ODEL without OTARA…
This seems
unthinkable in practical sense in any business, let alone fashion industry. How
come you leave behind all you created, decades on lock stock and barrel and
just walk away? Well, that’s what she did. OTARA, undoubtedly Srilanka’s finest
female entrepreneur – the one time national athlete who made it all the way, is
no longer part of her iconic brand ODEL. 
The
amazing story of a journey which started from the boot of her father’s station wagon
on to the dizzy heights of today is over.
The captain has left the wheel and Embarked on a brand new
mission. Whatever the full details of her new journey is yet untold and it
would be stupid to doubt her. After all Otara knew never to put foot wrong.
The story unfolded in 1989, at a time when Srilanka was
literally burning from end to end. When many an illustrious person would pack
up to say bye to the nation they were born, a young girl still kept her faith
in her island and opened her dream store ODEL at Dickman road, selling clothes
at discounted prices .By 1996 ODEL would rise to be the ultimate fashion
statement and the lifestyle trend setter, the proudest fashion brand in a
country where tens of thousands of young girls work 15 hours a day to make
foreign brand thrive. So in a sense ODEL would come to represent the ultimate
celebration of Srilankan woman.
Otara would
come to be the champion in brand creation with Odel Mind Body& Soul, Backstage,
Embark and LuvSL ,all whole brand new concepts, doing phenomenally well in the
fashion space. She was the very first Srilankan female to go public, by listing
her company in the Colombo stock exchange in 2010.The Company would expand
during the next 4 years, exponentially in spite of the less than conducive
economic climate, to be miles ahead of the competition and increasingly talked
about beyond the shores.
And yet, little did her ardent admirers, fans and loyal
customers think that she would throw it all away, to abdicate herself from the
palace she made for herself, at 50. What’s in her mind with multi billions in
the account, and a personal branding par excellence is the million dollar
question to ponder aloud.
But one thing is for sure, the lady ‘s gonna be around………..
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