Based in the agricultural hub of Polonnaruwa, Randeepa Agrarian has a keen understanding of the farmer and land. The R&D arm of the company is constantly in touch with local farmers in an effort to introduce the latest technology, thereby empowering the farming community with mechanization to ease a shortage of manpower, explains Chairperson and Managing Director, Dimuthu Chandike.
Could you elaborate on the company’s operations and growth trajectory over the years?
Our mission has been to provide total agricultural solutions to the farming community. We started with hand tractors and developed agri machinery, and then moved into cultivators, four-wheel tractors, combining harvesters and related machinery.
I had many contacts that supported me from the outset and provided goods on a consignment basis. Once the business got going, we managed our assets and reinvested in the business to develop it.
The journey so far hasn’t been difficult, but not entirely comfortable either. The agriculture sector has vast potential, so catering to even a fraction of it is adequate for us to survive.
Our first year of operations wasn’t challenging, but post 2015 we experienced a difficult period due to drought conditions and the prevailing country situation. We were able to overcome these challenges, but then came the Easter Sunday attacks followed by COVID.
Nevertheless, we’re now in a good position with the business as a whole achieving approximately 10% growth every year, and the entire team has worked hard to ensure our survival.
Which ingredients have brought you growth?
The relationship with stakeholders is key. We do our best for employees and have been certified as a Great Place to Work, which is a remarkable achievement. For farmers, we provide a flexible warranty. And for suppliers, we engage in product development. Other stakeholders include banks and finance companies that provide loans for farmers to purchase our products, with whom we have a healthy relationship.
How is the business shaping up to leverage opportunities in a post-COVID phase?
We maintain connections with every layer of our segment, so we know when there’s a change in pulse. Together with our experience and the use of technology, we’re able to evolve products and services in accordance with market movements for a post-COVID agriculture sector.
Our vision for the company is to help the country’s development through our business. We have already established our businesses in agriculture and hope to launch businesses in areas such as green energy.
What is one leadership lesson you had to learn the hard way? And what is the boldest decision you have ever taken?
If there’s mutual trust between your team and yourself, you can achieve anything. You have to keep the trust.
The boldest decision taken was to export machinery, which has potential to create major opportunities in the future.
Typically, when it comes to the machinery sector, Sri Lanka hasn’t considered exporting but only importing. It was in such an environment that I took the decision to export, choosing India as our first export destination. We started last year, with combine harvesters. There were issues in terms of Sri Lanka’s export development that delayed the process, but now we’re moving ahead.
Is the business sector that you are in competitive – and how have recent reforms impacted it?
It is very competitive. At present, many imports have been restricted and there’s a tendency to think that agriculture must be easy. But when working with farmers, you have to be patient and gauge their pulse. So in that sense, it’s a complex business.
When it comes to organic farming or cultivation, there’s a need for machinery. As the pioneers of modern farm mechanization in Sri Lanka, we have an opportunity to introduce new technology and machinery. Farm mechanization will benefit us as a company as well as the community.
To maximize the potential of the agriculture sector, first, you need to educate farmers about the latest technologies in order to change their attitudes. You then have to engage in model farming to provide physical evidence of the results, which is more likely to lead to greater adoption of these technologies.
Where do you see the business when Sri Lanka in its 100th year since independence?
Sri Lanka will celebrate 100 years of independence in 2048, at which point we want our company to be the No. 1 farming solution provider in the nation controlling more than 50% of the agricultural economy.
What does it mean for you to be part of the Sri Lanka @ 100 initiative?
It is an exciting prospect as we feel we’re on-board the ship to success. With SL@100, we have the opportunity to do what we had expected to do in the future, today. It offers an immediate pathway towards growth and success.
How do you manage the often conflicting roles of keeping an eye on the day-to-day affairs of the business while focusing on the future?
We use state of the art Information systems developed in-house which cater to unique business scenario within the agriculture sector that give us a competitive advantage over companies using traditional systems.
Everyone from managers to executives and senior management works according to the plan. When anyone faces a problem or conflict, the relevant team updates me immediately. And with the use of technology, we’re able to attend to matters promptly.
Sri Lanka will celebrate 100 years of independence in 2048, at which point we want our company to be the No. 1 farming solution provider in the nation controlling more than 50% of the agricultural economy