Establishing yet another revolutionary bench-mark for rewarding customer loyalty in the industry, Al-Falaah, the Islamic Business Unit of Lanka ORIX Finance PLC (LOFC) launched its privileged discount card – “Empress”.The ‘Empress’ discount card is exclusively offered to all customers of Al-Falaah Ladies which caters to the financial needs of its lady customers. This was introduced as a way of rewarding ladies on their multiple roles in life as mothers, entrepreneurs, housewives, workers, caregivers etc.The “Empress” special discount card is the first of its kind to be offered by an Islamic Bank or Financial Institution in Sri Lanka. It enables card holders to shop and save simultaneously, manage household expenditure and avail themselves of exclusive seasonal and year-round offers.Moreover, it offers attractive special discounts, discount vouchers and special privileges from an island-wide network of over 60 partner-merchant brands spanning from household items, electronics, pharmaceuticals, opticians, leisure, clothing and accessories, telecommunication, jewelry, personal care to insurance and many more.The “Empress” card is issued free of charge and is available to both new and existing lady customers from all LOFC and Al-Falaah branches located island wide. Card holders will receive updates and notifications on special offers through email, SMS and twitter (@LankaORIX).Al-Falaah Ladies was launched in April 2013 to offer specialized ‘Financial Services’ for lady entrepreneurs, employed and self-employed ladies, as well as busy housewives with increasing family commitments and responsibilities in the household. A dedicated business unit was established by the company to cater to this niche segment, becoming the first ever financial institution exclusively dedicated towards offering financial solutions to ladies.Commemorating the launch of “Empress”, a special event was organized by Al-Falaah at the LOLC Head Office Auditorium earlier this week. The event was graced by Mrs. Rohini Nanayakkara, Chairperson of the LOLC Group as Chief Guest and Mrs. Kalsha Amarasinghe, Executive Director of the LOLC Group as the Guest of Honour.Also in attendance were Mr. Ishara Nanayakkara, Deputy Chairman of the LOLC Group ; Mr. Kapila Jayawardena, Group Managing Director / CEO of the LOLC Group and Chairman of LOFC ; Mr. Brindley de Zylva, Managing Director/CEO of LOFC ; Mr. Krishan Thilakaratne, General Manager, Al-Falaah Islamic Business Unit ; Mr. Shiraz Refai, Chief Manager, Al-Falaah Islamic Business Unit ; Ash-Shaikh Zaid Nooramith, in-house Shari’ah advisor for Al-Falaah ; Senior Management members of LOLC and LOFC ; valued customers and distinguished invitees representing partner-merchant brands ; staff members and well-wishers.Speaking at the occasion, Chief Guest – Mrs. Rohini Nanayakkara said, “I am happy to unveil the Empress Card today and I wish to congratulate the Al-Falaah team for introducing this new value addition in recognition and appreciation of our esteemed lady customer base. The Al-Falaah Ladies brand recognizes and financially empowers the woman of the 21st century. It encourages women to achieve their ambitions and aspirations driven by the spirit of enterprise and rewards them in return for their achievements. In addition, it provides long term value to all our stakeholders and builds lasting relationships whilst in keeping with religious beliefs.Also speaking, Guest of Honour – Mrs. Kalsha Amarasinghe said, “I am deeply honoured and privileged to be a part of this historic milestone. Al-Falaah is probably the first among the Islamic banking and financial services sector to introduce such a novel and exclusive discount card, ‘Empress ’ with a very large number of valued business partners and brands, island-wide. In doing so, Al-Falaah is living up to its brand value – Success – by extending it to its lady customers. With a superior customer service and a trailblazing innovative spirit, Al-Falaah is moving well beyond the industry standards to offer unique products and services tailor made to specific customer requirements.Giving an overview of Al-Falaah’s achievements, Chief Manager – Mr. Shiraz Refai, said “Al-Falaah’s journey has been an immensely successful one since inception in 2007. Our exponential growth over the years has been largely due to our business unit offering 360 degree financial solutions catering to individual customer needs whilst integrating the business, customer and business community beyond the scope of banking and finance. Key elements in our journey of success are the strict guidelines we adhere in maintaining transparency in transactions, equality in all business relationships and conscious efforts at Corporate Social Responsibility, supported by our team of fully trained and certified members of staff across the channel network, who ensure that all transactions are done in accordance with the principle guidelines at all times.All “Al-Falaah Ladies” products and functions are designed in accordance with Islamic principles of economics and are supervised and periodically audited by Al-Falaah’s eminent Shari’ah Supervisory Board. Accessibility to their services are provided via LOFC’s 66 main branches and 5 dedicated Al-Falaah branches, with access to over 600 ATM machines island wide.