As Velona celebrates 85 years, its story stands as one of resilience, care, and innovation carried through generations. Founded by Ruskin Fernando, one of Sri Lanka’s earliest local entrepreneurs in textiles and apparel, Velona began as a fabric manufacturer built on a belief in quality and integrity. Eight decades later, those same values continue to shape a company that has become one of the country’s most trusted family care brands.
From its beginnings in Sri Lanka, Velona has grown into a global name, now present in 23 countries, including the UK, Australia, the UAE, and Kenya. Its success reflects a simple yet enduring principle: products made with scientific rigour and genuine care earn trust that lasts across generations. To explore how this philosophy continues to guide the company’s evolution, we spoke with Dr Gehan De Soysa, Chairman and CEO at Velona Group.
Velona reaches 85 years this year. What aspects of the founder’s original vision still guide the company today?
Although I never had the opportunity to meet him, those who worked with him speak of a disruptor who reshaped the local textiles and apparel industry. As one of the first Sri Lankans to enter the sector as a local entrepreneur, innovation guided every one of his decisions. Early in Velona’s journey, he travelled to Manchester, Lancashire, and Nagoya to study leading manufacturing practices. He brought those learnings back and modelled Velona’s factories on systems he observed in Lancashire.
That focus still guides Velona today. We continually learn from global trends, adapt local ideas, and advance standards. After I took on the leadership role, the same focus remained: constant learning, openness to global developments, and a drive to improve industry practices. We continue to look outward, understanding what is happening globally, and asking how we can improve our approach.
Equally important was his belief that a strong business is built by caring for its people; fostering dignity, skill, and pride among employees, many of whom have grown alongside the brand across generations. This people-first mindset, combined with a strong focus on safety and wellbeing, continues to underpin every strategic decision Velona makes today.
Many of Velona’s innovations emerged from direct feedback from parents. How have these insights influenced the way you approach design and product development?
Our approach works on two fronts, combining consumer insight with research-driven innovation. This balance, rooted in our founder’s vision, continues to shape our work. He recognised Sri Lanka’s hot, humid climate and worked with UK textile technologists to create Airtex fabric for greater breathability.
That philosophy guides our design of every product. In nappies, absorbency depends on yarn technology, so our teams improved water retention through material engineering. R&D efforts into diaper technology resulted in two patented diapers, including one of the fastest biodegrading diapers globally. Local demand for such products is limited, but interest is rising in Western markets as environmental awareness grows.
Much of this progress begins with what we hear from parents; their concerns about baby skin sensitivity, overnight comfort, and long-term safety. These insights guide our research priorities, pushing us to invest in gentler, skin-friendly materials, improved leak protection, and chemical-free formulations. This feedback loop extends across our baby and hygiene ranges, leading to innovations such as alcohol-free baby colognes and enhanced overnight diaper solutions.
Dr Gehan De Soysa, Chairman and CEO at Velona Group, speaking at the Velona Cuddles Toiletries Launch
“Velona now operates in 23 countries under its own brand, manufacturing for several more. Key markets include the UK and Australia, with growing operations in the UAE, Bahrain, Ghana, Kenya, Maldives, and Malaysia”
One example of this collaboration between feedback and research was solving the challenge of balancing breathability and absorption. Parents wanted diapers that stayed dry through the night without irritating the skin, so our R&D teams developed a material that does both. In our tests, we found that you could blow out a candle through it, yet water remains sealed in. This was made possible through our advances in non-woven technology. So we do listen to consumers to refine what they need today while investing in innovation to develop products they will need tomorrow.
That same spirit of innovation also guided the development of our wet wipes range. With production facilities in Sri Lanka and overseas, we now make wipes for baby care, personal use, and household cleaning. All Velona wipes are biodegradable, alcohol-free, and formulated with ingredients that are safe for the skin and the environment. The baby wipes are dermatologically tested and proven to be hypoallergenic, offering gentle protection for sensitive skin. In this category, the Bamboo Water Wipes, made from ultra-soft bamboo fibres, are designed to provide the softest and most soothing experience for babies. For personal care, our makeup removal wipes provide a safe and refreshing cleanse that easily lifts makeup, dirt, and oils. At home, Velona Kitchen Wipes are twice as strong, tough on grease and burnt food, and kill 99.9% of bacteria, giving families an effective, eco-friendly way to stay clean.
Velona Cuddles carries global certifications as a result of sustained R&D while serving a price-sensitive market. How do you balance innovation with accessibility for families?
It’s not the easiest thing to do. Velona approaches innovation with a strong sense of responsibility. In baby care, product safety and performance depend on rigorous testing and credible global certifications. Many companies make broad claims about quality without proof, but we take a different approach by benchmarking our standards and validating them through independent testing as consumers grow more conscious of what they use on their children.
Every Velona fabric is tested for antimicrobial properties and the absence of harsh chemicals. Our diapers are certified non-toxic and free of harmful substances, including carcinogens. These aren’t marketing claims; they are backed by testing and certifications from the US Food and Drug Administration and the British Retail Consortium. Velona is also the only diaper brand in the world with our pack carrying the Made Safe Mark given by the Toxic Free campaign in Australia. Recently, we launched a baby toiletries range, and it includes colognes, which are the first in Asia to be alcohol free.
At the same time, families are price sensitive. So we balance quality with accessibility, which is done through scale and efficiency. By producing larger volumes for both local and international markets, and operating manu- facturing hubs in cost-effective regions, we keep prices accessible while upholding the same certified quality. Our goal is simple: world-class safety and comfort should be accessible to every parent, not just a few. Balancing innovation with affordability is not a compromise for us; it’s part of our responsibility as a trusted local brand.
