Serendib Flour Mills celebrates three years of “nourishing the nation”

Serendib Flour Mills Ltd celebrates its third anniversary of operations in Sri Lanka today (Thursday 26 May 2011) and thus, three successful years of “nourishing the nation” with an “uninterrupted supply of quality flours to Sri Lankan consumers and the industry.”  

A member of the Al Ghurair Group of Companies, Dubai, UAE, Serendib Flour Mills Pvt Ltd launched operations of its US$ 56 million, state-of-the-art, 1000 tons per day single-line capacity wheat flour mill in the Port of Colombo on 26 May 2008. With it came the promise of an uninterrupted supply of quality wheat flour and benefits of a healthy competition to Sri Lankan consumers and the industry.

Serendib Flour Mills CEO/Director of  Sathak Abdul Kadar said, “I’m happy that we have kept to that promise over these past three years. Our product portfolio now includes Baker’s Flour, Household Flour, Rotti Flour, Noodle Flour and Semolina. Several thousand tons of highest quality flour have reached all corners of Sri Lanka and thus a greater populace. Over these past three years we have been providing different ‘solutions’ to the requirements posed by key players in this industry - bakery owners, other industries and the public.”

“Since our inception, we have also worked very closely with the All Ceylon Bakery Owners’ Association of Sri Lanka in identifying the needs of the industry in a bid to serve them better. We have also conducted Technical Workshops for bakers island wide, sharing with them the latest baking techniques and demonstrating the making of bakery products using Seven Star Wheat Flour. We deeply appreciate their support and will continue to work with them very closely,” SFML’s Chief Financial Officer Mohamed Riyal said.

President of the All Ceylon Bakery Owners’ Association of Sri Lanka Newton Kumarasiri Jayawardana said, “Our membership island wide has been enjoying the benefits of the arrival of Serendib Flour Mills as the second player in the market and are pleased to work with SFML these past three years. The bonds we have formed are invaluable and augur well for a burgeoning bakery industry in this country.”

The ‘Seven Star’ brand of flours address different market groups. The Bakers’ Flour targets the thousands of bakers in this country while Household Flour is essentially for households. Two years ago, Serendib Flour Mills Pvt Ltd revolutionised the local Rotti Flour market by introducing a customised product to the Sri Lankan eateries and hoteliers. Seven Star Rotti Flour’s unique composition enables one to make a variety of products such as Rotti, Parata, Godamba Rotti etc. Many new products will be introduced shortly specially aimed at helping customers to maintain a healthy life.

Kadar added that the ‘Seven Star’ flours represent seven cardinal values. Each star represents an intrinsic value - Purity, Innovation, Quality, Freshness, Expertise, Service and Trust. “Our mission is to create a lasting impact in the market by providing products of the highest standard to the customer”.

Untouched by human hands, Seven Star is produced from the most appropriate wheat sourced from the golden wheat fields around the globe with the expertise of an experienced and qualified staff. Due to its strategic location in the Port of Colombo, the mill is in an enviable position to offer best quality wheat flour to the Sri Lankan consumers and industry faster, supported by a star class customer service.

Serendib Flour Mills Ltd parallely enjoys the expertise of a technical service team  together with a handpicked team of experienced Sales and Marketing team all geared to serving and forging trust-based partnerships with customers.

Quality assurance, being one of the key factors behind the Company’s unsurpassed service and product excellence, Serendib Flour Mills also maintains a laboratory and modern test bakery where the quality of Seven Star flour is constantly monitored.  

The Company is committed to ensure that its products are of the highest quality and manufactured hygienically, while minimizing environmental impact. Hence the company has laid its foundation in obtaining ISO certification via an Integrated Management System (IMS). SFML has successfully completed the Audit stage 1 of the IMS.                                               

“Our commitments to supply a superior and fresher product delivered direct to distributors and with superior quality packaging, underscore our position of a responsible corporate citizen having the end user’s interest at heart,” Kadar added.