Interview with Mr Kumar Mirchandani

The Joint Apparel Association Forum was established in 2002 as the apex of the industry encompassing all industry trade associations. Responsible for formulating and implementing a strategic plan for the industry, this process is driven by eight sub-committees headed by industry leaders. The eight areas of focus are – marketing, logistics and infrastructure, backward integration, small and medium-scale enterprises, human resources, technology and productivity, labour, trade and finance. The JAAF is also instrumental in positioning Sri Lanka Apparel as an ethical sourcing destination through its ‘Garments without Guilt’ campaign.

JAAF is also now known as 'Sri Lanka Apparel'

The country’s apparel exports in 2008 was at US$ 3.3 billion, approximately 270 factories employing about 1 million people directly and indirectly and contributing nearly 10% to the GDP. In approximate terms the industry value addition now stands at 60%. Industry is also the second largest foreign exchange earner for the country.

We are a small island economy of just 21 million people and a GDP of $42 billion, yet Sri Lanka Apparel supplies over 1% of the clothing needs of the European and American consumers. Sri Lanka Apparel had its modest beginnings in the early 70’s and grew rapidly enjoying the benefits of the MFA assured guaranteed market access. In the last three and a half decades, with exposure to sophisticated customers and retailers and focused reinvestment back into the industry, Sri Lankan entrepreneurs transformed themselves from mere tailors to total solutions specialists.

With these world class manufacturing facilities backed by a highly competent workforce, Sri Lanka Apparel gained international repute as reliable and quality manufacturers with an emphasis on innovation. Over time, Sri Lanka Apparel built its competencies around five key product groups: intimate apparel, casualwear, active and sportswear and children’s wear. In fact, Sri Lanka is seen to be emerging as the ‘lingerie capital of the world’.

As a leading innovator in the global supply chain, commanding the confidence and trust of leading international brands such as Victoria’s Secret, GAP, Marks & Spencer, NIKE, Abercrombie & Fitch, Tommy Hilfiger, Triumph, Ann Taylor and many more, Sri Lanka Apparel is now at the forefront of ethical manufacturing, an area receiving great global attention and preference supported by sophisticated operations servicing high-end niche categories.