HEMAS HOLDINGS

LIMITED
INTRODUCTION

Hemas Holdings Limited is the holding company of a Group

comprising twenty active subsidiaries and three active
associate companies. The Group is engaged in a diverse set
of business activities, focused on,
•Healthcare
•Personal Care
•Leisure
•Transportation
•Strategic Investments.
 HISTORY
 The founding of the Group took place in 1948 when the
original business, Hemas (Drugs) Ltd., was set up
as a pharmaceuticals and chemicals trading enterprise
by Sheikh Hasannally Esufally (MBE).

 In the early 1960’s, building on its strengths, the Group

diversified into the manufacture of toiletries in
collaboration with a French multinational.

 In the late 1970’s, following the Government's drive to

develop the Leisure sector, the Group embarked on a
successful diversification into Travel and Tourism.
 HISTORY…
 Group further diversified its activities into commodity exports
and apparel manufacture.

 To consolidate its Leisure and Transportation businesses, the

Group acquired a controlling interest in Serendib Hotels Ltd.
and entered into airline services and freight forwarding.

 In 1993, the Group restructured its operations by transferring

the individual businesses into separate subsidiaries having
clear accountability to the parent company.

 Most recently, the Group has entered the Power sector where
it is in the process of establishing a 100MW thermal power
plant as a joint venture.
 FIVE SECTORS

FMCG Sector
The largest business within our Group.
This sector is engaged in the development, manufacture, marketing and
distribution of FMCG products with sights set on expanding its presence
overseas as well.

Fully equipped R&D facilities enhance product development with manufacturing

done at an ISO 9001 production facility.
Our distribution reach across the island.

Our Personal Care Products

•Baby Care : Baby Cheremy Products.

•Skin Care : FairRose fairness cream, Clair Products, Velvet soap  
• Female Fragrances : Goya, Capri
•Hair Care  : Kumarika, Dandex Shampoo
•Oral Care : Clogard toothpaste
•Male Fragrances : Gold products , Pro Sport Products
Healthcare

•With over half a century’s experience in the field of pharmaceuticals, we have

expanded on our key strengths to become the largest importer of
pharmaceutical products in the private sector.

•portfolio of agencies, represent global R&D based pharmaceutical companies

and leading suppliers of medical equipment, surgical and diagnostics.

Leisure
•With primary business activities in this sector being destination management
services, operation of travel centers and ownership & management of hotels.

•Hemas is a preferred choice among world renowned travel and tour operators
working within the region. Serendib, Dolphin, Sigiriya and Lihiniya Surf are the
hotels that come under the umbrella of Hemas
Transportation
Our portfolio in this sector comprises airline representation, travel retailing and
air & sea logistics solutions. In a highly competitive industry, Hemas has held
fast to its market share improving year on year through strategic customer focus
initiations and value additions.

Strategic Investments

Power
Hemas made a strategic investment into the power sector, with joint venture
between the Company and Lakdhanavi to construct a 100MW Thermal Power
Plant. this success, we are now pursuing further opportunities in the power
sector.

Garments
We are one of the preferred suppliers for international brand names like Nike,
Tesco and Next.

Property Development
MANAGEMENT STRUCTURE
Husein Esufally
Director & CEO

Group Management
Committee

Directors & Non

Executive Directors

MD(Strtegic
MD(Leisure)
MD(Healthcare) Management)

MD(Personel
care) MD(Transportation)
Organizational Analysis
Financial Aspects: For shareholders: Committed to delivering the best
ever returns a listed Company has given over the
first seven years of listing.

For business partners: To be a winner to grow with.

For our Customers: from all quarters, we will deliver

excellence... every time.
Non-Financial For our Employees: Committed to creating exciting
Aspects: new opportunities and a rising share of wealth.

For the community: to be a responsible corporate

citizen close to their lives.

