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By Chamitha Kuruppu

Despite the fears of tea exporters of a drop in the world tea market due to the Middle East crisis, Dilmah yesterday hosted its distributors from over 40 countries at the first Global Distributor Conference.

Dilmah was rated as the third largest tea brand in the world by Euromonitor and has set its sights on quality leadership of the global tea category and promotes Ceylon tea as the world's finest tea.

Dilmah marketing efforts in 90 countries have significantly benefited Ceylon tea generally, paving the way for other Sri Lankan brands.

Minister of Economic Reforms Milinda Moragoda said the government will support Dilmah and the tea industry as a catalyst and a facilitator.

" The government will stay out of the way, trying to do too much will do a lot of harm," he said. He said Prime Minister Ranil Wickremesinghe has shown a great interest in developing and supporting the tea industry. Being able to face multinationals and moving ahead in the global tea market is the most difficult challenge of Sri Lankan tea exporters and Dilmah has beaten the multinationals successfully, Moragoda said.

Minister of Commerce and Consumer Affairs Ravi Karunaratne called upon the international participants to be Ambassadors for Sri Lanka in other products as well.

Karunanayake said Dilmah is Sri Lanka's success in brand marketing. " Dilmah has a market share of 13.6% in Australia and 21.3% share in the New Zealand tea market," he said.

Karunanayake stressed the importance of marketing direct to consumers without middlemen and paying more attention on value added products.

Plantation Industries Minister Lakshman Kiriella said Sri Lanka needs a dynamic, patriotic, caring and responsibe private sector and the Dilmah team has fitted the definition very well.

"Dilmah is a household name in the world of tea and it has put Sri Lanka and Ceylon tea on the map," Kiriella said.

Chairman and Founder of Dilmah Meril J.Fernano said the credit for the success of their 100% Sri Lankan brand should go to Ceylon tea.

He said that the company has an obligation to protect and develop the tea industry they have inherited and the only way to do so is to develop quality Sri Lankan brands and deliver quality products direct to the market. The three-day conference includes training participants in the art of tea, discussing the company's strategies for Dilmah over the next five years and sharing the expertise of the global Dilmah family.

Ninety representatives from over 40 countries are participating in the event.

During their visit to Sri Lanka the global Dilmah team will experience a tea trail, which will take them through some of the finest tea estates in the country.

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