Imperial Teas captures global tea market

by Ramani Kangaraarachchi

Any entrepreneur who has a clear vision could drive his company towards success without any problem. Chairman Imperial Teas Group, Jayantha Karunaratne is a proud entrepreneur who brings over USD 32 million per year to the country has proved this within a short period of time.

The ambitious vision of Jayantha was to be the most innovative and trusted exporter of the finest Ceylon Tea to the world.

Today, Imperial Teas exports its products to over 60 countries in the world including Australia, China, USA, Canada becoming the 6th largest tea exporter in Sri Lanka. It is also the No. 1 exporter of packeted tea to Russia and CIS countries.

An old boy of Mahinda College Galle, Jayantha started his career in tea tasting in 1977 at a leading tea export company and gained valuable experience in the industry. He joined as a trainee tea taster and learnt from his seniors because there was no academy in Sri Lanka to study this field.

'As a tea taster I had do deal with foreign buyers, arrange shops and shipment of exports and gained lot of experience', Jayantha said.

In 1994, he founded this company with a small dedicated team in a room in his house investing only Rs. 500,000 found through mortgaging the house as the banks were reluctant to give loans at the beginning.

But he had a few clients who trusted him and was able to achieve an unexpected growth in the company. Because I concentrated only on marketing brands not trading.

'We must sell our reputed name elaborating on the secret of the success. We could do much more if we have a national policy for exports and work faster. Of course you have to do a genuine and perfect job consistently without taking undue advantages', he said.

According to him, the tea buyers purchase tea from different companies and blend with some other varieties purchased from different origin and sell them. This method does not produce good results. That is why I introduced the brand concept believing in promoting the brands of our own, today our brands are so demanding and the customers come in search of our brands he said.

"We produce a rich beverage in a variety of flavours, high in quality and affordability and marketed in an array of packages.

Today, Imperial Teas Group has 600 permanent and contract employees and functions with a highly automated modern factory and laboratory in Kelaniya ensuring world class excellence.

It has a shop in Korea where there is a coffee drinking generation which has contributed largely to change and motivate the new generation to drink tea through marketing strategies.

The company is to set up representative offices in Hungary and Dubai shortly apart from the existing shops in Moscow and China with the objective of promoting Sri Lankan brands.

The company has invested heavily on giving continuous local and overseas training to its staff as required and also for marketing and research for more innovative products.

The significant achievements of the company includes receiving the "Best Sri Lankan Brand Exporter Award for three consecutive years from 2000, Most Outstanding Exporter Award for the year 2003 and four Gold medals and one Bronze medal for different sectors by the National Chamber of exporters. It was the Runners Up at National Business Excellence Award and certified ISO 9001, HACCP Certification 2000.

"The company celebrates its 11th anniversary shortly and I want to show my gratitude to my deserving employees at an awards ceremony," the Chairman said.