In the modern, quick paced life styles of practically every individual in any society, time is a great concern. The need-based demand for high quality bakery products in a country like Sri Lanka is a direct result of this ‘time-conscious’ necessity. It is received as a bounded duty of Serendib Flour Mills (Pvt) Limited, to provide this modern society with bakery products of highest quality. Accordingly consistently achieving the utmost standards in quality, taste, availability and affordability are the hallmarks that distinguishes Serendib Flour Mills (Pvt) Limited in the bakery industry. This is well identified in the “Seven Star” crest of ours.

In brief, “Seven Star” exemplifies our faithful adherence to:

- Purity
- Innovation
- Quality
- Freshness
- Expertise
- Service
- Trust

Purity - Wheat milled from the lush, golden fields across the world epitomises what the Seven Star range represents. This is an affirmation of our aim to be a responsible corporate entity by certifying that our products are of absolute purity.

Innovation - We have the ability to blend wheat flour and be innovative in the development of various varieties of flour such as All Purpose, Rotti, Atta and Biscuit Flour among others. This process is facilitated by our highly sophisticated Business Development Centre, with a team which mills the most superior flour and makes products that are the best in the industry, thus putting us in the forefront of innovation.

Quality - Since Quality is an essential and distinguishing attribute in every product we make, the process we follow from procurement of wheat, milling, storage, distribution as well as delivery to the customers is meticulous. Every step of the process is set about with the aim of ensuring a first class product is delivered to the customer.

Freshness - With Serendib Flour Mills based within the Colombo port, we are able to offer the wheat flour to the customer and industry speedily. Our flatter distribution structure enables us to deliver Seven Star flour with great speed and with minimum intermediaries.

Expertise - This is the sixth flour mill opened by the Al Ghurair Group of Companies, Dubai. With our wealth of global experience and highly trained employees we have the required expertise to provide appropriate solutions to both Sri Lankan customers and consumers.

Service – The Seven Star brand is built on the foundation of a handpicked team of sales, marketing and customer service personnel who are geared to serving as well as forging strong partnerships with our customers. Our technical sales managers are capable of assisting our customers to make world-class products and grow their businesses. Our regionally based teams advice, provide consultations and guide bakeries and other such businesses with superior and professional services.

Trust - Seven Star is all about trust, about having an effective partnership with the customer, with the assurance that all products from the Seven Star brand come with quality that you can have absolute trust in.

Thus, our crest of Seven Stars symbolize our corporate culture in its totality.

Serendib Flour Mills (Pvt) Limited considers each customer and potential customer as Unique. And, The business philosophy is essentially simple: * Tailoring our products to suite customers’ needs as per their business environment. * Provide human & technical expertise to help our customers to reap the maximum benefit out of our products * Establish long-term relationships with customers to facilitate and ensure timely supply of products, expertise and innovation.

Through the implementation our business philosophy, we seek to provide our customers a value added service, by assisting them to enhance their professionalism towards their own customers to a superior level. This true professionalism, as recognized and encouraged by Serendib Flour Mills (Pvt) Limited means their adhering to Best Practice.

Best Practices:

(a) procuring: selecting the most hygienic, nutritious and fresh ingredients
(b) Production: implementing the most hygienic, cost effective and innovative methods to prepare food items
(c) Positioning: win over the consumers’ perception that only fresh & nutrient products that thrill their taste-buds are offered to them, thus becoming their preferred supplier of tasty and quality bakery products
(d) Marketing: marketing the products with strict adherence to best hygienic practices, most reasonable pricing and ensuring proper supplies to satisfy the consumers requirement
(e) Follow up: maintain consumer responsive attitude and be a supplier with a positive social-consciousness.

It is the embracing of these facets that has brought to life the soul of the service segment of Serendib Flour Mills (Pvt) Limited corporate culture. Based on these percepts, three vital areas have been identified, to focus upon constant attention;

1. Training Bakery
2. Research & development
3. Service

Training Bakery

Training the general Bakers at our in-house bakery is a valued ongoing process. This is designed to help our customers to acquire latest knowledge in new baking methods and preparation of new products, training on elimination of waste and minimizing cost of production and finally, training on maintaining high level of hygienic environment etc. It is to the advantage of customers to be familiar with these modern methods, as every one of them relates directly to the sustainability and profitability of their enterprise.

An inherent part of this training is aimed at imparting vital knowledge to the bakers, to accurately choose the necessary ingredients, preparation of the all-important dough, quality assessment in relation to the products’ appearance, texture, flavor and shelf-life.

Research & development

Constant research, Serendib Flour Mills (Pvt) Limited has readily acknowledges, is the mode, to be in harmony with the efficiency of accurately guessing/identifying customers’ ever changing preferences etc. consequently, development of new products will not be ‘out of place’. Further, identifying of new techniques to minimize cost of production whilst maximizing efficiency and profitability levels too has a direct link to these efforts.

Service

Serendib Flour Mills (Pvt) Limited goes to great lengths to ensure the smooth operations of the customers throughout, 24 hours of the day 364 days of the year. Hence, a well trained & experienced technical as well as marketing team is on call always. Part of these two teams are constantly involved with training bakers/their staff on latest baking techniques. They conduct island wide bakery demonstrations on new products and techniques, thus extending a helping hand and providing a genuine supportive atmosphere to uplift the skill level of the entirety of the bakery industry of the nation.

This particular effort at productively grooming human resources in perhaps every relevant segment of the industry will ensure an overall enhancement in quality of service at all levels. This undoubtedly will be to the immense liking of the consumers at the end of the line who, after all, is the prime focus in the whole purpose of the entire industry.

Overall, the service sector personnel of Serendib Flour Mills (Pvt) Limited too under goes constant training themselves, to be abreast of current trends in the modern world, with its unceasing concerns in health, nutrient, convenience and affordability issues.

Accordingly, our relationship with customers exists and is maintained at a very friendly and interactive level with a strong bond of unity that is destined to provide an extremely healthy catalyst to Sri Lankans in their endeavors to achieve a higher level of quality in life.