Y O U R

B R A N D S

P A R T N E R

SRI LANKA
COUNTRY PROFILE
A FAST
GROWING
CONSUMER
MARKET
Rising education, income
levels and the desire for a
better quality of life have
made Sri Lankan consumers
more discerning in their
choice of products.

Sri Lanka has a documented history of over 3,000 years, while there is evidence of human settlements that
date back as far as 35,000 years BC. Sri Lankan society underwent major changes with the arrival of
Buddhism in 250 BC.
The island underwent repeated South Indian invations and certain parts of the country were later ruled
under the Portuguese who came here in 1505, the Dutch in 1658 followed by the British who captured the
entire country in 1815. Subsequently, in 1948 the country gained independence from the British. Sri Lanka is
now a republic and a unitary state, governed by a Presidential system. It has a multi-party democracy with
a Parliament, whose members are elected by proportional representation.
The GDP was US $ 59.4 billion (2012). Per capita GDP was US $ 2,923 with a growth of 6.4% p. a. [2012].
The population is approximately 21 million, with an annual growth rate of 0.73%. The official languages are
Sinhala and Tamil. English is the language of commerce and is widely understood.

DELIVERING SUPERIOR VALUE

ABOUT EWM

A JOURNEY OF
DESTINY
Our journey began with a well-chartered
course, knowing exactly where we were
headed and what we had to achieve along the
way. Strong and focused leaders at the helm,
along with dedicated and enthusiastic staff,
helped us make our mark in the Sri Lankan
business arena within the allotted time.

ABOUT
EAST WEST MARKETING
OUR VISION
To be the best in distribution of consumer goods with the most extensive and widespread network
in Sri Lanka

OUR MISSION
To offer superior value to our business partners, convenience to our consumers and reward our
internal stakeholders with a pleasant working environment

OUR PHILOSOPHY
To revere our country and show concern towards environmental issues. Deliver superior value to
our consumers and other stakeholders. Reward the deserving and provide support and guidance to
the weak. Inspire our team to achieve our goals

Partnering for Success

We began our journey as stockists for leading

names in consumer products and were swift to
see the potential in steering our course under
our own steam. Consequently, we have
emerged as a leading player in distribution in
Sri Lanka, handling imported products, locally
manufactured products of our business
partners, as well as our inherent brands
emerging from our own manufacturing
facilities as well as joint ventures.

Our business partners entrusted us with their

brands, which we have helped elevate to
prominent positions in the market, thus
achieving the goals of our joint venture
partners, our own manufacturing facilities, as
well as reaching the best placement volumes in
our distribution network.

Reaching the top with Turkey

Meeting the need of Sri Lankan consumers for
a healthy lifestyle, our Turkey brand struck a
resonant chord, emerging as the nations top
brand in the premium quality cooking oil
segment. We have now extended the Turkey
brand across a wide range of food products in
a number of categories. In addition, Textured
Vegetable Protein (TVP) is one of our major
product lines. At our state-of-the-art plant, we
manufacture soya nuggets in different shapes.
This is sold as the popular Turkey brand soya
meat to the consumer market, as well as in bulk
form to the B2B market.

OUR BUSINESS

UNLIMITED
GROWTH
POTENTIAL
Within a short span of time, we have achieved
many significant milestones, focusing on our
core business as well as making essential shifts
from our path, which have helped us reach our
current position as leaders in multiple spheres.
Our Key Profit Entities enable us to achieve a
large market share along with a substantial sales
force and well established distribution network.
The FMCG, Confectionary and Bakery units
handle the Turkey and the Bakery range
respectively. Our resource base of over 150 Sales
staff is viewed as our most valuable asset to
ensure the continued expansion of corporate
interests into new and exciting lines of business.

