Odel is a major retailer in Sri Lanka known for its fashion offerings. Founded in 1990, Odel began as a small business selling clothes from the founder's car and has grown to include multiple store locations offering clothing, accessories, home goods and more. Odel aims to house the latest fashion trends and be a premier shopping destination, offering elegant, stylish products at reasonable prices. The company has over 3,000 employees and annual revenues of over $3.8 billion.

1. “OVER THE LAST TWO
DECADES, ODEL HERALDED A
FASHION REVELUTION. ODEL
HAS BEEN AN INSPIRATION
FOR THE MIND BODY AND
SOUL”

3. INTRODUCTION
“Odel is synonymous with fashion . It is defined by a unique identity and is a
destination in itself. It is a brand loved, followed and enjoyed by MANY”
The concept of ODEL began to take shape in 1989. It was when Otara Gunewardene started
selling clothes to her family and friends, from the boot of her own car. Although she
stumbled across the fashion retail industry quite by chance, Otara saw something only a few
could see – the immense potential for retailing a range of stylish clothing to the fashion-
conscious Sri Lankan.And then it happened in 1990. The launch of Sri Lanka’s most
innovative brand – ODEL.
Housing the latest and most fashionable trends in the country, ODEL is the most premier
shopping destination especially when it comes to clothing. ODEL is Sri Lanka’s first and only
department store that blends the best of sophisticated and style. ODEL offers and unrivalled
fashion and lifestyle products which is elegant, cosy, casual and definitely stylish. ODEL serves
the customer with the best needs and with rich quality. This has become the reason for most
of the local & foreign customers to buy want they desire to a considerable price.
Odel is one of the largest company is sellingladieswear,
menswear, kids wear, home ware, delight - sweet
indulgences from chocolates to exoticnuts, perfume&cosmetics,
books &music, shoes&handbags, jewellery&accessories,
luggage, food, stationery, gift wrap & souvenirsin Sri Lanka.
Their main product is They have branches in Colombo,
Kohuwala, Nugegoda, Kandy, Panadura, Baththaramulla,
Kadawatha,Kiribathgoda, Waththala as well Maharagama.
During the last year under review ODEL PLC posted a turnover
of Rs3.8 billion which is a growth of 15 per cent compared to Rs.
3.3 billionin the previous year. The turnover growth is
attributable both to thegrowth in comparable stores as well to the
expansion of the networkwhich took place during the past two
years.
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4. A fashion heart………
Housing the latest and most fashionable trends in the
country, ODEL is the most premier shopping
destination especially when it comes to clothing. ODEL
is Sri Lanka’s first and only department store that
blends the best of sophisticated and style. ODEL
offers and unrivalled fashion and lifestyle products
which is elegant, cosy, casual and definitely
stylish.ODEL serves the customer with the best needs
and with rich quality. This has become the reason for
most of the local & foreign customers to buy want they
desire to a considerable price.
ODEL is equipped with cloths, accessories, bags, perfumes, cosmetics and shoes for
the ladies. The Gens too have a variety of selection of brand name clothing of shirts,
shoes, sportswear, watches. In addition to these sections there is a section for winter
clothing as well as swimwear for children ,Gens and women. Clothing is not the
only thing which could be bought. A diversity of different handicrafts, and a range
of dining options, candy and chocolates stores , pet corner, sushi bar, florists, toy
shops, and Italian ice-cream parlour can also be seen at ODEL.
ODEL was founded in 1990, at Dickmans Rd, Colombo 7. The owner of this
fabulous shopping venue is MsOtaraGunawardana, who is kown to be the very first
lady entrepreneur in Sri Lanka.
Open hours
9am-10pm
Some of the ODEL brands are:
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5. LEADERSHIP
At ODEL management is done by mainly the Board of Directors and the Senior Management
team. The Board of Directors consists with 5 members, and the Senior Management team
consists with 9 members.
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6. Any customer who goes for shopping at ODEL is always fulfilled with satisfaction of their
MIND, BODY and SOUL. And the Management of ODEL also tries to upgrade this
satisfaction, with tremendous offerings, quality products with diversity, and memorizing
decors which attracts more and more and creating a ‘WOW’
attitude in the customers
mind. By all these steps followed , it is more clear that the management is more and more
concerned about their customers, and this could conclude telling that ODEL is a truly
customer oriented company.
STRUCTURE OF ODEL
A structure depends on the organization's objectives and strategy. A company such as ODEL that sells
multiple products may organize their structure so that groups are divided according to each product and
depending on geographical area as well an organizational chart illustrates the organizational structure
The company likes to believe that there are endless possibilities for their business to grow. One of their
goals is to create business opportunities that set ODEL apart from the competition and provide value for their
shareholders. ODEL origination has organized their employees into layers. Employees with the most
authority (power) will be in the top layers and those with the least will be in the bottom layers.
