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Dilmah’s devotion to its product and people Dilmah was launched in 1988, but its origins in Sri Lanka date back almost four decades before this. BRAND PROFILE By Nicholas Rider. In the 1950s, Merrill Fernando, the founder of Dilmah, dedicated his life to tea. He found that the ownership of tea was quite concentrated, which was leading to the commoditisation of the industry. Mr Fernando, who believed that his country of Sri Lanka produced tea with so much care and artistry, decided he would fight this process of commoditisation. Dilmah has offered a product for 30- plus years that is promoted as a unique taste of unblended Ceylon tea packed at source. But what has the brand done over the years to retain its relevancy? Product purpose Dilhan Fernando, Merrill’s son and the current CEO of Dilmah, believes tea is more relevant than ever, today. “Tea is an antioxidant-rich beverage that helps protect the human body from stress, dementia, diabetes, cancers, stroke, etc,” he said. “Beyond that, one dimension we’re very much focusing on now is the social aspect of a cup of tea. “Today, there’s a terrible epidemic of loneliness in many parts of the world, so we see a tremendous relevancy in tea. Not only in the wellness aspect or offering people non-alcoholic choices, but also in that social aspect to encourage people to have a cup of tea with someone. A simple but critical act in alleviating loneliness.” A deeper purpose Setting out to fulfil the founder’s vision to make business a matter of human service is the Merrill J. Fernando Charitable Foundation. A minimum 10 per cent of the profits from sales of Dilmah are used by the foundation to help vulnerable women, men, girls, and boys. Conserving the environment The environment is also central to Dilmah’s business, with Dilmah Conservation at the heart of its commitment. When asked about core achievements in sustainability, Mr Fernando notes that since 2000, Dilmah has moved towards bio-based materials to ensure its products are as sustainable as possible. Ninety-nine per cent of Dilmah’s materials are claimed to be bio-based. Achievements, new products In November 2019, Dilmah received the 2020 Product of the Year award for its Natural Infusions range. This range, Mr Fernando says, was built around Sri Lanka’s traditional natural medicine. “We built combinations incorporating cinnamon, moringa, turmeric and pepper – combinations based on specific Sri Lankan recipes,” he said. Dilmah claims its infusions are rich in antioxidants and good for the heart, while also showing possibilities of lowering the risk of infections, non- communicable diseases, and some forms of cancer. Other recent developments, Mr Fernando notes, have included the launch of Ceylon Golden Pekoe and Elixir of Ceylon Tea in Australia. He also mentions Dilmah Inspirations, described as a selection of the “finest” gourmet black, green and oolong teas. JUL/AUG, 2020 CONVENIENCE WORLD 25