This period of exile and return forms the backbone of his book, Paper Planes. It is a personal accounting of Sri Lanka then and now—a meditation on how a nation recovers from conflict and how an individual reintegrates into a home that has changed in his absence. "Colombo used to be reserved for the high class, diplomats, and foreigners," he observes, noting the democratization of space in the capital. "To walk these streets freely now is a reclamation."

Before returning to Sri Lanka two years ago—shortly after the devastating Easter Sunday bombings—Rifaz spent a significant chapter of his life in Hong Kong. It was there, amidst the glass towers of global finance, that he truly confronted the nuances of identity.

"Living in Hong Kong as a brown-skinned person forces a certain level of introspection," Rifaz notes, his tone measured but candid. He describes the experience of navigating a hyper-capitalist society while grappling with the invisible hurdles of race and integration. Rather than retreating, he leaned into the discomfort, volunteering with impact-led organizations to bridge the divide between the expat elite and local realities.

This period of exile and return forms the backbone of his book, Paper Planes. It is a personal accounting of Sri Lanka then and now—a meditation on how a nation recovers from conflict and how an individual reintegrates into a home that has changed in his absence. "Colombo used to be reserved for the high class, diplomats, and foreigners," he observes, noting the democratization of space in the capital. "To walk these streets freely now is a reclamation."

Rifaz’s return to Sri Lanka coincided with his role at MAS Holdings, a manufacturing behemoth supplying the world’s premier luxury and sportswear brands. For an executive audience, the scale of MAS is staggering: a workforce of  100,000, deeply integrated into the global supply chain. However, it is their ethos—hinged on Tech, People, and Sustainability—that Rifaz finds most compelling.

"We often talk about CSR in the abstract," Rifaz says. "But at MAS, the impact spills over directly into households."

He highlights a specific, brilliant intersection of cultural intelligence and rewards systems: The Gold Coin System. In an industry often criticized for labor practices, MAS developed a reward scheme where long serving employees are rewarded with gold, in appreciation of their long service..

"It is culturally astute," Rifaz explains. "In our region, gold is not just jewelry; it is a secure asset class. It survives currency devaluation and inflation. It is a safety net."

Tradition as a Double-Edged Sword

Perhaps the most provocative insight from our conversation was Rifaz’s take on the "scars" of culture. While the West often fetishizes Eastern tradition, Rifaz argues that an over-adherence to the past can stifle innovation.

"Roots are essential for stability," he posits, "but they can also be a deterrent." He suggests that for Sri Lanka to move beyond the remnants of war and economic volatility, there must be a willingness to challenge societal constraints. This philosophy extended to his work in communications, where he sought to shift the narrative from one of mere "resilience"—a word often used to romanticize suffering—to one of proactive innovation and global competitiveness.

As he steps away from his role, Rifaz leaves behind a blueprint for how modern corporations should engage with the world. The future of communications, he argues, is not about press releases; it is about tangible social impact. Whether it is through the MAS Foundation’s sustainability mandates or the empowerment of a single seamstress, the story is in the making.

Rifaz represents a new breed of thought leader: globally exposed, culturally rooted, and unafraid to critique the systems he operates within. His journey reminds us that in the world of high-stakes business, the most valuable currency remains the human story.

If you suspect your organization’s external narrative is lagging behind its internal excellence, let us conduct a preliminary brand equity assessment. We can identify your primary friction points in a 60-minute consultation.