What makes Velona one of the safest baby products in the market?
Velona’s reputation for safety comes from evidence; it’s not an empty sweeping claim. Every product is backed by scientific testing and internationally recognised certifications that prove its quality. These aren’t marketing statements, but verified standards we’ve maintained across generations. Equally important is the trust of our consumers. Families continue to choose Velona because of their long experience with the brand. We often hear from grandparents who once used Velona for their children and now buy it for their grandchildren. That kind of loyalty is built only when quality stays consistent. After decades, our products still meet the same safety and comfort standards that first earned that trust.
Velona now operates across several international markets. How do these markets differ, and what strategic considerations shaped your expansion decisions?
Markets differ widely in fashion, fabric, and regulation. For clothing, styles and material preferences shift across regions, while for products like diapers and cosmetics, the differences are even greater. Regulatory frameworks and certification requirements vary by country, and entry depends on meeting those standards.
Sri Lanka remains a developing diaper market, whereas the UK and Australia are advanced and highly regulated, with strict benchmarks for quality, safety, and packaging. These are also saturated markets, where competing demands and expectations are significantly higher. In some regions, diapers are even classified as medical devices because they come into contact with bodily fluids such as urine and faeces, while sanitary products are regulated for contact with blood. Understanding these distinctions and adapting accordingly has been key to how we operate globally.
Production teams inside a Velona manufacturing facility
Velona now operates in 23 countries under its own brand, manufacturing for several more. Key markets include the UK and Australia, with growing operations in the UAE, Bahrain, Ghana, Kenya, Maldives, and Malaysia. However, we don’t enter every market, even when opportunities exist. Some carry low-quality products, and we avoid those unless a partner shares our vision for quality. Our strategy is guided by regulation, responsibility, and long-term commitment to product integrity.
“Sri Lanka remains a developing diaper market, whereas the UK and Australia are advanced and highly regulated, with strict benchmarks for quality, safety, and packaging”
Your CSR work places strong emphasis on supporting mothers before childbirth. What drove this focus, and what impact have you seen from these efforts?
We work closely with hospitals, especially through antenatal programmes that prepare parents for childbirth. These sessions help mothers and fathers understand what to expect, how to care for their child, and how to manage emotional changes such as postpartum depression, which can arise unpredictably. When we first partnered with birthing centres, we realised that many of these programmes were accessible only to parents who could afford them.
That experience made us aware of the gap among families who wanted the same knowledge and support but lacked the means to access it. Our CSR initiative was built around bridging that gap. Today, we conduct around four programmes every month, each reaching between 100 and 200 parents, completely free of charge. Alongside small gift packs, the focus is on providing knowledge, reassurance, and emotional support for the parenting journey. We believe that when parents are healthy and emotionally grounded, they raise healthy children, and that’s the long-term impact we hope to create.
Employees drive the company from within, and dealers extend your reach islandwide. How do you build a culture that supports both groups while keeping them aligned with your values?
Our culture is something we’ve inherited through generations. After our 85-year celebration, a former employee reached out to share how her grandfather had worked as our chief mechanic under my grandfather, her mother as a technician under my uncle, and now her brother under me. That’s three generations of one family working with Velona. It reflects the sense of heritage and belonging that defines our workplace.
We’ve always been blessed with a loyal workforce. Even as the company evolved, many of our team members stayed on, continuing the same journey with us. The average employee has been with Velona for almost 15 years, and some have stayed for over 40. This level of commitment speaks to a culture built on respect, accountability, and shared purpose. We take pride in supporting our employees and their families, encouraging them to grow, take ownership, and find meaning in the work they do.
The same spirit extends to our dealer network, many of whom have partnered with us for over 25 years, often across generations. Some partnerships have even passed from father to son. Despite increasing competition, these relationships remain strong because our partners share our commitment to quality and trust. They aren’t just distributors; they are extended partners who take pride in representing a brand that stands for care and reliability.
These bonds, within our workforce and across our retail network, are what sustain Velona through every new phase of growth. It’s not only about business alignment, but a shared belief in delivering products that genuinely improve families’ lives. That belief gives everyone connected to Velona a sense of purpose and pride that goes beyond work.
As Velona marks 85 years, its journey has been defined by care and innovation. How do these values influence your vision and strategic goals for the company’s future?
At Velona, everything begins with safety and comfort. Whether it’s a baby product or clothing for the family, our goal is to improve the quality of life for parents. Velona is now one of the top clothing and hygiene product brands in the country, and that reputation has come from staying true to this vision.
The idea for our diapers began when I couldn’t find suitable ones for my own children. What was available caused rashes and constantly interrupted their sleep due to leakage. We wanted to solve that problem, helping parents sleep a little longer and ensuring babies stayed comfortable and healthy. That became our guiding principle: to do everything possible to make life easier for parents, while giving comfort and safety to the wearer.
This thinking runs through every product we make. Whether it’s hygiene, clothing, or new categories like pharmaceuticals or cosmetics, our aim is to build products that are world-class. We don’t follow others. Rather, we focus on leading and raising industry standards through innovation and quality. So every time we see Velona on foreign shelves, it reaffirms our belief that a Sri Lankan brand driven by care and innovation can stand alongside the world’s best.
Looking ahead, care and innovation will continue to define Velona’s journey. We aim to expand responsibly, strengthen our sustainability initiatives, and develop products that improve everyday life for families. Growth will be guided by quality, compliance, and social impact, ensuring that progress never comes at the cost of our principles. As Velona moves into its next phase, we remain committed to evolving with consumer needs while staying true to the values that have shaped us for 85 years.