‘Your Community’ is a series that hopes to bring recognition and business to the amazing entrepreneurs of our country, to appreciate the wealth of talent and sheer resilience of spirit that exists among our people. When spoken to , the majority of the SME’s indicate that their challenges are similar. They are struggling with access to the market and access to finance. They need guidance and support to overcome such obstacles. This Column “Your Community” addresses the need to create awareness, by sharing their compelling stories so that potential customers out there can connect with them. WCIC along with many partner organizations conducts continuous capacity-building programmes for SMEs to gain knowledge in all aspects of business development. Your Community’ provides exposure to inspirational women entrepreneurs by sharing their story and making the world know how these courageous ladies are forging ahead. We invite you to interact and engage with these entrepreneurs and support local businesses. We feature this week an entrepreneur who has been supported by the WCIC in her journey.

 

I am Erangi Pathiraja; Era De Moh Private Limited was my brainchild. Post completing my schooling career, at St Paul’s Milagiriya, I acquired a Diploma in Computer Studies at IDM. My first exposure to the corporate world was through MAS Bodyline in 1997 in the capacity of a Fabric Technologist, in the apparel industry.

 

 

I was quick to learn the tools, tricks and techniques of the trade and progressed rapidly branching out into different companies within the MAS Group among a cross-section of fabric technologies and fabric laboratories. I had my heart set on progressing in my specialty and registered myself for the Diploma in Apparel Production and Management at the Open University of Sri Lanka in 2004. I was awarded the Anura De Silva Gold Medal for the Best Student in the field of Textile and Apparel Technology. It was an endorsement of my hard work and dedication, and confirmation of my passion. My enthusiasm blossomed with the award and I rose above by acquiring a Bachelor’s Degree in Industrial Studies, majoring in Apparel Production and Management at the Open University.

I had built a solid foundation, with education and experience. But my story took a different turn in 2005 as I decided to take time off to care for my newborn daughter. There was never a dull moment in those three years that I took a career break, and during this time I was convinced that I was not cut out to sit behind a desk. I had to find a suitable formula for me and my future.

 

I decided to start my own venture in the apparel sector in 2008. This was a big step indeed. I didn’t have access to finance to acquire the technology that can facilitate the manufacturing process. I started with designing ladies’ garments, outsourcing the manufacturing, and selling my products to retail stores. My audience was the fashionable Sri Lankan female and I marketed my products as Emo Clan.  Era De Moh was a business built on ultimate creativity.

 

Competition in the apparel industry is stiff, in 2008, I was a small fish in the ocean. I was of the belief that although the ocean is large it offered opportunities for every small fish, and I was willing to explore the wonders. I had to gain a steady customer base and made a grand entrance to one of the leading retail stores in Sri Lanka. This was only an idea put to test but with multiple iterations and permutations, I made my mark. I designed, manufactured and marketed under the label of Emo Clan and Ellcee. Styles moved, customers were happy and the retail store was excited to be collaborative.

 

As an entrepreneur you should never get comfortable but be ready for change. I was challenged when my prime customer requested me to only manufacture and market my products under their label. Not being able to design anymore seemed a little queer at the time but I went with the flow. I capitalized on the biggest asset in hand - my clients. I had to make use of it. So, I decided to grow despite the change to the status quo. I registered my business in 2008 as Era De Moh Private Limited and acquired the required technology, machinery, and manpower. I had to take charge of the manufacturing process ensuring quality and timely delivery so I got started with just four machines in hand and two staff members.

 

 

Consistent quality is an essential need for any product and the fashion conscience lady is always willing to pay the price for premium quality. My philosophy was simple. I wanted to manufacture ladies' garments across the spectrum including casual, business to evening wear offering high quality, durability at an affordable price. To deliver this promise I had to channel a lot of time and effort to develop the processes. I learnt the tricks of the trade and moved on, steadily progressing one step at a time. My prime customer now contributes to approximately 70% of the revenue because of my undying efforts to live up to the promise.

 

One other important factor in this business is timely delivery. I ensure that the shelves are stacked, customers loved the garments, they emptied the shelves and the volumes multiplied. This is a coordinated effort and you need to instill the right processes, checks, and balances to ensure that the entire process is streamlined to have clockwork precision. My previous experience in the business brought about extensive extrinsic value to my brand and to my work.

 

Designing is my most favoured stage in garment compilation, which requires my attention and involvement. Whilst my prime customer resorted to a different model, I decided to continue to design and offer bespoke tailoring opportunities. This was not only an execution of my passion but also a mechanism to diversify my product portfolio. I focus on a limited range of unique designs in different colour and styles under the label of Era De Moh marketed online. 

 

The designer wear is not a volume-based game. It is the individuality and sophistication that appeal to the client. My aim was to deliver that promise.  The pandemic was in a way a blessing for the online business which led me to spread my wings across the shores as well. 

