Herbal tea brand Fadna’s Chairman shares insights to success so far

Having one’s morning or evening cup of tea is more of a daily practice for Sri Lankans, rather than a need. Fadna, Sri Lanka’s own herbal tea manufacturers, re-invented this practice by highlighting how tea could be a health drink when mixed with local herbs. Fadna has 24 products and is responsible for 50% of the green tea market in the country as per as per LMRB Household Panel 2017 – Green Tea Category.Fadna – Food and Nature Ltd. – Chairman Chamendra Somathunga recaps his journey from walking the streets to promote his products, to the leading revolutionary tea brand he now heads:

Q: How was Fadna born?

I realised that there was a demand for natural products, but people were not consuming them because it was either hard to find, or troublesome to prepare. Therefore, we developed the idea of blending natural herbs such as belimal, ranawara and iramusu, with tea, packaged it as tea bags and began to sell it. This became popular among the consumers because it was also suitable for their busy lifestyle. 

Q: How was the initial reception for Fadna?

 Our initial perception was that it would be well received by the educated middle class, who understood the importance of healthy consumption. When we had the opportunity to market our products in supermarkets, we noticed a tremendous popularity among the upper class as well. Healthy living and lifestyle was becoming a trending topic at that time, and it also helped us in promoting our brand. A majority of the public are now aware of the importance of natural and organic consumption. We have been able to make a considerable impact along these lines. 

I had one person working with me at the very beginning and we used to visit different herbal shops on foot. When we initially began selling out of Colombo, we transported our products by train to Kandy. Today, our products are available all over the island, and we have a well-connected supply and distribution network.

Q: What is the key product that has been most successful?

 The most popular product is Fadna Shape-up Tea. The idea stemmed from a discussion I had with Dr. Wijerathne. Goraka is known to help reduce fat, therefore he suggested we blend it with tea. Even I was not sure how successful it would be with due to its sour taste. However, after several tests we produced the Shape-up Tea. It was the main product that highly increased our brand’s popularity.

Q: Was Fadna your very first business venture?

 No. After completing my A/Ls I was employed at Bata as a Management Trainee. But I always wanted to have my own business. My very first venture was in the garment industry, which I realised was becoming too competitive. I then tried importing and selling CFL bulbs. This was a time when the CFL bulbs were becoming popular and the public were learning of its advantages. Unfortunately, the product became so popular that CFL bulbs were becoming available by the road side as well. My business collapsed as a result of this, and I was reduced to nothing. Most people would have given up by this point. 

I searched for ways of developing a product that can be exported. With some contacts I had in the tea industry, I realised the potential in herbal tea, and that is how Fadna was initiated.

Q: Has your family background influenced your successful business?

 I was born in Elpitiya, in the Southern Province. My father was a Grama Niladhari and my mother, a school principal. I studied at Ananda Vidyalaya, Elpitiya. Having passed the Grade 5 Scholarship exam, I came to Ananda College, Colombo. As a hosteller, I had to learn to be independent and disciplined. These qualities have chartered the course of my life and my business. 

Q: How can you ensure the quality of your products?

 We continuously do research and test our products, with the help of esteemed institutions such as the Medical Faculty of the University of Sri Jayewardenepura, as well as the Open University and the University of Sabaragamuwa. We have received international quality certificates such as the ISO 22000, HACCP and EMP, along with endorsement of the Ayurveda.

Q: What has been the secret to your success?

  I have always believed that anyone can start from zero. It is important to invest in the pure essentials at the very beginning of the business. You do not need an A/C office, vehicles, a secretary, a peon, or a driver. I still do not employee such staff because my team and I handle all our responsibilities by ourselves. All you need is a positive attitude, total commitment and dedication. One should never look only at profit, but also at sustaining positive relationships with people, that is what will take you a great distance. 

The most crucial fact in entrepreneurship is to identify a need and provide a creative and attractive solution. This is what we did with Fadna. There were many selling tea, but I started selling a new concept for tea. Our motto is to help people lead a ‘Happy Lifestyle’, and Fadna provides essential high quality products that will ensure that you are healthy.