The story of SASA began in 1989 where the founders, Nelson Perera and H.D. Vijayalatha commenced manufacturing slippers in their garage, an idea proposed by H.D. Vijayalatha which was made a reality with one employee at Kohuwala, Woodland Avenue.
Listening to his wife’s words, Nelson Perera obtained advice from his best friend, Sarnapala, the founder of Sala Shoes at Homagama.
“It is a very engaging industry, but competition levels are so high that when 5 manufacturers step in, 10 drop-outs take place.”
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| Co - founder Nelson Perera opening their first own footwear retail outlet 2012, in Piliyandala |
His reliable advice encouraged and determined them to enter the footwear industry.
While operations continued their eldest son, N.P. Nevil Perera joined his parent’s right after his A-levels at Isipathana College. As he saw a thriving market and a bright future, they decided to register under their brand name, ‘SASA Pavahan’ in the year 1991 as a sole proprietor organisation with four employees.
The sole proprietor organisation soon outgrew into a family business, Sasa Enterprise by 1994 when their younger sons joined after completing their studies. The stability of their operations was rewarded with the agreement of sub-contracts from Sri Lanka’s leading footwear manufacturers.
When N.P. Nevil Perera expressed his gratefulness with us to the Industrial Development Board (IDB) who equipped him with sufficient knowledge on the technical aspects of the industry, to the Export Development Board (EDB) who provided him and his fellow equals with an in-depth knowledge, understanding and experience on the international ground by bearing all expenses involved in visiting countries like Italy, China, Indonesia and Bangkok for exhibitions and factory visits, and also to Nandadasa Rajapaksha, the Chairman of Samson Group, who provided his kind assistance to obtain bank loans during certain periods of financial crisis.
“He shared his valuable experience, tactics and struggles in the industry with me so closely that it felt like a father educating his very own son. For that, I’m forever thankful.”
Along with growth and the accumulated guidance, experience and support gained, the brothers felt the need for change in business structures. By 2007, Sasa Enterprise outgrew into N.P.N. Perera Company (Pvt) Ltd as per the common initials among the brothers, N. Prasad Nalin Perera and N. Prabash Narada Perera with SASA as their official shoe brand name.
At the same year, their factory relocated to Kesbewa, Makandana fully equipped with machinery of the latest technology providing better health and safety standards for their 50 employees. The Union Bank, Sampath Bank and Bank of Ceylon (BOC), their trusted source of finance have helped them greatly with funding these expenses by offering them low credit margins.
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| Co - founder H. D. Vijayalatha inaugurating the first venture |
By 2012, SASA expanded their wings to open their first own footwear retail outlet at Piliyandala, 59, Main Street. Since then, the brothers have decided to manufacture shoes to dress up a whole family. In addition, SASA launched a leather footwear collection which was supported significantly by the Ministry of Industry and Commerce as leather skins were allowed to be imported with a duty free offer – a special mention by N. P. Nevil Perera.
Continuous success had grown a strong belief among the brothers to establish island-wide distributions by the year 2015. As a result, SASA shoes can now be found anywhere ranging from Kandy to Anuradhapura to Jaffna to Trincomalee, Kurunegala, Chilaw, Rathnapura, Balangoda, Embilipitiya, Galle to Dewundara and many more cities and towns.
N.P. Nevil Perera also said that the Sri Lankan Leather Product and Footwear Association has brought in enthusiasm among the industry by conducting an annual Leather Product and Footwear Exhibition, a place where all leading and certain petite figures gather to showcase their produce. In fact, at the 2018 Leather Product and Footwear Exhibition, SASA was crowned as the second runner up for The Most Attractive Shoes award.
“We are delighted with our progress and have gained confidence to achieve our next milestone – to export our products to the Canadian and European markets.”
N.P. Nevil Perera said, “In every move we make, the precious advice from Sarnapala, our humble start and our craftsmanship has remained at the depths of our hearts.”
The secret behind SASA is that although the brothers are ranked in the managerial levels, they actively take part in the production and distribution departments as a method of opting unnecessary expenses which aids them to provide a sensible price for a pair of strong and superior quality shoes as a reward for the continuous support given by their valuable customers suiting their very own stylish needs. The brothers stressed the value they have upon their customers as their strength, the reason for success and have high hopes on future support as well.
Regarding the current issues of the industry, a large-scale Indian footwear plant has been given access to various major benefits which aren’t even provided to the local manufacturers. Moreover there’s a large proportion of Chinese imported footwear been dumped into the market where consumers are misled with a falsely promised quality at a lower rate.
Most Sri Lankan manufacturers have high expectations from the Government to implement on wise policies safeguarding the local manufacturers. “This is a major threat to our industry as a level playing field is not provided, but as we have a very loyal and strong customer base who respects locally produced products, we aren’t yet hit by these major threats. I humbly request from all our dear Sri Lankans to support us and all Sri Lankan manufacturers.”
“There is a vast untold story behind every pair of locally produced shoes or perhaps of any locally produced product” N.P. Nevil Perera said.
“Although we’ve recruited only 50 direct employees, that is providing income for 50 families and others who are dependent upon them, there are hundreds and thousands of indirect employees such as our retailers and suppliers and their employees who, if you purchase a local produce, could provide our own people with sufficient income to minimise starvation and bring in the ability for them to afford education and healthcare for themselves and their children. That mentioned, I humbly request you to purchase not only locally produced shoes, but all locally produced products.”
More information could be obtained from www.sasanpn.com/sasaent.npn18@yahoo.com
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