Serendib Flour Mills Ltd (SFML), a part of the Dubai based Al Ghurair Group, recently marked 10 years since its ‘7 Star’ wheat flour products were launched in the Sri Lankan market.
For a decade, the company has provided wholesome, nutritious and versatile flour products that are used in bakeries, hotels, restaurants, cafés, homes and factories across the island. With an ongoing commitment to quality, building an efficient and dynamic team and running a sustainable and environment-friendly operation, the manufacturing of ‘7 Star’ wheat flour is done in adherence with industry-best standards and world-class protocols.
The company has also made considerable efforts to ensure that its people remain at the heart and soul of its operation. Today, SFML has a workforce of 340 permanent employees, of which 81 have completed ten years of service and 91 have completed a tenure of at least five years.
As part of the company’s retention strategy, SFML has strived to create an inclusive and supportive workplace culture, where team members have strong family-like bonds. Flexibility is an integral part of SFML’s culture, and the company steers away from rigidity when it comes to the management and development of its team.
The company employs an open-door policy and encourages staff to take responsibility for their time, work and deliverables. As a result, the team working on the ‘7 Star’ range of products is motivated, passionate and committed to delivering excellence, a company spokesman said.
CEO, SFML, Mohamed Riyal said, “We are truly pleased to see how the ‘7 Star’ range of flour has become a staple food across households and a trusted raw material for industries throughout the nation. We are honoured to celebrate this milestone, and we thank our valued customers and partners for being an important part of our success story.
“As we look to the future, we hope to further strengthen our position in the marketplace. Our ‘7 Star’ values have served as a solid foundation for our operation, and we will continue to offer customers quality wheat flour products,” he said.
The company’s journey in Sri Lanka began in 2008, when its state-of-the-art milling facility was set up at the Colombo Port. The facility today mills 1,000 tonnes of wheat per day using the latest Swiss Buhler Technology.
Under the guidance of fifth generation miller Mark Healing, SFML has set up an efficient milling operation that is run in alignment with global standards.
The company first introduced B2B products such as Bakers flour, Household flour and Rotti flour in 2 kg and 50 kg and thereafter, in 2012 introduced the retail packs such as All Purpose and Wholemeal in 1 kg to the B2C market.
In 2012, the company expanded its product portfolio further with the introduction of Atta flour, All Purpose flour, Semolina and Wholemeal flour, in retail packs of 1 kg.
Over time, the company strengthened its brand image and corporate identity and won several accolades for its efforts. Having achieved year-on-year growth and continuously diversified its portfolio to meet the needs of consumers and B2B clients, SFML has evolved into a dynamic industry leader.
SFML’s commitment to people extends beyond its team as well, and the company has established strong and meaningful relationships with its distribution partners. Today, there are over 100 distributors and direct dealers of ‘7 Star’ Flour in the local market, many of whom have been valued partners since the brand began its journey ten years ago. The close rapport which SFML has built with its dealers has enabled the company to react to market conditions and changes in a timely manner and continuously meet the needs of consumers.
SFML has also made a considerable effort to give back to local communities and improve the baking industry by supporting a range of CSR projects and vocational training programs.