Fortune Basmati Rice launched in Sri Lanka

From left: Head of Sales and Marketing Hiranth Fernando, Managing Director Sajad Mawzoon, Director Omar Sulaiman and Pyramid Wilmar General Manager Priyantha Kolonnage introducing the new Fortune Basmati Rice range in Sri Lanka

Pyramid Wilmar, the company behind Sri Lanka’s number one cooking oil – Fortune Cooking Oil, has expanded their product offering to the local market with the launch of Fortune Basmati Rice.

Fortune Basmati Rice is produced using rice grown in the best basmati growing regions of India. All Fortune Basmati Rice undergoes thorough processing under stringent quality standards and is hygienically packed to keep the nutrition intact. It is available in three varieties – Fortune Biryani Basmati Rice, Fortune Everyday Basmati Rice and Fortune Jubilee Long Grain Aromatic Rice. All varieties are available in 1 kg and 5 kg packs.

Commenting on the latest product offering of the company, Pyramid Wilmar Head of Sales and Marketing Hiranth Fernando stated, “As a part of Pyramid Wilmar’s plan to extend its flagship edible oil brand Fortune into other commodities, we have launched Fortune Basmati Rice in the Sri Lankan market. It takes three seasons to cultivate seedlings of rice into aromatic stalks of Basmati. That’s why Fortune picks its Basmati only from fields that have been nurtured and perfected over three seasons – with the right amount of sunlight, rainfall and winter chill. The end result is a high-quality, long-grained and fluffy Fortune Basmati Rice – just what you need for a perfect rice dish with real aroma and exquisite taste.”

He added, “Fortune Basmati Rice has many health benefits, together with a sensational taste and a wonderful aroma. Its long slender shape, distinctive aroma, delectable taste and appealing texture tantalises the taste buds of every rice lover. Uniquely, the Basmati grain expands more than twice its dry length during cooking. Unlike other types of rice, the grains only expand lengthwise resulting in the grains retaining their long slender characteristic when cooked. From ethnic biryanis to fried rice to steamed rice, Fortune Basmati Rice elevates the taste of every meal, every day.”

Pyramid Wilmar Ltd. is a joint venture between Asia’s largest integrated agri business group Wilmar International Ltd. and Pyramid Oil Mills Ltd. Founded in 1991 and headquartered in Singapore, Wilmar International is currently ranked amongst the largest listed companies by market capitalisation on the Singapore Exchange. It has over 450 manufacturing plants and an extensive distribution network covering China, India, Indonesia and some 50 other countries and employs a multinational workforce of about 92,000 people. Pyramid Wilmar’s business activities include merchandising and processing of palm and lauric edible oils, manufacturing of bakery shortening, specialty fats and margarines, manufacturing of small pack consumer edible oils and sugar trading. 

Fortune Cooking Oil is the internationally-certified cooking oil marketed and distributed in Sri Lanka by Pyramid Wilmar. It continues to be the number one edible oil brand in the island according to the 2016 Reports of the research company Lanka Market Research Bureau (LMRB). The current Fortune Cooking Oil portfolio includes vegetable oil, coconut oil, sunflower oil, soya bean oil and corn oil, all of which come in different packaging sizes to suit varying requirements and budgets. 

In addition to Fortune Cooking Oils, Pyramid Wilmar is the marketer and distributor of Masterline Bakery products in Sri Lanka. The company is also a shareholder of the Shangri-La Hotel projects in Sri Lanka, two flagship strategic development projects with a high net value investment. Pyramid Wilmar’s latest venture was the strategic partnership they entered into with Sunshine Holdings and Tata Global Beverages to jointly own Estate Management Services Ltd., which is the holding company of Watawala Plantations PLC and Watawala Tea Ceylon Ltd.