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| Sunday, 30 January 2005 |
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Ceylon Royal Tea enters Europe and Australia by Elmo Leonard A Sri Lankan Company, Ceylon Royal Tea and Supplies (CRTS) Atlanta, Georgia, USA which in a space of a few years gained a firm foothold in the North American market with its unique brands of Ceylon tea is now exhibiting success in Australian and European markets. "Our next aim is the Japanese market and we will display our products at the Food Expo in Tokyo in March, managing director, Jaliya Wickramasuriya said. When Wickramasuriya who resides in Georgia, USA, met us in Colombo seven months ago, his firm was making initial contact with Australian and European buyers. CRTS is the marketing arm of the home based BOI company, Ceylon Royal Tea (Pvt) Ltd (CRTL). Last week, CRTL moved into a new location in the Industrial Zone in Katuwana, Homagama in a Rs 40 million move (Rs 100 to a US dollar) The firm also purchased new tea-bagging machines from Italy. Wickremasuriya's next move at home is to gain ISO certification "as soon as possible." All value added teas make up the Ceylon Royal Tea range coming in 90 different pack designs. There are packs in metal caddies, cardboard packages, wooden packages, terracotta jars and reed packs. Chami is the main brand name and one pack had its topmost compartment with Gun Powder Green Tea. The other two divisions make up English Breakfast Tea and Peppermint Tea - all pure Ceylon teas. Then, there are the Chiran and Nature's pot brands. We came across 30 different flavours from Ginger to Earl Grey to peppermint to Gunpowder, Jasmine to Irish Breakfast, Orange Pekoe to Strawberry, Orange Raspberry, Blueberry, Mango, Passion fruit, Pear, Kiwis, Cranberry Apple, Apple Cinnamon and Black Berry teas. While concealing his companies turnover so that competitors would not know too much, Wickramasuriya said that his company in 2003 recorded 200 percent success over the previous year, in 2004, it was 300 percent profit over 2003, and in 2005 he expects profits to record a 400 percent growth over 2004. Wickremasuriya always acknowledges that his guru is Merril J Fernando of Dilmah fame. Dilmah is now established as a leading tea brand name in the world. Would Wickremasuriya aspire to the heights of Dilmah in branded tea? His answer was in the negative; he did not have the mental framework to reach such dizzy heights. His intention being to introduce his brands to all parts of the world. Back in USA, this week, Wickramasuriya will expand his marketing staff, there. He will also start an online website www.ceylonroyal tea.com. Within two months he plans on opening a new warehouse in Atlanta. An ingredient of Wickremasuriya's success is that he does not include cheap teas in his brands, like those from Argentina and Kenya, but buy the best quality Ceylon teas. |
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