Watawala Plantations PLC awarded Superbrand 2008

Watawala Plantations PLC (WPPLC) has been awarded the ‘Business Superbrand’ status for the year 2008. It is the only company in Sri Lanka involved in the management of plantations, that hold a wide diversity of plantation crops, to receive such a prestigious endorsement.

‘Superbrands’ is an independent authority and an arbiter of branding excellence, committed to compliment exceptional brands and to promote the discipline of branding.

Watawala Plantations has come a long way since the privatisation process in 1992, improving product quality in all aspects and boosting demand for their products. There has been much improvement in production quality standards, due to the standard of raw materials used with it’s intensive agricultural/cultivation practices and the introduction of quality cultivars into their replanting programmes. They have also geared their factories towards greater flexibility to produce increased volumes of products to meet the market demand. The recent improvements of their factories have earned them certifications with ISO 22000/HACCP quality/safety systems compliance, TASL/SGS product certification system and the Ethical Tea Partnership. To ensure the highest quality, Watawala conducts intensive training for all 14,000 employees on Quality Management and Food Safety Management Systems. They are now moving towards Fairtrade certification of selected factories.

In the FMCG sector, Watawala Plantations PLC is currently the second largest branded tea company in Sri Lanka with its well renowned brands Watawala Kahata and Zesta commanding a market share of over 28%, according to the AC Nielsen reports published in January 2008. Speaking on the achievement, Vish Govindasamy, Managing Director of Watawala Plantations PLC said; “To be voted as a Superbrand by such an experienced and independent council is a powerful endorsement that clearly bears testimony to the brand’s exceptional status. As one of Sri Lanka’s rapidly growing businesses, it is also a clear reflection of the remarkable commitment and dedication of the entire Watawala Team.”

“We have always been in the forefront of innovation, starting with the creation of our brands which have facilitated our quest for stronger positioning in Sri Lanka. Our next step is to aggressively market our brands overseas, by which we hope to further enhance our brand equity. We also aim at expanding into new markets, not only focusing on tea, but beverages as a whole. By these creative innovations, we can be confident of consolidating our business which will ensure a brighter future” he added.