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| Wednesday, 3 December 2003 |
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Akbar brothers win international Brand of the year award The Alghazaleen Brand of tea marketed by Akbar Brothers Ltd. was selected as the International Brand of the Year by the Sri Lanka Institute of Marketing. At the banquet at the Trans Asia Hotel on November 30 with Mahendra Amarasuriya, Chairman Joint Business Council as Chief Guest, Hatim Akbarally, Director Akbar Brothers Ltd. received the award on behalf of the Company. "Alghazaleen is the largest Pure Ceylon Tea Brand in the world. In 2002/2003, Alghazaleen Brand Tea Products chanelled to the International Markets totalled 8.9 million kilograms. Converted into cuppage, this means that 12 Million cups of Alghazaleen Tea are drunk on a daily basis worldwide. Starting in the Middle East, we have now extended our markets for Alghazaleen Brand to several countries in the European Union and also to the USA. In some countries such as Jordan and Iran, the Brand has a dominant share of the market", said Abbas Akbarally, Chairman of the Akbar Brothers Ltd. Alghazaleen Brand contains only Pure Ceylon Teas and is a blend of Low, Medium and High Grown variety and carries the Tea Board's Lion Logo on all its packs. The Brand is packed exclusively in Sri Lanka. Hence, value addition accrues wholly to Sri Lanka. Local packing also facilitates strict monitoring of the quality and the Pure Ceylon Tea content of the product both by us and by the Sri Lanka Tea Board, he said. An ultra modern Packeting Complex over 300,000 sq.ft. has been built in Kelaniya to service Alghazaleen packeting operations. The packeting complex is equipped with the modern automated technology to ensure minimum handling and maximum hygienic standards. In January 2003, we obtained the modern Tea Bagging Factory built by Unilevers together with machinery and equipment. Our tea bagging operations are covered by ISO 9001 quality Management System Certification and HACCP Food Safety System Certification, he said. "Alghazaleen products comprise Tea Packets, Tea Bags, Flavoured Teas, Green Tea and Organic Teas. They are marketed in over 25 countries. We position the Brand in the Mass Market - upper segment. In the ultimate analysis, an International Brand's contribution to Sri Lanka will be measured by the net foreign exchange earnings generated for the country. Our marketing strategy for the Brand is focused in the achievement of this national objective", Akabarally, said. The evaluation for the Award was carried out in three stages, with the last stage involving a presentation personal interview and questions by the panel of judges. |
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