Organization Structure of ODEL
• MR RUCHI GUNEWARDENE - (Chairman)
• MS OTARA GUNEWARDENE - (Executive Director / CEO)
Otara is a first lady entrepreneur in Sri Lanka who combined her appreciation for fashion and desire
to make a marked difference in whatever she set out to do, created ODEL a fashion brand that has
since inception set the benchmark for Sri Lanka’s retail fashion industry.
• MR PAUL TOPPING - (Non-Executive Independent Director)
• MR EARDLEY PERERA - (Non-Executive Independent Director)
ODEL structure has a flat structure. Unlike the tall structures common to many businesses, flat
structures have a short chain of command and a wide span of managerial control. ODEL communication
structure facilitates a greater level of communication between employees and management. They tend to
be more democratic and offer a greater level of innovation. Communication is usually faster, more
reliable and more effective. In decision making ODEL is more flexible and adaptable and takes the right
decision through correct research. The level of flexibility means decisions are made on an “as needed”
basis, which makes it easier to serve the clients.
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7. CULTURE
Of the Organization…. At ODEL…
A culture of openness prevails at the work It is clearly seen that the customers who come
place. Open dialog and open door policy is for shopping at ODEL belongs to a “HAVE-
being followed at ODEL where any GOT” society. And also ODEL has also been
customer, employee can discuss their a very popular fashion destination to the
concerns and issues with the management at foreigners. More over people who are able to
any time. Odel targets the high & middle spend a mint of money will never miss ODEL
level customers of the country. ODEL is especially during seasonal festivals.
very much concern about their customer Considering all the factors we could decide
satisfaction & value of the product. that ODEL’s culture seems to be more
popular specially among the middle level and
high class level people in Sri Lanka.
BRANDS
 Luv SL
Love for Sri Lanka is a brand which ODEL launched and it includes a range of home grown products in
the fashion, accessories, souvenirs and household. The products which are being produced under this
brand are made using colorful, distinctly tropical materials and motifs with traditional Sri Lankan
resources. Mugs, stationery, picture frames, casual clothing, toys are few of the products.
 Sweet- buds
Sweet-bud chocolate bouquets were first introduced by ODEL . It consist of sweets and chocolates of
Swiss and Ferrero Roche blended in unique shapes and sizes which are arranged in a bouquet just like
a flower bouquets. Sweet buds are unique and thay last longer than the flower bouquet. Rather than
getting a bunch of flowers , this innovatine chocolate bouquets could bring more pleasure and would be
a grand way to break in to a chat while enjoying the syrupy flavors of CHOCOLATE!!.
 Insomnia
Insomnia is an edgy collection of sophisticated and trendy t-shirts. This is more popular among the
young generation in Sri Lanka, and it is more in style among boys. “It is available in a monochrome
whites and blacks and it is undoubtedly for fashion lovers seeking something truly local and hip”.
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8.  Yoland Collection
Designer Yoland Alluwihare, shows off her fashion trend with a collection which highlights the beauty of
nature ,art and culture with the use of silks, chiffons and cottons. Her collection is more brought to light
with the textures, colours and designs she use to form a dress, Sari or a shawl. This brand has become one
of the most fashionable designer collection, and Yolanda’s collection is more popular in Sri Lanka as well
as abroad especially in Europe ,Japan, India and Middle east. “Her Sri Lankan clientele include past
Presidents, socialites and the glitterati of the local film fraternity”.
 Backstage
Backstage is known to be Sri Lanka’s unique homegrown women’s fashion accessory brand which
glitters in a variety of different accessories that catches the women’s eye easily. It is available with the
most fashionable trends, and to the exact need of design of jewelry products such as earrings, rings,
necklaces,bangles,brooches, as well as with different stylish sunglasses, belts, bags, watches, anklets,
cosmetic bags and cosmetics. Which one expects.
MARKETING ODEL
Promotions , social media interactions and advertising are the main ways they strengthen their customers mind
to shop at ODEL. Throughout all these interactions and communication processors ODEL’s only aim is to
inspire their customer and enhance purchasing form ODEL with amazing variety of selections and prices
which service with the best quality and brand. In 2011 they introduced the ODEL loyalty card and is expected
to play a focal role in propagating repeat purchases.
