Ceylon Tea Advantages PLC which is a promotive of MJF collocation, is chosen in the fabrication, ship-produce and trafficing of tea bags and packets underneathneath the stigma indicate Dilmah. The union ship-produces its fruits to the UK, the US, Canada,Australia, Novel Zealand and South Africa. The union principally operates in Sri Lanka, where it isheadquartered in Peliyagoda which is 7.5 km from Colombo.
Merrill J. Fernando the instituterneath of Dilmah established quenched in the 1950s to prproffer tea drinkers the finest tea on sphere. Whilst doing so, he desired to effect a genuinely holy stigma. It took almost impure decades ce Merrill to drift his band-arms, save in 1988 he inaugurated his origin tea – Dilmah – the earliest account owned tea stigma in the earth, handpicked, perfected and packed at fount and shipped among days to tea drinkers environing the earth.
Tpotent 1 – Union milestone
Merrill J Fernando, Instituterneath of Dilmah is born in Pallansena, a little village in South Western Ceylon
Merrill begins his voyage in tea, as a trainee Tea Elegancyr in London
The incorporation of Ceylon Tea Advantages, the union which traffics Dilmah tea
Hurl of Dilmah Tea in Sydney Australia
Dilmah hurles in Sri Lanka
Dilmah hurles in United Kingdom
Medinge trophy Dilmah as a Extreme Stigma with a Conscience
Dilmah acquires ISO 22000 : 2005 status
Dilmah receives accolades at the Best Corporate Citizen Awards
Dilmah Conservation unveils earliest Elephant Knowledge Centre in Sri Lanka
Source: Dilmah website
Dilmah operates twain in B2B and B2C traffics by conceding tea, tea bags and packets. Its fruit ramble varies from unanalogous flavored tea as depicted in Tpotent 2.
Products and features
Tpotent 2 – Fruit Categories
Premium Singal Origin Tea
The Original Gourmet Teas
Exotic Fun Tea
Asian Spice Tea
Ceylon Green Tea
Watte Single Estate Tea
Creamity Wafer Rolls
Good Choice Cookies
Cheese Bevery Cracker
Fruit Drop Candie
Source: Trafficing Memo June 2010
Salient features of Dilmah tea stigma apprehends,
â€¢ Safe to portraiture & consume
â€¢ Rich in odor and elegancy
â€¢ No verge effects
â€¢ Free from artful ingredients
â€¢ Secure Packaging
The union narrative proceedss of Rs. 4,957.1 regardite (US$43.2 regardite) in the fiscal year ended March 2010. Its intrap acquisition was Rs.1,203.5 regardite (US$10.5 regardite) which is 25% in fiscal year 2010. Ceylon Tea Advantages PLC has a issued distribute violent of Rs.200 regardite (US$ 2M).
Year balance year, Ceylon Tea Advantages PLC has been potent to enlarge their ground method from 487.1M to 1.2B principally through proceeds enlargeth (4.4B to 4.9B). Ce occasion the requires associated with require of goods, SGA and everyowance assessment every growthd as a percentage of sales, the enlargeth in extreme method
revenues contributed ample to tranquil discern intrap everyowance rectify.
Figure 1 – Union Performance
Fount : Ceylon Teas PLC Audited Accounts
Assiduity and Traffic
As Dilmah operates in balance 95 countries, competing in a global traffic assign they combat ce traffic distribute with twain global and extremeical players in each empire. Ce-this-reason, the traffic distribute differs domiciled on the empire in which the structure yield. The MJF Collocation which is the cause union of Ceylon Teas PLC, yields to balance 95 countries which apprehend Australia, Novel Zealand, CIS, Eastern Europe -Poland, Baltics.
Dilmah holds 15% and 28% of the entirety traffic distribute in Australia and Novel Zealand respectively.
Quenched of the violent virtue tea drinkers that Dilmah yields, structure serves three ocean customers segments; viz
Boutique and Super Premium
Global traffic magnitude is US$ 361billion and with a body of 2.1 billion kilo grams.
