DULAKSHI TASHIYA PERERA: A LIFE OF PURPOSE, COURAGE, AND REINVENTION

HER STORY. HER STRENGTH. BY: DR. SULOCHANA SEGERA

In a career that seamlessly bridges the worlds of media, marketing, and national development, Dulakshi Tashiya Perera stands as a compelling example of what it means to evolve with purpose. From her early beginnings at Devi Balika Vidyalaya to becoming Assistant General Manager - Marketing at the National Savings Bank, her journey is marked by resilience, intellectual curiosity, and an unwavering commitment to excellence. With over three decades in television journalism, including high-risk war reporting and historic national broadcasts, she has not only witnessed but shaped the evolution of Sri Lanka’s media landscape. Today, she channels that depth of experience into strategic leadership in banking, championing financial inclusion and women’s empowerment. In this conversation, Dulakshi reflects on the defining moments of her life, the values that guide her, and the lessons she hopes to pass on to the next generation of women leaders.

Can you take us back to your early years at Devi Balika Vidyalaya; what shaped who you are today?

My years at Devi Balika Vidyalaya were deeply formative, instilling in me discipline, resilience, and a strong sense of purpose. The school’s unique location, between Castle Street Hospital for Women and the Borella Cemetery, offered a symbolic and very real lesson about the cycle of life. Growing up in such an environment naturally cultivated a reflective mindset. We were constantly reminded of life’s fragility and significance, and more importantly, of the responsibility we carry in the time we are given. Beyond this, school was where I built lasting friendships and encountered mentors who guided me through both academic and personal growth. These relationships taught me the importance of support systems and emotional strength. Even today, those early experiences influence how I approach challenges, with calmness, perspective, and a deep sense of gratitude.

You began your academic journey in Bio Sciences. What inspired your transition into media and marketing?

My academic background in Bio Sciences at the University of Colombo gave me a strong foundation in analytical thinking and discipline. It also exposed me, albeit briefly, to areas such as atomic and nuclear science, which encouraged me to think critically and explore beyond the surface. However, alongside this scientific curiosity, I always had a deep passion for communication and storytelling. Even during my school and university years, I found myself drawn to media-related activities. Over time, I realised that communication is central to every field, including sectors like banking and finance. Marketing, in particular, appealed to me because it allows for the integration of multiple disciplines, psychology, creativity, data, and human behaviour. It became a natural progression where I could combine my academic grounding with my passion for engaging with people and crafting meaningful narratives.

You’ve pursued qualifications across science, media, PR, and marketing. What drove this multidisciplinary approach?

I have always believed that growth lies beyond one’s comfort zone. Each academic pursuit I undertook was a conscious effort to expand my horizons and understand the world from multiple perspectives. In today’s interconnected environment, no discipline operates in isolation. My studies in media, journalism, advertising, public relations, and eventually an MBA in Marketing allowed me to develop a holistic approach to problem-solving. I strongly value both theory and practice. While hands-on experience is crucial, academic learning provides structure and depth. I also make it a point to stay updated by reading extensively and keeping track of global developments and market trends. Continuous learning is not optional anymore; it is essential. This combination of diverse knowledge and adaptability has played a significant role in shaping my career.

What are your key priorities as Assistant General Manager – Marketing at National Savings Bank?

In my current role, my focus is on strengthening the bank’s brand presence while building trust and long-term relationships with customers. This involves developing integrated marketing strategies that align with both organizational goals and national priorities. A key part of my work is enhancing customer engagement through a balance of digital innovation and traditional outreach. Financial literacy and inclusion are also areas I am deeply passionate about, particularly initiatives that empower women with the knowledge and confidence to engage with modern banking systems. Additionally, I am involved in business development, customer acquisition, and retention strategies. Improving customer experience remains a constant priority. Working within a state bank also comes with a broader responsibility, to ensure our efforts contribute meaningfully to national development and reach people across all segments of society.

What leadership qualities are essential for women aiming for senior corporate roles?

