IN CONVERSATION WITH OVIN AMARATUNGA

Building a successful career rarely follows a perfectly straight path. For Ovin Amaratunga, the journey has been defined by curiosity, resilience, and a willingness to explore opportunities beyond conventional expectations. Although his academic foundation began in agriculture, he carved a professional path in international marketing and global trade, demonstrating how diverse disciplines can intersect in powerful ways. Today, as Executive in International Sales and Marketing at HJS Condiments, part of the Hayleys Group, Ovin works with global markets while representing Sri Lankan products on the international stage. His journey reflects the realities many young professionals face when navigating uncertain career paths and the importance of perseverance, continuous learning, and adaptability. In this interview, he shares insights from his early struggles entering the corporate world, his experiences with international trade, and his thoughts on the future of Sri Lankan exports and youth leadership.

Your academic background began in agriculture before moving into international marketing. What inspired that transition and how has it shaped your career?

When I began my career journey, I did not have a clear idea which field to pursue, but I always imagined myself working in a corporate environment. Although I graduated in agriculture with a specialization in Applied Economics and Business Management, I was more interested in office-based roles such as marketing or human resources. After completing my First-Class degree, I declined an opportunity in academia and searched for corporate roles, facing several rejections due to my academic background. Eventually, Mr. Sarath Ganegoda at Hayleys Group offered me an internship in Strategic Business Development, which led me to international marketing and the start of my professional journey.

You started your professional journey as an intern at Hayleys. Looking back, what were the most important lessons you learned during those early days?

During my internship, one of the most valuable lessons I learned was the importance of making decisions based on numbers rather than assumptions. In the corporate world, every idea or proposal must be supported by verified data and clear evidence. I also learned the importance of preparation by carefully understanding every detail before attending meetings. This helped build confidence and credibility in professional discussions. The internship also exposed me to financial analysis, where I learned to interpret financial statements and projections. Additionally, I built a strong network across different sectors of the Hayleys Group, which strengthened my knowledge and helped shape my professional confidence.

As Executive in International Sales and Marketing at HJS Condiments, you work closely with global markets. What has been the most exciting international experience so far?

One of the most exciting experiences in my career was participating in my first international trade fair, SIAL Paris 2024. It provided valuable exposure to global buyers, business partners, and major players in the international food industry. I gained insights into how Sri Lankan products should be positioned globally, along with emerging trends in packaging, consumer preferences, and product innovation. I was also responsible for coordinating the event from booth construction to business meetings, while working closely with the Export Development Board. Managing the trade fair end to end was both challenging and rewarding, and visiting Paris made the experience even more memorable.

Representing Sri Lankan products at global trade fairs is a big responsibility. What does it feel like to promote Sri Lanka on the international stage?

Promoting Sri Lankan products globally is both a challenge and an honour. While Sri Lanka is well known for products such as Ceylon Tea and Ceylon Cinnamon, other exports like gherkin pickles, tropical fruits, coconut products, and jackfruit-based foods face strong competition from countries such as India, Thailand, Vietnam, and the Philippines. Because of this, international marketing must be approached strategically. One effective approach is linking our products with Sri Lanka’s national identity through initiatives such as the “Your Vital Island” brand. By emphasizing quality, authenticity, and presentation, Sri Lankan companies can strengthen global recognition and gradually build trust and market share internationally.

You are one of the youngest members of the HJS Condiments leadership team. What challenges and opportunities come with that responsibility?

Being one of the younger members of the leadership team has provided many valuable opportunities. I am directly involved in business strategy development and implementation, participating in management meetings that enhance my understanding of strategic decision making. I interact with international clients, business partners, and shareholders, gaining exposure to complex negotiations and pricing decisions. These opportunities come with significant responsibilities, including achieving financial targets, managing customer concerns, coordinating internal departments, overseeing demand forecasts, ensuring on time delivery, generating new business, and maintaining long term relationships. Balancing these demands requires focus, adaptability, and strong teamwork.

