‘Uththama Dalada’: Unique CSR initiative by Serendib Flour Mills

Saturday, 21 September 2019 00:01 - - {{hitsCtrl.values.hits}}

Serendib Floor Mills Ltd. was yet again engaged in a unique CSR initiative during the Esala festival in Kandy. The flagship brand of Serendib Floor Mills, 7 Star, felicitated a group of less-privileged senior citizens by providing them the opportunity to witness the Esala festival, bearing the cost of the full pilgrimage. These senior citizens from around the island have long desired to witness this grand celebration but were unable to go about it on their own, on account of both physical and financial reasons.

The festival commenced on 7 August and a group of 100 senior citizens were granted the opportunity of visiting the ancient kingdom and religious grounds of Kandy at the busiest and the most colourful time of the year. They were given a comfortable and loving treatment, everything down to the buses they rode in. They were also gifted brand new clothes, fed with delicious food and protected at all times.

The excited seniors were first taken to the Holy Temple of the Tooth Relic to give them the rare chance of worshiping the sacred tooth relic and asking for blessings. It was a sight to see as they walked on by with warm smiles, pious hearts, and lotus flowers in hand.

The elders were provided with comfortable sitting arrangements and refreshments for them to enjoy the Perahara to its fullest without any difficulties or inconveniences. Their joy was evident through the glimmer in their eyes and the nostalgic tone in their voices which were captured in a video which went viral online, melting the hearts of thousands who viewed it online.

Serendib Floor Mills Head of Marketing and Communications Kalinga Wijesekara commented on the success of the initiative saying, “Our business goals are not solely aligned with profit making.

We strive to improve the quality of life of all Sri Lankans and thereby nourish the nation. We have undertaken many initiatives in this sphere and this particular one where we were able to give something back to the senior citizens was very special. Senior citizens are sometimes the forgotten generation and hence this becomes very important. We shall continue in such projects in the future so that it gives a true meaning to our mission of Nourishing the Nation.”

Serendib Flour Mills have remained dedicated to nourishing the nation by providing wholesome, nutritious and versatile flour products that are used in bakeries, hotels, restaurants, cafés, homes and factories across the island. With an ongoing commitment to unwavering quality, building an efficient and dynamic team as well as running a sustainable and environment-friendly operation, the manufacturing of ‘7 Star’ wheat flour is done in adherence with industry-best practises and world-class protocols.