An initiative to help improve the livelihood of smaller communities, in this instance Anamaduwa, Anuradhapura, Kandy, Puttalam and Matara specifically, as well as the country in general, this programme is part of Elephant House's ongoing programme to contribute to the national economy through self-employment promotion, which is an important avenue for the culture of micro and small industries to not only take root, but also grow.
According to Neil Samarasinghe, Head of Frozen Confectionary at Elephant House, the brand's continuing efforts in self-employment promotion are central to its identity as a home-grown Sri Lankan enterprise: "As a true Sri Lankan company, Elephant House has already been instrumental in helping uplift the lives of micro and small entrepreneurs island-wide. We believe that self-employment is still the best option, especially in this time of great economic volatility, for people to improve their lot in life, and we will do everything we can to not only support, but also promote, this age-old, noble calling."
"An added advantage for us at Elephant House is that self-employment has proven to be, time and again, the best way for our brand to effectively expand its reach. This is because we increase ice cream sales by actively engaging consumers at home rather than just passively waiting for consumers to make their periodic visit to supermarkets or trade outlets", added Mr. Samarasinghe.