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The
evolution of the Hayleys Group’s capabilities in
cargo logistics entered a new phase of global
dimensions this week, with the launch of its new
brand ‘Civaro’ which will leverage on the
group’s existing multi faceted operations to
position itself as an integrated A-to-Z supply
chain management (SCM) provider of regional and
potentially global significance.
The new brand ‘Civaro’ represents a seamless
melding of the already established expertise and
capacity of several companies in the logistics
cluster of Hayleys Advantis, the holding company
for all of the Hayleys Group’s Transportation
sector entities, to provide customers
single-point access to the full range of
services represented by the Group.
It also embodies a decision by the Group to take
its capabilities in this field to global markets
under complete ownership of Hayleys Advantis ,
on the bed rock of the Sri Lankan
multinational’s pristine reputation and strong
existing relationships in many parts of the
world, Hayleys Advantis Managing Director Omar
Raban said.
The result will see Civaro International
offering ocean and air freight, inland
transportation, warehousing and distribution
management, customs clearance and supply chain
management in Sri Lanka as well as in India,
Bangladesh, the Maldives, Russia, China, Hong
Kong, Vietnam, Fiji, USA and in many countries
in Europe.
“The launch of Civaro is a significant step
towards the Hayleys Advantis vision of becoming
a leading integrated logistics service provider
in the Asia-Pacific region,” Mr. Raban said. “We
have all the necessary elements for this within
the Group, in the form of companies specialising
in freight forwarding and logistics and others
in Hayleys Advantis involved in ship agency,
ship owning and management, chartering, courier,
container depots, distribution centers, multi
country consolidation, travel and airline GSAs.”
As the single brand that encompasses
capabilities in all these areas, Civaro replaces
‘Haytrans’ the Hayleys Group’s international
freight forwarding brand and will independently
expand and grow the new brand worldwide.
“Getting even closer to the customer is key to
our global aspirations,” said Shehan
Paranavitane, CEO – of Civaro International.
“Hayleys Advantis will own all the business
represented by Civaro, own the entire process,
and build on the strong relationships and
corporate culture that have been the
cornerstones of our success in supply chain
management.”
He said the company has opened its own new
offices in India and the USA, while Haytrans’
existing offices in other countries would
operate under the new brand name.
With its inherited business, Civaro is already a
major player in the region, and would handle the
entire export portfolio of the Hayleys Group,
which accounts for 2.7 per cent of Sri Lanka’s
export income. Other large multinationals are
also key customers of Civaro, which at its
outset will account for a throughput of about
20,000 TEUs (Twenty-foot Equivalent Units) per
year, Mr. Paranavitane disclosed.
This strategic move to establish Civaro and
leverage on the existing strengths of the Group
is a logical progression that has its origins in
the formation of the Hayleys Group’s Shipping
Division in 1958, nearly 50 years ago.
The Blue Chip conglomerate thrice adjudged Sri
Lanka’s best corporate citizen ventured into
freight forwarding in 1986, set up its first
container depot and freight station in 1996,
launched ‘Logiwiz,’ now the country’s top supply
chain management company, in 2002, and ventured
into ship owning and multi-country consolidation
in 2003.
In July 2005, the Hayleys Group’s multi-faceted
transport sector businesses, then represented by
23 companies and estimated at Rs 1.8 billion,
adopted the single corporate holding company
identity of ‘Hayleys Advantis’ to encapsulate
and project their unique and multi-sectoral
capabilities, growth potential and corporate
lineage. In the year ending March 31, 2007,
Hayleys Advantis contributed Rs 3.2 billion to
Group turnover. |
