Collaboration vital to lure anchor brands, new buyers to SL: JAAF Head

Industry collaboration is a crucial element in driving the future growth of Sri Lanka’s apparel sector, especially in attracting anchor brands and new buyers, according to Joint Apparel Association Forum (JAAF) re-elected Chairman Saifuddin Jafferjee.

Jafferjee, reflecting on the industry’s recent progress, emphasised the need for collective action to overcome challenges posed by regional competitors such as Cambodia, Vietnam, and Bangladesh.  While Sri Lanka’s apparel sector surpassed the US$5 billion export milestone, the recovery remains fragile due to intensifying competition and pricing pressures. “Sustained collaboration and strategic innovation are vital for relevance in this evolving landscape. Our collective efforts, especially at the industry level, are crucial to attract anchor brands and newer global buyers back to Sri Lanka,” Jafferjee said addressing the JAAF 42nd AGM.  Despite flat imports in key markets like the EU, Sri Lanka’s apparel industry has made year-on-year progress in markets such as the US and UK, which Jafferjee attributed to collective industry-level initiatives, including efforts to foster collaboration among local players and attract new global buyers to Sri Lanka. He pointed out the importance of JAAF’s advocacy for favourable policies, including the continuation of the SVAT scheme, revisions to electricity tariffs, and the development of the Eravur textile zone. Looking ahead, Jafferjee outlined key priorities for the sector in 2025, including expanding market access, driving digital transformation in line with government policies, and advocating for tax reforms. He also stressed the need to strengthen Sri Lanka’s relationships with key trading partners, such as India, China, the UK, and the EU, to secure preferential market access and maintain competitiveness.