A Decade of Wellbeing: Hirdaramani's WOW Initiative Celebrates 10 Years of Impact

Hirdaramani has long understood that sustainable growth begins with the wellbeing of its people. Over the past decade, the company has worked to create an environment where employees thrive both professionally and personally. This commitment is reflected in the Wonders of Wellbeing (WOW) initiative, which celebrated its 10th anniversary in 2024.

Since its launch in 2014, WOW has aimed to empower employees to live healthier and happier lives. Rooted in Hirdaramani's core values of Create the Future, Keep it Moving, Stronger Together, Believe We Can, and Make Things Better, the programme has been seamlessly integrated into the company’s culture, making a real difference in the lives of its employees.

The WOW Initiative: Extending to and beyond the Company Culture?

WOW is not simply a Wellbeing initiative – it is a core element of Hirdaramani’s sustainable business model. Instead of treating employee wellbeing as an isolated focus area, it has been embedded across all levels of the organisation. The programme addresses five key dimensions:

• Psychological Wellbeing – Supporting mental resilience, emotional clarity, and stress management.
• Relational Wellbeing – Cultivating positive relationships and challenging harmful workplace norms.
• Physiological Wellbeing – Ensuring physical health and a high quality of life.
• Economic Wellbeing – Promoting financial literacy, independence, and security.
• Environmental Wellbeing – Encouraging sustainable living both at work and home.

The WOW initiative’s reach extends to employees’ families and communities, reflecting Hirdaramani’s commitment to broader social responsibility. Implemented across Hirdaramani’s manufacturing footprint in Bangladesh, Ethiopia, Sri Lanka, and Vietnam, WOW has positively impacted many employees, becoming an integral part of the company’s culture.

Transforming Lives: WOW in Action

Hirdaramani’s commitment to employee wellbeing is an ongoing journey to improve lives, most visibly seen through the real experiences of its people.

Lakshika, a skilled machine operator, faced an incredibly difficult time when her mother was diagnosed with cancer. Overwhelmed by medical expenses, Lakshika was unsure how she would manage. She turned to WOW for help:

“When my mother got sick, I didn’t know how I would afford her treatment. I was struggling financially,” she recalls. “But WOW’s Financial Education programme gave me the tools to budget, save, and manage my money in a way I never thought possible. In fact, all employees in our facility were encouraged to save by setting meaningful savings targets via the WOW Savings programme and Savings accounts. Earlier, we hadn’t fully understood the importance of saving, but now I see how it has even helped me manage my finances during emergencies. Thanks to the guidance from WOW, I was able to provide for my mother’s medical care. The programme changed not only my financial situation but my perspective on managing life’s challenges.”

WOW extends its services to employees’ families and communities as well. Siriyawathie, a team member in the Finishing section, sought support from WOW to educate her child on Relational and Reproductive Health issues. The WOW monthly educational session focusing on ‘Responsible Parenting Practices’ enabled her to better understand her child’s needs and seek support and intervention.

“I had been worrying about my child who was a teenager, as I did not fully know how to educate her on relational and reproductive matters. I enrolled her for a workshop organised by WOW and today, I am proud to see her pursuing her higher education. Through the help of a WOW counsellor, I was also able to learn how to communicate better with my child. The timely intervention not only kept her safe in society, but she is also more connected to me. I feel a great sense of relief as a mother.”

What sets WOW apart?

What makes WOW truly unique is its holistic, long-term approach to Wellbeing. Rather than offering a one-size-fits-all programme, WOW integrates personalised, multifaceted support that covers every aspect of an employee’s life. Led by Wellbeing Champions across regions, the programme is designed to offer continuous, personalised assistance aimed to uplift the quality of life all around.

WOW’s success has earned global recognition, with case studies presented at prestigious platforms such as Harvard University’s T.H. Chan School of Public Health, SHINE (Sustainability and Health Initiative for NetPositive Enterprise), and Swasti Health Catalyst.

Looking to the Future: Expanding WOW’s Reach

As WOW enters its second decade, Hirdaramani is focused on expanding the programme’s impact.

WOW will continue to focus on the five dimensions of Wellbeing by empowering employees to face emerging challenges in volatile, socioeconomical situations. Further, as a best practice, WOW continuously updates its tools and practices to meet evolving needs. A few of the plans include:

• Psychological Wellbeing – Promoting self-awareness, resilience, and expanding access to professional care.
• Economic Wellbeing – Scaling financial literacy programmes and launching the WOW Savings Project.
• Environmental Wellbeing – Encouraging sustainable living through lean practices at work and home.
• Wellbeing Policies – Addressing broader societal issues including health, violence, and discrimination.

Several new initiatives will further enhance WOW's impact, including the WOW Healthy Leadership Project, which empowers employees to lead by example, and the WOW ZERO Medical Cost Project, which aims to reduce out-of-pocket healthcare expenses through preventive care. The WOW Child Initiative will further extend Wellbeing principles to 10,000 children in Sri Lanka, focusing on education and health.

Additionally, the Conscious Speaking Project promotes mindful communication in the workplace, while the Empowering through Legal Literacy programme aims to improve employees’ understanding of their rights and responsibilities.

A Commitment to People

As Hirdaramani celebrates 10 years of the WOW initiative, it remains clear that the wellbeing of its employees is a top priority - one that directly correlates to the company’s continuous progression. The WOW initiative is a reflection of Hirdaramani’s commitment to supporting the people who have made the company what it is today.

As reiterated by Manindri Bandaranayake, Chief Brand and Sustainability Officer of Hirdaramani Apparel, "Employee wellbeing is not just a programme for us, it’s a long-term commitment that defines our success. WOW reflects our sincere intention to empower our people to live better lives, both at work and home. We believe that when our employees thrive, it has positive ripple effects for our business, our communities, and across a wider footprint across our operations.”