Confidence, resilience, and authenticity are fundamental. Women must believe in their capabilities and not hesitate to step into leadership spaces. Emotional intelligence and strong communication skills are equally important, especially when navigating complex professional environments. Decision-making under pressure and a commitment to continuous learning are also critical. However, one principle I strongly believe in is lifting others as we rise. Mentorship and support among women are essential for sustainable progress. Ultimately, when you step into a leadership role, your gender becomes secondary. What truly matters is the value you deliver, the results you achieve, and the integrity you uphold.

Having spent over 35 years in television journalism, how has the media landscape changed?

The transformation has been profound. When I began in 1990, media was largely traditional, with limited platforms and slower dissemination of information. Today, digital technology and social media have completely redefined how content is created and consumed. However, while the platforms have evolved, the core responsibility of media has not changed. Accuracy, credibility, and ethical reporting remain as important as ever, perhaps even more so in an age of information overload.

Audiences today are more informed and discerning. This makes it essential for media professionals to remain updated while ensuring that content remains clear, credible, and not unnecessarily cluttered.

What has been your most memorable experience as a presenter?

It is difficult to choose just one moment, as my career has been filled with meaningful experiences. Hosting national events and state programmes has always been particularly significant, as these moments carry a deep sense of responsibility. One of the most defining milestones was being selected, out of nearly 50,000 applicants, to read the morning news at Sri Lanka Rupavahini Corporation in 1991. I still remember my first news bulletin vividly. Another unforgettable experience was the historic joint television broadcast following the 2004 tsunami, where all stations came together as one. I had the honour of being the opening announcer for that programme; a moment that symbolized unity and resilience during a time of national tragedy.

How did high-risk assignments like war reporting shape your perspective?

War reporting was one of the most challenging and transformative phases of my career. It required not only courage but also a deep sense of responsibility and empathy. Being present in conflict zones exposed me to the realities of human suffering and resilience. One particularly impactful experience was reporting from Gonagala, where I was the only female journalist present at the time. I also had the privilege of covering the first peace talks between the Sri Lankan government and the LTTE in Thailand as the only Sri Lankan female journalist. Conducting an exclusive interview with Dr. Anton Balasingham during this time remains one of the most significant moments of my career. These experiences taught me the importance of truth, sensitivity, and ethical storytelling. They shaped not only my professional outlook but also my perspective on life.

What role has your family played in your journey?

My family has been my greatest pillar of strength. From a young age, I was given the freedom to pursue my ambitions without limitation. My parents and extended family believed in me completely, and that trust empowered me to take bold steps. Today, my husband and daughter continue to be my strongest supporters. My husband, being from a media background, understands the demands of my career, and our family dynamic is built on openness and mutual respect. Despite not fitting into traditional expectations, I have always balanced my responsibilities at home and work. The unwavering support of my family has been instrumental in everything I have achieved.

Looking back, what are you most proud of?

What I am most proud of is my ability to continuously evolve while staying true to my values. Across media and banking, I have remained committed to integrity, hard work, and authenticity. I take pride in being recognized not just for my professional roles, but for my character, my honesty, dedication, and willingness to uplift others. Inspiring and mentoring women to pursue leadership roles is something very close to my heart. Ultimately, my journey has been about growth, resilience, and purpose, and that is something I carry with great pride.

Rapid Fire

1. Three words that define you? Resilient, Passionate, Purpose-driven

2. One habit that contributes most to your success? Continuous learning and self-reflection

3. A leader or personality who inspires you the most? Lord Buddha - for his wisdom,

compassion, and guidance

4. Your favorite quote or life mantra? “Success is not just about reaching the top, but about

uplifting others along the way.”

5. One challenge that changed you forever? Balancing my life with two totally different

professions while keeping them both updated

6. Coffee or tea? Coffee

7. A country that left a lasting impression on you? India for its culture, diversity, and

vibrancy

8. One skill every young professional must develop? Effective communication

9. Your go-to way to unwind after a busy day? Family time and travel

10. Success, to you, is? Creating meaningful impact while staying true to your values