Ashan Ransilige, Chief Executive Officer of Link Natural Products, began his career in human resources before transitioning to operations, where he has worked across leading local and international companies in various sectors, including telecommunications, retail, banking, automotive, manufacturing, and agriculture.
In this interview, he shares insights into how his leadership philosophy, shaped by diverse industry experience, is guiding Link Natural’s transformation. He discusses the company’s approach to integrating Ayurveda with modern science, the role of digital technology in scaling globally, and the operational choices that sustain both trust and efficacy in a competitive wellness industry.
How has your career shaped your leadership philosophy, which is shaping Link Natural’s future direction?
My leadership has been shaped by both local and international experiences, teaching me how to bring out the best in the teams I work with. My role is to focus and channel their energy in the right direction. At Link Natural, where we’ve built strong expertise over time, my approach is first to understand these core disciplines and then lead in step with the team while challenging the status quo to unlock fresh potential, aligning our efforts and driving progress at a faster pace. That is how I see leadership in this context.
How do you balance Ayurveda’s deep traditional roots with the global wellness market’s desire for modern validation?
In the industry we operate in, market dynamics are constantly changing. At the same time, we are working with a system of knowledge that is over 3,000 years old. The challenge lies in bringing that knowledge into today’s market. This involves a rigorous process that includes our panel of Ayurvedic doctors, production teams, and a strong research and development function. This is how we integrate Ayurvedic heritage into the present. Our focus is also on being prepared to meet the changing expectations of modern consumers. Link Natural’s strength lies in its research-based approach, which supports this transition.
Ayurveda is a holistic approach to life, emphasising longevity. We operate within the medical space, which demands research, studies, and testing. That is the space we occupy and have built capabilities in. Over time, we have incorporated safety, standardisation, and efficacy into our process. This approach has helped build trust with consumers.
Our work spans preserving historical knowledge to adapting it for current needs and preparing for the future. Product development begins with Ayurvedic principles. Every Tuesday, our Ayurvedic doctors meet to review classical texts. They use traditional methods to recall how medicinal plants are applied. These sessions also involve scientists and MBBS doctors collaborating to interpret the information.
From there, we conduct research and develop complete formulations. Products like Samahan and Crampgard are outcomes of this process. Traditional forms, which involve multiple preparation steps, are simplified into more accessible formats such as sachets, creams, and balms. Throughout, we maintain the expected efficacy, safety, and standardisation of Ayurveda.
What role does digital technology have in your strategy for scaling Link Natural globally?
Our philosophy is to take the knowledge of Ayurveda to the world. Digital transformation will accelerate that journey. It is not limited to marketing but extends across our internal processes. Digitisation enables us to implement the standards, safety, and efficacy we strive for. In research, for example, we have invested in modern facilities and technology to support this effort. Digitised data helps us translate technical knowledge into content that consumers can understand.
Unlike other over-the-counter products, Ayurveda often requires more explanation. Trust must be earned after the first use, not assumed. Digital tools help us reach consumers more effectively with personalised content and spend more time educating them about the remedies and solutions we offer. This transformation begins with leadership. Internally, we have prepared our people, systems, and processes for this shift. Over the next few years, we plan to expand Link Natural’s global presence through large-scale digital platforms.
In a competitive global health and wellness industry, what sets Link Natural apart?
When it comes to product manufacturing, our raw materials and ingredients are primarily sourced locally. We operate five estates to cultivate ingredients under specific conditions that are necessary to retain their efficacy. Once a product is formulated, every batch is tested for effectiveness, consistency and reliability. For example, our Link Kesha herbal hair oil is packaged in a box because sunlight affects its efficacy. This approach may not be the most commercially attractive, but it ensures consistency and reliability.
As interest in Ayurveda grows, we have built a model that provides consistent remedies. Every time a consumer uses our product, they should experience the same results. That standardisation builds trust. Even our product claims are reviewed carefully. Our panel of doctors serves as an internal reference point, not only in product development but also in validating claims and reviewing consumers feedback. This process enables us to respond to challenges and continually improve our offerings.
What is your commitment to sustainability?
Sustainability is not optional; it is a fundamental principle at Link Natural. In Ayurveda, nature, community, and culture are integral to our way of operating. Herbal harvesting knowledge often resides in local communities; we work with around 400 families to preserve and apply it while maintaining our estates. If these relationships break down, so does our supply chain. We reinvest in nature as we extract from it. Some ingredients take decades to mature, requiring long-term planning. Community, nature, and culture are embedded in our operations and closely monitored.
Beyond this, we run separate CSR programmes to support communities more broadly. These principles shape our growth. Link Natural’s expansion has been steady, with products like Samahan reaching international markets. In some categories, we lead; in others, scale is limited by raw material constraints. We focus on efficacy, not volume. Still, we expect to double our top line in the next three years.