Global CEO Magazine sits down with Dilshan Rajapaksa, Director of DSI Group and the visionary founder behind Waves, a popular eco-friendly flip-flop brand. Since its inception in Sri Lanka a decade ago, Waves has grown into a global presence, renowned for its sustainable production using 100% natural rubber and its innovative designs that offer unmatched comfort.

In this conversation, Dilshan shares insights on overcoming challenges, driving innovation, and expanding internationally while preserving the essence of Sri Lanka’s identity. We also explore his views on leadership, sustainability, and advice for aspiring entrepreneurs.

Q : Waves has become a household name, but what makes the brand unique? Is it true that the flip-flops are 100% plastic-free?

DR: Yes, Waves is a brand of flip-flops that is different from anything else on the market. It was re-launched in 2014 with a completely natural product made out of natural rubber. That sets it apart from other brands. We pride ourselves on being 100% plastic-free, and that comes with its own set of challenges.

Q : What challenges did you face while creating this product?

DR : The biggest challenge we faced when we started Waves was getting the price point right. High quality comes at a cost, and sourcing the best natural rubber from certified plantations wasn’t easy. When we first launched, our product was five times more expensive than others on the market. It took a lot of convincing, even internally, to sell a product at that price. However, we managed to justify the cost through innovative design, unique colours, and unparalleled comfort. Eventually, the consumer realised the value and comfort Waves provided.

Q : How does Waves’ recycling process benefit the environment?

DR : One of the major benefits of our recycling process is that it helps keep flip-flops out of the ocean. Sri Lanka, as an island nation, is surrounded by water, and flip-flops are a significant contributor to ocean pollution. We’ve set up a system to collect old flip-flops, which are then recycled at our facility. The recycled material is reintroduced into the production of new flip-flops, ensuring that our products are both eco-friendly and sustainable.

Q : Comfort is key to Waves’ success. How did you prioritise customer comfort in the design process?

DR : We’ve prioritised comfort from the start. Our flip-flops are made from 100% natural rubber, which provides extra softness and durability. We also designed a unique “tapered design” that offers extra support, especially for those who wear flip-flops for long periods. This focus on comfort has led to widespread popularity, as our customers notice the difference immediately.

Q : What inspired you to create Waves and introduce it to the Sri Lankan market?

DR : The idea came to me during my time in Australia, where flip-flops are a fashion staple. When I returned to Sri Lanka, flip-flops were seen as just bathroom slippers. Given the high-quality rubber we were producing for export, I saw an opportunity to create a fashionable, comfortable, and high-quality flip-flop for the local market. Sri Lanka’s natural beauty and vibrant colours also inspired the designs.

Q : Waves has a global presence. How do you maintain its Sri Lankan identity while expanding internationally?

DR : Waves is deeply connected to Sri Lanka’s natural beauty, culture, and resources. The rubber is sourced from Sri Lankan plantations, and the flip-flops are handcrafted by our local workforce. Even as we expand globally, we ensure that our story remains about Sri Lanka. Our distributors, present in ten countries, understand and appreciate this connection, helping us take our Sri Lankan identity to the global market.

Q : What are your future plans for innovation, sustainability, and customer experience at Waves?

DR : Innovation is at the heart of everything we do. We’ve introduced customisation options in our stores, allowing customers to create their own unique designs. Our packaging is eco-friendly, and our beachwear range is made from recycled plastic bottles. As we expand, we’ll continue to prioritise sustainability and innovation, and we’re constantly working on new ideas to enhance the customer experience.

Q : How did Waves survive and thrive during the economic downturns and the pandemic?

DR : The pandemic was tough, especially when all our stores were closed. However, it gave us time to think about new ways to approaching the market. We moved online and started delivering directly to customers. This shift helped us maintain sales and even led to the creation of our online store. Despite the challenges, we took the opportunity to innovate, developing new designs and expanding our clothing line.

Q : As a young and successful CEO, what advice would you give to the younger generation?

DR : My advice to young entrepreneurs is to be innovative and not to follow others. Always look for ways to do something different. If you copy others, you’ll only take a share of an existing market. However, if you’re creative and willing to take on challenges, you’ll be able to create new opportunities and markets for yourself.