Government of Sri Lanka NATIONAL EXPORT STRATEGY OF SRI … · 2020-02-13 · The National Export Strategy (NES) of Sri Lanka is an official document of the Government of Sri Lanka

Government of Sri Lanka

NATIONAL EXPORT STRATEGY

OF SRI LANKATRADE INFORMATION AND PROMOTION STRATEGY 2018-2022

The National Export Strategy (NES) of Sri Lanka is an official document of the Government of Sri Lanka

For any queries about the NES, please contact :

Ministry of Development Strategies and International Trade

Address: Level 30, West Tower, World Trade Centre, Colombo 01.Phone : +94 (0) 112337629Phone : +94 (0)112337627 E-mail : [email protected]

Sri Lanka Export Development Board

Address: No. 42 Nawam Mawatha, Colombo-02, Sri Lanka.Phone : +94-11-230-0705 / 11Phone : +94-11-230-0715E-mail : [email protected]

This Trade Information and Promotion Strategy was developed on the basis of the process, methodology and technical assistance of the International Trade Centre (ITC) within the framework of its Trade Development Strategy programme.

ITC is the joint agency of the World Trade Organization and the United Nations. As part of the ITC mandate of fostering sustainable development through increased trade opportunities, the Chief Economist and Export Strategy section offers a suite of trade-related strategy solutions to maximize the development payoffs from trade. ITC-facilitated trade development strategies and road maps are oriented to the trade objectives of a country or region and can be tailored to high-level economic goals, specific development targets or particular sectors.

Technical support was provided by Charles Roberge, Abhilash Puljal and Ayanthi Gurusinghe.

Financial support was provided by the European Union, as part of the ‘European Union –Sri Lanka Trade Related Assistance : Increasing SMEs’ trade competitiveness in regional and European Union markets’ project. The contents of this document can in no way be taken to reflect the views of the European Union.

The views expressed herein do not reflect the official opinion of ITC. Mention of firms, products, and product brands does not imply the endorsement of ITC. This document has not been formally edited by ITC.

The International Trade Centre

Street address: ITC 54-56, rue de Montbrillant 1202 Geneva, SwitzerlandPostal address: ITC Palais des Nations 1211 Geneva 10, SwitzerlandTelephone: +41-22 730 0111Fax: +41-22 733 4439E-mail: [email protected]: http://www.intracen.org

Layout : Jesús Alés (www.sputnix.es)

Government of Sri Lanka

NATIONAL EXPORT STRATEGY OF SRI LANKA 2018-2022

TRADE INFORMATION AND PROMOTION STRATEGY

Photo: (cc) pixabay

[ iii ]

[ FOREWORD FROM THE PRIVATE SECTOR ]

FOREWORD FROM THE PRIVATE SECTOR

Strategic growth and development of the Sri Lanka export sector depends heavily on the availability and ease of access to trade intelligence and information. Small & Medium sized Enterprises ( SMEs ) and oth-er sectors at large will benefit immensely from con-certed, coordinated and well-designed promotional campaigns to propel Sri Lankan products to regional and international markets.

In the light of this gap in the availability of trade infor-mation & intelligence for Sri Lankan exporters, ‘Trade Information & Promotion’ ( TIP ) has been identified as a vital Trade Support Function in the National Export Strategy ( NES ).

Trade Support Functions act as enabling agents to create a more business & export friendly trading en-vironment. As such, development of TIP will make available information on market analytics, regulatory details and procedural aspects of local and interna-tional trade.

Stakeholders in both the public & private sector welcome the inclusion of TIP as a Trade Support Function to be identified for enhanced growth & de-velopment as part of the overall NES. The advance-ment of this function will stimulate growth and spur further trade related activities among Sri Lankan ex-porters, both from priority sectors and other estab-lished mature sectors. This strategy is a collective endeavour of public and private stakeholders to de-fine priorities, coordinate and monitor activities and implement Plans of Action over the course of the next five years.

As a means to structure sector development, this strategy seeks to establish a reliable and afford-able ‘export intelligence & promotion’ portal to act as a repository of information to all stakeholders to assist in exporting, strengthen coordination for in-formation sharing between public & private stake-holders, strengthen capacities of sector officers in administrative cities in order to improve exports and to build ‘Brand Sri Lanka’ as a prominent promotion-al strategy.

As a step to bring forth quick dividends, the strat-egy proposes the organising of simultaneous global events in overseas missions to promote Brand Sri Lanka and its exports and investment opportunities.

In order to increase competitiveness of Sri Lankan SMEs in global markets and value chains, stake-holders across the spectrum have pledged to act to develop TIP. In order for Sri Lanka to reach parity with global standards for Trade Promotion Activities & dissemination of Trade Information, stakeholders identified the following as a vision statement that will guide sectoral growth : ‘Enabling Exporters to Make Strategic Market Decisions to Promote Sri Lanka’s Trade’.

Diligent and focused synergy across all activities in monitoring and implementing the strategy will be key to successful dissemination of trade information for local exporters and sound promotion of Sri Lanka trade.

Dhara Wijayatilake Chief Executive Officer Ceylon Chamber of Commerce On behalf of private sector

[ iv ]

[ SRI LANKA TRADE INFORMATION AND PROMOTION STRATEGY ]

ACKNOWLEDGEMENTS

The Trade Information and Promotion Strategy was developed as part of the National Export Strategy of Sri Lanka, under the aegis of the Ministry of Development Strategies and International Trade and the Sri Lanka Export Development Board ( EDB ), with the financial support assistance of the European Union ( EU ), as part of the ‘EU-Sri Lanka Trade Related Assistance.’

The document benefited particularly from the inputs and guidance provided by the members of the trade information and promotion team that steered the formulation of the strategy, namely :

Name Designation institution

Mr. Suresh de Mel Managing Director Hambantota Chamber

Ms. Lilakshi de Mel Senior Assistant Secretary General

Ceylon Chamber of Commerce (CCC)

Ms. Shubhashini Silva Assistant Director Ministry of Foreign Affairs (MoFA)

Mr. Sudattha Silva Attorney-at-Law Sri Lanka Customs

Mr. Ravi Dissanayake Senior Lecturer University of Kelaniya

Mr. G.L. Gnanatheva Deputy Director Department of Commerce (DoC)

Mr. M.C. Sampath Perera Assistant Director Sri Lanka Tea Board

Mrs. W.A. Dilrukshini Additional Director Central Bank of Sri Lanka (CBSL)

Mr. Dhammika Gunasekara President Sri Lanka Food Processors Association (SLFPA)

Ms. Anoma Prematilaka Director – Market Developments Export Development Board (EDB)

The full list of public and private stakeholders that contributed their precious time to the design of this Strategy are detailed in Appendix 1.

[ v ]

[ CONTENTS ]

CONTENTS

Foreword from the Private Sector ii

Acknowledgements iv

Acronyms vii

EXECUTIVE SUMMARY 1

THE VISION 2

THE STRATEGIC OBJECTIVES 3

OVERVIEW OF TRADE INFORMATION AND PROMOTION FUNCTION 5

TRADE INFORMATION 5

THE TIP PROCESS IN SRI LANKA 6

EXPORT PROFILE OF SRI LANKA 9

TRADE INFORMATION AND PROMOTION PROCESS MAP 15

FOCUSING ON THE MOST PRESSING ISSUES 17

IMPROVING TRADE INFORMATION AND PROMOTION FOR SRI LANKA’S EXPORTS 19

THE VISION 19

THE STRATEGIC OBJECTIVES 19

MOVING TO ACTION – IMPLEMENTATION FRAMEWORK 22

PLAN OF ACTION 2018–2022 25Appendix : List of participants in the public-private consultations 30

References 32

[ vi ]


LIST OF FIGURES

Figure 1 : Trade information activities 6

Figure 2 : Trade promotion approach 6

Figure 3 : Sri Lankan trade in goods and services, 2000–2016 ( US $ billions ) 9

Figure 4 : Trade to gross domestic product regional comparison, 2001–2016 ( percentage of gross domestic product ) 9

Figure 5 : Composition of Sri Lanka’s exports of goods and services, 2016 10

Figure 6 : Sri Lankan services exports, 2005–2016 10

Figure 7 : Export destinations, 2016 11

Table 1 : Sri Lanka’s TIP policy support network 12

Table 2 : Sri Lanka’s TIP trade services network 12

Table 3 : Sri Lanka’s TIP business services network 13

Box 2 : Institutional adjustments for TIP 14

Figure 8 : Strategic objectives for TIP 20

Figure 9 : Strategic and operational objectives 22

Figure 10 : Institutional framework for TIP TSF development 23

LIST OF TABLES

Table 4 : Perception of Sri Lankan TIP TISIs – influence versus ability 14

[ vii ]

[ ACRONYMS ]

ACRONYMS

The following abbreviations are used :

B2B Business-to-businessBOI Board of InvestmentCBSL Central Bank of Sri LankaCCC Ceylon Chamber of CommerceDoC Department of CommerceEDB Sri Lanka Export Development BoardFCCISL Federation of Chambers of Commerce and

Industry Sri LankaITC International Trade CentreMoDSIT Ministry of Development Strategies and

International Trade

MIC Ministry of Industry and CommerceNCE National Chamber of Exporters of Sri LankaNES National Export StrategyPoA Plan of ActionSLC Sri Lanka CustomsSMEs Small and medium-sized enterprisesTIP Trade information and promotionTISI Trade and investment support institutionToT Training of trainersTSF Trade support function

Photo: (cc) pixabay

1

[ ExEcutivE summary ]

EXECUTIVE SUMMARY

The trade information and promotion ( TIP ) strategy ( the Strategy ) presented in this document is an integral part of the National Export Strategy ( NES ) of Sri Lanka. The ef-ficiency of the TIP network in Sri Lanka contributes to the export performance of all sectors of the economy. This doc-ument presents the expectations and strategic objectives of the private and public sectors for improved TIP functions in Sri Lanka.

The strategic enhancement of Sri Lanka’s exports depends on the availability of proper trade intelligence and informa-tion, and effective promotion campaigns. Achieving this am-bitious objective will depend on the ability of the requisite stakeholders to implement the activities defined in this TIP Strategy. As a primary intervention to structure sector de-velopment, it is recommended that the following steps be taken with priority :

� Establish a centralized, reliable, accessible and afford-able ‘export intelligence and promotion portal’ that would be a repository of information related to trade and promo-tion, and that is easily accessible to all stakeholders to assist them in exporting.

� Strengthen coordination for information-sharing between public and private stakeholders, and between industry and sectoral chambers based in Colombo ( national level ) and regional chapters.

� Strengthen the TIP-related technical, managerial and administrative capacities and abilities of relevant sector officers, especially in regional centres, as well as trade at-tachés posted overseas in Sri Lankan missions, in order to improve exports.

� Build Brand Sri Lanka strategically, not just overseas but also creating awareness within the country.

An immediate quick win would be to organize a standard pe-riodic globally synchronized event in all trade missions over-seas to promote Brand Sri Lanka, its exports and investment opportunities, targeting specific sectoral goals.

TRADE INFORMATION AND PROMOTION

The lead organization for dissemination of trade informa-tion and promoting international trade is the Sri Lanka Export Development Board ( EDB ), with support from insti-tutions such as the Central Bank of Sri Lanka ( CBSL ) and Sri Lanka Customs ( SLC ), which provide raw and analysed data and information. From a private sector perspective, in-dustry bodies such as the Ceylon Chamber of Commerce ( CCC ), National Chamber of Exporters of Sri Lanka ( NCE ) and Federation of Chambers of Commerce and Industry of Sri Lanka ( FCCISL ), among others, provide TIP services.

