Much potential for canned vegetables and fruits:

Sheer dedication reaps rich dividends

Ramani Kangaraarachchi

C.M.M.R Pasha

People tend to think that only highly educated people can do a mega business successfully. However, there are people who have become successful businessmen through sheer dedication and courage.

Chairman Edinborough Products (Pvt) Ltd, a leading manufacturer and distributor of food items in the country C.M.M.R Pasha became a business leader through practical experience, dedication and courage.

As the pioneer in the Sri Lankan food industry, Edinborough Products (Pvt) Ltd. has over the years extensively introduced modern technology and equipment.

Its manufacturing process, ensures conformity in keeping with international standards and attains a rate of production compatible with the growing consumer demand. Nevertheless, conventional methods are retained in some areas of the production to maintain exclusivity and integrity of the recipes.

Pasha was interviewed by Daily News Business.

He said, "The Government will stop importing unnecessary food items in the future to develop the country. Edinborough is prepared to face this challenge and produce more food products for the local and foreign markets. "That was his courageous prediction for the future.

Pasha was born in India as the eldest child in a family of seven. His family migrated to Sri Lanka when he was a little boy.

Pasha's father, a businessman who imported food items, sent him to a school in Colombo but regular complaints from the principal of the school about Pasha's mischievous behaviour made him very disappointed. Finally he decided to stop Pasha's schooling and gave him work in his shop.

Practical experience

"While working in my father's shop, I used to read the ingredients printed on the containers of various food items such as jams, cordials and biscuits and gained practical experience in the business.

When I became a young man my father arranged a marriage for me. Thereafter, I had to find my own bread and butter", he said.

Pasha did not have any capital and his father was not prepared to sponsor him any more.

Together with his wife he decided to pawn their jewellery and raised Rs 10,000 to start a business. Edinborough Products (Pvt) Ltd., came into being in 1973 when Pasha started making cordials at home.

The cordials he produced were sold to his father first and then he gradually improved the market.

During a short period of time, Edinborough Products (Pvt) Ltd., captured a great slice of the cordial market causing the manufacturing operations to shift to the new premises in Rajagiriya, in a 4046 sq.metre land in 1985.

At this stage, the range of products included 60 items. The Company expanded rapidly from 1985 to 1990, and the products reached all areas of the island. Consumers were encouraged to enjoy a wide array of quality products.

In 1991, the manufacturing operations were moved to a larger premises - a 20,234 sq.metre site in Padukka, 25 kms away from Colombo.

Market segments

Moving the manufacturing division to Padukka helped the company immensely to expand its sales operations in Rajagiriya. "Today we have established a portfolio of products targeted at different market segments.

We are the No. 1 contract suppliers of Soya sauce and Tomato sauce to leading marketing companies in Sri Lanka under their own brand names," Pasha said.

In fact it was I who introduced Soya sauce to the Sri Lankan market and to-date Edinbourgh is the only Soya sauce manufacturer in the country, he said.

His fleet of sixty vehicles include 15 delivery vans to distribute the company's products islandwide and today he has given employment to 350 people.

Food products

"In addition to the locally manufactured products, we import a wide range of food products, we have been appointed the sole agents for Mity Brand Canned Food Products, Campioni Italian Pastas, Star - Farmer - Crown Pakistani Basmati Rice, Bulerias Brand Spanish Olive based Food Products, ACME, Renuka Coconut Milk Powder, TCB Tuna, Kohinoor Basmathi, Leader jack Mackrel and Sun Fresh Fruit Juices.

Cordial products being labelled.Pictures by Sumanachandra Ariyawansa

He said, "There was a huge demand from clients specially from hotels for imported food items and that was the reason we decided to import them, he said. Apart from that we also export our products to the Maldives, India and Saudi Arabia".

Asked about the difficulties he faced, he said that it was mainly finance, "The People's Bank International Branch came to our rescue when we were in difficult situations, he said.

Demand increases

"Also during the July riots in 1983 I lost a lot of business and could not recover the dues from debtors.

I had to start again in a small way and one of my father's friends, William Dahanayake helped me a lot by giving his land to continue the business".

"When the bomb explosion at Elephant House took place the demand for our products increased. I employed more people and the market picked up".

Asked about his future plans, he said, "I want to strengthen the business with more varieties of food products and cut down imports.

My son, Zalmy handles all operations of the company as the Managing Director at present and he will implement the new plan for a food canning project.

There is lot of potential for canned vegetables and fruits. We also plan to expand our Mayonaise production.