A Holistic Brew: The Next Phase for the Tea Trade
Published on: August 26, 2021
Founded as a traditional tea trading house with an ambition to continue the legacy of Ceylon Tea, Ranfer has witnessed steady growth over the past three decades. Today, the group boasts businesses in plantations, export of agro-based products, tourism, hospitality, and is notably the only Sri Lankan conglomerate to establish companies in Kenya, Malawi, and Vietnam. The new generation of talent is poised to make a significant impact on the global landscape.
Ruvinika Kinigama, Director of the Ranfer Group of Companies, is leading efforts to propel the group into its next phase, transforming it from a trade-oriented export company to a more consumer-driven, brand-oriented entity.
Business Overview and Leadership Vision
Ranfer commenced operations in 1985, predominantly as a tea exporting business. Under Ruvinika's leadership, the group is transitioning towards a consumer-driven model. A key initiative in this transformation is the development of their own brand, Térapy Ceylon, an Ayurvedic tea that integrates endemic Ayurvedic herbs with Ceylon tea. This strategy aims to add value to their products and retain more profits within the country.
Ruvinika emphasizes the importance of innovation and differentiation in the tea industry. By leveraging Sri Lanka's rich heritage of holistic wellness, particularly Ceylon Ayurveda, the group seeks to position itself strategically in the global market. This approach not only promotes Ceylon tea but also benefits the agricultural landscape by introducing endemic herbs.
Adapting to a Post-COVID World
The tea industry was among the first to rebound during the COVID-19 pandemic, missing only a week of trading due to the swift introduction of an online auction platform. The pandemic heightened awareness of health, leading to increased tea consumption. It also underscored the importance of eCommerce platforms and direct retail channels. The group recognizes the need to build creative teams to enhance communication and adapt to these changing dynamics.
Future Aspirations
Looking ahead, the vision for Ranfer is to bring Sri Lanka's unique heritage products to the global market, giving a voice to Sri Lankan heritage. Ruvinika stresses the importance of valuing the island's scarce resources and leveraging them to improve the quality of life for all citizens. She envisions Ranfer contributing significantly to Sri Lanka's progress as the country approaches its 100th year of independence, focusing on being people-oriented and retaining profits within the nation.
Participation in the SL@100 Initiative
Being part of the SL@100 initiative has introduced new ambitions and aspirations for the group. It provides hope and direction, encouraging the company to think strategically about Sri Lanka's future and set goals that align with national progress.