Sri Lanka has all the factors to become a maritime industry and a hub in the region. However, it has not taken the advantage of this position and it is a huge loss to the country. DIMO being a responsible citizen’s company, is supporting the growth sectors, including agriculture without considering the financial benefits it accrues, Chairman/Managing Director, DIMO, Ranjith Pandithage said.
“We have ventured into the agriculture sector with agri mechanisation focusing on specialised farmer oriented products. The soil condition in the country is not supporting the farmers. This is a grave situation and farmer education is essential in this regard. Our presence in the agriculture sector is to make a difference in approach and use of soil for improved performance,” he said.
The company is looking at its digital arm for responsible growth.
“We are the leader in innovation. We have taken measures to expand our footprint globally. We are an ethical company having a good appearance and strive to do the things right,” he said.
“We have ventured out to Burma having set an automobile garage and entering East Africa and the Maldives to set up a joint venture in ship engine repairing facility. As we have moved to the Maldives, East Africa and Myanmar we are eying the East Asian market,”, he said.
“In line with our corporate strategy, we plan to reposition DIMO to grow competitively and profitably considering the challenges of the future. This will include a new brand identity, a new brand framework, a new set of values and introduction of standards of leadership,” he said.
“The change was necessary due to our stakeholders judging the company based on what they see, hear and experience with us. A 2017 stakeholder brand perception study found a discrepancy between our perceptions of the DIMO brand and the reality. Our outreaching goal is to strengthen brand loyalty starting from the employees, playing to their strengths and our values as a team with the ultimate objective of building a modernised, visionary DIMO brand experience both visually and interactively for customers,” he said.
Brand DIMO crosses the 80-year milestone this year. With every decade, DIMO has improved lifestyles of Sri Lankans through multiple interactions. It is a fitting moment to reflect on our successes and strengths but also regroup, to identify our weaknesses and opportunities, moving forward.
Research has found DIMO to be a brand that is highly respected, trusted, safe to work with. Customers believe our employees, projects, empathy and humanity. Customers describes DIMO as a name that revolves around trust and ethical operations. Our dependence, close association with our principal brands gives DIMO its international edge.
However, our long and strong association with overseas brands have resulted in us giving preference to the principal brands over the DIMO brand. The new DIMO identity will see us move from a House of Brands concept to Branded House concept, where the emphasis and positioning of DIMO will take precedence, he said.