On this week’s edition of ‘The Founder’ we feature Isuru Suraweera, an alumnus of Colombo International School, and Warwick University, UK. Armed with a B.Eng. in Civil Engineering and a Masters in Engineering and Business Management, from Warwick University, UK, Isuru joined the family company upon his return back to the island.
Launched in 1989, D.N.S. Warehouse, was merged with D.N.S Logistics a few years ago. Having launched D.N.S. Logistics as an independent company, Isuru soon realized that it made more business sense to merge his subsidiary with the parent company. Today, with Isuru as the Managing Director, D.N.S Warehousing and Logistics, provide a customized solution and deliver high-quality warehouses and logistics services to a wide portfolio of clients in Sri Lanka. The warehouses (over one million square feet) are conveniently located approximately 6.5 km’s from the Port of Colombo. With easy access to containerize cargo, ample parking space for trucks, built-in ramps and a fleet of material handling equipment, the facility is ideal for clients seeking cross-docking services or for those who require consolidation of export cargoes. A unique feature of the service is that the company maintains total responsibility for the goods from the point of unloading from the vessel until delivery onto the customers’ buyers’ trucks.
In your own words, what is D.N.S Warehousing and Logistics?
It is a warehousing and logistics partner that provides storage for goods. Our concept is based on shared multi-client storage options, where small and medium scale importers, exporters and even new business entrants can safely store and deliver their supply chain.
What inspired you?
My family has been providing warehousing for over thirty years, and this was a form of vertical integration. Furthermore, the likes of Amazon Warehouse, Zara Supply Chains and robotics technology in logistics inspired me to do what I do currently.
What was the journey like, starting from scratch and building the business up to where it is right now?
I started out by renting a warehouse space from my father over two years ago and created a multi-client space where even new entrants that required storage spaces for one or two containers of goods, or project wise cargo could store and distribute.
It was tough initially getting through to bigger clients, hence we started with smaller clients and had over thirty-five clients sharing one warehouse. Our existing clients grew from being small scale to medium, in turn occupying more space thereby mutually growing both businesses.
What were the hardships you faced as an Entrepreneur, what was the toughest one yet?
Selecting the right management and the right WareHouse Management System was important. Handling manpower was always tough especially in the Value Added sectors, especially during the pandemic.
Being an Entrepreneur, what was it like facing the global pandemic? How did it affect the business?
The global pandemic was tough, but the requirement for warehousing and logistics became more important. The requirement for the effective distribution of essential goods and commodities was vital to ensure goods were delivered to their consumers in a timely manner, be it on shelves or online deliveries.
Explain a few marketing strategies you have implemented, and what makes them successful?
Initially it was a website along with Search Engine Optomiziations and some potential client market research. Later, the existing clients word-of-mouth based on their experiences was of huge value to us.
What motivates you to do what you do on daily basis?
I enjoy it, it is always a new experience in logistics and it gives me an opportunity to build new warehouses. Being a Civil Engineer by profession, it helps me cater to the rising and changing demand expected in supply chains and the distribution of goods.
How did you get the initial start-up capital?
My dad helped me and I also invested some saved up capital that I had in hand. Banks were also very helpful.
What separates D.N.S Warehousing from its competitors?
We have the largest Warehousing footprint of over one million square feet in sri Lanka, in over 60+ locations, all serving different logistics and warehousing requirements.
What is your definition for the word “success”
Being able to be happy doing what you do, creating a company and brand that will be trusted, and continue to strengthen client relationships, and finally, being able to resonate in future generations. I also think it’s important that we empower all our employees and help them reach their goals too.
Why did you decide to enter this industry?
Our parent company, was simply only managing warehouses, and vertical integration was imperative if we were to stay relevant in the evolving requirements of logistics and 3PL.
Who are your role models?
Jeff Bezos and Jack Ma.
Have you tried and failed with anything in the past?
Yes, plenty! But you learn from it and do better.
What is the end goal?
Handling all Fast Moving Consumer Goods (FMCG) logistic requirements in the country, and extending further to become a global logistics partner worldwide like DHL.
What advice would you give other start ups?
I’ve always studied, learned about things and planned before starting any new startup, but you also have to find a good management team and start somewhere and take that risk. My advice would be to do your research well but also don't be afraid to take risks.
What do you think of the current start-up ecosystem in Sri Lanka?
If your service or product is improving or helping someone’s life, it will always be a good startup.
