Serendib Flour Mills’ 2017 Annual Sales Conference Lights up its Road to Glory


Serendib Flour Mills successfully concluded its fifth Annual Sales Conference recently at the Ramada Hotel at a glittering ceremony attended by an audience of over 200, consisting of senior management, heads of departments, sales force, and other invitees. The Guest speaker for the event was Chairman of Hela Clothing and motivational speaker, Dian Gomes. Themed ‘Road to glory’, the objective of the conference was to review the progress made during the year, which assessing achievements versus objectives, activities, outcomes and more to build on the learning in 2018 onwards.

The ambience created for the event was electrifying with the stage set up like a boxing ring. Many boxing analogies were used to create excitement running up to the event and also during the event.  Guest Speaker Dian Gomes delivered an inspirational and motivational speech on the essential qualities of leadership, how to motivate your subordinates etc. based on his experiences and using examples from his days in boxing, which was well received by the audience.

The senior management took the stage, congratulating staff on their efforts which contributed to an outstanding financial performance by the company. Mohamed Riyal the Chief Executive Officer of Serendib Flour Mills delivered an overall review of the year, while highlighting key achievements. He further elaborated on plans for 2018 and beyond. Year 2018 marks the 10th anniversary of Serendib Flour Mills and the company has made plans to expand capacity during its 10th year of operations.

Next, Zeeshan Khawar the Chief Financial Officer, delved into financial highlights while stressing the outstanding bottom line achievements recorded during the year. Abdul Carder Director Sales and Marketing went on to deliver the sales review of year 2017, highlighting the fact that monthly budgets for the year were achieved successfully.

Overall, tremendous volume growths were achieved for 7-Star Baker’s flour and Rotti flour, being recognized for B2B Brand of the Year at the SLIM Brand Excellence 2017. In addition the company achieved double digit volume growth in 2017 which is remarkable.

Finally, the Head of Marketing and Communications Kalinga Wijesekera explained the importance of the theme – Road to Glory – for the 2018 Annual Sales Conference, as it signifies the company’s focus for the year along with the mission of the company. He went on to discuss focused products, strategies and action plans, and budget allocations for the Year 2018.

The highlight of the glamorous event was to recognize and reward the Best Performers of 2017 amidst an atmosphere of celebrating a highly successful year for Serendib Flour Mills.

The Winner of the 7-Star Sales Executive of the Year 2017 was Asela Pushpakumara (ASE), followed by 1stRunner-up Kaluthotage Ruwan Darshana (SSE) and 2nd Runner-up Wasantha Premathilake (SSE). The Winner of the 7-Star B2C Executive of the Year 2017 was Nadeeshan Jayamanne (CSR). Further, Hemanthe Udaya Kumara Karunaratne (STSE) bagged the 7-Star Technical Executive of the Year 2017 award. Finally, the 7Star B2B -DSR of the Year 2017 awards were bestowed on Winner D.W.L.Padmasirim, followed by 1stRunner-up F.S Micheal Josep and 2nd Runner-up K.H.R.J.De Silva.

The theme of ‘Road to Glory’ was chosen to represent the progress made by the sales teams during what was a fruitful financial period for the company. For the past three years, the company has grown by leaps and bounds and is approaching the new year with exciting plans underscored by its commitment to further consolidate 7-Star as a Superior Wheat flour brand in the local market.

Serendib Flour Mills started commercial operations in 2008 and despite insurmountable challenges, achieved unparalleled success in the last three years, reflected in its top line and bottom line numbers. The company holds approximately 27% of the market share today.