The Youth Citizen Entrepreneurship Competition is an activity within the framework of the UNESCO Global Action Programme (GAP) on Education for Sustainable Development (ESD)

Generation i

Published on July 4, 2014 um 14:01

Summary of your idea

As a student who is benefited from free education of Sri Lanka I have responsibility to give my 100% commitment to the country through my skills and talents. Therefore I have determined to be an entrepreneur and start my own fashion label Generation i which is creating job opportunities and raising my country values. Government of Sri Lanka has planned to take forward tourism as major foreign exchange earner in 2016. They are hoping to attract high end tourists to the country by promoting nature, heritage, Ayurveda, spa, etc. So my brand is using societal marketing concept by using proactive marketing strategy to delight Western European high end tourists, who are brand conscious and like to experiment high quality products. Combining traditional industries such as hand loom, hand knitting, crochet, cane and handmade jewelry to the production line will help to develop rural areas of country. So this strategy can satisfy customer and society both at one time. Generation i will be introducing with new concept named GIT G Green [herbal values, ethical production] I Innovations [innovative fabric mixing, silhouettes, styling, textile developments] T Technology [bonding, Laser cutting,] All products will have green (herbal treated) inside and innovative, technological and stylish outlook. They will give herbal values such as buffering clothing dermatitis, buffering breast cancer possibilities, anti-bacterial and increase fairness. Tourists are coming to enjoy Sri Lanka. They will delight from this garment range and at the same time it will be helpful to reach government targets and goals. All products features such as bonding, Laser cutting and health concerning performance of garments are highly competitive with other products in the market and we can make good impression all over the world and make a trend towards herbal values added garments through my fashion label Generation I .

Expected impact of your idea on sustainable development

Sri Lanka was suffered from 30 years of civil war and now she is trying to get up from her own feet. In this situation as a person who benefited from country, my main responsibility is to give my 100% support to run this nation for a strong end. Therefore I thought to give my full commitment with my strengths and skills to develop this nation. Government of Sri Lanka has planned to take forward tourism as major foreign exchange earner in 2016. They are hoping to attract high end tourists to the country by promoting nature, heritage, Ayurveda, spa, etc. (Ministry of Economic Development, 2011) Lots of Western Europeans are using Ayurveda, spa and meditation in their visits to Sri Lanka. So there is potential to introduce Ayurveda products to them. (Sri Lanka Tourism Development Authority, 2011). There is potential to promote this Ayurveda stuff through fashion which is successfully done by tourism competitor, India. My concept is using societal marketing concept by using proactive marketing strategy to delight high end tourists through Ayurveda value added garments. Tourists can use this product in their day to day life exercises activities rather than buying traditional clothing souvenirs like T shirts. Apart from that combining traditional industries to the production line will help to develop rural areas of country. So this strategy can satisfy customer and society both at one time. The purpose of this product line is to attract high end tourists and alongside to develop domestic industries like hand loom, hand knitting, crochet, cane and handmade jewelries. All these industries are struggling to survive in market and I want to reboots them. Herbal treated fabrications, ethical production and focusing government development strategies are directly drive this concept to a sustainable development.

Plans for implementation and sustainability

Tourist board is encouraging to do tourism related businesses in these days to achieve their targets. So I have good opportunity to begin this idea. I can get financial and other supports too. Apart from it there are big booming in tourism related business in Sri Lanka. Government is introducing shopping complexes, better hotels and other infrastructures to meet their targets. So the political and economic environment is also in good position. And my herbal innovations and quality and fresh look of garments will attract tourist. This will be a new experience for them to by different product rather than buying traditional souvenirs like T shirts. When think about sustainable production system, I have good link with those traditional industries. Especially hand knitting will be done by poor women in Thalpitiya, a remote fishing village which was effected in Tsunami. They have high skills to do knitting, and crochet. And also I have planned to encourage farmers to start herbal plantations in northern and eastern area of Sri Lanka which is highly affected from war. This area has very good soil to start that project. Lot of government departments also want to develop this area. So I can get help from Department of Agriculture to implement these plantations. They will give technical support. There are traditional hand loom weavers around Sri Lanka. So I can get connect with them through department of Industries to source other garment materials. Also cane industry will be connected to make hangers, handmade jewelry industry will be provided zipper heads and other trims. As a summery this is good market opportunity and my idea is approaching that opportunity well. By the way it is satisfying sustainable aspects by strengthen poor people to make a better world in future.

Your profile

I am Prabod Dharshana Munasinghe, Graduated as a Bachelor of Design in fashion Design and Product development honors degree with first class at faculty of Engineering, University of Moratuwa, Sri Lanka. Currently i am working as a lecturer at University of Moratuwa and earlier worked in MAS Active as a concept innovation Executive. Also I am the youth entrepreneurship representative of United Nations youth Advisory panel Sri Lanka. I am research oriented person and always like to combine contrast subject areas with fashion and apparel industry. I have done a research for third year project to discover a fabric finishing method using herbals, which can buffer clothing dermatitis. I published above research in 19th Engineering research symposium, University of Moratuwa 2013. http://www.eru.mrt.ac.lk/files/eru2013/eru201313.pdf See below videos for my other research innovations Four Way protection technology http://www.youtube.com/watch?feature=player_embedded&v=YnH_5ZyEsTk Breast cancer buffering http://www.youtube.com/watch?feature=player_embedded&v=xa-3XHSZBnI Herbal compression Technology http://www.youtube.com/watch?feature=player_embedded&v=XSNiGbGebkM I have won the Outstanding Designer Brand award at the Graduation Fashion Show 2013 which is held at Hotel Hilton last February. I am the Winner of 'Elixier -Design for Change' 2013 Fashion Show which was organized by Alcohol and Drug Information Center. I have selected as one of the Bright Spark Upcoming fashion designers at the HSBC Colombo Fashion Week 2013 and my collection was displayed there in Wrap up Party on 5th of April at Hotel Hilton, Colombo. Apart from that i was nominated as a top three finalists of emerging designer category in Sri Lanka fashion and apparel awards 2013. My latest collection was showcased in Runaway international fashion show which is held at Hilton last April. See below link to see the article published in Sunday Leader about me, http://www.thesundayleader.lk/2013/03/24/a-bright-spark-prabod-munasinghe/ I have designed costumes for a music video and please follow below link to watch it. http://www.youtube.com/watch?v=RqSxHJgwOTM

Video (optional)

Stage of Idea

start-up stage

Your idea has a positive impact on

environment, poverty reduction, sustainable trade, empowerment of women, youth, other: indigenous medicine,

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Comments

July 12, 2014 16:16

Bravely go toward! I encourage you.