Twinery, Innovations by MAS recognised as one of region’s most influential innovators

By Steve A. Morrell

MAS Holdings Chairman, Mahesh Amalean said recently that it was a proud moment for his company when their Twinery product won the Clarivate award for excellence.

He said so addressing the media on a virtual meeting platform. “Technology and innovation that developed the product which was the ultimate result of team work and distinct attention to detail. MAS holdings Twinery was one of 28 products that achieved this distinction and the first to be awarded worldwide acclaim in the apparel sector,” he said.

“Distinction achieved was also that the product was a national achievement, with the ‘Made in Sri Lanka’ tag adding prestige to the country of origin,” he said.

Elaborating on the prestige of the award, Sales Director,- IP Group- South Asia & South East Asia, Rajat Kumar Sikka. addressing the media said, the IP group’s tradition spanned over 150 years. Within this time span it lent recognition to products originated from other countries as well. Innovative ideas emerging from such origins were evaluated for innovation and originality. He confirmed that the Twinery product from MAS holdings was outstanding in its quality and texture, and the Clarivate award identified the MAS product to be outstanding and a leading product of the brand. Intellectual Property Rights for the MAS product was an indelible stamp of excellence recognized for the Clarivate award; that too its competing texture was recognised to ensure the brand was the result of research to maximise its value”.

Chief Innovation Officer, MAS holdings, Ranil Vitarana, commenting on intellectual property rights said the advantage of such identification was that the product could not be duplicated by another manufacturer for another 10- 20 years. He also said the advantage was that the product achieved such exclusivity coupled with its brand prestige, was that the manufacturer could charge an extra shelf price during its rights period”.

“Smaller companies are within the vortex of violating such property rights, and tend to renegade on such strictures. To prevent such action the property rights were protected legally. Additionally, prices for such products were not subject to controls that could be enforced during the period enforced”.

Expanding on the product, Twinery, was an innovation that came into being since 2014, to help women manage and support physical changes through the company’s FEMTECH pillar. That being to support women during physical changes that become unavoidable during the period of menopause. To help them cope with these changes the silky fabric made of a mixture of yarn and light weight material accents coolness against the skin absorbing heat to ensure comfort during the transitional period experienced by women during this time.

The team of innovators at MAS, included a group of some 45 persons who were also a number of women who were part of their team. Additionally, a group of about 5 young persons were also part of the team, the difference was that they did not have any academic qualifications.

Responding to a query from the media, Mahesh Amalean, confirmed that success of the product was the advantage of team work. “Product innovation was continuous and did not bear an ultimate end. Progress is a factor that does not register an end. Given the excellence of the product, MAS products are recognized on retail shelves and are an inevitable product sought after by customers”, he said.

Also present at the press conference were, Director Corporate Affairs, MAS Holdings, Rajitha Jayasuriya, and CEO MAS Holdings, Suren Fernando.