Trade information may be statistical data, market intelligence, regulatory procedures, standards and norms, or processes that are required to provide important analysis to take stra-tegic decisions for international trade. This information refers to a set of activities that can broadly be classified in three categories – collection or gathering of information, analy-sis of such gathered information and efficient dissemination of the information. The process involves private and public players and requires networking among stakeholders for a seamless flow of information. Effective use of contemporary technologies from capturing to transmitting the information is the key to successful trade information management. Trade promotion, also referred to as export promotion, is a set of economic policies, interventions and initiatives aimed at improving the trade performance in a target location or in-dustry. Improvement is mainly sought by increasing exports both in absolute terms and relative to imports. When spe-cific industries are targeted, trade promotion policies tend to focus on industries that have a comparative advantage over their foreign competitors. Ironically, trade promotion can also include expanding the supply of key inputs in a coun-try’s strongest industries, via import expansion.

INSTITUTIONAL SUPPORT FOR TIP

Trade and investment support institutions ( TISIs ) are insti-tutions that have an interest in, and bearing on, export de-velopment. Broadly, the TISIs providing important services to the Sri Lankan TIP trade support function ( TSF ) can be categorized in the following areas :

2


� Policy support network � Trade services network � Business services network.

Coordination among public and private stakeholders in ob-taining TIP details, and the human capital, financial capacity and quality of service of individual institutions was analysed in this section. It was inferred from Strategy consultations that besides the limited availability of relevant trade infor-mation, analysis of that information that is available for pub-lic consumption is often not disseminated efficiently. This is largely due to limited managerial and administrative capaci-ties. The perception of the influence and ability of Sri Lankan TISIs in the TIP arena was also analysed, with institutional adjustments and implementation procedures detailed.

THE MOST PRESSING ISSUES

To remain realistic and resource-efficient, the Strategy can-not focus on all the issues affecting the value chain. It thus necessary to make an informed selection of the most im-portant issues to be addressed. To make this assessment, the criteria used were the level of disturbance ( perceived

by national stakeholders ) and the ease of resolution ( both in terms of cost and time involved ).

The top issues to be addressed across the TIP system include :

� Absence of a centralized reliable, accessible and afford-able trade information platform ;

� Weak coordination between agencies with regard to gathering and sharing information ;

� Limited resources of overseas missions to effective-ly collect and analyse market, product and regulatory information ;

� Trade information and opportunities are not easily acces-sible to exporters in regional areas ;

� Links between national chambers and their chapters in regions are weak ;

� Promotional activities conducted by Sri Lankan mis-sions overseas, including overseas trade fairs and busi-ness-to-business ( B2B ) meetings and connections, are inadequate ;

� Branding of Sri Lanka and its products is limited in target markets ;

� Small and medium-sized enterprise ( SME ) participation in international trade missions is low.

THE VISION

TIP is vital to develop export competitiveness across Sri Lanka. Both the availability and quality of TIP details are weak. Coordination among institutions related to TIP is weak and has led to redundancies in some places and gaps in service delivery in other areas. With that in mind, public and multisectoral private stakeholders crafted the following in-dustry vision to bring Sri Lanka on a par with global stand-ards for trade promotion activities and dissemination of trade information :

“ Enabling exporters to make strategic market decisions to promote

Sri Lanka’s trade ”Photo: (cc) pixabay

3

[ ExEcutivE summary ]

THE STRATEGIC OBJECTIVES

The Plan of Action ( PoA ) will respond to this vision by ad-dressing the sector’s constraints and leveraging opportu-nities in a comprehensive manner. To this end, particular efforts will be made along the following strategic orientations :

•

•

•

Strengthen coordination between public and private institutions for efficient exchange of reliable trade information and trade promotion services.Strengthen TISIs' ability to provide relevant and up-to-date information in a coordinated manner, and provide trade promotion services (including online and offline support).Enhance regional chambers' and institutions' ability to support SMEs to integrate into the export value chain through increased access to trade information and export promotion services.

Increase awareness of online information and resources available under promotional services.Implement a targeted capacity-building programme for SMEs and exporters to enable them to use information and promotion services efficiently.

Strategic objective 1: Improve the quality, reliability, accessibility and affordability of trade information and trade promotion services.

Strategic objective 2: Build the capacity of SMEs and emerging exporters to collect and analyse trade information and conduct export promotion.

Strategic objective 3: Strategically augment trade promotion programmes with focused interventions.

•

•

Build Brand Sri Lanka and sector brands.Strengthen and expand the scope of promoting Sri Lanka and its products through trade attachés in overseas missions.

••

ESSENTIAL INTERVENTIONS AND ADJUSTMENTS

The following are the key essential interventions and adjust-ments necessary to create the future state of the Sri Lankan TIP TSF. This is exemplified through the above vision and these elements are all addressed through the strategic PoA. Based on the challenges mentioned earlier, it is suggested that Sri Lanka make the following priorities, with short, me-dium and long-term goals. Short-term means immediate to one year, medium-term is one to three years and long-term is beyond three years.

short-term goals :

� Establish a collaborative export intelligence and pro-motion portal ( unified repository of export-related information ).

� Strengthen TISIs’ ability to provide relevant and up-to-date information in a coordinated manner, as well as to provide trade promotion services, especially targeted support to public sector organizations.

medium-term goals :

� Provide targeted support to regional Chambers of Commerce ( Jaffna, Kandy, Galle, Hambantota ).

� Develop the national branding and marketing position ( tag lines, logos, materials and dissemination channels ) and nominate a champion to lead these branding efforts across TISIs to ensure consistency.

Long-term goals :

� Implement the Sri Lanka exports/investment branding campaign with standardized materials distributed in aer-oplanes and at trade fairs, investment promotion, etc.

� Organize a standard periodic global synchronized event in all Sri Lanka missions overseas to promote Brand Sri Lanka, its exporters and investment opportunities.

4


Coordinating activities, monitoring progress and mobilizing resources for implementation will be critical to successful achievement of these targets. To that end, a public–private ‘advisory committee’ for the TIP function has been estab-lished, operationalized and empowered by the EDB. The TIP advisory committee is responsible for overall coordina-tion, provision of policy guidance and the monitoring of TIP

trade function development along the strategic orientation. An effectively organized and supported committee can plan the TIP development strategically.

High-level support from the Government, in collaboration with strong championship by the private sector, will be the real drivers to transform Sri Lanka’s exports.

Photo: (cc) pixabay

5

[ OvErviEW Of traDE iNfOrmatiON aND PrOmOtiON fuNctiON ]

OVERVIEW OF TRADE INFORMATION AND PROMOTION

FUNCTION

Successful trade in global markets depends on gathering and analysing relevant market information, alongside plau-sible initiatives for promotion. Pertinent information allows firms to understand the commercial landscape of existing and potential markets, and analysed data facilitates the continued competitiveness of products and may permit en-terprises to capitalize on emerging opportunities. Reliable information can be used to stay ahead of new trends and de-mands, thereby allowing enterprises to design, develop and modify products based on the requirements of target mar-kets. Moreover, reliable information on international stand-ards and regulations allows exporters to design products in accordance with the compliance requirements of target mar-kets. Trade promotion aims to improve trade performance in a specific economic area, and can be location- or indus-try-based. TIP is a prerequisite for market penetration and a well-functioning trading platform contributing to diversifi-cation by facilitating the expansion of both geographic and

product markets. Ultimately, this will lead to an increase in both domestic and foreign trade, leading to enhanced na-tional economic development.

This TIP Strategy is an integral part of the NES of Sri Lanka. The efficiency of the TIP network in Sri Lanka will contribute to the export performance of all sectors of the economy. This document presents the expectations and strategic ob-jectives of the private and public sectors for improved TIP functions in Sri Lanka.

The analysis and recommendations of this document focus on key organizational, technical and skills development chal-lenges that can be resolved through a structured partner-ship of institutions. There is significant scope to empower exporters’ market entry and development through strength-ened and more dynamic trade information.

TRADE INFORMATION

Trade information can be statistical data, market intelligence, regulatory procedures, standards and norms, or processes that are required to provide important analysis to take stra-tegic decisions for international trade. This information refers to a set of activities that can broadly be classified in three categories – collection or gathering of information, analy-sis of such gathered information and efficient dissemination of the information. The process involves private and public players and requires networking among stakeholders for a seamless flow of information. Effective use of contemporary technologies for capturing to transmitting information is the key to successful trade information management.

TRADE PROMOTIONTrade promotion, also referred as export promotion, is a set of economic policies, interventions and initiatives aimed at improving trade performance in a target location or industry. Improvement is mainly sought by increasing exports both in absolute terms and relative to imports. When specific indus-tries are targeted, trade promotion policies tend to focus on industries that have a comparative advantage over their for-eign competitors. Ironically, trade promotion can also include expanding the supply of key inputs in a country’s strongest industries, via import expansion.

6


Figure 1 : trade information activities

source : ITC.

Figure 2 : trade promotion approach

Source : ITC.

THE TIP PROCESS IN SRI LANKA

The lead organization for dissemination of trade information and promoting international trade is EDB, with support from institutions such as CBSL and SLC, which provide raw and

analysed data and information. From a private sector per-spective, industry bodies such as CCC, NCE and FCCISL, among others, provide TIP services.

Of the national-level chambers, CCC, NCE and FCCISL pro-vide TIP services for exporters. CCC has networks with over 70 overseas business chambers and trade associations, pro-viding access not just to trade data and information but also to potential business opportunities. It also enjoys a close working relationship with international organizations – such as the Netherlands’ Centre for the Promotion of Imports from Developing Countries, and ITC ( Geneva ) ; and donors such as the International Monetary Fund, the World Bank Group, the Asian Development Bank, the German Agency for International Cooperation and the United States Agency for International Development – to enhance global links. The Sri Lankan national chambers also provide policy advocacy assistance, representing the exporter community in asking for the support required from the Government for global trade.

NCE is the major chamber specifically representing the ex-porter community of Sri Lanka. It assists in trade inquiries and provides trade leads received from Sri Lankan missions overseas, foreign trade chambers, and other trade organi-zations, which are disseminated to members. NCE partici-pates in overseas and local trade fairs and trade exhibitions,

and organizes promotion programmes and trade delega-tions. Importantly, NCE is the designated Chamber to issue Certificates of Origin and related documents to Sri Lankan exporters, besides issuing specialized certificates such as International Organization for Standardization 22000, 9001 and 14000 ; Hazard Analysis and Critical Control Points ; Occupational Health and Safety Assessment Series 18001 ; Social Accountability 8000 ; Good Manufacturing Practices, etc. to exporters. Furthermore, the annual NCE Export Awards recognize and reward the export performance of Sri Lankan exporters and those who provide services to exporters.

FCCISL is an umbrella organization of the private sector, playing a key role in promoting business and industry in the country by providing member bodies with a wide spec-trum of services ranging from advisory to consultative, pro-motional, information-sharing and representative services. It is also the most widespread business organization, with member bodies from all districts and provinces of Sri Lanka and a nationwide membership of over 50 chambers of com-merce and business associations. It is a key organization for dissemination of TIP to rural areas of Sri Lanka and SMEs.

Box 1 : Case study : TIP organizations – Canada

Export Development Canada : This body is the Canadian export credit agency that supports and develops Canada’s export trade by helping Canadian companies respond to international business op-portunities. It is a self-financing, Crown corporation that operates at arm’s length from the Government. It provides insurance and financial services, bonding products and small business solutions to Canadian exporters and investors and their international buyers. Much of its busi-ness is done in partnership with other financial institutions and through collaboration with the Government of Canada. Unlike most export credit agencies worldwide, it is financially self-sufficient and operates much like a commercial institution. The ability of Canadian companies, particularly SMEs, to connect with international buyers is critical to Canada’s trade success, but many of these companies do not have the size or visibility to make that happen, particularly in emerging markets. One of Export Development Canada’s strategies is to help make these connections through match-making sessions with the Canadian Trade Commissioner Service, through equity investments and by leveraging financial relationships with foreign buyers to encourage them to procure from Canadian suppliers. This strategy is particularly geared towards helping Canadian SMEs grow internationally.

