Orient Finance PLC, a subsidiary of JXG (Janashakthi Group) hosted a press conference on 28th May 2025 to present its strategic brand transition to Janashakthi Finance PLC, ushering in an era of transformation designed to strengthen its market identity and align with ambitious long-term growth objectives.
The company emphasized the brand transition transcends a simple name change, representing a fundamental enhancement of the ability to serve customers with greater strength, stability, and resources. The organisation reiterated that, through the repositioning, its empathy for customers has grown even stronger, reinforcing its foundational commitment to support clients, particularly those navigating financial challenges.
As part of the established JXG (Janashakthi Group), the company is now positioned to become bigger, better, and stronger, backed by a stable and progressive financial conglomerate that shares its core values of customer-centricity and financial inclusion.
The strategic evolution combines Orient Finance’s 43-year legacy of empathetic customer service with the enhanced credibility and market presence of the Janashakthi brand. The rebranding creates synergy within JXG (Janashakthi Group) and reinforces the company’s position as part of a financial conglomerate with interests across investment, insurance, and finance sectors.
The company, which has built a long-standing customer base through personalized service and deep-rooted relationships, will maintain its core commitment to being a supportive financial partner while also benefiting from the enhanced market visibility that comes with the Janashakthi brand recognition. All existing customer relationships, accounts, and services remain unchanged, ensuring a seamless transition for clients who have placed their trust in the organization.
This continued commitment will be guided by an experienced Board of Directors, demonstrating the commitment to strong governance and strategic leadership. The Board comprises: Rajendra Theagarajah – Chairman/ Non-Executive Director, K.M.M. Jabir – Executive Director / Chief Executive Officer, Prakash A Schaffter – Non-Executive Director, Sriyan Cooray – Independent Non-Executive Director/ Senior Director, Darshana Ratnayake – Independent Non-Executive Director, Nalin Karunaratne – Independent Non-Executive Director, Manohari Abeyesekera – Independent Non-Executive Director, Sandamali Chandrasekera – Independent Non-Executive Director, and Daniel Alphonsus – Independent Non-Executive Director.
Janashakthi Finance PLC will continue to offer its comprehensive suite of financial services, including deposit mobilization, savings accounts, leasing, gold loans, alternative finance solutions (Islamic Finance), and corporate financing. The company remains licensed by the Central Bank of Sri Lanka and maintains a BB+ (Positive Outlook) rating from Lanka Rating Agency (LRA).
Internally, the organization had already been leveraging the JXG (Janashakthi Group) identity, particularly in marketing fixed deposits and loans, with customers readily associating the brand with strength and reliability. The formal transition now aligns the external brand identity with established internal operational practices, creating a unified and coherent market presence.
