By Group Captain Thushara Fernando
Ajith Samantha, Chairman/Managing Director, Tharushi Homes Pvt Ltd, joined the Sri Lanka Army (SLA) as a soldier in 1996. After 13 years of service in the Army, he left the Army and eventually shifted focus to a new path to establish Tharushi Homes Pvt Ltd in 2016/17.
The company’s main business is the construction of homes ranging from low cost, to mid cost, to high cost. In recognition of their contribution to the industry, Tharushi Homes was conferred with MASSCO award this October.
Ajith Samantha received his primary education at Beddegama Maha Vidyalaya, Thelikada, Galle and later shifted residence to Kurunegala after his marriage. A relative newcomer to the business of housing and construction, Ajith Samantha has achieved great strides in this short space of time, making a valuable contribution to creating affordable homes for people of Sri Lanka.
Dedication to the business is one of the important factors to mitigate obstacles and setbacks. I am a relative newcomer to this field and not in a great hurry to reach the top too soon.
A key fact I rely on and is a great strength to our company is our dependable, reliable, skilful staff. They are knowledgeable enough to handle any difficult situation. The selection of right suppliers and experienced engineers is also important and the proper remuneration and attractive perks keep them very focussed and dedicated to us.
Excerpts of the interview
Q: Your company’s tagline is, “Tharushi homes provides end–to-end commercial construction solutions in the multi-storey building construction field.” What does this mean?
With the blessings of the Commander of the Sri Lanka Army (SLA), currently, our company constructs houses especially for SLA personnel in any district. However, we also undertake construction of commercial or high-rise buildings as well. Though the lowest cost of a house is estimated at Rs. 1.4 million, we offer a warranty for any construction defects for 10 long years. The second category of house is estimated at Rs. 2 million, for which 15-year loans from state bank are facilitated. This certainly eases the client’s effort in financing the house. Additionally, we undertake the construction of luxury houses worth Rs. 3 million and above according to client specifications. Similarly, the company offers attractive discounts for clients who make upfront payments.
Q: How do you maintain the quality of your products and services?
We use Sri Lanka Standards (SLS) certified building material at all times to satisfy the Bill of Quantities (BOQ). The low-cost houses designed for Rs. 1.4 million consist of 2 bed rooms, living and dining rooms, kitchen and verandah with a floor space of 650 sq ft. Generally, we guarantee to complete the house within 45 days subject to quality inspection and offer 10 years unprecedented warranty.
Q: What challenges have you encountered in this construction field?
High labour turnover is the main challenge, but we maintain a reserve work force to be deployed in an emergency to ensure uninterrupted service. Presently, we are working on 15 construction sites in Kurunegala district and closely monitor the progress to ensure total client satisfaction. Moreover, we have a scheme where 50% of the value of the house can be paid in four instalments and the balance to be financed through the company, provided the client transfers the house deed to the company for three years. The client has the facility to later repay the mortgage amount and the interest at his/her discretion and transfer the deed back to owner’s name.
Q: How do you compete with other players in the industry?
By going beyond just mere construction of houses. A considerable quantum of our work is for Sri Lanka Army officers. As an ex-serviceman, I am aware and empathise with the financial and other difficulties soldiers face in building or buying a home for themselves. Providing a quality service that goes beyond building construction and offering them end to end solutions in financing their loan repayments for the houses, have placed us in a special category. I also believe in the power of the word of mouth which has brought me great results. My vision is to become an outstanding constructor of homes by year 2025. Learning from mistakes is a concept I strongly believe in.
Q: What drives you for results?
A key fact I rely on and is a great strength to our company is our dependable, reliable, skilful staff. They are knowledgeable enough to handle any difficult situation. The selection of right suppliers and experienced engineers is also important and the proper remuneration and attractive perks keep them very focussed and dedicated to us. They are happy to be working with Tharushi homes and their enthusiasm and work ethic have also helped us to climb to greater heights.
Q: How do you stay motivated despite obstacles and setbacks?
Dedication to the business is one of the important factors to mitigate obstacles and setbacks. I am a relative newcomer to this field and not in a great hurry to reach the top too soon. My view is that I could always offer something unique to my customers. I strongly believe that “doing the right thing at the right time” is the key to success. Problems, obstacles and setbacks are common to any business and having courage to face them is the challenge. I set an example by leading from the front and even pitch in with actual construction work if we are short of workers. Although as a businessman, it is not necessary for me to do so, I feel that my actual presence on a building site at a time likes this adds immensely to the morale of my team.
We have an office staff of just 10, but construction workers number about 200 – 300 people at any given time. My motto to my staff and workers is, ‘what you plant now, you will harvest later’ which has consistently brought me rich results.
Q: How have your staff contributed to the success of Tharushi Homes?
We have an office staff of just 10, but construction workers number about 200 – 300 people at any given time. My motto to my staff and workers is, ‘what you plant now, you will harvest later’ which has consistently brought me rich results. Since all staff and workers are treated the same by me, without any discrimination I have the reward of getting loyal service with total commitment from them. As the saying goes, “if you keep your staff satisfied and happy, they will give their best to the company and it will automatically prosper.” I truly believe in that.
Q: Many organizations identify retention of staff as a big issue. How about your position?
Retention of skilled labour is always a challenge. Hence, I offer attractive benefits to my staff and workers. Moreover, I keep my doors open for staff to talk to me about work related issues or even issues related to their personal lives. I go those extra miles to work out meaningful welfare measures for all staff and workers, trying to motivate beyond just their monthly remuneration. I also closely monitor the remittance of Employees’ Provident Fund (EPF) and Employees’ Trust Fund (ETF) on time. These value additions in staff welfare, and their confidence of my commitment to them have ensured staff retention at a very high level.
Q: What are the important traits of every business leader should have and what traits or lack of them, contribute towards the failure of a leader?
Dedication to a business without giving precedence to your personal agendas is one of the unique qualities that a businessman should master. Leading from the front and setting himself as an example is another trait that one can motivate his staff to attain set goals and objectives. Treating and being kind to staff is another important attribute. Sign posting of what to do and what not to do is another area that a leader should concentrate on. I often follow a democratic leadership style where I get my staff’s buy-in for all important decisions as they are the experts in their relative fields and make the best judgements and decisions on all issues. Unorganised work style, lack of self-involvement and management and staff negligence often invite catastrophe and that brings discredit to any leader. People always follow leaders with outstanding attributes, but reject them if they do not lead them from the front. This naturally decreases the level of productivity.
Q: What message do you have for entrepreneurs in Sri Lanka?
Entrepreneurs and business leaders should display their own initiative and dedication to the task at hand. Commitment is a must to turn any business in to a successful one. Rudimentary knowledge of the industry is another essential need an entrepreneur should possess. Selection of right staff is essential to achieve set goals and objectives. Seeking instructions from professionals in the field is necessary for continuous improvement of the business, I believe.
Q: What is the best advice have you ever received?
I believe that making payments on time to suppliers and service providers is so important. Moreover, completion of tasks within given deadlines is another important aspect. I value the motto, ‘Determination to do the best at all times’. More importantly, I am committed to offering after sales service within the period of warranty to address any defects. Sometimes, to rectify the defects I spend from my own pocket as I value the company reputation above personal gains. bmd