Canadian Trade Commissioner Service : This Service provides on-the-ground intelligence and practical advice in foreign markets to help exports in a timely and cost-effective manner in order to achieve trade goals abroad. It is present in about 161 cities abroad and in Canada, and helps exporters navigate the complexities of international markets. It has privileged access to foreign governments, key business leaders and decision makers because it is a part of Canadian embassies and con-sulates. Its business contacts include potential customers, distributors,

sources of finance or investment, technology partners and intermediar-ies. It organizes trade missions led by the Minister of International Trade or other senior government officials, which include business briefings, market and sector presentations/discussions, networking events, B2B meetings, site visits ( when possible ) and face-time with the Minister or senior government officials. They also publish ‘CanadExport’ a magazine dedicated to exports from Canada.

CanExport : This Canadian Government programme provides direct financial assistance to SMEs registered in Canada that wish to de-velop new export opportunities and markets, especially high-growth emerging markets. Delivered by the Canadian Trade Commissioner Service in partnership with the National Research Council Industrial Research Assistance Programme, CanExport provides financial sup-port for a wide range of export marketing activities.

Canadian exports promotion tool : This is a private sector export promotion tool that basically acts as a matchmaker between Canadian exporters and global importers. Supported by an interactive website in 32 languages, it reaches more than 100,000 importers and buy-ers in over 120 countries. It offers a wide range of export-related services that cover most of the import / export process. It also recom-mends specific products, services or Canadian business partners, establishes initial contact, facilitates negotiations, arranges business meetings and provides information about upcoming trade fairs and business delegations, among others. To facilitate smooth business, it has agreements with many service providers that cover important operations such as shipping, forwarding, clearing, translation and travel, among others.

Photo: (cc0) pixabay

9

[ Export profilE of Sri lanka ]

EXPORT PROFILE OF SRI LANKA

Although Sri Lanka has traditionally been an import-de-pendent insular economy, exports have started showing positive trends over the past five years. Over the last dec-ade, exports of goods and services grew by an annual av-erage of 7.4 %, reaching US $ 17.4 billion in 2016. Imports growth over the same period was slightly lower at 7.3 %, which is a hint towards a change in trade balance trends.

When comparing Sri Lanka’s export growth to the region, the country’s performance has improved. The only neighbour-ing countries reaching higher export growth rates were Viet Nam and India, with 15.5 % and 8 % respectively. Indonesia and Malaysia’s exports of goods and services only grew at 4.6 % and 1 % respectively.

Figure 3 : Sri lankan trade in goods and services, 2000–2016 ( US $ billions )

Figure 4 : trade to gross domestic product regional comparison, 2001–2016 ( percentage of gross

domestic product )

-10

-5

0

5

10

15

20

25

2000 2002 2004 2006 2008 2010 2012 2014 2016

Curre

nt b

illio

n US

$

Trade balance Exports Imports

Trade in goods and services

21,40

20

40

60

80

100

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

Exports of goods and services(% of GDP)

Perc

enta

ge o

f GDP

Sri Lanka Thailand

Vietnam India

Source : ITC calculations based on Comtrade and World Bank World Development Indicators data, 2017.

However, these positive signs are counterbalanced by the fact that export growth starts from a very low base. Sri Lanka remains a marginal exporter in the region, with a world export share that stagnated between 0.08 % in 2001 and 0.07 % in 2016. Other economies, such as India, Thailand, Indonesia and Viet Nam, have successfully in-creased their export share during the same period, while already starting with a much higher share of world exports.

The trade deficit has also remained unchanged and has even been aggravated, leading to accumulation of the debt required to finance the balance-of-payments short-falls. Sri Lanka’s trade balance deficit remains substantial, and increased from US $ 0.7 billion in 2001 to US $ 8.9 bil-lion in 2016.1 This led to a rise in the ratio of debt to exports

1.– ITC calculations based on Comtrade data.

10


from 141 % in 2000 to 265 % in 2016.2 While neighbouring countries such as Viet Nam, Thailand and Indonesia have succeeded in reducing their external debt ratio since 2000, Sri Lanka has become the country with the greatest debt to export ratio in South Asia.

Even though exports of goods show limited diversifi-cation, the services sector has been evolving more dy-namically, becoming one of the drivers of recent export performance. In absolute terms and compared with 2005,

2.– International Monetary Fund ( 2016 ). Sri Lanka – Staff Report for the 2016 Article IV Consultation and Request for a Three-Year Extended Arrangement Under the Extended Fund Facility, p. 54. IMF Country Report No. 16/150. Washington, D.C.

Sri Lankan exports of services quadrupled to US $ 7.1 billion in 2016. In relative terms, service exports increased from 4.7 % of GDP in 2011 to nearly 8 % in 2015. The services sector also enjoyed a trade surplus, which stood at US $ 2.3 million in 2015. Within services exports, the greatest growth came from the travel, and information and communications technology industries, with 24 % and 18 % annual growth be-tween 2006 and 2016 respectively. The transportation sec-tor enjoyed 12 % annual growth over the same period. The travel industry overtook transportation services in 2014 and became the largest service export, culminating at US $ 3.5 billion today. Recently, financial, insurance and pension – as well as construction – services have gained, but still play a less significant role in overall Sri Lankan exports of services.

Figure 5 : composition of sri Lanka’s exports of goods and services, 2016

Apparel26%

Tea, spices9%

Rubber5%

Electricalmachinery

1%

Gems1%

Fruit and nuts1%

Fish1%

Miscellaneous edible preparations(coconut water) 1% Mineral fuels, oils

1%

Others14%

Travel20%

Transport13%

ICT5%

Financial services1%

Insurance and pension1%

Construction

Other servicesGovernment

Services40%

source : ITC calculations based on Comtrade data, 2017.

Figure 6 : sri Lankan services exports, 2005–2016

0

1000

2000

3000

4000

5000

6000

7000

8000

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Travel Transport ICT

Financial services Insurance & pension Construction

Other business services Government


11

[ ExPOrt PrOfiLE Of sri LaNka ]

the main goods’ export destinations remained relatively unchanged over the past decade, showing limited over-all market diversification. In 2016, Sri Lanka’s top export destinations were the United States of America ( 27 % of to-tal exports in goods ), the United Kingdom of Great Britain and Northern Ireland ( 10 % ), India ( 7 % ) and Germany ( 5 % ). Compared to 2005, the ranking of the top four export

destinations did not change, while their total share de-creased by 9 %. Current global trends in market development will be relevant for future Sri Lankan exports. The foreseen granting of the EU Generalized System of Preferences+, Brexit, the Trans-Pacific Partnership and prospering Asian markets are all changing Sri Lanka’s positioning in the inter-national trade environment.

Figure 7 : Export destinations, 2016

United States27%

United Kingdom10%

India7%

Germany5%

Italy4%Belgium

3%

UAE3%

China2%

Netherlands2%

Japan2%Russia

2%

Canada2%

Iran2%

France2%

Australia2%

Other27%


Even though market diversification remained modest, sri Lanka’s new markets mostly emerged in asia rather than Europe over the last five years. The greatest growth of exports between 2012 and 2016 was in the Chinese ( 23 % ), Indian ( 8 % ), American ( 7 % ), Canadian ( 7 % ) and Emirati ( 7 % ) markets. European destinations have generally been shrinking since 2011 as a share of Sri Lanka’s total exports. This confirms the ability of mature export sectors to expand their market reach. For example, tea is exported to 111 coun-tries, while apparel is exported to around 90 countries.

INSTITUTIONAL ASSESSMENT OF TRADE INFORMATION AND PROMOTION SERVICESTISIs are institutions that have an interest in, and bearing on, export development. Tables 1 to 3 identify the main TISIs whose service delivery affects the TIP framework in Sri Lanka. An assessment of TISIs along three key dimen-sions – coordination and influence, human capital and fi-nancial capacity, and quality of service – is provided. The assessment was conducted based on stakeholders’

evaluation of TISIs from the perspective of how well they serve TIP stakeholders.3

POLICY SUPPORT NETWORK

These institutions represent ministries and competent au-thorities responsible for influencing or implementing policies affecting the sector.

3.– ‘Coordination and influence’ measures an institution’s links with other institutions as well as the beneficiaries of their services ( in particular, the private sector ) in terms of collaboration and information sharing. ‘Human capital and financial capacity’ assessed the general level of ability of this institution’s staff in terms of their training and responsiveness to sector stakeholders and the financial resources/capacity available to the institution to provide efficient service delivery. ’Quality of service’ assessed the institution’s ability to disseminate important information appropriately and efficiently.

12


Table 1 : sri Lanka’s tiP policy support network

Name of institution

function / rolecoordination and influence

Human and financial capacity

Quality of service

Ministry of Development Strategies and International Trade ( MoDSIT )

MoDSIT formulates policies and strategies for regional and bilateral economic cooperation along with the Department of Commerce ( DoC ). MoDSIT also encourages exports and represents Sri Lanka at trade shows locally and globally.

M M L

DoC DoC develops and promotes Sri Lanka’s foreign trade relations through effective implementation of government trade policy. It evaluates, negotiates and implements bilateral, regional, multilateral and overseas trade relations. DoC also acts as a focal point for intergovernmental and intra-ministerial communication.Furthermore, it deputes officers as trade attachés from among its staff, to promote trade and investments in Sri Lanka’s 66 diplomatic missions in 51 countries around the world.

H L L

CBSL CBSL is the monetary authority of Sri Lanka and the apex institution in the country’s financial sector. It is responsible for the conduct of monetary policy in Sri Lanka and also has wide supervisory powers over the financial system.It also collates trade-related data and analyses the same for further publication in the public domain.

H L M

TRADE SERVICES NETWORK

These institutions or agencies provide a wide range of trade-related services to both the Government and enterprises. They support and promote sectors and are concerned with the delivery of trade and export solutions within a develop-ing country.

Table 2 : sri Lanka’s tiP trade services network

Name of institution

function/rolecoordination and influence


Quality of service

EDB EDB is Sri Lanka’s apex organization for the promotion and development of exports. It advises the Government on export policies in order to create a conducive environment for exports ; monitors the performance of the export sector ; and promotes Sri Lankan products and services globally by acting as a facilitator of export development and co-coordinating export development activities with all stakeholders.

H L M

SLC SLC facilitates legitimate trade, collects revenue, evaluates import and export data to provide statistics, and cooperates and coordinates with other government departments and stakeholders with respect to imports and exports.

H H M

BUSINESS SERVICES NETWORK

These are associations or major representatives of commer-cial services providers used by exporters to effect interna-tional trade transactions.

13


Table 3 : sri Lanka’s tiP business services network

Name of institution

function / rolecoordination and influence


Quality of service

Ceylon Chamber of Commerce

Established on March 25, 1839, The Ceylon Chamber of Commerce is amongst the few legendary institutions in the Asia Pacific region to hold such an unbroken record. The Ceylon Chamber has the unique feature of a Confederation of Chambers of Commerce and Industry, Trade Associations, Regional Chambers, Employer organizations and Bilateral Business Councils in Sri Lanka having formed alliances with 23 Regional and other Chambers of Commerce, 40 Trade, Product and Service Associations and 19 Bilateral Business Councils with an outreach of over 8,500 covering the entire spectrum of the business community ranging from sole proprietors to multinationals. In addition, it has established strong links with 125 overseas trade promotion organisations by way of signing Memorandum of Understanding as at end March 2018.

H H H

National Chamber of Commerce of Sri Lanka

The National Chamber of Commerce of Sri Lanka is a leading business chamber with a network of offices nationwide promoting domestic and foreign trade, with a special emphasis on the development of SMEs.

M M M

NCE NCE is the only private sector chamber exclusively servicing Sri Lankan exporters. The key services provided include disseminating trade inquiries and trade leads ; conducting training programmes and workshops ; participating in trade fairs, exhibitions and trade delegations ; providing access to services of overseas trade representatives ; organizing sectoral meetings ; and dissemination of market information, trade statistics and buyer information, among others.

M M M

FCCISL FCCISL is one of the largest apex business support organizations in Sri Lanka, with membership in all districts and provinces. It works towards arranging inward and outward trade delegations from numerous countries in order to provide wider interaction with the Sri Lankan business community, issues Non-Preferential Certificates of Origin to Sri Lankan exporters, and conducts a wide variety of education and training activities, For the promotion and development of SMEs, it provides them with industrial engineering and technology transfer services, energy and environmental services, enterprise development services, etc., as well as services promoting public–private partnerships for SMEs.

