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Neluka

Dec 31 2013.

Out of the myriad success stories of women excelling as professionals, Neluka’s story stands out for her determination and audacity.

A rather interesting and challenging journey in the sales and marketing arena for over fifteen years now, Neluka De Alwis has braved every hurdle and holds her place among the female forerunners in the field.

She is the first woman to chair SLIM People’s Awards set to take place in February 2014, and she is featured as our cover story today. Neluka is currently the Head of Sales & Marketing at Shangri-La, in Sri Lanka.

An alumnus of Bishop’s College, Colombo, Neluka started off her career on an alternate note, as she pursued the study of accounts through CIMA and kicked off her career as Customer Care Executive at Cell-Tell.

She has come a very long way since, remarkable junctures being her real estate tenures at Royal Park, Ceylinco and Fairway. Along the way she believes many experiences and challenges have moulded her and beckoned her to where she is at today.

She recalls her time at Fairway as being very challenging. The only woman in the management team which was entrusted with the responsibility of steering the business to greater heights during the dampened economy back when the war was at its peak, she along with the others saw them through well enough.

When she joined Sri Lanka Institute of Marketing (SLIM) in 2005, she was little aware of how much it would change life as she knew it.

The avenues of exposure and networking SLIM opened up were countless, and she soon found herself part of the executive committee in 2010. She is also among the female pioneers to be part of “Gamata Marketing” a project that took marketing into the Sri Lankan peripheries.

The project picks an industry and helps them out to market their project: commenting on the initiative, Neluka said, “I strongly believe in CSR (Corporate Social Responsibility), whatever one gets is best when given back.”

Neluka recalls when she was asked to take over People’s Awards, how it wasn’t exactly well received by one and all: “People sometimes doubt women’s ability, women can do anything and everything a man can, sometimes even better.

I have always been a very daring woman, with positive attitudes. The combination I believe, equips you to achieve anything.”

Neluka says she is well aware that there has always been much speculation about her career in the market, “I think most people cannot deal with a strong woman and always doubt a woman’s ability.

I think the best option for me, and all women to adopt is to never get activated or agitated by others’ insecurity being thrown at us. Be nice, friendly and as simple as possible.

Being a woman itself is a strength which we should know how to use without being used by others.”

Sharing what she believes to be the recipe for her success, she says a certain daringness and positivity are indispensable. “I think I work better under pressure and stress almost always.

Being a perfectionist also helps in this case. Time management is crucial to performing better.”

She doesn’t forget to gratefully remember the many that have propped her up along the journey, “My success is my God above. My parents and past SLIM presidents, Saliya Weerasekara, Thushara Perera and the current president Gamika De Silva.

Special note of gratitude goes to my Fairway Family, the team who laid the foundation for my success especially Hemaka de Alwis and Saminda Jayasekera.”

Neluka enjoys her time off, mostly so by just being with her little niece and nephew, who she considers the joy and pride of her life. “I also love to travel and get involved in charity.

” Speaking on what she has in store for People’s Awards in February she said, “The event is running for the 8th year and for the second time we are covering the North and East. Exploring those areas gives a real feel about how people perceive products.”