OUR
BUSINESS
We commenced operations as stockists for Warner Lambert & Company, Mayer & Baker, German
Remedies and Ranbaxy Laboratories, which gave us our first taste of handling world-class brands.
Subsequently, our entry took place into the market of import and distribution of Textured Vegetable
Protein popularly known as soya meat. Through strategic investments in key areas of business, our
activities currently span areas ranging from the supply of raw material, to the final delivery of the
products to the consumer. However, our key strength lies in our ability to identify consumer needs in
the fast-changing marketplace and meet them with our innovative products, coupled with a superior
service, which is focused on building and maintaining long-term relationships with our customers.
Through highly focused market research and analysis of the strategic business environment, we have
identified future areas of growth, which will help us expand our reach into a wide range of products
which will give us a commanding presence in the Sri Lankan marketplace
HUMAN RESOURCES
OUR STRENGTH: OUR PEOPLE
Our employees consist of highly qualified, professional personnel who possess excellent educational
backgrounds, specialized functional skills and a wealth of practical knowledge. We recognize that in
order to expand and grow, the company needs teamwork and that is why our employees work to
develop company strength and prosperity through unity.

WAREHOUSING & MANUFACTURING

EXPANDING OUR
MARKET SHARE
As a leading distributor and manufacturer of
consumer products, we possess excellent
manufacturing facilities, which are backed by a
sophisticated and an extensive distribution
network, to ensure that our products reach the
final consumer in superior condition, while also
keeping costs to the minimum.

WAREHOUSING &
MANUFACTURING
BAKERY INDUSTRY SUPPLIES
We are a leading supplier to the fast-growing baking industry, with a well-established clientele for
our Industrial Margarine, Biscuit Fat and Bun Compound, which among many other ingredients are
imported from Malaysia, Indonesia and Denmark and distributed to the local bakery industry. Our
range of products include Turkey Brand Products, Bake Rich Brand Products, Bake Choc Flavours,
Magimix Bread Improver, Nevada Yeast and Saf yeast from Lesaffre, the worlds largest
manufacturer of yeast. We also manufacture Bread and Bun Compound at our own facilities. Fat
products are manufactured with imported ingredients to prepare bakery goods.

WAREHOUSING SERVICES
As a leading provider of logistics and warehousing services, we are well placed to ensure that our
products reach the consumer quickly and in excellent condition, without adding to the cost. In
addition to our central warehouse, located close to our manufacturing facility, we have wholesalers
and distributors in all the provinces to ensure accurate and speedy distribution which facilitates
smooth operations.

DISTRIBUTION & NETWORK

REACHING OUT
TO CUSTOMERS
Our strategic investments and expertise come
together with our finest products at the most
competitive prices to reach our valued
customers on time. It is our intent to secure
long-term growth by synergising and blending
the diverse pool of competencies residing in
our Key Profit Entities to utilize emerging
opportunities in the FMCG sector. Our
institutional strengths - deep understanding of
the Sri Lankan consumer, strong trademarks, a
deep
and
wide
distribution
network,
agri-sourcing skills and packaging knowledge continue to be effectively leveraged to rapidly
grow in the field of distribution.

DISTRIBUTION &
NETWORK
Since the inception of our company, our focus has been
on distribution, resulting in a network that covers the
entire island. We ensure that our wholesalers and
distributors possess the best of storage, as well as the
required transportation facilities to guarantee an
efficient and cost-effective delivery.

Distributor Points

We distribute our own products belonging to our Key

Profit Entities, our business partners, retailers in the
B2C sector, as well as institutional customers in the
B2B sector, such as hotels, restaurants, bakeries,
fast-food franchises and the modern trade which are
parts of different supermarket chains. All goods are
transported to stockists and direct dealers through
company owned fleets of vehicles, which ensure timely
delivery, better control and lower costs, which
ultimately benefit clients.
We have strengthened our infrastructure facilities,
which consist of a technologically competent complex
in the central location of Colombo 13 and a spacious
warehousing complex in Wattala, which is close to Sri
Lanka's main international airport as well as the Free
Trade Zone. The use of interlinked VPN solution
between the sales office and warehouses eliminates
unnecessary delays.

Direct Dealers

Stockists

(542 Dealers)

(FMCG - 52, Bakery - 28)

Direct Reach
(45,000 Outlets)

IN-STORE DISPLAY

THE BEST VIEW

We
have
developed
well-established
relationships in the distribution and retail
trade, which enable us to get the best possible
display spaces in a variety of outlets, including
the modern trade. As bulk providers, we
command considerable influence in having our
products placed in the best possible locations
within stores, thus attracting greater attention
from consumers.