L M M

Sector associations

• The Spice Council of Sri Lanka• Sri Lanka Tea Board – Statistics division• Lanka Fruits and Vegetable Producers, Processors and Exporters As-

sociation• Sri Lanka Electronic Manufacturers and Exporters Association• Joint Apparel Association Forum• Association of Small and Medium Enterprises in Tourism

H M M

Regional and district chambers

Regional and district chambers facilitate trade and issue Certificates of Origin while helping with training and building capacities of SME businesses in regional and rural areas of Sri Lanka.

L L L

ASSESSMENT OF TIP INSTITUTIONS

Coordination among public and private stakeholders in obtaining TIP details is limited. There is no common plat-form where they can share or find relevant information. Coordination among public sector organizations is better but there are overlapping work profiles between departments and ministries. For example, some of the work profiles of CBSL overlap with work profiles of people working in SLC when it comes to analysis of trade-related data. This over-lapping of work may lead to duplication of effort, which may also be a waste of expenditure.

The human capital and financial capacity of most organ-izations lies in the medium range as an average. This is also due to the fact that dissemination of information may not be comprehensive on request by email or by phone. According to discussions in the consultations, important links for TIP struggle with less than ideal human capital to provide the necessary support to exporters. Moreover, even in organizations that seem to have highly qualified employ-ees, trade information dissemination is not perceived as a priority. Financial capacity is also a challenge. It was also noted that, even for those projects that have been funded through national budgets, line organizations – due to limited

14


capacities within the organizations – have delayed imple-mentation long enough that the project funds spill over to the following year and the budgeted funds get reallocated due to ineffective use.

Quality of service is also considered average. According to inputs from consultations, it has been inferred that besides the limited availability of requisite trade information, respons-es to the information gathered that are available for public consumption are often not disseminated, even on request. This is largely due to limited managerial and administrative capacities.

PERCEPTION OF SRI LANKAN TIP TISIS – INFLUENCE VERSUS ABILITY

As table 4 demonstrates, the capacities of organizations whose level of influence is high – such as EDB and DoC ( mostly reflecting Sri Lankan missions overseas ) – to re-spond to needs in terms of TIP are low. This demonstrates that improving the capacities of these institutions is critical, especially EDB, because it is the lead institution for TIP and ultimately for exports from the country.

Table 4 : Perception of Sri Lankan TIP TISIs – influence versus ability

capacity of institution to respond to sector needs

High medium Low

Level of influence on sector

High • SLC • Sector associations • CBSL• EDB• DoC

Medium • MoDSIT• National Chamber of Commerce of Sri Lanka• NCE

• CCC

Low • FCCISL • Regional and district chambers

Moreover, most of the industry chambers such as the National Chamber of Commerce of Sri Lanka and NCE, have medium capacities, and CCC has low capacity, while all have moderate influence ; this shows that if the capacities of these industry-led institutions can be built, they can be-come more influential. Improvements should be specifically

focused on strengthening capacities in technical and ad-ministrative skill sets, besides providing a platform such as an export intelligence and promotion portal that can guide coordination between the public and private sectors and bridge the knowledge gap between national and regional organizations.

INSTITUTIONAL ADJUSTMENTS

Box 2 : institutional adjustments for tiP

institutional adjustment implementation procedures

Strengthen coordination between public and private institutions for reliable trade information services

• Establish a collaborative export intelligence and promotion portal ( unified repository of trade-related information )

• Organize quarterly technical review meetings to review and validate the quality of information uploaded to the portal

Strengthen TISIs’ ability to provide information in a coordinated manner and provide trade promotion services

• Strengthen the capacity of TISI officers and their corresponding regional officers• Build the capacities of DoC trade attachés to enable them to gather and analyse information and

be able to organize trade fairs and B2B meetings• Strengthen industry bodies’ connections with regional chapters on TIP• Establish regional export advisory committees in key regions ( Jaffna, Kandy, Galle, Hambantota,

etc. )

Implement a targeted capacity-building programme for SME exporters to efficiently use information and promotion services

• Develop a standardized training course to build capacities of SME exporters through sector as-sociations

• Implement a Training of Trainers ( ToT ) programme to reach out to regional chambers and sector associations with standardized training courses on trade analysis and promotion. These trainers can then continue training regularly

15


TRADE INFORMATION AND PROMOTION PROCESS MAP

16


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Prom

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and

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ey tr

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17


FOCUSING ON THE MOST PRESSING ISSUES

To remain realistic and resource-efficient, the Strategy can-not focus on all the issues affecting the value chain. It will thus need to make an informed selection of the most impor-tant ones which need to be addressed. To assess this, the criteria used are the level of disturbance ( as perceived by national stakeholders ) and the ease of resolution ( both in terms of cost and the time involved ).

TOP ISSUES TO BE ADDRESSED ON COLLECTION, ANALYSIS AND DISSEMINATION OF TRADE INFORMATIONABSENCE OF A CENTRALIZED RELIABLE, ACCESSIBLE AND AFFORDABLE EXPORT INFORMATION AND PROMOTION PLATFORM

Although there is information and data available in the pub-lic domain, there is no centralized, reliable, accessible and affordable trade information platform in the country that can provide analysed data and information efficiently. The ex-isting repositories mandated to provide key trade-related information such as market prices, regulations, standards, export finance mechanisms etc. are inadequate. Information is neither updated nor analysed and disseminated on a real-time basis. Moreover, there are limited mechanisms for re-porting or using standard templates and timelines to review and validate the quality of information currently available in existing repositories. Coordination between data provid-ers and data users is also poor, leading to redundancy / ir-relevance of the captured data and leaving required data uncaptured.

This constraint is addressed through PoA : 1.1.1, 1.1.2 and 1.1.3

TOP ISSUES TO BE ADDRESSED ON COLLECTION AND ANALYSIS OF INFORMATIONWEAK COORDINATION BETWEEN AGENCIES WITH REGARD TO GATHERING AND SHARING OF INFORMATION

Trade data and information for trade promotion is gathered, analysed and disseminated by various agencies, both pub-lic and private, in Sri Lanka. However, the coordination be-tween these agencies and institutions is weak, leading to duplication and competition for self-promotion. Most times the requisite data and information is available in the public domain but is not made easily available, mostly due to lack

of technical and administrative capacities. Moreover, data published is often inaccessible for further analysis because it may be made available in unsuitable formats. For example, trade data made available by CBSL is shared in PDF format instead of Excel format, making it more difficult to use the data effectively. Release of data is also often extremely de-layed, which renders the data stale and of limited usefulness. The consultations also highlighted the issue of the private sector’s reluctance to share data in the public domain. This leads to not having data on local demand, industrial produc-tion, surveys on industry, etc.

This constraint is addressed through PoA : 1.1.3 and 1.1.4

LIMITED RESOURCES OF OVERSEAS MISSIONS TO EFFECTIVELY COLLECT AND ANALYSE MARKET, PRODUCT AND REGULATORY INFORMATION

Although there are many opportunities available in global markets, especially untapped markets for Sri Lankan ex-porters, limited market intelligence on target markets limits knowledge about export prospects. Two of the main reasons for this situation are that there are limited connections be-tween target market industry associations and other private networks, and that there are limited third party private ser-vice providers that can assist in market analysis and promo-tion services for overseas market development.

Moreover, due to capacity limitations and other challenges faced by commercial attachés posted overseas, information on opportunities is limited. This is also due to inadequate skill upgrading programmes for trade information officers at overseas missions and key institutions.

This constraint is addressed through PoA : 1.2.1, 1.2.2, 2.1.1, 2.1.2, 2.2.1 and 2.2.2

TRADE INFORMATION AND OPPORTUNITIES ARE NOT EASILY ACCESSIBLE TO EXPORTERS IN REGIONAL AREAS

Exporters, especially SMEs in the regions, find it difficult to obtain data and information on export opportunities. This could be because the information may be available but not translated into Sinhala or Tamil. The disconnect between the chambers based in Colombo and their regional centres also often leads to lack of information for regional players.

This constraint is addressed through PoA : 1.3.1, 1.3.2, 2.1.1, 2.2.1 and 2.2.2

18


TOP ISSUES TO BE ADDRESSED ON DISSEMINATION OF TIP

LINKS BETWEEN NATIONAL CHAMBERS AND THEIR CHAPTERS IN REGIONS ARE WEAK

Dissemination of information from industry chambers and sector associations in Colombo to regional centres is weak. SMEs in regional areas especially find it difficult to access information because most sector associations, especially sector-specific associations, do not have regional networks for dissemination of information or because the little infor-mation they do receive is in English and not translated into Sinhala or Tamil, rendering it useless. Moreover, information on overseas promotional opportunities does not trickle down to regional SME exporters because there is no help desk on exports at regional or district level.

This constraint is addressed through PoA : 1.3.1 and 1.3.2

TOP ISSUES TO BE ADDRESSED ON PROMOTIONAL ACTIVITIES OF TIP TISIS

PROMOTIONAL ACTIVITIES CONDUCTED BY SRI LANKAN MISSIONS OVERSEAS, INCLUDING OVERSEAS TRADE FAIRS AND B2B ACTIVITIES, ARE INADEQUATE

During consultations, stakeholders conveyed that Sri Lankan overseas missions’ activities to promote the country’s sec-tors or products is inadequate. This is mostly due to budg-etary constraints and to some extent due to limited technical and managerial capacities to organize sizeable activities. Although many overseas trade fairs and B2B activities are attended, many times these are ineffective, i.e. not result-ing in successful business deals or opportunities. This is often because preparation to attend such events – such as understanding buyers’ technical requirements, distribution channels etc. – has been inadequate. In addition, follow-up action after attending trade fairs and B2B meetings is also often minimal.

This constraint is addressed through PoA : 3.1.2, 3.2.1 and 3.2.2

BRANDING OF SRI LANKA AND ITS PRODUCTS IN TARGET MARKETS IS LIMITED

Overseas buyers are not aware of the vast range of products available for export from Sri Lanka. This is due to the fact that exposure to products and brands from Sri Lanka is limited and many products indigenous to Sri Lanka have not been registered under the Geographical Indication programme. Most individual companies have their own campaigns to promote their products but there are none under a common banner. These independent promotional campaigns may be successful for local marketing but in international markets, exposure under a larger brand banner will help all Sri Lankan exporters compete with other producing countries.

This constraint is addressed through PoA : 3.1.1, 3.1.2, 3.2.1 and 3.2.2.

SME PARTICIPATION IN INTERNATIONAL TRADE MISSIONS IS LOW

SMEs, especially from regional areas, have low participation in international trade missions and B2B meetings. One of the main reasons is that SMEs do not see the value of attending international trade fairs, given the cost in comparison to the return on investment. Secondly, for those who do see value in attending such international trade missions, often they do not get adequate intelligent technical information on the specific destination market for them to make best use of the opportunities trade fairs and missions provide.

This constraint is addressed through PoA : 2.2.1 and 3.2.2.

19

[ imPrOviNg traDE iNfOrmatiON aND PrOmOtiON fOr sri LaNka’s ExPOrts ]

IMPROVING TRADE INFORMATION AND PROMOTION FOR

SRI LANKA’S EXPORTS

THE VISION

TIP is a significant element of developing export competi-tiveness across Sri Lanka. Both the availability and quality of TIP is weak. Coordination among the institutions related to TIP is weak and has led to redundancies in some plac-es and gaps in service delivery in other areas. These and other constraints pose challenges for Sri Lankan exporters to access markets globally and will need to be addressed for successful exports. With that in mind, public and multi-sectoral private stakeholders crafted the following industry vision to bring Sri Lanka on a par with global standards for dissemination of TIP :

“ Enabling exporters to make strategic market decisions to promote

Sri Lanka’s trade ”THE STRATEGIC OBJECTIVES

The PoA will respond to this vision by addressing the sec-tor’s constraints and leveraging opportunities in a compre-hensive manner. To this end, particular efforts will be made along the following strategic orientations :

Photo: (cc) pixabay

20


Figure 8 : strategic objectives for tiP

• Establish a centralized, reliable, accessible and affordable export intelligence and promotion Strategic objective 1: Improve the quality, reliability, accessibility and affordability of trade information and trade promotion services.