This loyalty card helps the customer to accumulate loyalty
points when purchasing at ODEL stores. Using this
card the customer is able to earn 1 loyalty point
for a purchase of Rs100. At the point of
redemption one loyalty point equals to
Rs 1. So this loyalty card scheme is highly
considerable when comparing to the other
loyalty card schemes. In addition to this points,
loyalty card also gain access to numerous
seasonal promotions and discount
offers.
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9. Annual ODEL fashion show is another way the promote. Through this they promote the latest trend as
well as new collections of the local and international brands. This has not only been a method to
introduce their new collection, but also has become an opportunity to grab more customer attraction
towards ODEL.
In addition to the above promotion methods they also do special campaigns at Facebook, Twitter, and
Blogger to promote Animals Day, Mothers Day, Fathers Day, Avurudu promotions, Christmas
promotions and Halloween, Easter and T20 world cup . Their decorations and lights during these
seasons mesmerizes the customer and the onlookers and made ODEL a admired place in Colombo.
They have a marketing division which offers a number of seasonal promotions, offers, and etc.
Physical Layout
Sri Lanka's premier fashion & lifestyle store, Odel, has benchmarked the retail world in the region
with its world-class quality and audacious expansion plans. Today, the fashion brand that took Sri
Lanka by storm offers designer and high street fashion men, women and children,homeware,
jewellery& accessories, luggage, perfumes & cosmetics, books & music, confectionery and food.
More significantly, it offers an unparalleled sensorial shopping experience that keeps shoppers
coming back for more.
ODEL has given more priority for the physical layout.ODEL change their
physical layout time to time specially during seasons .They select
different themes to decorate their premises with diiferentcolours
and decorations. New year,T20, Christmas,Hallowin season,
Avuru season, Easter and Vesak. The decorations are very
imaginative and it’s unique thing. It will also helps them to
attract more customers as well as we can say it’s a marketing
trick of them. Employees are given a special dress code during
the season time. And they dress in anplesant way, and serves
the customer in a friendly manner.
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10. ODEL CUSTOMER
Customer Communication Waiting time for the Customer
Customers are able to communicate with Historically, business interested in obtaining high
ODEL through telephone or else they could level of customer satisfaction has focused on using
drop an email. Further inquiries on Buying knowledgeable, pleasant servers to deliver high
and merchandising , Bridal registry, Online quality product and services to their target markets.
selling can be done by calling the relevant Today’s consumer not only demands quality, but also
personnel though telephone numbers available demands that product and services be delivered
on their official website. quickly. This thesis will examine customer
perceptions of waiting in line, and will focus on
Customers can also connect with ODEL
methods for making waiting time more tolerable.
though social networks such as Facebook,
Rather than taking an operational approach, such as
YouTube, Google +, Flickr and Twitter.
looking at the effects of reducing actual waiting times
on customer satisfaction, ODEL focuses primarily in
Complain Management System the area known as “queue psychology”. Their premise
manipulates customers perceptions of the waiting
ODEL always welcomes their customers
experience can be as effective as reducing the actual
views, and opinions and feedback of their
length of the wait.
service. Customer feedback can be sent just
by visiting their website. And in addition to ODEL implemented good method to manage and
this a comment book is also made available eliminated the customer waiting time. As mention
for the comments of the customers at the ODEL has various segment base on product types and
ODEL outlets. they put into practice cashier for each store segment,
because of this customer waiting time. Customers are
more satisfied with this, because their time was
Customer Touch Points
saving due to this method.
They advertise about their offers to the
Other than the customer waiting time management,
customers through advertising in different
ODEL has created special waiting areas for children
Magazines , papers, and they frequently
to play. And this has become easy for the parents of
update the websites on Social media.
them to do the shopping around ODEL. By
implementing waiting areas and avoiding customer
waiting time , ODEL got the advantage to satisfied
customer significantly. So ultimately Customer
waiting time management is another part of customer
oriented organization.
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11. Customer Satisfaction
ODEL strives to offer its customers more than just a shopping experience. It aims to offer both its local
and international clients a hassle free, sophisticated and memorable shopping experience. When visiting
Sri Lanka, ODEL provides the ideal shopping venue for those who seek clothes that reflect the trendiest
fashions.
Recently ODEL deployed iPads with a specially developed iPad application to conduct customer
satisfaction efficiently, and this service is available at the flagship store at, Alexadra Place. There are
planning to expand this service to the other service stores as well. This special application poses a series
of questions to be answered by the customer regarding about their shopping at ODEL and could be
completed in less than two minutes.
