The Joint Apparel Association Forum (JAAF) of Sri Lanka recently presented a five-year strategic plan for the development of the apparel sector to the government, highlighting the essence of new markets for the industry.

JAAF is the garment factory representative body in Sri Lanka. Its Secretary General Rohan Masakorala explained that the five-year strategic plan focuses on markets such as Japan, Russia, India and China and also emerging markets in South America. It emphasises the need to cater to high niche markets in countries such as Australia. The new market opportunities could be facilitated by entering into trade agreements with emerging markets.

"A proactive policy in this regard is vital not only for apparel, but exports as a whole," said Mr Masakorala. He added that the plan proposed to undertake action that brands Sri Lanka's apparels for its value addition and positions the country as an apparel sourcing destination.