Strategic objective 2: Build the capacity of SMEs and emerging exporters to collect and analyse trade information and conduct export promotion.

Strategic objective 3: Strategically augment trade promotion programmes with focused interventions.

portal to be a repository of information related to trade and promotion, and that is easily accessible to all stakeholders to assist them in exporting.

• Strengthen coordination for information -sharing between public and private stakeholders and between industry and sectoral chambers based in Colombo (national level) with regional chapters.

• Strengthen the TIP technical, managerial and administrative capacities and abilities of relevant sector officers, especially in regional centres, as well as trade attach és posted overseas in Sri Lankan missions, to improve exports.

• Build brand Sri Lanka strategically, not just overseas but also creating awareness withinthe country .

ESSENTIAL INTERVENTIONS AND ADJUSTMENTS

With the globalization of the world economy, the cross-bor-der flow of goods and services is experiencing unprece-dented expansion, presenting many new opportunities. For instance, trade and investment have become more close-ly linked and are taking greater proportions of world trade, and are increasingly on the agendas of governmental, mul-tilateral and bilateral organizations’ negotiations. Following are the key essential interventions and adjustments required for the future state of Sri Lanka’s TIP TSF. This future state is exemplified through the above vision and these elements are all addressed through the cross-sector’s strategic PoA.

Based on challenges addressed earlier, it is suggested that Sri Lanka make the following priorities, with short, medium and long-term goals. Short-term means immediate to one year, medium is one to three years and long-term is beyond three years.

short-term goals :

� Establish a collaborative export intelligence and pro-motion portal ( unified repository of export-related information ).

� Strengthen TISIs’ ability to provide relevant and up-to-date information in a coordinated manner, as well as to provide trade promotion services. Especially target sup-port to public sector organizations.

medium-term goals :

� Provide targeted support to regional chambers of com-merce ( Jaffna, Kandy, Galle, Hambantota ).

� Develop the national branding and marketing position ( tag lines, logos, materials and dissemination channels ) and nominate a champion to lead these branding efforts across TISIs to ensure consistency.

Long-term goals :

� Implement the Sri Lankan exports/investment branding campaign with standardized materials distributed in aero-planes and at trade fairs, investment promotion, etc.

� Organize a standard periodic global synchronized event in all Sri Lanka missions overseas to promote Brand Sri Lanka, its exporters and investment opportunities.

Furthermore, it is important to assess the opportunities that may be available for exploitation in terms of products and locational priorities.

21

[ imPrOviNg traDE iNfOrmatiON aND PrOmOtiON fOr sri LaNka’s ExPOrts ]

sector Products / services

Agricultural and processed food products

• Processed food and beverages• Spices and concentrates• Tea• Rubber and rubber-based products• Fisheries• Organic and fair trade and/or socially certified products

Manufacturing • Boatbuilding• Electronics• Apparel and textiles• Gems and jewellery• Chemicals and plastics• Wood, toys, gifts, handicrafts and handloom• Footwear and leather• Ceramics, porcelain, glass, sands, metals and minerals• Paper, printing and packaging

Services • Tourism – including wellness, business and conventions, cultural, adventure and ecological package tours• Information and communications technology–business process management – software development, knowledge

processing centres, call centres• Regional logistics hub for the South Asian Association for Regional Cooperation and South-East Asian markets

market priorities

• Sri Lankan diaspora worldwide• South Asian Association for Regional Cooperation countries• China• South-East Asia• European Union, particularly Germany• United States and Canada• Japan• Republic of Korea• Chinese Taipei

Photo: (cc) pixabay

22


MOVING TO ACTION – IMPLEMENTATION FRAMEWORK

The strategic enhancement of Sri Lanka’s exports depends on the availability of proper trade intelligence and informa-tion, and effective promotion campaigns. Achieving this am-bitious objective will depend on the ability of the requisite stakeholders to implement the activities defined in this TIP Strategy. As a primary intervention to structure sector de-velopment, it is recommended that the following steps be taken with priority :

� Establish a centralized, reliable, accessible and afford-able export intelligence and promotion portal to be a re-pository of information related to trade and promotion, and that is easily accessible to all stakeholders to assist them in exporting.

� Strengthen coordination for information-sharing between public and private stakeholders, and between industry and sectoral chambers based in Colombo ( national level ) with regional chapters.

� Strengthen the TIP technical, managerial and adminis-trative capacities and abilities of relevant sector officers, especially in regional centres, alongside those of trade attachés posted overseas in Sri Lankan missions.

� Build Brand Sri Lanka strategically, not just overseas but also creating awareness within the country.

An immediate quick win would be to organize a standard pe-riodic globally synchronized event in all trade missions over-seas to promote Brand Sri Lanka, its exports and investment opportunities, targeting specific sectoral goals.

Figure 9 : strategic and operational objectives

Strategic objective 1: Improve the quality, reliability, accesibility and affordability of trade information

and trade promotion services

Strategic objective 2: Build the capacity of SMEs and emerging exporters to collect

and analyse trade information and conduct export promotion

Strategic objective 3: Strategically augment trade promotion programmes

with focused interventions

Strenghen coordination between

public and private institutions for

efficient exchange of reliable trade

information and trade promotion services

Enhance regional chambers’ and institutions’ ability to support SMEs to

integrate into the export value chain through increased access to trade information and

export promotion services

Strengh TIS’s abilities to provide relevant

and up-to-date information in a

coordinated manner, and provide trade

promotion services (including online and

offline support)

Build Brand Sri Lanka and sector brands

Strenghten and expand the scope of promoting Sri Lanka

and its products through trade

attaches in overseas missions

Increase awareness of online information

and resources available under

promotional services

Implement a targetted capacity building

programme for SMEs and exporters to use

information and promotion services

efficiently

23

[ mOviNg tO actiON – imPLEmENtatiON framEWOrk ]

MANAGING FOR RESULTS

It is the translation of priorities into implementable projects that will achieve the substantial increase in export compet-itiveness and export earnings envisaged by the Strategy. These goals will be achieved by optimizing institutional sup-port to exporters and strengthening private sector capacities to respond to market opportunities and challenges. The al-location of human, financial and technical resources is re-quired to efficiently coordinate and implement the Strategy, and monitor overall implementation.

Successful execution of activities will depend on the ability of stakeholders to plan and coordinate actions in a tactical

manner. Diverse activities must be synchronized across public and private sector institutions to create sustainable results. Hence, it is necessary to foster an adequate envi-ronment and create an appropriate framework for Strategy implementation.

Key criteria for achieving the targets will be to coordinate activities, monitor progress and mobilize resources for im-plementation. To that effect, industry representatives recom-mended that a public–private ‘advisory committee’ for the TIP TSF be rapidly established, operationalized and empowered. The TIP advisory committee is to be responsible for overall coordination, provision of policy guidance and monitoring of industry development along the strategic orientations.

Figure 10 : institutional framework for tiP tsf development

‘Advisory committee’ fortrade information and promotion

MODSIT; MNPEA, MIC, MoFA, CBSL, BoI, DoC ; Hector Kobbekaduwa Agrarian Reseach and Training Institute; IRD; AAS (SL) Ltd., SLPA; Sri Lankan Air Lines Limited, Registrar of companies; CCC; NCC; Hambantota Chamber of Commerce; FCCISL; NC, EDB

Investment and private sector initiatives aligned to strategic priorities

Implementation through National Budget Development partners’ projects

Cabinet

MoDSITNES management unit

Sri Lanka EDB coordination

TIP ADVISORY COMMITTEE

The Export Development Act ( 1979 ) grants EDB the follow-ing power : ‘On advice from the Board, the Minister may, by Order in the Gazette, establish advisory committees for the development and promotion of certain products, prod-uct groups and commodities as well as functional aspects of trade’. Additionally, ‘each such advisory committee shall have the power to fix and regulate its own procedures, in-cluding the power to determine the number of members necessary to form a quorum at its meeting’. The advisory committees are ‘to advise the Board on any or all of the mat-ters which the Minister considers necessary for the purposes of giving effect to the principles and provisions of this Act’.

A TIP advisory committee has been established by Minister MoDSIT to enable the TIP institutions and private sector to strategically steer development of this key trade support

function. The TIP advisory committee is composed of the following members :

� Ministry of Development Strategies and International Trade

� Ministry of National Policies and Economic Affairs � Ministry of Industry and Commerce � Ministry of Foreign Affairs � Central Bank of Sri Lanka � Board of Investment of Sri Lanka � Department of Commerce � Hector Kobbekaduwa Agrarian Research and Training

Institute � Inland Revenue Department � Airport and Aviation Service ( SL ) Ltd. � Sri Lanka Port Authority � Sri Lankan Air Lines Limited � Registrar of companies

24


� Ceylon Chamber of Commerce � National Chamber of Commerce � Hambantota Chamber of Commerce � Federation of Chambers of Commerce � National Chamber of Exporters of Sri Lanka � Sri Lanka Export Development Board

It is recommended that the advisory committee be em-powered to meet quarterly and implement the following functions :

i. Create a shared understanding of key market challenges and opportunities facing the sector ;

ii. Set goals and targets that, if achieved, will strengthen the sector’s competitive position and enhance Sri Lanka’s overall capacity to meet the changing demands of markets ;

iii. Propose key policy changes to be undertaken and pro-mote these policy changes among national decision makers ;

iv. Support the coordination, implementation and monitor-ing of activities in the sector by the Government, private sector, institutions or international organizations to en-sure alignment to goals and targets ; and, as required, contribute to resource identification and alignment.

KEY SUCCESS FACTORS FOR EFFECTIVE IMPLEMENTATION

The presence of the advisory committee to oversee the im-plementation of the Strategy is a key success factor but it is not sufficient to effectively fulfil its assigned functions.

PRIVATE SECTOR SUPPORT AND PARTICIPATION IN IMPLEMENTATION

The private sector clearly expressed its willingness to con-tribute, directly or in partnership with public institutions, to implementation of the Strategy. Their implementation efforts

can range from providing business intelligence to institutions to contributing to project design, promotion and branding, policy advocacy, etc. In brief, the private sector’s practi-cal knowledge of business operations is essential to en-suring the Strategy remains aligned to market trends and opportunities.

PROACTIVE NETWORKING AND COMMUNICATION

The key implementing institutions detailed in the PoA have been consulted on the content of the Strategy and its impli-cations for their 2018–2023 programming. This networking and communication was essential to build ownership and provide institutions with the opportunity to confirm the ac-tivities to implement. It will be important for EDB, MoDSIT and members of the advisory committee to continue reach-ing out to relevant institutions nationally to create awareness and support for TIP strategy implementation.

RESOURCES FOR IMPLEMENTATION

The advisory committee, in collaboration with EDB and the Trade Policy and NES Management Unit at MoDSIT, will need to leverage additional support for efficient implemen-tation. Effective planning and resource mobilization is indis-pensable in supporting Strategy implementation. Resource mobilization should be carefully planned and organized.

As the TIP function is a priority of the NES, the Government of Sri Lanka is defining annual budget allocations and sup-port to drive growth. This commitment demonstrates clear engagement in strengthening the function and encourage private partners to support development.

The various implementation modalities detailed will deter-mine the success of Strategy implementation. However, high-level support from the Government, in collaboration with strong championship by the private sector, will be the real driver of successful implementation.

To achieve the vision and strategic objectives discussed, a robust, actionable and realistic strategic PoA is required. This is provided in the section below and constitutes the heart of this Strategy.

The PoA is structured along the three strategic objectives and the operational objectives described above. For each objective, the PoA outlines detailed activities and their means of implementation, which include :

• Priority level : Priority 1 being the highest and 3 the lowest.• Start / end dates : The desired time frame of the activity.

• Targets : Quantifiable targets that allow completion monitor-ing of each activity during implementation.