Customer Service
At ODEL they offer a host of in-store and online service to
the customer to make sure that they walk out of the store
with more than just a buy. Maintaining a good customer
survice is the priority , and to excel in that they conducts
monthly store Mangers meetings, Regular store visits,
Monthly visual Merchandiser meetings. Gift vouchers with
a choice of different prices are also available from Rs 500,
Rs 1000, Rs 2500, Rs 5000, Rs 10000, Rs 15000
Online Delivery and Shopping
ODEL provides the service to the international market to deliver their online available item goods
to their foreign customers as well. With the help of some of the professional courier services they
deliver their goods to 70 countries and make sure that the goods are delivered on time. And their
will charge a delivery cost which would depend on the weigh and destination.
The lists of the countries are shown at their web site and the number of days that takes to be
delivered is shown at their website.
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12. In-store service
• Sari- Draping service -A fully trained and friendly staff members are on hand all the time
to adhere to the customers any kind of sari needs.
• Concierge -ODEL customers are able to drop off their bags at their friendly and secure
concierge and shop freely without any baggage.
• Gift wrapping -The customers are able to wrap their gifts in a variety of interesting ways to
give those gifts an extra delight, with the help of their trained gift wrappers.
• Tailoring services
• Currency exchange
• Shop and ship
“You shop. We ship”. ODEL says that transporting gifts internationally is not a problem for them.
• Bridal and gift registry
• Children’s play area
• Other services- Dialog services, American express banking centre
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13. ODEL EMPLOYEE
Empowerment
ODEL is a highly customer oriented organization aimed to increase customer satisfaction and loyalty, as its
their ultimate goal. In order to achieve this goal they management train their employees often to deliver
quality service and adopt the kind of customer oriented mindset that lead to customer loyalty.
The interaction between employee and customer has a positive influence on performance. Further
interaction between employee and customers, are based on their employees attitudes and behavior of
service. Dedicated employees are more likely to engage in activities that result in customer satisfaction and
profitability.
Empowerment is best way to satisfy customer and it leads the company to make more marketing/ customer
oriented. ODEL is mastered in this job, and they are able to attract more and more customers each and every
day.
Empowerment is defined as a motivational construct manifested in cognitions reflecting an employee’s
orientation and to his or her work roles. They are allowed to use their own judgments when performing their
jobs. Employees are given the discretion in the process of providing the services, which are crucial in the
interaction between the service provider and the guest. They are motivated to exercise, initiate and imagine
cater to the supreme when they meet the customer’s request and they are evaluated at the end of the year.
ODEL has given the power to the staff to take quick decisions at any time. Because of this ODEL can
respond to the customer requirements quickly and provide ideas for new services. This is especially
important in situations adhere they expected to exercise and judge and discretion, so that the service and
customer satisfaction are enhanced. So we can say that empowerment plays a major role in ODEL to be a
good customer oriented company.
Employee Satisfaction
Through deferent training sessions and performance indicators individuals are evaluated and there are
awarded at their award ceremonies. Other than this the management conducts different programs
throughout the year to identify the talents and reward them with special prices which is a way of
motivation them to work with more dedication and courage.
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14. Training and Development
In 1990 ODEL had two employees. Bur now ODEL’s passionate team consisting with 850 employees.
Training and development of the employees is a constant and consistent of the Human Resource
Development process. The company carries out a number of training programs for the Non-Executive
staff. Training programs for interpersonal and communication skill development is a must activity in
their programme scheduled for each and every year. In addition to the above programmes , a
programme named “Fast Tracking” which is known to be a talent management tool is also carried out
to find out talented individuals and to fast track their talents throughout different interpersonal skills
and core areas of the company operations.
For the executive level employees training is given mainly to develop more on business continuity and
leadership development. Open channels are the main conduit for innovation and creativity at ODEL.
WORK LIFE balance is known to be the key aspect at ODEL. And different staff bonding activities
which are tagged as WORK HARD.PLAY HARD are conducted to give a chance for the employees to
get to know each other and relax.
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15. R ecommendations
In the point of our view…
It is hardly possible to find any failure points of
ODEL. As they are rich in quality and style, we
found out that customers at least go around and
admire the beauty of the variety of clothes and
the other products at ODEL which show offs the
most up-to-date fashion available in the industry.
Though the prices are considerably higher than the
other shops around, ODEL has become so special
with the local and international customers for the
tremendous unique styles of its products.
Ultimately the final conclusion of our mini research
is that ODEL IS A HIGLY CUSTOMER ORIENTED
COMPANY.
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16. Contents
Introduction 1
ODEL a fashion heart 2
ODEL Management 3
ODEL Structure 4
Culture 5
Brands 5
Marketing ODEL 6
Physical layout 7
ODEL Customers 8
ODEL Employees 11
Recommendations 13