Hemas Consumer Brands records compelling win at SLIM Brand Excellence Awards 2024

• Powerhouse brands Fems, Baby Cheramy and Diva triumph

Hemas Consumer Brands (HCB) has yet again reinforced its leadership in Sri Lanka’s Fast Moving Consumer Goods (FMCG) sector, emerging victorious at the prestigious SLIM Brand Excellence Awards 2024. 

Crowned with a remarkable achievement of six awards across three of its homegrown brands – Fems, Baby Cheramy and Diva – its relentless focus on innovation and transformation has set new benchmarks in the industry. 

On the occasion of the eagerly anticipated awards, Fems was recognised with the ‘CSR Brand of the Year’ (Silver) and ‘Innovative Brand of the Year’ (Silver) and the much-coveted ‘Product Brand of the Year’ (Gold) – the best product brand for the year 2023/24; Baby Cheramy was awarded ‘Product Brand of the Year’ (Merit) and ‘CSR Brand of the Year’ (Bronze); and Diva Diriya was honoured with ‘Best New Entrant of the Year’ (Bronze) award. These multiple accolades underscore Hemas Consumer Brands’ commitment to excellence across multiple product categories, from feminine hygiene, baby care to household products. 

Director – Marketing Shiyan Jayaweera said: “With over six decades of leadership in the personal care and homecare sectors, Hemas Consumer Brands has been steadfast in empowering Sri Lankan families to live better lives. Our purpose-driven approach has resulted in the creation of trusted household brands, such as Fems, Baby Cheramy and Diva, that have become integral to the daily lives of Sri Lankans and helped us win these accolades.”

“Our commitment to innovation ensures that our brands continue to address evolving consumer needs while fostering sustainable practices. Each of our brands follows a journey of purpose-driven initiatives, impacting communities across Sri Lanka and improving the lives of hundreds of households,” he added. 

Fems, a pioneering feminine hygiene brand, has earned recognition as ‘Product Brand of the Year’ by revolutionising the menstrual health category, turning what was once a taboo topic into a conversation about education and empowerment. Operating in a sector traditionally seen as non-essential, Fems has taken the lead in educating women across Sri Lanka on the significance of menstrual health. By shifting the focus from routine purchases to products chosen based on function, Fems empowers women to make informed decisions that prioritize comfort and hygiene. Taking a consumer-first approach, the brand has not only raised awareness about menstrual health but also broken the silence and stigma surrounding periods. Through its efforts, Fems has proven that innovation, education, and social responsibility can transform the industry, making menstrual care an essential part of women’s health in Sri Lanka. The brand’s vision is realised through initiatives like the HER Foundation, which provides sanitary napkin dispensers in schools, workplaces, and coffee shops, and Fio, Sri Lanka’s first trilingual period tracker app. The Foundation has educated over 300,000 individuals, including schoolgirls, women in the plantation and apparel sectors, and midwives, while also distributing sanitary napkins to female prison inmates.

Baby Cheramy’s commitment to creating a safer world for babies is evident in its recognition as the ‘Best CSR Brand’ bronze winner. The brand has been actively addressing the rising child mortality rates caused by preventable accidents by promoting safe upbringing practices. For the past 17 years, Baby Cheramy has been hosting parental education clinics to share essential knowledge on child safety. In addition, the brand has formed meaningful partnerships, including with the Sri Lanka College of Paediatricians to launch a home accident prevention book, and with the Ministry of Women and Child Affairs and the College of Community Physicians to broaden its impact on child safety. As the merit award-winner of the ‘Best Product Brand,’ Baby Cheramy continues to emphasize safety as a core principle in its baby care products. The brand has implemented an 8-step safety process for all its products, which includes co-creating with parents and ensuring an end-to-end safe process. Furthermore, all Baby Cheramy products are certified safe by paediatricians and dermatologists, as well as meeting Sri Lanka Standards (SLS), NMRA registration, and other quality certifications. These initiatives reflect the brand’s dedication to going beyond just products, with a clear mission to build a safer world for children.

Diva Diriya, launched in 2022 amidst challenging economic conditions, and has successfully earned an exceptional reputation for its unwavering commitment to quality and affordability. Driven by Diva’s brand purpose; to be the strength and support of the household, introduction of Diva Diriya washing powder was a key initiative under the brand purpose. The brand’s consistent delivery on its promise to be a reliable and trustworthy homecare choice for Sri Lankan consumers reflects its ability to adapt to evolving market conditions and consumer needs. In recognition of its effort of being with consumers during tough times and even thereafter, Diva Diriya was awarded the Bronze Award for ‘New Entrant Brand of the Year.’  Backed by Diva’s rich heritage and its focus on delivering products with value-for-money, Diva Diriya is poised to continue its journey of growth and innovation, while remaining committed to empowering Sri Lankans to live their best lives.