Time to go towards the consumer

Sri Lanka is readying to toast a consumer tradition initiated worldwide by US President John F Kennedy with a national market rebate drive at national level-and no less than 60 local and international brands are rallying round the state operated Consumer Affairs Authority which initiated the country’s first ever “Consumer Rewards Week” to celebrate the international consumer day tradition, as announced on 03 March in Colombo.

“Our monthly FMCG market is around $80 Mn. The Consumer Affair Authority (CAA) under my Ministry safeguards the Lankan consumer. CAA has also decided that it is time to go towards the consumer. CAA does not promote any products and does not promote any partnering companies in this initiative and treats all as equal” said Minister of Industry and Commerce of Sri Lanka on 03 March in Colombo.

Minister Bathiudeen was addressing the special press briefing to announce his CAA’s first ever nationwide event “Consumer Rewards Week” to be held from 14-20 March. More than thousand products and services of various categories ranging from lifestyle to automotives from these brands are to be rebated with a multitude of promotional offers. CAA has enlisted 60 local and international brands and 6000 of their outlets island-wide to offer special rebates and promotions during the Rewards Week island-wide. The 60 brands consists of firms in FMCG & retail supermarkets (Sri Lanka Retailers Association, Hayleys, Cargills, Keels, Arpico, Sathosa, Prima Ceylon, Fonterra & Laugfs), banks & financials (Sampath, Peoples Leasing & Finance), pharmaceuticals (Hemas, Union Chemists, Mega Pharma, Chamber Of Pharmaceutical Industries, Sri Lanka Ayurvedic Drug Corporation), consumer durables (Singer, Abans), hospitals (The Private Hospitals Association), mobile communication networks (Dialog & Mobitel), hardware (St. Anthonies), lifestyle (Cinnamon Grand, Laksala, DSI, Aminra Collection, Jetwing Hotels, Hameedias, Dinemore), consultancy services (Bamber and Bruce), automotive suppliers (Dimo, Liberty Motors, helmet supplier u.p.co), and even associations such as the Bakery Product Association (who will islandwide reduce 450 grms bread price by Rs 4) and All Island Private Pharmacy Owners (all pharmaceuticals sold by member pharmacies discounted at 3-5%)!

“Today I am pleased to launch Sri Lanka’s first “Consumer Rewards Week” by the Consumer Affairs Authority under my Ministry. The CAA is the leading state organization to protect consumers’ interests and ensure fair market competition in Sri Lanka as per the vision of the Unity Government of HE the President Maithripala Sirisena and Hon Prime Minister Ranil Wickremesinghe” Said minister Bathiudeen and added: “CAA safeguards Lankan consumers. It has also decided that it is time to go towards the consumer. We are pleased to announce CAA’s “Consumer Rewards Week” from March 14 to 20th across the country. We are also celebrating the international consumer rights day program on 15th March in Kandy with many awareness events such as street dramas and campaigns. The “Consumer Rewards Week” is a new idea by CAA. As you may know FMCG companies are the closest firms to consumers. The Sri Lankan FMCG market does not seem to go above $ 85 million per month. It generally stands around $80 million a month. In Sri Lanka the highest household cost is on food and beverages. This is followed by personal care products and household care products. In fact 35% of monthly household expenditure of Sri Lanka is spent for food items. What is also important to note is that whether it is “food and beverages” or “personal care” or “household care products” if they are branded products called as “branded FMCG” they show higher sales. These products also seem to be the first choice of the younger generation. Realising the importance of brands in the market such as Branded FMCG the CAA has decided to launch first ever “Consumer Rewards Week” in Sri Lanka. CAA does not promote any products specially and also does not promote any partnering companies in this initiative and treats all products and companies in this initiative in an equal manner. What is important for us is to give the best to our consumers.

The World Consumer Rights day was initiated as a result of US President John F. Kennedy’s speech to US Congress on Consumer Rights, delivered on 15 March 1962. Since then, 15 March is considered the “World Consumer Rights Day.”