Serendib Flour Mills enters retail market

Household wheat flour, wholemeal flour, atta flour and semolina to nourish consumers islandwide

Serendib Flour Mills (Pvt) Ltd, manufacturers of the ‘Seven Star’ brand of flour today entered Sri Lanka’s retail market with the launch of four of its variants.

Chief Guest Dr. Sarath Amunugama, Minister of International Monetary Co-operation hands over a pack of Seven Star Retail Wheat Flour to Proprietor of Manamperi Stores D. B. W. Manamperi in Matara. Partly covered is CEO of SFML Sathak Abdul Kadar

Consumers throughout the country will henceforth be able to avail themselves of the wholesome nourishment of Household Wheat Flour, Wholemeal Flour and Atta Flour in one kg packs, and, Semolina in a 500g pack.

The launch was held under the patronage of Chief Guest Dr. Sarath Amunugama, Minister of International Monetary Co-operation, Guest of Honour Johnston Fernando, Minister of Co-operatives and Internal Trade, Chairman Al Ghuriar Foods Dubai, Essa Al Ghurair and several other VIPS.

SFML’s Household Wheat Flour lends itself to a variety of uses such as pittu, rotti, string hoppers etc. while the Wholemeal Flour is ideal for healthy brown breads, rottis etc. The Atta Flour is specifically for atta rotti, chapathis and pooris while the Semolina makes an ideal ingredient for cakes, sweets, idly, dosa and uppama.

Serendib Flour Mills (Pvt) Ltd CEO/Director Sathak Abdul Kadar said, “In May this year we celebrated our third anniversary of operations in Sri Lanka and thereby three successful years of ‘nourishing the nation’ with an uninterrupted supply of quality flours to Sri Lankan consumers and the industry. Our entry into the retail market is a promise we made to the Sri Lankan consumer and which has now come into fruition.”

A member of the Al Ghurair Group of Companies, Dubai, UAE, Serendib Flour Mills Pvt Ltd launched operations of its US$ 56 million, state-of-the-art, 1000 tons per day single-line capacity wheat flour mill in the Port of Colombo on 26 May 2008. With it came the promise of an uninterrupted supply of quality wheat flour and benefits of a healthy competition to Sri Lankan consumers and the industry.

“SFML goes on record as being the first flour company in Sri Lanka to launch value added products such as Wholemeal Flour and Atta Flour. Health conscious Sri Lankans are fast moving towards more natural and healthier food products. Our Wholemeal Flour and Atta Flour are thus ideal products to cater to this growing consumer need. Our Atta Flour is very high in nutrition and yet the most economically priced flour in the retail market. Its high bran content makes it a fibre rich food which can easily be digested by both young and old,” Sathak further said, adding, “We have constantly worked very closely with the All Ceylon Bakery Owners’ Association of Sri Lanka in identifying the needs of the industry in a bid to serve them better. Since our launch we have conducted a series of technical workshops for bakers island wide and shared with them the latest baking techniques. We are thus confident of the success of these flour products in the local market.”

SFML’s parent company, the Al Ghurair Group of Companies, Dubai, UAE has over 20 varieties of flour in its portfolio. Among them is a unique product – Diabetes Flour. Plans are currently underway to launch some of these new variants to Sri Lankan consumers in the near future.

Untouched by human hands, Seven Star is produced from the most appropriate wheat sourced from the golden wheat fields around the globe with the expertise of an experienced and qualified staff.

 Due to its strategic location in the Port of Colombo, the mill is in an enviable position to offer best quality wheat flour to the Sri Lankan consumers and industry faster, supported by a star class customer service.