For the State: They are a future winner with the

nation at heart.
SWOT ANALYSIS:
Strengths:
A well qualified and experienced Board of Directors and a management
Committee
ISO 9001 Certified Company
Prestigious Japanese Akimoto 5S award winner for the cleanliness and
orderliness of operations
All companies of the Serendib Hotels Ltd, (Serendib, Sigiriya, and Stafford
Hotels) are listed companies on the Colombo Stock Exchange.
Well established sales and distribution system
marketing strengths of a youthful, dynamic, trained marketing and sales
team full of enthusiasm and ideas.
Partnered with some of the best international players, Emirates and
Malaysia Airlines, and specialists on key gateways LTU, British Midland,
Island Aviation and Druk Air.
SWOT ANALYSIS:
Weaknesses:
Hotel system is not expanded enough to capture major market share
Less number of air line partners
 The distribution network of pharmaceuticals is not established
enough to cover the whole corners
SWOT ANALYSIS:
Opportunities:
Hemtours is amongst the leading Destination Management Companies
(DMC) in Sri Lanka.
Have wide range of products & services, So can share the services of
each sector.
Internationally recognized Company, so have lager Potential market for
the products.
Because of the recognition of the company easy to introduce New
Products to the market.
Almost all of the Apparel company’s exports are non-quota thereby
strengthening its readiness for a quota free environment
SWOT ANALYSIS:
Threats:
Have to compete with many other powerful companies, (Some of them
are specialized in only one field that Hamas does business)
Threat of Drawn back in Share market, as they some what rely on the
stake holders equity
Terrorism problems may some times effect in drawn back of the
Leisure sector of the company
On going project of coal power plant will be threat for the strategic
Investments, In future.
FINANCIAL ANALYSIS:
Consolidated revenues and profit after tax for the year ended 31st March
2003 amounted to Rs. 5,290 million and Rs. 401 million respectively,
while shareholders funds as at that date stood at Rs. 1,686 million.
Industry Analysis – Porters 5-Forces Model
Unilever
By advertising
Threats Baurs
keep the higher
of John Keells
demand for their
Substitut Heyleys
products, R&D es

Bargaining
Bargaining Rivalry among
power of
power of competitors
buyers
suppliers

Continuous By Quality
Production line, assurance
Bargaining power
Barriers to of customers can
new entry reduce
Current Trends

• Looking for opportunities to distribute their products in

overseas markets and welcome prospective distributors.
– Commitment
– Quality of customer services

• process of widening its activities in its various sectors.

• Today their employ state of the art manufacturing

machinery and processes to manufacture a complete
range of Personal care products for both the domestic
and overseas market.
Major Competitors in the Industry

Health Care A Baurs & Company

Surgical, Medical & Diagnostic equipment, Their
international exposure has ensured they
understand the specific needs of the suppliers

Personal Care Nature’s Secrets

wide range of bioactive personal care
products, Rich in natural extracts, Hair
Care, Soap Free Cleansers, Creams and
Lotions
Leisure John Keells
Have Luxury Hotels
 Major competitors in the industry…

Transportation Aitkin Spence

Leading transportation service in Srilanka

Strategic Apparels – Slim line, Alexandria

Investment Power
Our Recommendations
Experimenting in finding new drugs.
Manufacturing in their own company in different trade
name, Instead of importing them
Releasing garments to the local market
Expanding the hotel network all over the country.
Conducting lucky drawing programs once a year.( in
personal care sector)
High quality and attractive television advertising in
personal care.
Introducing new personal cares with in reasonable time.
Establishing more branches in cargo service.
Our Recommendations
Giving some donation to the child words in hospital on be
haft of Baby cheramy.

Giving less cost selling item free, with less Demand items.

Making more connections with leading air lines.

Introducing some transporting packages ( eg: Four days

shopping tour to Singapore with meal and accommodation)

Increase the amount on Strategic investment (Can invest

money to start a private coal power plant, more concentrate
on property devolopment)