Elephant House corporate identity relaunched

"The Elephant House corporate identity was relaunched to reflect new market realities and consumer behaviour," said Head of Frozen Confectionery, Ice Cream, Elephant House, Neil Samarasinghe. Addressing the dealer convention held recently, he said that through all these actions they engineered a growth not only for Elephant House but for the whole ice cream industry.

The momentum has continued even to the current financial year. As we speak we have experienced a 26 percent YOY annual volume growth. This had even been outlined by the LMRB Household panel data. Elephant House commands over 65 percent volume market share.

"We have stepped into a new era of peace and limitless opportunities. This year Elephant House will turn a new page not only in its history but in the history of ice cream industry. The investments needed to build the infrastructure to support the growth have already been made. Our marketing teams are geared with new plans to capture a bigger share of this growing market.

We installed a new sticks manufacturing machine in the Kaduwela factory last week. It was a dream come true for all of us who are hungry for business. Due to the enhanced capacity, we will be able to keep an uninterrupted supply to the market. But this will not certainly be a demand supply exercise. The new products which we have introduced through this new machine will revolutionise the ice cream market.

There were certain strategic moves initiated by the company to support dealers. One was to bring Vanilla 500ml to an attractive price point of 100 rupees which enabled to attract new entrants to the category. This segment of consumers had left the category mainly due to the shrinking discretionary income during that time.

Our distributor network is the live wire of our business. Hence ensuring that you receive appropriate returns for your investments was pivotal to our business. We introduced a new credit policy with a split volume target system which enabled our business partners to successfully sail through during a time when the national economy was on a down turn."

Head of Beverages Elephant House, Chandima Perera said that Elephant House Beverage plans to launch many non-carbonated soft drink products which will assist Elephant House to capture a larger market share. He said that the year was exceptional for beverages after a long wait of three years, as it grew by 5 percent YOY.

"The current positive environment will support us to grow to much greater heights. Elephant House made it to the top as the undisputed market leader with our own rainbow flavours! Now we have taken another bold move and challenged the market with a KIK Cola to establish ourselves as the leader in the Sri Lankan beverages business. KIK Cola, is a truly world class beverage which is Lankan to the last drop," he said