Your involvement with the Sri Lanka Institute of Marketing shows your commitment to the industry. Why do you think platforms like SLIM are important for young professionals?

Platforms such as the Sri Lanka Institute of Marketing play a crucial role in professional development, particularly through networking opportunities. When individuals become involved with SLIM, they gain access to a wide community of marketing professionals across different industries.

Within this community, there is a sense of equality. Regardless of experience levels, everyone shares the common identity of being a marketer. This environment encourages collaboration, knowledge sharing, and professional growth. For young professionals, connecting with such a network opens doors to new opportunities, partnerships, and mentorship. Exposure to experienced professionals also helps individuals stay informed about industry trends and evolving market dynamics.

You played a role in the Hayleys digital transformation initiative OMNIX. How important is digital transformation for companies in traditional sectors like agriculture and exports?

Digital transformation is extremely important, especially for industries that have traditionally been perceived as slow to evolve. In Sri Lanka, agriculture is often viewed as a traditional sector with limited technological advancement. However, integrating digital tools can significantly change that perception. Technology can improve productivity, efficiency, and profitability across the agricultural value chain. For export-oriented businesses, greater efficiency means lower operational costs and improved competitiveness in international markets. In our operations, which include farming, processing, and marketing activities, major cost components include labour, fertilizer, and transportation. By adopting digital technologies, companies can optimize these processes, reduce inefficiencies, and improve cost structures. This transformation is also important for attracting younger talent to the industry. When agriculture embraces innovation and modern systems, it becomes more appealing to professionals who want to work in dynamic and technologically advanced environments.

With a First-Class degree, CIM qualification, and an MBA already completed, you clearly value continuous learning. What motivates you to keep pursuing education?

Continuous learning is essential in a rapidly evolving professional environment. To remain competitive and effective in any career, individuals must constantly update their knowledge and skills. Learning can take many forms, including formal education, professional certifications, and personal reading. There is a popular idea that many successful leaders read dozens of books each year. This reflects the importance of ongoing learning in developing new perspectives and ideas. Education strengthens both analytical thinking and practical skills. Academic qualifications also contribute to professional credibility and respect within society. They can open doors to new opportunities and support career advancement. At the same time, learning brings personal satisfaction and intellectual growth. For me, pursuing education is not only about professional development but also about personal fulfilment. It is a way of continuously challenging myself and expanding my understanding of the world.

Many young Sri Lankans are still figuring out their career paths. What advice would you give to youth who want to build a global career while contributing to Sri Lanka?

My advice to young people is to pursue their passions and remain open to exploration. It is perfectly normal not to have a clear career path immediately after graduation. The important thing is to begin somewhere and treat each experience as an opportunity to learn. Trial and error is part of the journey. Even individuals who appear confident about their career direction may eventually change their path. What matters most is maintaining curiosity and a willingness to adapt.

Young professionals should also avoid comparing themselves with others. Every individual progresses at a different pace. Instead, they should focus on understanding industry trends, identifying future opportunities, and developing skills that will remain relevant over the coming decades. Engaging with experienced professionals and learning from their insights can also provide valuable guidance. By combining passion, research, and informed decision making, young people can build careers that have both global reach and meaningful contributions to Sri Lanka.

Rapid Fire

1. Coffee or tea?

Black Coffee

2. One word that defines your work ethic?

Authenticity

3. A country you loved visiting for work.

Germany

4. A skill every young professional should develop.

Clear Communication

5. Marketing or economics: which do you enjoy more?

Marketing

6. A book or podcast that influenced your thinking?

A Book

7. Early bird or night owl?

Night Owl

8. One thing that keeps you motivated during busy work periods?

Perks and Rewards. LOL

9. If not marketing, what career would you have pursued?

Human Resource Management

10. Your biggest goal for the next five years?

A recognized industry leader who motivates young professionals while promoting and strengthening the Sri Lankan brand on the global stage.