancing the scope for the products that we market and distribute in Sri Lanka. We are doing reasonably well, but we now need to discover our full potential, which in my opinion is considerable and at present not adequately realised.

Q: How do you see Hayleys Consumer evolving after the restructuring?

A: As a strong entity with the ability to adjust very quickly and correctly to the changing environment in which we operate. As stated earlier, we wish to be the most preferred and that means, most competitive third party distributor in the country.

To do that, we must develop in my view, the best supply chain link to the market as well as the most disciplined and responsive sales teams.

Q: What changes would you make in terms of strategic direction to achieve the company's targets?

A: Importantly, we must change from BIG to nimble! Large organisations often tend to lose perspectives enamored by size and tradition. We intend to be in step with the market and the forces that fashion it, understanding the rhythm very well but setting our own direction.

Q: What changes would you like to see in the business environment to help this process?

A: Transparency in business dealings is one fundamental but that is a wishful thought! The short answer is that whatever the business environment is, we intend to deal with it and persevere, because the uncertainty that prevails now must be met with conviction and the will to succeed whatever it takes.

Q: What is the long term outlook for Hayleys Consumer?

A: To be a respected organisation that offers good value to all our stakeholders. This is best reflected in how customers and consumers value and rely on us. The Hayleys Group has been the best corporate citizen three times and remains one of Sri Lanka's most valued private sector companies. Hayleys Consumer aspires to be a jewel in the Hayleys crown.