To expand with massive investments:
Ceylon Biscuits aims at ‘top slot’ in region and Asia
Ceylon Biscuits Ltd will invest over Rs. one billion in the next 18
months for factory expansion and for a food processing plant in
Maskeliya. Managing Director, Ceylon biscuits Ltd, Sheamalee
Wickramasingha speaking to Daily News Business after winning the
converted ‘Most Outstanding Exporter Gold Award’ presented by the
National Chamber of Exporters last Friday. She said that they had
already invested over Rs. 1.3 billion for a new factory in the
Seethawaka Export Processing Zone.
“This factory was built to manufacture products for our export
market. However, despite the staff working for three shifts per day, the
supply was inadequate to meet the global demand,” she said. She said,
currently they were exporting to over 45 countries and new markets too
have emerged. “Due to this we will be reinvesting a further Rs. 520
million for the Seethawaka factory expansion and also for new
machinery,” she said.
Ceylon Biscuits won the Most Outstanding Exporter Gold award at
the NCE Export awards held at the Colombo Hilton last Friday.
Here Micky Wickramasingha Chairman, and Deputy Chairman, Ramya
Wickramasingha of Ceylon Biscuits after receiving the award from
Director, Sri Lanka Telecom Mobitel (main sponsor) Dr. Willey
Gamage. Hanif Mohamed Managing
Director, SG Logistics Pvt Ltd, (sponsor) and Dr. Jagath Pieris,
President NCE looks on. Picture by Saliya Rupasinghe
She also disclosed plans to build three factories in India,
Bangladesh and Pakistan to stamp their foot prints in the region. “In
addition to increasing demand from Australia and North American
countries, there is also scope for expansion in the SAARC region and
beyond. Our ultimate aim was to be the number one consumer brand for the
region and Asia,” she said.
Sheamalee said they already had a large farmer contingent in
Maskeliya and the company was looking at setting up a food procession
plant. “This would be mainly to process Soya and other raw material for
“The out grower concept in the area is very strong and in a few
months time these farmers will help to stop imports of peanuts saving
almost a US $ two million export bill to the country. “These farmers
also grow speciality rice needed providing them additional revenue.”
Commenting on some of their new products she said that biscuits
manufactured with rice flour would be introduced in large volumes for
both the local and export markets.
Commenting on the local market, she claimed that they were the market
leader in every segment, commanding over 55 % in the biscuit segment, 5
% in the chocolate segment and over 50 % in other brands.
She said that they were happy to receive the ‘Exporter of the Year
Award,’ since biscuits were produced throughout the world and it was
tough to compete in the global arena being a developing country.
“We knew that we were getting some thing ‘big’ at the awards ceremony
and this award was definitely a ‘bonus’ for hard work of our dedicated
staff of the Munchee team,” she said.