1.0 Introduction
Otara Gunewardene is a Sri Lankan entrepreneur, philanthropist, designer and fashion icon.
Founder of Sri Lanka’s premier fashion and lifestyle store Odel, a brand that took Sri Lanka by
storm offering designer and high street fashion for men, women and children; home ware,
jewelry & accessories; luggage; perfumes & cosmetics; books & music; confectionery and food.
More significantly, offering an unparalleled sensorial shopping experience that keeps shoppers
coming back for more. From being a sole proprietor of one store in 1990, she pioneered a fashion
retailing phenomenon and has piloted Odel through two decades of explosive growth and
expansion. Otara has the distinction of being the first female entrepreneur to take a company
public in Sri Lanka when Odel launched an IPO in July 2010. Following the entry of Parkson Retail
Asia in 2012, Otara retains a 29.7 percent stake of Odel PLC. Her entrepreneurship was globally
recognized in 2010 when she was named the best female entrepreneur at the seventh US Stevie
Awards for Women in Business. She also heads the list of Sri Lanka’s Most Powerful Women and
is featured in the Sri Lanka Rich List, a few of the many achievements of this incredible
powerhouse, who has undoubtedly redefined the fashion retail and lifestyle arena in Sri Lanka.
2.0 Description about the person
2.1 Physical Environment
Otara gunawardhana was born in Colombo which has a topical where the average annual
temperature is 27.20 c and has a significant amount of rainfall during the year.
2.2 Family Environment
Born in the capital Colombo of the emerald isle, Sri Lanka Otara came from a dynamic family;
Norman, Gunewardene her father was one of the best known corporate leaders in the country,
a past Chairman of corporate giant – Aitken Spence Pvt Ltd, Delysia Gunewardene her mother –
nurtured the Chitra Lane School for differently-baled children, giving them a new lease of life
which started with two students and now second home to over 200; and Ruchi and Ajit – her
brothers have etched their own prominent identity in the corporate world. The family’s
beginnings though were humble. Her father worked tirelessly – having started at the bottom rung
of the corporate ladder, while her mother contributed by way of maintaining chickens at home
and earning from the sale of eggs to fund her children’s education. Life was not smooth sailing–
but the family made most of windows of opportunity.
2.3 Identification
From ballet to athletics – she did it all at Colombo’s leading girls school Ladies College. With a
boundless love for animals as a child, after graduation Otara read for a biology degree at the
University of Bowlingreen, Ohio with ambitions to work with animals. While on holiday back
home, she dabbled in modelling only to be drawn into it in a professional way – shooting for high
Profile brands and international apparel catalogs right after completing her graduation. It was
during this time that fate had other plans; marking the juncture that was set to redefine Sri
Lanka’s fashion retail and lifestyle industry in the very near future. It was the year 1989 that a
chance request by an apparel manufacturer to help him dispose an assortment of export surplus
garments led her to set up shop in the boot of her trusted car – an unconventional beginning;
but then again phenomenon’s are almost always unexpected.
2.4 Social and cultural Environment
Otara Del Gunewardene was born on 30th August, 1964 in Colombo, Sri Lanka. The youngest child and
only daughter of Delysia and Norman, Otara’s life and spirit have set the foundations for an extraordinarily
Sri Lankan story.
Her father, Norman Gunewardene taught her the importance of hard work, the value of consistently
striving while adhering to an honorable work ethic in all that she does. Her mother Delysia Gunewardene
showed her a world of limitless possibility, herself a woman of her time proving by example that with
dedication and compassion, all things are possible.
Along with her two older brothers Ruchi and Ajit, Otara’s childhood took the road less travelled quite
literally, with countless family holidays in wilderness areas and many an animal-centred adventure,
coupled with school at Ladies’ College and an early love of ballet and sports. Excelling as a young athlete,
Otara raced through busy teenage years, reaching young adulthood with a decision to study Biology at
the Bowling Green State University, Ohio, USA. Her experiences nurturing animals and volunteering at Sri
Lanka’s National Zoo in Dehiwela made her certain of a future in veterinary science but life and destiny
had other plans…
Enjoying college life in the USA and heading home for the holidays, it wasn’t long before the world of high
fashion beckoned. Soon modelling fulltime, Otara found herself enjoying the design aesthetics of her
work, growing in confidence and stature, as both in Sri Lanka and internationally, she became the face
and the persona of many a catwalk, fashion magazine, catalogue and billboard.
2.5 Physical Environment
Otara Gunewardene created a concept, a brand and an identity that while synonymous with her name is
able to continue strongly even with the change of ownership. Her journey is one of determination and
passion, where she ensured that her business would become a global name that was a landmark in Sri
Lanka.
The business was started as a small-scale venture, where garments were sold from her vehicle as a way
of earning an additional income while pursuing a career in modelling. Otara Gunewardene's father
identifying the potential of the endeavor encouraged his daughter and created the name ODEL by joining
her two names - Otara and Del. Thus, the company was formed in 1989 and the first products were
souvenir t-shirts depicting Sri Lanka and wildlife. The first ODEL store was on Dickman's Road and as the
business began to develop together with an increased product portfolio a bigger space was required. It
was in this manner that the Town Hall iconic ODEL store came into being.
Having identified the gap in Sri Lanka, for a lifestyle store that provided all requirements with
international aesthetic appeal and quality, Otara Gunewardene fulfilled this need and provided a global
retail experience to the Sri Lankan customer. As the business grew, the introduction of a larger number
of brands as well as more products would result in a total department store outlook. With her passion for
branding as well as create brands, Embark and Backstage among other ODEL brands and international
names were introduced. Each brand had its own identity and story.
With its global appeal, ODEL has a large customer base that is both Sri Lankan as well as international. It
is a must visit place for many of those visiting Sri Lanka. ODEL provides a glimpse of Sri Lanka through its
products that were not available anywhere else. ODEL souvenirs were unique and fashionable.
Otara Gunewardene wanted to ensure that there was individuality in the concepts and products that she
offered at ODEL.
One of the greatest challenges for Otara Gunewardene, as she says, was her limited knowledge on
business, finance and marketing. However, having garnered this knowledge through her own experiences
she was able to create something that was uniquely her. By operating during the height of the conflict,
she had the strength and determination to journey forward without looking back. In the following years
ODEL expanded significantly with stores opening outside of Colombo as well.
While she continues her work in creating a better image for Sri Lanka and supporting animals, wildlife and
nature, Otara Gunewardene remains an icon of style and elegance of the country. ODEL is inherently
linked with her, though under a new management. She had created the brand and developed ODEL to a
massive business that propelled the industry and generated many employment opportunities. However,
when she felt that she had to let the business go, Otara Gunewardene had the strength to sell ODEL and
allow a new management to take over. She had created such a valuable and strong brand, that the name
alone reflects quality, style and global appeal. Her work today continues in a different way, where her
passion for animals, wildlife and nature have seen her focusing more on her advocacy on their protection
and the development of Embark the brand. Yet, it is the hope of many that she returns to the business
world as an active member.
Otara Gunewardene is recognized by Business Today, for her significant contribution to the economy by
reshaping the retail landscape of the country. She exemplifies the strength of Sri Lankan women. Otara
Gunewardene is a pioneering figure who has redefined Sri Lanka.