The innovative capacity of the company lies in the hands of the strong and creative R&D
team involved in designing, packaging, product development and customer research. One
important strategy in developing innovative products and winning the competitive market is
producing for the customer requirement. “We strictly produce what the customer wants”
explained the CEO. This company is very much ‘brand conscious’ and their bulk tea sale is
at zero level. Value addition in his opinion is a marketing strategy and the company never
attempts to generate revenue through exporting ‘Pure Ceylon Tea’.