Figure 2 – US$ Value Contribution of Global Tea Traffic
Figure 3 – Body Contribution of Global Tea Traffic
Source: Dilmah Teas Corporate Profile
Source: Dilmah Teas Corporate Profile
The global traffic consists of abundant players amongst them MJF collocation which owns Dilmah stigma has compositioned in the extreme 10.
Tpotent 3 – Past Competitor Separation
Source: Groundsmonitor Traffic Grounds Analytics (MDA) groundsbase
Corporate Collective Responsibility
Dilmah tea oceantain a intelligible underneathstanding of the role of the stray aggregation, the environment, producters and staff in making its interest feasible. Acknowledging this substance, the indivisible stocks and goods of Instituter, Merrill J Fernando and his origin as courteous as a telling distribute of the proceeds of the Dilmah tea companies stock the product of the MJF Charitpotent Foundation. As the companies lay-open, so does the product of the Foundation.
In 2006, the Foundation undeviatingly or inundeviatingly advantageed the lives of 10,000 underneathprivileged Sri Lankans. That advantage conquer unfold as the interest of the Dilmah tea and necessarily, its collective contract, expand – synergistically and symbiotically.
Explanation features of the MJF Charitpotent Foundation;
Established with the concrete of rewarding the producters and aggregation that helped the Instituterneath with his voyage.
Funded totally by Merrill J. Fernando and his origin & through the acquisitions of Dilmah.
In method with Dilmah’s holy interest standard which incorporates the assumption that interest is a subject of rational advantage.
Actively promotes the thrift of the Collocation’s staff & producters, as courteous as pursuing charitpotent projects with stray collective concretes.
The trafficing audit is the preparatory exhibition of emphasizing Ceylon Teas PLC’s corporate comcomposition in hurl of novel Value Added Teas. Grounds, knowledge and separation of findings were domiciled on twain interior and visible environments and executed twain at micro and macro levels.
Twain accidental and regulative scrutiny knowledge and grounds was obtained from earliest scrutiny and unimportant scrutiny.
Unimportant grounds founts apprehend Corporate website, Annual narrations, Scrutiny narrations on tea assiduity and fiery drinks assiduity, Omnibus scrutiny narrations on beverage assiduity, Central Bank publications and narrations of Department of Census and Statistics.
Earliest grounds founts apprehend cemal collocation interviews, single to single discussions with explanation personnel in the tea assiduity, These explanation personnel apprehend Roshan Tissaaratchy Director Trafficing and Ganga Wijayawardane Regional Trafficing Superintendent of Dilmah teas, Stigma superintendent Lipton, Assistant Trafficing superintendent Mlesna tea.
Knowledge and grounds serene in twain founts accept been narrative, archived and analyzed and simply most telling and applicable knowledge has been reputed in this narration.
Global Tea Assiduity
The global tea assiduity is amply dominated by Indians the largest account and consumer of tea which is followed by China, Sri Lanka, Kenya and Indonesia in the fruition hierarchy of countries.
Unlike abundant other agricultural crops the tea assiduity is peculiar; the stain stampistics, the weather and the rainfevery designate the stamp of the tea and its elegancy. Tea affects the elegancy buds; ce-this-reason, it is trying to reassign a feature miscellany with a beverage that substitutes tea . This explains why undeniable types are regarded by undeniable countries: ce in, the CIS  countries regard Indian and Sri Lankan teas. UK and Pakistan regard Kenyan teas.
India accounts ce 30 per cent of earth’s fruition. Occasion Sri Lanka, Kenya and Indonesia are the other indispensable accounts; their combined fruition is inferior than that of India. What effects India an sensational aim of con-over is that its magnitude is no millstsingle environing its neck; its fruition enlargeth betwixt 1996 and 1998 at 5.63 per cent was practice forward of the growth in earth fruition of single per cent simply.