 

I deep-dived into the business by outsourcing the manufacturing function and then moved into manufacturing in my backyard with the aid of four machines and two local employees. I tasted success back then wanting more for my business. If I was to remain afloat in the market and grow progressively, I had to invest in increasing the scale of operations. I was ready to make my move. I had inherited the property in Horana from my parents so I felt the next step was to invest in the facility. Back in 2016, I didn’t have access to funds to set up a state-of-the-art small-scale manufacturing plant so  I resorted to obtaining the support of a financial institution.

 

That’s when I realized that doing business is not limited to knowing the process and producing the output but so much more. I learned that you need to awaken the lioness in you and battle it out until you reach your goal. I had the collateral but obtaining a loan was almost impossible. I was sent from pillar to post to obtain the necessary documentation pertaining to the land. This was the most challenging piece of the story. It took me two years to sort the title deeds and the legal documentation for the ancestral property and move on to obtaining the funding. There were many times I questioned myself if this journey was worthwhile, I had more reasons to give up but decided that quitting was not an option. 

 

It took me 5 years to reach the finish line and see my factory operational. Looking back at my journey, it has made me stronger and I feel that success is everything that I have earned. Today, I am a proud owner of a production factory with the capacity of housing forty machines and a staff strength of fifty employees. One’s effort and hard work are said to pay off but what I learnt is that it will not dawn upon you overnight. I learnt to be patient despite the tears and frustration but yet remained committed to achieving my goal.

 

The 12th day of November 2021, the day I inaugurated my factory is the happiest day of my life. It is a reflection of my effort, tears and sweat all rolled into one large structure. It sits tall, beckoning a future that will be great.

 

While in business I realized that opportunity is not going to fall on your lap. You need to make time to explore potential opportunities and reap the benefits out of it. I was so focused on working in the business that I was almost blindfolded about the opportunities at hand. Launching into the export market was a distant dream yet pursuing it seemed a tough task. I didn’t have the time in hand back then but things changed as I opened my mind to delegating and empowering my team to run the existing business operation, ensuring that the checks and balances were stringently implemented. 

 

This step proved to be a success and opened doors for greater opportunities as I have now collaborated with a local exporter specializing in the production and the export of linen products to USA, Australia and Europe. 

This is a totally new experience to me as each market is diverse in its nature and as suppliers, we need to embrace that individuality.  Surviving in the export market is not on the cards for any round the corner shop. You need to learn the science and master the art of export. I had to learn fast, researched the new learning opportunities in hand and was earmarked for a two-week residential course “Women Trading Globally” conducted by The Export Council of Australia. The programme was just the icing on the cake to launch my export arm as it focused on all dimensions of export starting from the setting up stage to execution and growth. 

 

Self-recognition and applause are important but being recognized by the business community is certainly a feather in your cap. The Women’s Chamber of Industry and Commerce (WCIC) opened many doors towards my success giving me the opportunity to be recognized. 

 

 WCIC made me discover myself – the ME factor in the equation. My breakthrough came in 2016 when I was awarded the Best Start-up Business Woman Entrepreneur of the Year awarded by WCIC. The applause, the motivation, and the support along the way were the perfect combination for a startup small scale entrepreneur like myself. The network of well-versed females across the country was indeed a blessing for me.

 

Everyone needs to be given the opportunity. I stood tall with the support of my family. Now it’s time to give back to the younger generations who have aspirations just like I did once upon a time. I offered my factory to the Vocational Training Institute in Kaluthara offering a six-month on-the-job internship programme to those specializing in the apparel domain. I ensure that these youngsters are exposed to the holistic view of the business which provide the opportunity to try, test and even fail while learning. I can personally endorse the fact that experimental learning is one of its kind and perhaps the best ingredient to success. 

 

I have very humble beginnings and that’s perhaps what made me realize that I can hold my head above any situation. But you can never go through your journey alone. You need support. I offer that support and encouragement to my team. My success is defined by my team’s contribution, so in return I help them elevate their quality of life by not only offering them employment but also personal mentoring that can fast track their growth. 

 

When I was dealing with the ordeal of obtaining funding and securing business growth, I considered myself perhaps unlucky. Luck is a fancy word as I do not wait for things to fall on my lap.

 

My desire is to create employment opportunities for those who are differently abled. No one needs pity but I understand their pain, frustration and their desire to live life. I want to support them to build their life, change their status quo and change their life story. As starters I am aligning my recruitment process to facilitate the same along with the necessary infrastructure framework at the production facility. Give not only in monetary terms, give compassion and love, it will bring about wonders.

 

 

Life is not a bed of roses. The Ups should make you humble and the Downs should make you stronger. You may question yourself as to if this journey is worth it, that’s good but never doubt yourself and programme yourself to move ahead despite the odds. Life is not always bad; YOU need to start looking at it through a positive lens; when one door shuts many will open.