One of the leading flour mills in Sri Lanka, Serendib Flour Mills, proudly welcomes New CEO Mohamed Riyal at the helm of the company to spearhead its growth and expansion plans as it celebrates its glorious 10th anniversary in 2018. A trailblazing business strategist, the new CEO is expected to inject a renewed sense of purpose to achieve the company’s ambitious goals and expansion plans for the future. A joint venture between UAE’s Al Ghurair Foods (AGF) and Emirates Trading Agency (ETA), Serendib’s ‘7 Star’ brand of flour has been nourishing the nation for 9 years and embodies purity, innovation, quality, freshness, expertise, service and trust.
An innovative leader; Mohamed Riyal has worked in various positions in a variety of business segments in countries such as the United Arab Emirates, Saudi Arabia, Africa and Germany. His notable contributions include establishing the brand name of Audi and Volkswagon in the Middle East region and trebling the market share within a period of two years. He also worked as a Group Planning and Budgeting Manager for Al Ghurair Investments (the holding company of the largest Group of Companies in U.A.E.), where his contribution was immense in setting up group reporting and providing business analysis and plans to turnaround various business units of the Group.
Thereafter In 2010, Riyal relocated to Sri Lanka to take up the position as the Chief Financial Officer at Serendib Flour Mills, where he played a pivotal role in stabilizing the business and achieving the profitability targets of the investors. Riyal is a Fellow Member of the Institute of Chartered Accountants of Sri Lanka, Member of the Certified Management Accountants and posses an MBA in Business Strategy from the University of Derby, United Kingdom. .
Commenting on his appointment, the incoming CEO of Serendib Flour Mills, Mohamed Riyal, said, “I am humbled to be appointed CEO of the company and look forward to go for further expansion of the business by increasing the production capacity and stepping into diversified businesses. Initially, I will embark on developing the existing personnel to be ready to take up bigger challenges ahead.”
During the previous year, 7-Star Brand was recognized as B2B Brand of the Year at the SLIM Brand Excellence 2017. Serendib Flour Mills is committed to becoming the number one producer of wheat flour in Sri Lanka and the preferred flour supplier in international markets.