Global CEO Magazine had the privilege of speaking with Mrs Ruchira Welipitiya, Senior Brand Manager at Mega Lifesciences Pty. Ltd.
Ruchira has made remarkable strides in Sri Lanka’s oral nutraceutical market, helping to establish the Glow Collagen brand as a top player, valued at one million dollars. Under her stewardship, Glow Collagen has also become the third highest-contributing brand for the healthcare sector of A Baur and Company (Pvt.) Ltd for three consecutive years.
Ruchira ‘s journey in the field of brand management and marketing is backed by a strong academic foundation and an extensive professional background.
She holds an MBA from Cardiff Metropolitan University (UK), is an MCIM member with a Professional Postgraduate Diploma in Marketing from the Chartered Institute of Marketing (UK), and she is now in the continuous professional development programme in order to achieve the status of “Chartered Marketer “. Further, she holds a Bachelor’s degree in Biological Sciences from the University of Sri Jayewardenepura. Additionally, she earned a Diploma in English for Professional Purposes from the University of Kelaniya.
With over a decade’s service as a Senior Brand Manager at Mega Lifesciences, Mrs Welipitiya’s experience also includes roles in marketing and key account management in other reputed companies in the export market such as Qualitea Ceylon Pvt Ltd and Oxley Threads Lanka Pvt. Ltd. Her expertise in creating impactful successful brands within competitive markets has brought her well-earned recognition in the industry.
In our interview, Ruchira Welipitiya shares insights into the evolution of Glow Collagen, her strategies for building and sustaining a strong brand, and her approach to leveraging digital platforms to connect with a growing customer base in a dynamic marketplace.
Q: Before we dive into deeper questions, can you share the story behind your brand and how it has evolved over time?
A: The brand I’m discussing is Glow Collagen, currently recognised as one of Sri Lanka’s leading oral collagen supplements. The global collagen supplement market, particularly for oral collagen, is enormous, valued at around USD 4 billion and projected to grow to approximately USD 9 billion by 2029 with an annual growth rate of 7%. When we introduced Glow Collagen locally, there was no significant competitor in this space. We took pride in pioneering this concept in Sri Lanka, creating awareness and setting a high standard for collagen supplements in the country.
Mega Life sciences, the maker of Glow Collagen, operates in over 32 countries, focusing on supplements, nutritional products, and medicines. Collagen is a protein, is vital for human skin, hair, nails, ligaments, tendons, bones, and joints. With age, collagen levels naturally decline, accelerating with stress, poor nutrition, exposure to harsh chemicals, and certain medications. A high-quality collagen supplement, like Glow Collagen, can help restore these levels, promoting youthful radiance. We’ve worked hard to educate Sri Lankans about the importance of collagen supplementation, building awareness and a satisfied customer base that spreads the word on our behalf.
Q: In today’s competitive market, what are the key strategies for building a lasting brand?
A: The market is very competitive. Though we were initially among the few collagen products in Sri Lanka, demand has since grown, with many brands entering the market. Our approach includes several core strategies:
First, brand standardisation is critical. We’ve established a strong identity, promoting Glow Collagen as hydrolysed collagen peptides for “youthful radiance,” and this message is consistently reinforced across all our communications.
Second, our focus on quality sets us apart. Our collagen is sourced from Gelita, a reputable German company known for high-quality, clinically tested products. We prioritise both efficacy and tolerance, ensuring the product is not only effective but also safe for long-term use.
Third, customer engagement plays a huge role. We aim to foster genuine customer advocates who share their experiences, amplifying our message in an authentic way. This kind of organic endorsement is often more persuasive than any brand-led messaging.
Lastly, we collaborate with key opinion leaders, including doctors, nutritionists, and fitness experts, to convey the importance of collagen. Their endorsement adds credibility and helps us educate the public effectively.
Q: With so many collagen products on the market, what sets Glow Collagen apart?
A: Standing out is essential. Our quality, consistency, and authenticity distinguish us from competitors. Our product uses hydrolysed collagen peptides, which are easily absorbed by the body. This ensures that when orally ingested, the collagen is broken down into amino acids that are deposited where needed, particularly in the skin.
Another advantage is the formulation itself-each sachet contains 2.5 grams of collagen, designed for daily consumption with any beverage. We’ve also ensured it has a pleasant taste and smell, making it easier to integrate into daily routines.
Safety is another key factor. Glow Collagen has undergone rigorous, double-blind, placebo-controlled clinical trials, proving both efficacy and tolerance. We confidently present this product to consumers looking for a collagen supplement backed by science.
Q: As a fast-growing brand, how do you leverage digital platforms to engage with consumers?
A: When we launched Glow Collagen, traditional media dominated our communications. However, digital media soon became a powerful platform for reaching new audiences. Today, we use Facebook, Instagram, TikTok, YouTube, and Google to promote Glow Collagen. Collaborating with mega, micro, and nano influencers has also been effective, as their audiences trust them.
We conduct webinars with experts on special occasions like World Diabetes Day , Women’s day, Mother’s day and Elders’ Day to educate the public on the importance of collagen. Content marketing, Brand Storytelling Through Video, Search engine optimisation (SEO) are few of other valuable tools, helping us attract people actively searching for Glow Collagen.
Our team is highly responsive to consumer inquiries, often providing answers within minutes. This quick response fosters a strong connection with consumers, who are encouraged to provide feedback and suggestions across platforms. Through these digital channels, we are not only building our brand’s presence but also creating a supportive community.
This concludes our conversation with Mrs Ruchira Welipitiya. Thank you for joining us in exploring Glow Collagen’s journey and the strategies behind its success.
