HP partners with Singer to expand Sri Lankan market share

Singer Sri Lanka Commercial Director Thulitha Mendis (second from left), Singer Sri Lanka Marketing Director Janmesh Anthony, Singer Group of Companies Managing Director Mahesh Wijewardene, Hayleys Group of Companies Chairman Mohan Pandithage, Senior Director Government, MNC and New GCC, BDSL, Distribution India Market Ankur Goel, Country Lead Sri Lanka Consumer Sales Wasim Shaikh, Singer Sri Lanka Chief Operating Officer Vajira Tennakon, Singer Sri Lanka Senior Brand Manager Shabeen Hussain and Singer Sri Lanka General Manager Marketing Tharaka Warnakulasuriya

By Nishel Feranndo

In a strategic move designed to consolidate its foothold in the local technology landscape, HP has entered into a major partnership with Singer Sri Lanka PLC. 

The collaboration, announced at a launch event in Colombo this week, aims to leverage Singer’s extensive retail footprint to drive HP’s market share, capitalising on a growth trajectory that has seen the tech giant nearly triple its presence in the island over the last three years.

The partnership comes at a critical juncture for the Sri Lankan IT market, which is witnessing a shift towards hybrid work models and a surging demand for artificial intelligence (AI) integrated devices. By joining forces with Singer—the country’s largest retailer of consumer durables—HP is positioning itself to make high-end computing and printing solutions accessible to a broader demographic, ranging from urban professionals to students in remote areas.

Speaking at the launch held in Colombo this week, HP India and Sri Lanka Senior Director Ankur Goel highlighted the brand’s performance in the local market. He noted that when he assumed responsibility for the Sri Lankan region three years ago, HP’s market share hovered between 9 and 10 percent. Today, that figure is nearing 30 percent, a testament to a strategy focused on understanding consumer behaviour and the unique dynamics of the Sri Lankan market.

“We strongly believe that the future of work is changing. The way we learn, work and entertain ourselves has evolved,” Goel told the gathering. 

“In this environment, access to reliable technology is not an option; it is a foundation. At HP, we ensure technology is not just advanced but dependable.”

Goel explained that the decision to partner with Singer was data-driven, born from market assessments that identified the retailer as a crucial conduit for influencing consumers. 

With a network of over 400 stores, Singer offers HP the “last mile” advantage, allowing the global tech giant to penetrate deep into the Sri Lankan market where brand trust and after-sales reliability are often the deciding factors for purchase.

A recurring theme of the launch was the shift from transactional selling to relationship-based engagement. 

HP Consumer Sales Sri Lanka Country Lead Wasim Shaikh emphasised that while the technology inside devices is becoming increasingly complex—especially with the advent of AI—the way customers buy laptops remains traditional.

Shaikh pointed out that customers often visit stores confused by specifications and overwhelmed by choice, leading to delayed decisions. 

“HP is not selling a machine; we are offering growth and fulfilment via technology,” Shaikh said. 

“Who is in the best position to translate this trust to the customer? It is the Singer team. Singer doesn’t just sell boxes; Singer sells trust.”

This sentiment was echoed by Singer Sri Lanka Group CEO Mahesh Wijewardene, who described the alliance as a natural alignment of shared values. He noted that while HP brings global innovation, Singer brings unparalleled local reach and a legacy of trust that spans over a century.

“This is not a short-term transaction. It is the beginning of a long-term strategic partnership built on shared ambition,” Wijewardene said. 

“We see this as a win-win-win partnership: a win for HP, a win for Singer and eventually, a win for the consumer.”

The launch introduced a comprehensive portfolio of products under the campaign tagline “HP walata hondama place eka Singer” (The best place for HP is Singer), signalling a clear intent to dominate the retail space. The line-up is led by the AI-enabled OmniBook series, designed for the “hybrid life” of modern professionals. The OmniBook showcases HP’s push into AI with features such as a five-megapixel AI-adjusted camera that adapts to lighting changes and advanced noise reduction that filters out background disturbances during conferencing.

For the mass market, the partnership introduced the refreshed HP 15 series, targeting students and office workers. These devices feature ergonomic designs, enlarged touchpads and practical innovations such as manual camera shutters and physical mute keys to address privacy concerns. Recognising the growing gaming demographic, the launch also featured the Victus gaming series. Designed with inspiration from e-sports, the Victus laptops feature robust thermal management systems with dual fans and larger vents to handle intense gaming sessions.

Perhaps the most significant announcement for the local consumer was the introduction of a comprehensive three-year warranty on HP laptops purchased through Singer. This move specifically targets the “affordability protection” concern of Sri Lankan buyers, ensuring that their investment is safeguarded against long-term risks. To further lower the barrier to entry, Singer is leveraging its “Singer Simple Pay” hire-purchase schemes, allowing consumers to acquire latest-generation technology through flexible payment plans.

The partnership also extends to printing solutions, with the introduction of HP DeskJet and Smart Tank printers. The range caters to both home and business users, with prices starting at Rs.24,900 for basic 3-in-1 units and scaling up to Rs.62,900 for Wi-Fi-enabled smart tank models.

Beyond the sales figures, the partnership aligns with the broader national agenda of digital transformation. Sri Lanka’s digital economy is heavily reliant on a young, ambitious population eager to upskill and access to personal computing is the primary enabler of this transition.

“Sri Lanka has a young, ambitious population that is eager to build skills and explore new career paths,” Goel observed. 

“With HP products now available through Singer’s 400+ stores, young people and families across Sri Lanka can access the technology they need.”

Wijewardene reinforced this, stating that technology is no longer a luxury but a necessity for education, entrepreneurship and corporate productivity. Through this collaboration, students will have access to world-class technology and SMEs will be empowered with tools to compete in global markets.

As HP and Singer roll out this partnership, the market can expect intensified competition. With HP’s global R&D combining with Singer’s localised financial and service capabilities, the collaboration is poised to redefine how technology is consumed in Sri Lanka.

HP 15 series

• Core i3 (8GB/512GB): Rs.179,990
• Core i5 (8GB/512GB): Rs.239,990
• Core i7 (16GB/512GB): Rs.309,990

Gaming and AI series

• Victus Gaming i5 (8GB/512GB/RTX): Rs.319,990
• Victus Gaming i7 (16GB/1TB): Rs.389,990
• OmniBook Ultra 5 (16GB/1 v87TB): Rs.319,990
• OmniBook Ultra 7 (24GB/1TB): Rs.379,990

Printers

• HP DeskJet 3-in-1: Rs.24,900
• HP Smart Tank 3-in-1: Rs.52,900