Market

Ceylon tea has a history that is as rich as the aroma the brew yields and is considered a particularly
prized form of black tea from Sri Lanka. It has a golden colour and a rich, intense flavour that
connoisseurs of tea have come to appreciate deeply. Ever since tea was introduced to the country as a
crop in 1867, Ceylon tea has been a key product in an industry that has been at the forefront of the
evolution of Sri Lankas macro economy. For more than a century, Ceylon tea has withstood the test of
time and other influential forces to acquire a unique identity that is relished the world over. The extent
of the impact that fine Ceylon tea has had is evident in the instant correlation of tea with the nation
itself. So much so that for many, tea is the first thought that springs to mind when Ceylon or Sri Lanka
is mentioned. Today, tea is more than just a commercial industry: it has become a way of life for several
million people who are directly and indirectly dependent on the tea estates for a living and more
importantly, for a future that is secure.
Watawala is part and parcel of this rich heritage and proudly bears the rich traditions of vintage Ceylon
teas. It has under its management estates in all three elevations of the tea-growing regions in Sri Lanka
and comprises some of the countrys best garden marks. Watawalas success lies in the fact that it has
devised a successful branding strategy for its teas that has resulted in its Zesta and Watawala Kahata
brands gaining significant share of the Sri Lankan market.
Kenilworth is Watawalas flagship garden. It has an illustrious history and is the pick of the estates
managed by Watawala. It has been credited with numerous accolades and recognition for its quality
produce, and is even considered to be one of Ceylons very best. This estate is also the proud recipient
of the overall (all grades) Specialty Tea Award at the International Tea Convention. It has been
unmatched in its frequency in dominating several awards ceremonies, which stands testimony to the
high regard the global industry has for this prime tea estate.
Watawala is further blessed with multi crops with rubber and oil palm being the other chief crops that
offer employment to many, whilst also contributing to the countrys Gross Domestic Product (GDP).
Both its rubber and oil-palm estates are located in the south of the country, where the land is more
suited to quality produce. Watawala produces close to one million kilogrammes of rubber each year and
more than 7.5 million kilogrammes of palm oil. And Watawala has the distinction of being the only
company with an oil-palm processing facility in Sri Lanka for many years. Its success in this diversified
crop has seen others trying to follow in its footsteps.Watawala Plantations prides itself on consistency in
quality and it is forging ahead in pursuit of excellence. These key ingredients have seen Watawala
competing successfully with the best in the world.

Achievements
Watawala Plantations aspires to achieve value addition at all stages of its operations and in all
its products.The company has adopted a marketing-oriented approach as its core strategy
and focuses on value addition through branding. Watawalas vision statement reads: We will take
a path no one has walked before and many would want to follow. Stemming from this, the company
has embarked on several innovative approaches that are being adopted by other tea companies.
Though Ceylon has been known as the land of the worlds finest tea, Watawala fulfilled an unmet need
of Sri Lankas tea drinkers by offering them a quality cup of tea. Zesta set the tone for the direction
the tea industry should take and ever since its launch, there has been a marked improvement in the
overall quality of tea offered by other local tea producers.The Tea Cup a specialised tea-restaurant
concept was also introduced by Watawala.
The company has been accredited with several awards in recognition of supreme quality
standards that are strictly maintained in all areas of its operations. Most of Watawalas concerns
and production centres have been audited and accredited with HACCP and ISO certifications,
to confirm Watawalas conformance with international quality standards.Watawala is in
the process of applying to be audited for Ethical Tea Partnership and Fair Trade Certification, and
it is confident of meeting the requirements of this certification.

The company was established in 1992, when the State Plantations Corporation decided to
privatise estates that were under its purview. Watawala Plantations PLC was established
under the management of Estate Management Services, in partnership with the worldrenowned
Tata Tea from India. Tata Tea, following its acquisition of the Tetley Group in the UK, has become the
largest integrated tea business in the world.Watawala is rightly proud to be associated with a restigious
organisation such as Tata. And Tatas focus on brands has rubbed off on Watawala, where branding is
now highly considered in the companys business strategy. The turnaround in the companys fortunes
since its privatisation has been swift and it has sustained this growth over the last decade-and-a-half.
After stabilising the companys operations in the first few years of the post-privatisation era,