Demonstrating strong environmental leadership and national responsibility, Asia Asset Finance PLC has carried out a large-scale three-day coastal clean-up under its award-winning CSR initiative, Clean Sri Lanka – Hetata Atak, restoring beaches heavily affected by Cyclone Ditwah along the western coastline from Modara to Negombo, spanning approximately 15 kilometres.
The initiative was launched in response to extensive damage and pollution caused by Cyclone Ditwah, which left large volumes of plastic waste, debris, and discarded material across the shoreline, posing serious risks to marine life, coastal ecosystems, and public health. Recognising the urgency of the situation, Asia Asset Finance mobilised resources and personnel for a sustained clean-up operation over three consecutive days.
Two dedicated teams were deployed simultaneously — one commencing from the Modara end and the other from Negombo — progressing towards each other to ensure comprehensive coverage of the affected coastline. Through this coordinated approach, more than 2,000 kilograms of waste were removed, including plastic, polythene, damaged fishing gear, and other non-biodegradable material washed ashore following the cyclone.
The operation reflected Asia Asset Finance’s brand values of discipline, responsibility, and long-term thinking, translating corporate strength into tangible environmental action. Employees actively participated throughout the operation, reinforcing the organisation’s strong people-centred culture and its belief that sustainability must be embedded across all levels of the institution.
Commenting on the initiative, Yuveni Diaz, Head of Sustainability at Asia Asset Finance PLC, noted: “Cyclone Ditwah left a visible impact on our coastline, and responding to such challenges requires sustained commitment rather than one-off actions. Through the Clean Sri Lanka – Hetata Atak movement, we dedicated three full days to restoring nearly 15 kilometres of affected beaches and removed over 2,000 kilograms of waste. This initiative reflects our belief that responsible organisations must step forward and act decisively in times of environmental crisis.”
The coastal restoration programme further strengthens Asia Asset Finance’s standing as a trusted national institution with a long-term commitment to Sri Lanka. With a legacy of more than five decades, a Fitch A+ rating, the backing of global financial powerhouse Muthoot Finance, and an island-wide network of over 100 branches, the company continues to demonstrate its ability to combine financial strength with meaningful social and environmental impact.
The Clean Sri Lanka – Hetata Atak movement has received national recognition for its action-oriented CSR campaigns across the country. Through this three-day clean-up of cyclone-affected beaches, Asia Asset Finance reaffirmed that its role extends beyond financial services — positioning itself as a reliable partner in rebuilding, protecting, and sustaining Sri Lanka’s natural environment for future generations.