IN-STORE
DISPLAY

CORPORATE SOCIAL
RESPONSIBILITY

SHARING OUR
GOOD FORTUNE
Our Corporate Social Responsibility programme
is based on the internationally accepted 'Triple
Bottom-line' concept, which encompasses
Profit, People and the Planet. This ensures a
holistic approach benefiting all stakeholders,
including future generations.

CORPORATE SOCIAL
RESPONSIBILITY
Helping our Small Scale Food Manufacturers prosper in their chosen sphere helps us broad-base
and add variety to our production, while also helping them achieve a level of prosperity, which
would normally seem beyond their reach. Accordingly, we have appointed them as our suppliers,
providing them with the standard formula/recipe, as well as technical know-how for
manufacturing and developing our brands. This enables the supplier to excel in their production
practices, while also developing their entrepreneurial and creative ability.

Helping Estate Sector Families

While the estate sector has traditionally been among the largest foreign exchange earners of this
country, its workers have been among the poorest, with few advancement opportunities open to
them. We provide free medical advice on nutrition, healthy habits, food practices etc. with a reputed medical practitioner, in some of the estate areas.

Profiting the People and the Planet

We make sure that all our business activities are conducted in a spirit of fairness, while also helping out smallholders and businesses belonging to underprivileged segments of society. We do not
enter any business where a question of morals or ethics may arise. As a responsible corporate
entity it is our duty to look after the well-being of our staff, as well as our less fortunate brethren,
irrespective of their nationality or faith. Staff members are assured of a proper work-life balance
and well-defined career path. We also share our goodwill in material, as well as humanitarian
terms among the needy and vulnerable segments. We focus on uplifting their lives, instead of
creating a culture of dependency.
Our choice of products, as well as our infrastructural facilities have been chosen and built in a
manner that does not harm the environment. We also have our premises inspected by the relevant
authorizes to ensure that they do not breach any environmental laws or accepted environmental
practices.

13

COMPANY REVIEW

East West Marketing Private Limited is one of Sri Lankas leading high-revenue FMCG
Companies involved in the distribution and marketing of consumer packaged goods.
Building on a legacy of quality and experience of over 28 years, EWM is today Sri Lankas
most trusted name in the field of distribution. EWM's FMCG portfolio today includes a few
flagship brands with distinct brand identities Turkey as the master brand for quality
cooking oil, along with Melbourne Cheese for excellent dairy products. EWM today operates
in key consumer product categories and has a wide distribution network, covering island
wide retail outlets with a high penetration in both urban and rural markets. The company
started operations in 1986 and has come a long way today to become one of the biggest Sri
Lankan-owned consumer goods companies. What sets EWM apart from the crowd is its
ability to change ahead of others and to always set new standards in corporate governance
and innovation. The company is growing at rapid pace with well-established distribution
networks and has a strong and competitive presence across the FMCG sector in the country.
For its consistent adherence to quality, customer focus and dependability, EWM has
received a number of awards and accolades over the years.

FUTURE GOALS AND OBJECTIVES

Our future expectations will see us being responsible for distributing the biggest brands in
the country, making us the largest provider of consumer goods in Sri Lanka, offering
superior value to our business partners, convenience to our consumers and rewarding our
internal stakeholders with pleasant working conditions. We seek to constantly evolve and
thrive on employee and customer retention, thinking bigger and better to deliver what
consumers want. Our proactive customer service and logistics, access to a high-end retailer
network and year round availability of products amount to a reputation for expertise built
over 28 years. We further aim to give back to our community in the form of CSR initiatives
such as projects in the field of Environment, Healthcare, Education, Community Welfare and
Women's Empowerment.

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Head Office
297/2, George R. De Silva Mw.
Colombo 13, Sri Lanka.
Stores Complex
242/1, Canal Road,
Elakanda Hendala,
Wattala,
Sri Lanka.
Factory Complex
242/10, Canal Road, Elakanda Hendala,
Wattala, Sri Lanka.
T: +94 11 7441111 F: +94 11 2331435
E: eastwest@ewm.lk
www.ewm.lk