Douglas & Sons charts visionary path for success through workforce inclusivity

Since its inception in July 1986, Douglas & Sons (Pvt) Ltd (DSL) has evolved from a modest auto parts importer into a pioneering leader in the automotive sector. Initially focusing on the import and distribution of tires and batteries, DSL diversified its offerings to include the manufacturing of soft toys for export, earning the prestigious status of a BOI-approved enterprise.

Today, DSL stands at the forefront of the industry, celebrated for its unwavering commitment to quality and reliability across a diverse range of products that includes industrial power tools, agricultural equipment, and innovative transportation solutions such as solar-powered and electric scooters, reflecting its dedication to both growth and sustainability in response to ever-changing consumer demands.

This commitment to excellence was recently reaffirmed through the prestigious Great Place to Work® certification. This accolade not only underscores DSL’s dedication to creating a positive workplace culture but also highlights the company’s alignment with international standards to boost employee morale and productivity.

Starting with a Trust Index score of 78 percent in 2021, DSL earned the Great Place to Work Certified status for the first time. They built on this success by raising its Trust Index score to 85 percent in 2022, while maintaining its certification. In 2023, DSL further validated its dedication to employee experience with a remarkable Trust Index score of 92 percent, and secured a position on the list of the 50 Best Workplaces in Sri Lanka for 2024, ranking 5th in the Small Category.

In 2021, DSL having embarked on its journey to enhance employee experience with its first Great Place to Work Trust Index survey that revealed key strengths, areas for improvement, and demographic groups needing attention, used these insights to set benchmarks, conduct focus group discussions for deeper understanding, and providing culture coaching for the leadership team,  continuing to refine these  practices in 2022 and 2023.

Pradeep Gamage, Assistant General Manager - HR (People & Culture) at DSL, emphasized “By attracting and nurturing a diverse talent pool that integrates both seasoned professionals and fresh perspectives, we are positioning ourselves to drive growth and innovation” Gamage credited the Great Place to Work certification for helping DSL identify key areas for improvement and implement initiatives that enhance employee experiences, fostering a collaborative and productive environment.

He further articulated the core principles guiding the company’s future direction emphasizing that “our values of communication, competency, collaboration, and consistency will be our compass as we navigate towards future growth. These principles are crucial for fostering a culture of excellence and driving sustainable successes. Udara Viduranga, Assistant General Manager – HR (L&D) at DSL, added that the Great Place to Work certification has had a profound effect on the company’s performance. “Aligning with these principles has enabled us to implement flexible work arrangements, promote work-life balance, and offer career development opportunities. These efforts have created a culture of openness and innovation that has significantly boosted our productivity.”

Looking to the future, he said that their strategy will be focused on building brand pride, aligning employees with their core values, and investing in training to develop future leaders. He also highlighted the importance of digital transformation in enhancing efficiency, productivity, and customer satisfaction. Through these initiatives, DSL aims to continue its legacy of innovation and excellence.