The Two of Us: Jam Pathirana & Mal Siriwardhane

It’s no secret that logistics is the backbone of countless industries. But navigating the complexities of supply chains is no easy feat. That’s where B dynamic Logistics, led by Co-Founders and CEOs Jam Pathirana and Mal Siriwardhane, comes in with its mission of ‘making our customer the hero’.

“We built the business to provide the flexibility and innovation our customers need to succeed,” Pathirana tells The CEO Magazine.

“By simplifying supply chains and addressing unique needs with tailored solutions, we empower our customers to focus on what they do best,” Siriwardhane adds.

Building the business

Founded in 2005, B dynamic began as a promotional marketing company, born from Pathirana’s decision to leave his corporate role as a marketing manager. Things were going well, and then, three years later, the 2008 global financial crisis hit, testing the company’s resilience.

Forced to pivot, Pathirana seized an opportunity with the Qantas Frequent Flyer program, ultimately carving a new path forward. “We started supplying products for reward redemptions,” he explains.

“What began with just a couple of products quickly expanded to over 100 iconic local and international brands. This milestone positioned B dynamic as a leading product distributor for rewards and loyalty programs in Australia.”

In 2016, the company took another bold step, launching its third-party logistics division after recognizing a gap in the market. “Many customers were facing challenges with inflexible, third-party logistics providers,” Pathirana explains.

“This gave way to B dynamic’s third-party logistics business – a new division designed to offer the agility and tailored solutions customers needed to stay competitive.”

In 2018, the company began a new chapter of innovation and growth, with Siriwardhane joining as Co-Founder and CEO. With seamless alignment at the leadership level, B dynamic Logistics has continued to build a reputation for doing the hard jobs no-one else can tackle, working with globally recognized brands like Universal Music and Amazon and even managing the supply chain for Taylor Swift’s ‘The Eras Tour’ merchandise.

“We love a challenge,” Pathirana says. “Some providers shy away when things get complex, but that’s where we thrive.”

Siriwardhane, without missing a beat, says, “The harder the problem, the greater the opportunity to prove our capabilities and create lasting value for our customers.”

People-led, technology-driven

While innovation is in B dynamic Logistics’ DNA, at the heart of its success is its people. Both Pathirana and Siriwardhane agree. “From day one, we recognized that people are the key to success and fostering an exceptional culture would be vital for B dynamic’s long-term sustainability,” Pathirana says.

The award-winning company operates on a robust strategic framework known as the 5Ps: purpose, process and platforms, people, performance and point of difference. Forming the pillars of B dynamic Logistics’ continued success, they help ensure the company is consistently creating and enhancing value for customers, recruiting the right talent and challenging norms.

One innovative way is with its in-house technology platform, B dynamic Advantage. “Powered by AI and machine learning, our integrated supply chain solution delivers predictive analytics and unparalleled visibility, helping our customers make smarter, faster decisions,” Pathirana says.

“We remain committed to investing in technology, continuously enhancing our capabilities to simplify supply chains, foster innovation and create a competitive edge for our business and our customers alike,” Siriwardhane adds.

“And we’re proud to build a company that prioritizes people, values and sustainable success, setting the standard for what it means to be dynamic in business.”

Sustainability at its core

In an industry often criticized for its environmental impact, B dynamic Logistics is working hard to set a new standard. From energy-efficient facilities to a fleet of electric vehicles, sustainability is embedded in every aspect of its operations.

“B dynamic’s Sydney facility alone features a 99.46 kilowatt-peak solar array, offsetting 120 metric tons of CO2 annually, and a drip irrigation system that uses rainwater runoff to conserve resources,” Pathirana says.

“We’ve also embraced the ‘rethink, reduce, reuse, repair, recycle’ mindset, with 80 percent of our outbound goods packaged in reusable cartons, reducing our demand for new materials.

“Our sustainability initiatives not only reduce costs through lower material, energy and water usage – they inspire a sense of pride among our employees, knowing they’re part of a company committed to environmental stewardship.”

B dynamic Logistics’ commitment extends to waste reduction, eco-friendly materials and even reforestation efforts through a partnership that plants one tree for every 17 reams of paper consumed. “Our sustainability efforts deliver measurable value to our clients,” Siriwardhane points out.

“They benefit from environmentally friendly logistics solutions that enhance their brand positioning. And they also enjoy the cost savings as we pass on the efficiencies. For us, we’re excited to be leading the way toward a greener, more sustainable future for our industry.”

Looking ahead

With B dynamic Logistics leading the charge in the rapidly evolving supply chain industry, it plans to continue expanding operations nationally while strengthening its presence in Victoria and Western Australia. It is also focused on advancing its technology and automation capabilities.

“These enhancements will drive greater efficiency, speed and accuracy, further simplifying the supply chain for our customers and reinforcing our commitment to innovation,” Pathirana says.

“Our people are our greatest asset, and we are committed to putting the right individuals in the right roles, empowering them through our vibrant and dynamic culture,” Siriwardhane adds.

“At B dynamic, we encourage our team to take risks, embrace innovation and focus on being different rather than just better. Our mission is crystal clear: Make our customers the hero by delivering simplicity, speed and reliability.”