• Leading implementer : One single accountable lead institu-tion per activity. ( The institution may also have a technical role or may have solely an oversight and coordination role. )

• Supporting implementing partners : Any institu-tion that should be involved at any stage of the activity’s implementation.

• Indicative Costs ( US $ ) : An estimate of the activity’s cost for the total implementation period.

PLAN OF ACTION 2018–2022

26


Stra

tegi

c ob

ject

ives

Oper

atio

nal

obje

ctiv

esAc

tivity

Prio

rity

Star

t dat

eEn

d da

teTa

rget

sLe

adin

g im

plem

ente

r Su

ppor

ting

impl

emen

ting

part

ners

Indi

cativ

e co

sts

( US $

)1 :

Impr

ove

the

qual

ity, r

elia

bilit

y,

acce

ssib

ility

and

affo

rdab

ility

of

trade

info

rmat

ion

and

trade

pr

omot

ion

serv

ices

.

1.1 :

Stre

ngth

en

coor

dina

tion

betw

een

publ

ic

and

priv

ate

inst

itutio

ns fo

r ef

ficie

nt e

xcha

nge

of re

liabl

e tra

de

info

rmat

ion

and

trade

pro

mot

ion

serv

ices

.

1.1.

1 Se

t up

a te

chni

cal s

teer

ing

com

mitt

ee w

ith a

n of

ficia

l m

anda

te to

est

ablis

h th

e co

llabo

rativ

e ex

port

inte

llige

nce

and

prom

otio

n po

rtal (

unifi

ed re

posi

tory

of t

rade

-rela

ted

info

rma-

tion )

, and

form

alize

a p

roto

col o

f col

labo

ratio

n de

linea

ting

the

role

s an

d re

spon

sibi

litie

s of

inst

itutio

ns o

f the

Sri

Lank

an

trade

info

rmat

ion

com

mun

ity. R

epor

ting

proc

edur

es, v

alid

a-tio

ns, t

empl

ates

and

tim

elin

es to

be

stan

dard

ized.

101

/ 04 /

2018

30 / 0

6 / 20

18•

Mem

oran

dum

of

unde

rsta

ndin

g on

col

labo

ratio

n es

tabl

ishe

d be

twee

n ke

y tra

de in

form

atio

n pr

ovid

ers

Expo

rt De

velo

p-m

ent B

oard

Cent

ral B

ank

of S

ri La

nka ;

M

inis

try o

f Ind

ustry

and

Co

mm

erce

; Sri

Lank

a Cu

s-to

ms

1500

0

1.1.

2 Ba

sed

on th

e te

rms

of re

fere

nce

for t

he “

expo

rt in

tel-

ligen

ce a

nd p

rom

otio

n po

rtal”

def

ined

by

the

tech

nica

l co

mm

ittee

cal

l for

pro

posa

ls fr

om S

ri La

nkan

info

rmat

ion

tech

nolo

gy c

ompa

nies

to e

stab

lish

the

requ

ired

softw

are

and

mai

nten

ance

sup

port

for a

per

iod

of fi

ve y

ears

. Thi

s in

clud

es

prov

isio

n of

a fi

nanc

ial g

rant

and

nec

essa

ry a

ppro

vals

from

th

e Go

vern

men

t for

act

ivat

ion

of a

nat

iona

l onl

ine

repo

sito

ry

( e-tr

ade

info

rmat

ion

plat

form

) in

Engl

ish,

Sin

hala

and

Tam

il.

101

/ 07 /

2018

31 / 1

2 / 20

18•

Call

for p

ropo

sal

com

plet

ed•

Netw

ork

infra

stru

ctur

e de

fined

and

im

plem

ente

d

Expo

rt De

velo

p-m

ent B

oard

Min

istry

of I

ndus

try a

nd

Com

mer

ce ; I

nfor

mat

ion

and

Com

mun

icat

ion

Tech

nol-

ogy

Agen

cy ( I

CTA )

; Cey

lon

Cham

ber o

f Com

mer

ce

( CCC

)

7000

00

1.1.

3 Te

chni

cal s

teer

ing

com

mitt

ee to

org

anize

qua

rterly

tech

-ni

cal r

evie

w m

eetin

gs to

revi

ew th

e qu

ality

of t

he in

form

atio

n up

load

ed to

the

porta

l. Th

ese

quar

terly

mee

tings

will

con

trol

the

qual

ity o

f inf

orm

atio

n pr

ovid

ed b

y th

e po

rtal.

101

/ 01 /

2019

31 / 1

2 / 20

22•

Quar

terly

mee

tings

or

gani

zed

and

them

atic

tra

de in

form

atio

n re

view

ed

• Qu

ality

of t

he d

ata

and

info

rmat

ion

kept

to a

hi

gh s

tand

ard

Expo

rt De

velo

p-m

ent B

oard

Cent

ral B

ank

of S

ri La

nka ;

Sr

i Lan

ka C

usto

ms ;

Cey

lon

Cham

ber o

f Com

mer

ce

( CCC

)

5000

1.1.

4 Ho

ld a

twic

e-ye

arly

roun

d ta

ble

betw

een

indu

stry

rep-

rese

ntat

ives

and

dat

a pr

ovid

ers,

in o

rder

to d

iscu

ss th

e re

le-

vanc

e an

d qu

ality

of t

he in

form

atio

n pr

ovid

ed. T

his

will

ensu

re

high

-qua

lity

data

and

info

rmat

ion

is p

rovi

ded.

101

/ 04 /

2018

31 / 1

2 / 20

22•

Twic

e-ye

arly

revi

ew o

f th

e re

leva

nce

of tr

ade

data

com

plet

ed

• Qu

ality

of i

nfor

mat

ion

and

data

kep

t to

a hi

gh

stan

dard

s

Expo

rt De

velo

p-m

ent B

oard

Cent

ral B

ank

of S

ri La

nka ;

M

inis

try o

f Ind

ustry

and

Co

mm

erce

; Sri

Lank

a Cu

s-to

ms

1000

0

1.2 :

Stre

ngth

TI

SIs’

abi

lity

to

prov

ide

rele

vant

an

d up

-to-d

ate

info

rmat

ion

in

a co

ordi

nate

d m

anne

r, an

d pr

ovid

e tra

de

prom

otio

n se

rvic

es

( incl

udin

g on

line

and

offli

ne

supp

ort )

.

1.2.

1 St

reng

then

cap

acity

by

prov

idin

g tra

inin

g fo

r rel

evan

t se

ctor

offi

cers

and

regi

onal

offi

cers

( as

per t

he in

stitu

tiona

l lis

t ) to

:

• Ga

ther

requ

isite

dat

a an

d in

form

atio

n, o

n bo

th s

ecto

rs a

nd

mar

kets

.•

Deve

lop

rele

vant

mar

ket /

pro

duct

pro

files

bas

ed o

n in

dust

ry n

eeds

.•

Expa

nd s

uppo

rt to

iden

tify

and

prep

are

for s

ecto

r-rel

ated

fa

irs in

targ

et m

arke

ts.

• Su

ppor

t pre

para

tion

of m

arke

ting

mat

eria

ls fo

r ove

rsea

s m

issi

ons.

Inst

itutio

n Li

st :

• CB

SL•

Depa

rtmen

t of C

ensu

s an

d St

atis

tics

• SL

C•

Depa

rtmen

t of I

mpo

rt an

d Ex

port

Cont

rol

• BO

I•

Sri L

anka

Sta

ndar

ds In

stitu

te

101

/ 04 /

2018

31 / 1

2 / 20

22•

Quar

terly

trai

ning

of s

taff

of v

ario

us d

epar

tmen

ts

of th

e Go

vern

men

t of

Sri L

anka

on

key

TIP

tech

niqu

es

Min

istry

of D

e-ve

lopm

ent S

trat-

egie

s an

d In

ter-

natio

nal T

rade

Min

istry

of F

inan

ce ; E

xpor

t De

velo

pmen

t Boa

rd ; E

xpor

t-er

s As

soci

atio

n of

Sri

Lank

a ;

The

Ceyl

on N

atio

nal C

ham

ber

of In

dust

ries;

Cey

lon

Cham

-be

r of C

omm

erce

( CCC

) ; N

a-tio

nal C

ham

ber o

f Exp

orte

rs

of S

ri La

nka

( NCE

)

5000

0

27

[ PLaN Of actiON 2018–2022 ]

Stra

tegi

c ob

ject

ives

Oper

atio

nal

obje

ctiv

esAc

tivity

Prio

rity

Star

t dat

eEn

d da

teTa

rget

sLe

adin

g im

plem

ente

r Su

ppor

ting

impl

emen

ting

part

ners

Indi

cativ

e co

sts

( US $

)1 :

Impr

ove

the

qual

ity, r

elia

bilit

y,

acce

ssib

ility

and

affo

rdab

ility

of

trade

info

rmat

ion

and

trade

pr

omot

ion

serv

ices

.

1.2 :

Stre

ngth

TI

SIs’

abi

lity

to

prov

ide

rele

vant

an

d up

-to-d

ate

info

rmat

ion

in

a co

ordi

nate

d m

anne

r, an

d pr

ovid

e tra

de

prom

otio

n se

rvic

es

( incl

udin

g on

line

and

offli

ne

supp

ort )

.

1.2.

2 En

hanc

e th

e ab

ility

of t

rade

atta

chés

by

prov

idin

g tra

in-

ing

when

they

are

pos

ted

inte

rnat

iona

lly, o

n :

• Pr

iorit

y pr

oduc

ts to

pro

mot

e in

des

tinat

ion

mar

kets

.•

Iden

tific

atio

n of

buy

ers

and

inve

stor

s as

per

prio

ritie

s fo

r in

dust

ry g

rowt

h.•

Use

of tr

ade

prom

otio

n to

ols.

• Va

rious

bra

nds

of S

ri La

nka.

101

/ 04 /

2018

31 / 1

2 / 20

22•

Quar

terly

trai

ning

of

trade

atta

chés

• W

ell-e

quip

ped

trade

at

tach

és

• In

crea

sed

trade

en

quiri

es a

nd im

prov

ed

inte

rnat

iona

l tra

de

Min

istry

of I

n-du

stry

and

Com

-m

erce

Min

istry

of F

inan

ce25

0000

1.3 :

Enh

ance

re

gion

al

cham

bers

’ and

in

stitu

tions

’ abi

lity

to s

uppo

rt S

MEs

to

inte

grat

e in

to

the

expo

rt v

alue

ch

ain

thro

ugh

incr

ease

d ac

cess

to tr

ade

info

rmat

ion

and

expo

rt p

rom

otio

n se

rvic

es.

1.3.

1 Pr

ovid

e ta

rget

ed tr

aini

ng s

uppo

rt to

regi

onal

cha

mbe

rs

( Jaf

fna,

Kan

dy, G

alle

, Ham

bant

ota )

to in

crea

se th

e av

aila

bilit

y of

up-

to d

ate

info

rmat

ion

for t

heir

mem

bers

by :

• Es

tabl

ishi

ng a

sin

gle

wind

ow ( c

onta

ct in

stitu

tion )

for

regi

onal

cha

mbe

rs to

see

k tra

de-re

late

d da

ta.

• Es

tabl

ishi

ng a

n ac

cess

cod

e fo

r reg

iona

l cha

mbe

rs to

ac

cess

exp

ort i

ntel

ligen

ce a

nd p

rom

otio

n po

rtal.

101

/ 04 /

2018

31 / 1

2 / 20

22•

Quar

terly

trai

ning

of s

taff

at re

gion

al le

vel

• Tr

aine

d pe

rson

nel i

n re

gion

al c

ham

bers

to

acce

ss p

oten

tial e

xpor

ts

of S

ri La

nka

• Du

e to

a To

T pr

ogra

mm

e, m

ore

and

mor

e pe

rson

nel c

an b

e tra

ined

in re

gion

al a

reas

Expo

rt De

velo

p-m

ent B

oard

Natio

nal E

nter

pris

e De

vel-

opm

ent A

utho

rity ;

Cey

lon

Cham

ber o

f Com

mer

ce

( CCC

) ; N

atio

nal C

ham

ber o

f Ex

porte

rs o

f Sri

Lank

a ( N

CE )

5000

0

1.3.

