Unveiling the products ( from left): Subadra Vithanage, Tradlanka Holdings, Chairman, Ariyasiri Vithanage and Tilda Hain India, Managing Director, Rajnish Ohri. Pic by Waruna Wanniarachchi
By Zahara Zuhair
Tilda, a renowned rice brand, entered the Sri Lankan store shelves recently with a new line of Basmati rice products, that is grown and harvested at the foothills of Himalayas.
The products introduced by Tradlanka Agricultural Enterprises (Pvt) Ltd. which markets the “Ariya Rice” brand together with ‘Hain Celestial Group’, a leading natural and organic food products company in USA, includes, Tilda Grand, Tilda Rizbrationz, Tilda pure basmati and Tilda Wandaful.
Tilda Grand is an extra long grain, developed to suit exotic feasts as it is longer and stronger in nature. Tilda Rizbrationz rice is developed to cater and meet the specific requirements of chefs in the hospitality sector.
Tilda pure basmati is known for its flavour and delicate fluffy texture while Tilda Wandaful comes in as long, white and fluffy grains.
The rice packs will be available in 1kg and 5kg and the Tilda Rizbrationz in 25 kg packs. Tilda Hain India, Managing Director, Rajnish Ohri said that Tilda is now available in 73 countries and they command the largest share in the world in basmati category.
He noted that they are the only private sector company in the world which owns and operates a DNA rice lab which checks for every batch of rice for quality and purity. “The basmati that goes in to our bag is totally DNA tested” he said.
He said that the reason for their success is that they have consistently kept the quality high and ensures what goes in to the bag is exactly basmati.
He added that Sri Lanka is a important market for them while revealing some of the products that would roll in to the local market soon such as Tilda rice barn oil, Terra vegetable chips, Tilda Ready-To-Heat rice and Hartley’s jams, marmalades etc. Addressing the gathering, Sri Lanka, Managing Director of Tradlanka Agricultural Enterprises (Pvt) Ltd, Prasad Vithange, recalled memories as a person hailing from a agricultural family from southern where he still remembers visiting their village during school vacation, enjoying with their grand father going to paddy fields to see the harvest in the village.
“Our rice mill was the only mill for the entire area and families in the surrounding area come to our mill,” he said. Ariya Brand, which was initiated by Ariyasiri Vithanage in 1999, currently exports rice and spices to many countries such as Malaysia, Australia , Canada, Maldives etc.
He said that it is interesting to see how rice production has changed over the time where there were so many stones in the rice then where people had to take it off at home. And today machinery is available for everything.
Apart from rice, Tradlanka Agricultural Enterprises (Pvt) Ltd. also markets a wide range products such as sugar, green gram, canned fish, chickpeas, red split lentils which has been in the rice milling and processing business for over 20 years.