t-sips, capturing the very essence of tea

Following are excerpts of an interview with Expolanka Teas CEO and Director Dhilshad Sideek on the speciality of their brand t-sips, which was launched in 2006, and its interest in rowing and Cerebral Palsy. t-sips is fast becoming a growing brand name in the Sri Lankan tea trade and it stands out from the rest with its SLS certification, which no other tea brand in Sri Lanka carries

By Rashika Fazali

Q: Could you trace the beginnings of Expolanka Teas?

A: It started way back in the late ’80’s – on 7 July 1989, to be precise. At the time our company, Expolanka Holdings PLC, was mostly involved in export of non-traditional Ceylon produce, like fruits, vegetables, spices, and cashew nuts. Something our customers frequently kept asking us was why we hadn’t ventured into the tea industry. Since we knew the export market and we have expertise in the industry, this gave birth to t-sips.

Q: How did you come up with the brand name t-sips?

A: After commencing our new enterprise, we started looking into marketing and branding strategies and we thought it was important to create a name that was easy to remember, yet synonymous with tea and its consumption. The idea behind it was quite simple, tea is best enjoyed sipping – this is something every tea drinker can relate to. When we were brainstorming for names, t-sips became a very simple but meaningful choice that captured the very essence of tea.

Q: What is the vision behind the brand?

A: I believe that it is the birthright of every Sri Lankan to enjoy a great cup of tea. Having said that, I think that the pleasure of a good cuppa is something everyone must also have access to. Our vision is to take Pure Ceylon Tea of the highest quality to the world and ‘share the joy!’ Also important to note is that, for us, manufacturing our own brand of Ceylon Tea means we have control over the quality, which we maintain at premium.

Q: Could you tell us about the t-sips variants?

A: The company produces a wide range of the world’s most popular beverage in the form of tea bags, packets, and in bulk quantities. We market an assortment of value added specialty teas such as flavoured teas, fruit teas, and herbal tea. We manufacture several variants of both green and black tea to fulfil different markets and consumer preferences.

In terms of black tea, which is what we market the most, we offer regular Black Ceylon Tea and the traditional Earl Grey-flavoured, which are amongst the most popular. Our other flavoured black tea variants include Peach, Strawberry and Lemon, and to satisfy more regional tastes we also offer the Chai Masala. In terms of our green tea products, we currently offer four variants: Regular Green Tea, Mint, Apple, and Jasmine flavour.

 Q: How many countries is  t-sips exported to?

A: Expolanka as a company exports to over 35 countries, and our tea brand t-sips is sold in 10 countries. Since 2005, we have seen rapid growth and we have been among the top ten exporters in the country. The Middle East is our most important market, with established offices in the UAE and Turkey. We have representatives in Russia and Australia and other key markets where Sri Lankan teas have the largest market share.

Q: What are your largest markets?

A: We don’t consider any market large or small because brand development is a fairly long process and we have invested many years to create the right partnerships. However, we operate in our selected 10 markets due to a strong demand for Ceylon Tea in these parts and as well as for our brand.

Q: Could you tell us about your plantations?

A: We have one plantation and one processing facility. Among the company’s main suppliers is, Expolanka’s own, Expolanka Plantations. The tea is grown at the plantation in the Low Grown area and processed at the Galaxy Tea Factory. Our high quality Black Tea produced here is in great demand in the Middle East and the CIS countries.

Q: t-sips is currently the only SLS certified tea brand in Sri Lanka. What did it take for the company to come up to that standard?    

A: I am surprised that most brands don’t have SLS certification. Since we want to be a serious player in the local market, we believe having the SLS certification will give customers confidence. SLS certification is not very easy to get. Stringent quality processes are looked into, packaging is looked into, the labelling requirements – it’s a whole gamut of things. A lot of focus and commitment is needed if one wants to get this SLS certification. It is a tough process.

Q: What is the difference t-sips offers as a brand compared to other brands in Sri Lanka?

A: There are many brands in Sri Lanka, but we believe in offering something different to the consumer. We are very conscious about quality and safeguarding Pure Ceylon Tea. Our Black Tea is one of the most popular and well-received teas from Sri Lanka. We consider our teas more than just a beverage. It’s a culture. From the tea to its packaging, we make all efforts to preserve product quality. t-sips Black Tea comes in tea bags and is foil-packed to preserve the original aroma and flavour.

Q: t-sips has shown a lot of interest in rowing. What is the connection the brand has with rowing?

A: If you take rowing, it’s a sport which requires a lot of strength, stamina and dedication. The oarsmen and women in the sport are very committed and put in long hours of training, both mentally and physically, for the sport.

However, rowing has very low visibility and not many corporates have come forward to back the sport and its athletes. Current positive conditions in the country have opened our waterways, so we see a huge opportunity for this sport to be taken outstation and promoted nationally.

We want to raise the standards of rowing in Sri Lankan schools to international levels. We sponsored the first Sri Lanka Schools Rowing Championships this year, which established a competitive platform for the sport on a national level. Importantly it will now give oarsmen and women in schools the opportunity to win school colours and gratuity scores for University entrance.

t-sips is one of the first corporate entities to recognise this sport and its athletes. We have sponsored the Royal-Thomian Regatta for three consecutive years from 2009-2011, and provided oarsmen with state-of-the-art sports gear and facilities to perform at optimum levels. We also sponsored International rowing events such as the Far East Asian Rowing Association Championship or FEARA, in a bid to boost the sport in Sri Lanka.

Q: t-sips brought down Mahé Drysdale, the London 2012 Olympic Gold Medallist. What was the purpose in doing so?

A: The London Olympics was just a few months back and to bring a gold medallist from this global event to Sri Lanka is quite significant. Inviting Mahé Drysdale to Sri Lanka was yet another endeavour by us to boost rowing in the country. I believe Mahe will inspire our young men and women to perform at much higher levels. I strongly believe that Sri Lanka’s youth have tremendous potential and capability to compete in the international arena.

Q: You have a CSR initiative for Cerebral Palsy. Why have you selected this cause and what have you done so far in this regard?

A: We believe that as a responsible corporate entity we have a duty to create awareness about Cerebral Palsy and create a better living condition for these children giving them the gift of happiness whenever and wherever possible.

There is a lot we can do for them. Children with Cerebral Palsy do best when they get special help at an early age. While there is no known cure for Cerebral Palsy, there are many treatments and therapies, which can reduce the impact of the condition by easing symptoms such as spasticity, improving communication skills and finding alternate ways to function daily.

According to available statistics in Sri Lanka, there are around 40,000 children in the country affected by Cerebral Palsy, with many unreported cases. t-sips supports the Cerebral Palsy Lanka Foundation under the brand’s flagship CSR initiative, to help the country better understand the condition and thereby create a better environment for children with Cerebral Palsy.

Earlier this year through Expolanka Teas we supported The National Cerebral Palsy Awareness Week 2012, which was organised by Cerebral Palsy Lanka Foundation in collaboration with the Sri Lanka Society of Physiotherapy. We also donate funds from every kilo of tea that we sell towards this cause.