2 Es

tabl

ish

regi

onal

exp

ort a

dvis

ory

com

mitt

ees

( pub

lic–

priv

ate

repr

esen

tativ

es ) i

n ke

y re

gion

s ( J

affn

a, K

andy

, Gal

le,

Ham

bant

ota,

etc

. ) an

d su

ppor

t qua

rterly

mee

tings

to :

• Co

nfirm

the

stra

tegi

c m

arke

t orie

ntat

ion

of k

ey re

gion

al

indu

strie

s.•

Plan

ann

ual i

mpl

emen

tatio

n of

regi

onal

exp

ort-r

elat

ed

proj

ects

.•

Trac

k im

plem

enta

tion

prog

ress

of r

egio

nal p

roje

cts

by le

ad

impl

emen

ters

.•

Asse

ss a

dequ

ate

supp

ort m

echa

nism

s ( p

olic

y, re

gula

tions

, in

stitu

tions

, etc

. ).

201

/ 04 /

2018

31 / 1

2 / 20

22•

Quar

terly

mee

tings

hel

d in

all

prio

rity

regi

ons

• Re

gion

al m

arke

t in

telli

genc

e m

ade

avai

labl

e fo

r nat

iona

l pr

iorit

ies

• Re

gula

r tra

ckin

g of

trad

e op

portu

nitie

s in

regi

onal

ce

ntre

s

Expo

rt De

velo

p-m

ent B

oard

Min

istry

of R

egio

nal D

evel

op-

men

t ; Ce

ylon

Cha

mbe

r of

Com

mer

ce ( C

CC ) ;

Nat

iona

l Ch

ambe

r of E

xpor

ters

of

Sri L

anka

( NCE

)

1000

0

2 : B

uild

the

capa

city

of S

MEs

an

d em

ergi

ng

expo

rter

s to

co

llect

and

an

alys

e tra

de

info

rmat

ion

and

cond

uct e

xpor

t pr

omot

ion.

2.1 :

Incr

ease

aw

aren

ess

of

onlin

e in

form

atio

n an

d re

sour

ces

avai

labl

e un

der

prom

otio

nal

serv

ices

.

2.1.

1 Im

plem

ent a

nat

ionw

ide

prom

otio

n ca

mpa

ign

in E

ng-

lish,

Sin

hala

and

Tam

il, in

bot

h tra

ditio

nal a

nd o

nlin

e m

edia

, to

info

rm S

MEs

and

exp

orte

rs o

f ava

ilabl

e TI

P se

rvic

es, a

nd

pres

ent t

he fo

cal i

nstit

utio

ns a

t nat

iona

l and

regi

onal

leve

ls.

301

/ 04 /

2018

31 / 1

2 / 20

22•

Targ

eted

pro

mot

iona

l ca

mpa

ign

laun

ched

and

im

plem

ente

d •

Mor

e SM

Es a

cces

s tra

de

data

and

info

rmat

ion

Expo

rt De

velo

p-m

ent B

oard

Min

istry

of I

ndus

try a

nd

Com

mer

ce ; M

inis

try o

f De-

velo

pmen

t Stra

tegi

es a

nd

Inte

rnat

iona

l Tra

de ; C

eylo

n Ch

ambe

r of C

omm

erce

( C

CC )

2000

0

28


Stra

tegi

c ob

ject

ives

Oper

atio

nal

obje

ctiv

esAc

tivity

Prio

rity

Star

t dat

eEn

d da

teTa

rget

sLe

adin

g im

plem

ente

r Su

ppor

ting

impl

emen

ting

part

ners

Indi

cativ

e co

sts

( US $

)2 :

Bui

ld th

e ca

paci

ty o

f SM

Es

and

emer

ging

ex

port

ers

to

colle

ct a

nd

anal

yse

trade

in

form

atio

n an

d co

nduc

t exp

ort

prom

otio

n.

2.1 :

Incr

ease

aw

aren

ess

of

onlin

e in

form

atio

n an

d re

sour

ces

avai

labl

e un

der

prom

otio

nal

serv

ices

.

2.1.

2 Cr

eate

e-le

arni

ng v

ideo

s an

d to

ols

to tr

ain

pros

pec-

tive

expo

rters

on

trade

info

rmat

ion

colle

ctio

n / a

naly

sis

and

effic

ient

exp

ort p

rom

otio

n. V

ideo

s to

be

mad

e av

aila

ble

on

the

expo

rt in

telli

genc

e an

d pr

omot

ion

porta

l. Up

date

mod

ules

ev

ery

year

.

201

/ 01 /

2019

31 / 1

2 / 20

22•

Onlin

e se

ries

of

e-le

arni

ng m

odul

es

avai

labl

e an

d up

date

d ye

arly

• In

crea

sed

awar

enes

s of

ex

porte

rs a

nd p

ossi

ble

incr

ease

d ex

ports

Expo

rt De

velo

p-m

ent B

oard

Min

istry

of I

ndus

try a

nd

Com

mer

ce ; I

nfor

mat

ion

and

Com

mun

icat

ion

Tech

nol-

ogy

Agen

cy ( I

CTA )

; Cey

lon

Cham

ber o

f Com

mer

ce

( CCC

)

1000

00

2.2 :

Impl

emen

t a

targ

eted

ca

paci

ty-b

uild

ing

prog

ram

me

for S

MEs

and

ex

port

ers

to

effic

ient

ly u

se

info

rmat

ion

and

prom

otio

n se

rvic

es.

2.2.

1 De

velo

p an

d ro

ll ou

t a s

tand

ardi

zed

train

ing

cour

se,

perio

dica

lly, t

o bu

ild th

e ca

paci

ties

of s

ecto

r ass

ocia

tions

( e

.g. S

ri La

nka

Ener

gy M

anag

ers

Asso

ciat

ion,

Spi

ce C

ounc

il,

etc.

) and

regi

onal

cha

mbe

rs in

onl

ine

rese

arch

, dat

a co

llec-

tion,

mar

ket p

rofil

ing,

mar

ketin

g / p

rom

otio

n te

chni

ques

, and

pr

epar

atio

n fo

r tra

de fa

irs.

101

/ 04 /

2018

31 / 1

2 / 20

22•

Stan

dard

sim

ple

train

ing

mod

ules

des

igne

d•

Trai

ning

pro

vide

d to

Col

ombo

-bas

ed

asso

ciat

ions

and

ToTs

fo

r reg

iona

l out

reac

h

Expo

rt De

velo

p-m

ent B

oard

Ceyl

on C

ham

ber o

f Com

-m

erce

( CCC

) ; D

epar

tmen

t of

Com

mer

ce

5000

0

2.2.

2 Im

plem

ent a

ToT

prog

ram

me

to re

ach

out t

o re

gion

al

cham

bers

and

sec

tor a

ssoc

iatio

ns w

ith s

tand

ardi

zed

train

ing

cour

ses

on tr

ade

anal

ysis

and

pro

mot

ion.

ToT

shou

ld b

e ta

r-ge

ted

at g

over

nmen

t ‘di

stric

t dev

elop

men

t offi

cers

’.

101

/ 04 /

2018

31 / 1

2 / 20

22•

A po

ol o

f tra

ined

tra

iner

s to

dis

sem

inat

e in

form

atio

n in

regi

onal

ar

eas

is e

stab

lishe

d

Expo

rt De

velo

p-m

ent B

oard

Min

istry

of I

ndus

try a

nd

Com

mer

ce ; C

ham

ber o

f Yo

ung

Lank

an E

ntre

pren

eurs

; Ch

ambe

r of C

onst

ruct

ion

Indu

strie

s, S

ri La

nka;

The

Ce

ylon

Nat

iona

l Cha

mbe

r of

Indu

strie

s; C

eylo

n Ch

am-

ber o

f Com

mer

ce ( C

CC ) ;

Na

tiona

l Cha

mbe

r of E

x-po

rters

of S

ri La

nka

( NCE

); Fe

dera

tion

of C

ham

bers

of

Com

mer

ce in

Sri

Lank

a ( F

C-CI

SL ) ;

Yal

pana

m C

ham

ber

of C

omm

erce

; Ham

ban-

tota

Cha

mbe

r Of C

omm

erce

; Ce

ntra

l Pro

vinc

e Ch

ambe

r of

Com

mer

ce ; C

entra

l Pro

vinc

e W

omen

’s C

ham

ber o

f Com

-m

erce

& In

dust

ry ; C

ham

ber

of C

omm

erce

and

Indu

strie

s Tr

inco

mal

ee D

istri

ct ; B

at-

tical

oa D

istri

ct C

ham

ber o

f Co

mm

erce

and

Indu

stry

; Am

para

Dis

trict

Cha

mbe

r of

Com

mer

ce &

Indu

strie

s

5000

0

29


Stra

tegi

c ob

ject

ives

Oper

atio

nal

obje

ctiv

esAc

tivity

Prio

rity

Star

t dat

eEn

d da

teTa

rget

sLe

adin

g im

plem

ente

r Su

ppor

ting

impl

emen

ting

part

ners

Indi

cativ

e co

sts

( US $

)3 :

Stra

tegi

cally

au

gmen

t tra

de

prom

otio

n pr

ogra

mm

es

with

focu

sed

inte

rven

tions

.

3.1 :

Bui

ld B

rand

Sr

i Lan

ka a

nd

sect

or b

rand

s.

3.1.

1 Su

ppor

t and

enh

ance

the

alre

ady

esta

blis

hed

Natio

nal

Expo

rt an

d In

vest

men

t Bra

ndin

g Co

mm

ittee

at t

he E

DB, c

om-

pose

d of

pub

lic a

nd p

rivat

e st

akeh

olde

rs, a

s pe

r the

bud

get

anno

unce

men

t of N

ovem

ber 2

016.

Ass

ist t

he C

omm

ittee

to :

• De

velo

p th

e na

tiona

l bra

ndin

g an

d m

arke

ting

posi

tion

( tag

lines

, log

os, m

ater

ials

and

dis

sem

inat

ion

chan

nels

).•

Supp

ort s

ecto

r ass

ocia

tions

to p

repa

re s

tand

ard

indu

stry

pr

omot

ion

broc

hure

s hi

ghlig

htin

g pr

oduc

ts a

nd e

nter

pris

es.

• Im

plem

ent t

he S

ri La

nkan

exp

orts

/ in

vest

men

t bra

ndin

g ca

mpa

ign

with

sta

ndar

dize

d m

ater

ials

dis

tribu

ted

in

aero

plan

es a

nd a

t tra

de fa

irs, i

nves

tmen

t pro

mot

ion,

etc

.•

Prep

are

‘sta

ndar

d pa

ckag

es’ t

o pr

omot

e in

divi

dual

sec

tors

an

d Sr

i Lan

kan

ente

rpris

es th

roug

h ov

erse

as m

issi

ons

( com

mer

cial

atta

chés

).

101

/ 04 /

2018

31 / 1

2 / 20

20•

The

Natio

nal E

xpor

t and

In

vest

men

t Bra

ndin

g Co

mm

ittee

is s

uppo

rted

• Na

tiona

l exp

ort a

nd

inve

stm

ent b

rand

ing

posi

tion

and

mat

eria

l re

ady

for d

isse

min

atio

n

Expo

rt De

velo

p-m

ent B

oard

Min

istry

of N

atio

nal P

olic

ies

and

Econ

omic

Affa

irs ; M

inis

-try

of D

evel

opm

ent S

trate

gies

an

d In

tern

atio

nal T

rade

; Cey

-lo

n Ch

ambe

r of C

omm

erce

( C

CC )

2000

000

3.1.

2 Or

gani

ze a

sta

ndar

d pe

riodi

c gl

obal

ly s

ynch

roni

zed

even

t in

all S

ri La

nkan

mis

sion

s ov

erse

as to

pro

mot

e Br

and

Sri L

anka

, its

exp

orts

and

inve

stm

ent o

ppor

tuni

ties.

