Seminar on Marketing, Branding and value addition
The National Chamber of Exporters of Sri Lanka (NCE) conducted an
interactive Seminar on Marketing, Branding and Value Addition of Ceylon
Tea in collaboration with the Sri Lanka Tea Board (SLTB) at the Taj
Samudra Hotel. Over 100 participants representing various stakeholders
in the tea sector participated at the Seminar.
The Ministry of Plantation Industries Secretary, Indrani Sugathadasa
and Ministry of Export Development and International Trade Secretary, N.
Rannuge were special invitees. Chairman Sri Lanka Tea Board Lalith
Hettiarachchi delivered the welcome address, President of the National
Chamber of Exporters of Sri Lanka (NCE) Rohan Fernando, in his address
outlined the potential of the Tea Sector which crossed the 1 billion
dollar mark in exports in 2008 to become a 5 billion dollar industry.
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President NCE Rohan Fernando addressing the participants.
Dr. Saman Kelegama (Executive Director, Institute of Police
Studies), N.Rannuge, Secretary, Ministry of Export
Development and International Trade N.Rannuge, Secretary,
Ministry of Plantation Industries Indrani Sugathadasa,
Chairman, Sri Lanka Tea Board Lalith Hettiarachchi are also
in the picture. |
The Executive Director, Institute of Policy Studies Saman Kelegama
highlighted the important of "Value Addition" in the Tea Sector from an
economist's point of view. Director - Postgraduate Institute of
Management - Sri Jayawardenapura University Uditha Liyanage, explained
the various elements of "Built-in Branding Strategies" from a marketing
point of view. Managing Director - Van Rees Ceylon Limited Niraj de Mel,
who is a former Chairman of the SLTB, addressed the Seminar on "Value
Addition - Way forward for Ceylon Tea" from a practical industry point
of view. Chief Marketing Officer - Imperial Tea Exports (Pvt) Ltd.
Deepal Chandrasekera, who was also a former Tea Commissioner of the
SLTB outlined the elements which led to the "Success of IMPRA Brand Tea
as a Truly Sri Lankan Brand Director Economic Affairs of the Government
Peace Secretariat, Rohantha Athukorala, addressed the gathering on
"Doing Business in Sri Lanka and Post Conflict Strategy".
He highlighted the potential for investments in the liberated
Northern and Eastern Provinces of Sri Lanka.
Director Promotions of the SLTB Hasitha de Alwis spoke on the "Tea
Imports to Sri Lanka for Value Addition and Branding". Regional Director
- MTI Consulting Suraj Deen spoke on "Ceylon Tea - Driving Growth
through Value Mappping". Senior Vice President - Nestle Lanka Limited,
Mohamed Hamza, analysed the various elements that have led to the
success of the "Nestle Brand" and drew attention to the comparable
lessons for the tea industry.
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