201

/ 01 /

2019

31 / 1

2 / 20

22•

Perio

dic

sync

hron

ized

glob

al e

vent

s ov

erse

as•

The

Sri L

anka

n br

and

and

its tr

ade

oppo

rtuni

ties

is

prom

oted

Min

istry

of F

or-

eign

Affa

irsBo

ard

of In

vest

men

t ( BO

I ) ;

Expo

rt De

velo

pmen

t Boa

rd ;

Ceyl

on C

ham

ber o

f Com

-m

erce

( CCC

)

1000

00

3.1.

3 Or

gani

ze a

n an

nual

inte

rnat

iona

l tra

de fa

ir in

Sri

Lank

a,

invi

ting

impo

rters

and

buy

ers

from

all

over

the

world

to e

x-po

se S

ri La

nkan

bra

nds.

201

/ 09 /

2018

31 / 1

2 / 20

22•

Annu

al e

vent

in

Sri L

anka

• Sr

i Lan

kan

bran

ds

prom

oted

Expo

rt De

velo

p-m

ent B

oard

Ceyl

on C

ham

ber o

f Com

-m

erce

( CCC

) ; N

atio

nal

Cham

ber o

f Exp

orte

rs o

f Sr

i Lan

ka ( N

CE )

5000

00

3.2 :

Stre

ngth

en

and

expa

nd

the

scop

e of

pr

omot

ing

Sri L

anka

and

its

prod

ucts

thro

ugh

trade

atta

chés

in

Sri

Lank

a m

issi

ons

over

seas

un

der t

he d

irect

su

perv

isio

n of

the

Head

of

Mis

sion

/ Pos

t.

3.2.

1 Co

mm

erci

al a

ttach

és to

iden

tify

all t

rade

fairs

and

com

-m

erci

al e

vent

s re

late

d to

prio

rity

expo

rt se

ctor

s an

d up

date

th

e lis

t of e

vent

s on

the

expo

rt in

telli

genc

e an

d pr

omot

ion

porta

l.

201

/ 01 /

2019

31 / 1

2 / 20

22•

All n

atio

nal t

rade

fairs

in

targ

et m

arke

ts’

surv

eys

and

info

rmat

ion

shar

ed th

roug

h th

e ex

port

inte

llige

nce

and

prom

otio

n po

rtal

Min

istry

of F

or-

eign

Affa

irsBo

ard

of In

vest

men

t ( BO

I ) ;

Expo

rt De

velo

pmen

t Boa

rd ;

Ceyl

on C

ham

ber o

f Com

-m

erce

( CCC

)

5400

0

3.2.

2 Fo

r prio

rity

fairs

, EDB

, DoC

and

com

mer

cial

atta

chés

to

coor

dina

te w

ith s

ecto

r ass

ocia

tions

to p

repa

re fo

r mee

tings

wi

th p

oten

tial b

uyer

s or

inve

stor

s du

ring

the

fairs

. Pro

vide

tra

inin

gs in

adv

ance

of o

vers

eas

mis

sion

s.

201

/ 04 /

2018

31 / 1

2 / 20

22•

Info

rmat

ion

abou

t buy

ers

in d

estin

atio

n m

arke

ts

colle

cted

and

pro

files

co

mpl

eted

• Ex

porte

rs ta

rget

thei

r m

ater

ial t

o bu

yer p

rofil

es

Expo

rt De

velo

p-m

ent B

oard

Boar

d of

Inve

stm

ent (

BOI ) ;

Ce

ylon

Cha

mbe

r of C

om-

mer

ce ( C

CC ) ;

Dep

artm

ent o

f Co

mm

erce

1000

00

30


APPENDIX : LIST OF PARTICIPANTS IN THE PUBLIC-PRIVATE CONSULTATIONS

No. Name Designation Name of institution

1 Mr. T. Kiritharan Assistant Director Agriculture & Agrarian Insurance Board

2 Mr. D.J.U. Purasinghe Senior Assistant Airport Manager Airport & Aviation Services ( Sri Lanka ) Limited

3 Mr. Wasantha Kumara Jayasena Chief Executive Officer Ampara District Chamber of Commerce Industry and Agriculture

4 Mr. M.H.M. Naleem Vice President Batticaloa District Chamber of Commerce Industry and Agriculture

5 Ms. Nilupul De Silva Director - Promotion Board of Investment ( BOI )

6 Mr. Jayamenon Senior Deputy Director Board of investment ( BOI ) - Jaffna

7 Ms. Jeewani Sewwandi Liyanapathirana

Research Officer Board of Investment ( BOI )

8 Mrs. W.A. Dilrukshini Additional Director Central Bank of Sri Lanka

9 Mr. S. Sayakkara - Central Province Women’s Chamber of Small Industries and Commerce

10 Mrs. Shirley Jayawardane Chairperson Central Province Women’s Chamber of Small Industries and Commerce

11 Ms. M. Ariyarathne - Central Province Women’s Chamber of Small Industries and Commerce

12 Ms. Lilakshini De Mel Senior Assistant Secretary General Ceylon Chamber of Commerce

13 Ms. Jayani Ratnayake Economist Ceylon Chamber of Commerce

14 Mr. Ashoka Abeywickrama Chief Executive Officer Chamber of Commerce & Industry of Central Province

15 Mr. T. Jurison Jenaraj Chief Executive Officer Chamber of Commerce & Industries of Yalpanam

16 Mr. H.M. Sudath Chief Executive Officer Chamber of Provincial Entrepreneurs ( COPE )

17 Mr. Anslem Perera Chairman Colombo Tea Traders’ Association

18 Mr. P.M.P. Anura Kumara Additional DG Department of Census and Statistics Sri Lanka

19 Ms. Ishanthi Kulathilake Senior Statistician Department of Census and Statistics Sri Lanka

20 Ms. Chamini Wijayapala Statistician Department of Census and Statistics Sri Lanka

21 Ms. Gothami Silva Director of Commerce Department of Commerce

22 Mr. G.L Gnanatheva Deputy Director Department of Commerce

23 Mr. D.M. Rathnayake Deputy Director Department of Commerce

24 Mr. Alexi Gunasekera Deputy Director Department of Commerce

25 Ms. Kishani Wickramasinghe Assistant Director Department of Commerce

26 Mr. M. Sivakumaran Samurdhi Manager Department of Divi Neguma Development

27 Mr. J. Suthakaran Assistant Director Department of Fisheries and Aquatic Resources ( DFAR )

28 Mrs. P. Beneraj District Officer Department of Industries - Northern Province

29 Ms. Anjalika Gunasekara Director Department of National Planning

30 Ms. Chandrika Senanayake Additional Director - Department of Project Management & Monitoring

Ministry of National Policies and Economic Affairs

31 Mr. Sirankan Assistant Director of Planning District Secretariat, Chudikkuli

31



32 Mr. N. Gawrithassan Assistant Director Planning District Secretariat, Kilinochchi

33 Mr. T. Thireshkumar Additional District Secretary District Secretariat, Vavuniya

34 Mr. Harin De Silva Chairman Exporters Association of Sri Lanka ( EASL )

35 Ms. P.A.J. Champika Research Officer Hector Kobbekaduwa Agrarian Research and Training Institute ( HARTI )

36 Mrs. N. Nimalka Dias Past Controller General Import and Export Control Department ( IECD )

37 Mr. S. Sivakangatharan Deputy Director Industrial Development Board

38 Dr. Janaka Wijayasiri Research Fellow Institute of Policy Studies ( IPS )

39 Mr. V. Sritharan Administrative Officer Jaffna Chamber Of Commerce

40 Mr. Tuli Cooray Secretary General Joint Apparel Association Forum ( JAAF )

41 Mr. Suresh D. De Mel Director Hambantota District Chamber of Commerce

42 Mr. S.T. Abouthali AD / FCAU Ministry of Health, Nutrition and Indigenous Medicine

43 Mr. M. Bakerathan Development Officer Ministry of Agriculture, Northern Province

44 Ms. Gamani Liyanarachchi Director Ministry of Development Strategies & International Trade ( MODSIT )

45 Mr. Deyanath Kulatunga - Ministry of Development Strategies & International Trade ( MODSIT )

46 Mr. Jagath Murage Director - Department of Trade Investment Policy

Ministry of Finance

47 Mr. Kapila Fonseka Director Ministry of Foreign Affairs

48 Ms. Subhashini Silva Assistant Director Ministry of Foreign Affairs

49 Mr. U.G. Ratnasiri Additional Secretary - Economic Affairs Ministry of National Policies & Economic Affairs

50 Dr. Kumudini Gunasekara Agri Business Specialist Ministry of Primary Industries

51 Mr. Sapumal Kapukotuwa Value Chain Specialist Ministry of Primary industries ASMP - World Bank

52 Mr. Shiham Marikar Secretary General / CEO National Chamber of Exporters

53 Ms. Linda Motha Senior Executive -Technical Service National Chamber of Exporters

54 Mr. Kapila Sumanapala Director Administration Neil Fernando and Company ( Pvt ) Ltd

55 Mr. Canagaratnam Sabeson Head of Key Accounts Renuka Agri Foods PLC

56 Mr. Suresh A. Silva Managing Director / Group Chief Executive

S A Silva & Sons Lanka ( Pvt ) Ltd

57 Mr. Janaka Munasinghe Senior Manager – Worldwide Cargo Operations

Sri Lanka Airlines Limited

58 Mr. Tyrone Gunawardane Manager - Cargo Sri Lankan Airlines Limited

59 Mr. S. Mahesan Director ( Exports ) Sri Lanka Customs

60 Mr. Sudaththa Silva Superintendent Customs Sri Lanka Customs / ASYCUDA World and Border Alerts Management Team

61 Mr. K.A.K.N.D. Dharmapala Assistant Superintendent of Customs Sri Lanka Customs

62 Mr. Maliek De Alwis President Sri Lanka Food Processors Association ( SLFPA )

63 Mr. Dhammika Gunasekara Hon Secretary The Spice Council

64 Mr. Suranjith Swaris Vice President - Events Sri Lanka Institute of Marketing

65 Mr. Pradeep Edward Vice President - Education Sri Lanka Institute of Marketing

66 Mr. Dehan Seneviratne Manager / Marketing Consultant Sri Lanka Institute of Marketing

32



67 Mr. Upali De Zoysa Director – Logistics Sri Lanka Ports Authority

68 Mr. N.J. Chrisso De Mel Chairman Sri Lanka Shipper’s Council

69 Mr. M.C. Sampath Perera Assistant Director Sri Lanka Tea Board

70 Mr. Nalaka Sanjeewa Market Analyst Sri Lanka Tea Board

71 Mr. T. Niroshan - Sun Coir Industry

72 Prof. Velnampy Dean / Faculty of Management University of Jaffna

73 Mr. Ravi Dissanayake Senior Lecturer University of Kelaniya

74 Ms. Subhashini Abeysinghe Head of Economics Verite Research

75 Ms. Hasna Munas Research Analyst Verite Research

76 Mr. A. Kayansan - Yalpanam Chamber of Commerce

77 Ms. Anoma Premathilaka Director – Market Developments Export Development Board

78 Mr. S.R.P. Indrakeerthi Director - Trade Facilitation & Trade Information

Export Development Board

79 Ms. Indu Alahapperuma Director - Information Technology Export Development Board

80 Ms. Chitranjali Dissanayake Director - Industrial Products Export Development Board

81 Mr. Saman Sisil Deputy Director Export Development Board

REFERENCES

International Monetary Fund ( 2016 ). Sri Lanka – Staff Report for the 2016 Article IV Consultation and Request for a Three-Year Extended Arrangement Under the Extended Fund Facility. IMF Country Report No. 16 / 150. Washington, D.C.

Ministry of Development Strategies and International Trade

Developed as part of the EU-Sri Lanka Trade-Related Assistance project, funded by the European Union (EU)

Sri Lanka Export Development Board

Documents

Government of Sri Lanka NATIONAL EXPORT STRATEGY OF SRI … · 2020-02-13 · The National Export Strategy (NES) of Sri Lanka is an official document of the Government of Sri Lanka