MALIBAN AND MALIBAN SAVOURY
THE MARKET
Sri Lanka’s fast moving consumer goods (FMCG) landscape is highly competitive and fast evolving, driven by rising consumer expectations, rapid urbanisation and the growing influence of modern trade channels. Within this dynamic environment, the biscuit and snack categories remain among the most frequently purchased food items, cutting across age, lifestyle and income groups.
Maliban continues to lead this space with unmatched brand trust, island wide availability through over 100,000 retail outlets, and a diversified product portfolio catering to children, youth, families and health focussed consumers.
In addition, its expanding international footprint across multiple continents reinforces Maliban’s strength as a dominant player in both local and global biscuit markets.
ACHIEVEMENTS
Maliban’s commitment to excellence continues to earn top industry accolades. In 2023, the brand secured the SLIM Kantar People’s FMCG Brand of the Year, reaffirming its strong consumer trust. It was also ranked among LMD readers’ Most Loved Brands under the ready to eat (RTE) packaged food category in both 2024 and 2025.
In the export arena, Maliban achieved major milestones winning the Best Export Award – Confectionary & Cereal Category at the 26th Presidential Exports Awards 2024, and the gold award for Confectionery Product Sector – Large at the Annual Export Awards 2024.
The company continues to uphold rigorous global standards, holding certifications including ISO 9001, ISO 22000, ISO 14001, ISO 45001, FSSC 22000 and ISO 14064-1, reinforcing its leadership as Sri Lanka’s premier biscuit and snack manufacturer.
HISTORY
Founder, Chairman and Managing Director of Maliban Angulugaha Gamage Hinniappuhamy was born in Ambalantota in the Galle District. His early education took place in a small rural school with virtually no resources.
In 1921 at merely 17, he travelled to Colombo in search of opportunities and began his working life at the canteen of Mackinnon Mackenzie.
Soon thereafter, he ventured out on his own by opening a small tea kiosk on First Cross Street. In 1935, this humble kiosk evolved into the Maliban Hotel at 62 Maliban Street, marking the beginning of what would become an iconic Sri Lankan brand.
The story of Maliban is far more than a business narrative; it is a powerful reminder that greatness can emerge from the most modest beginnings when driven by vision, discipline and unwavering commitment.
As the business grew, Hinniappuhamy invited his brothers A. G. Wickramapala and A. G. Jinadasa to join him, strengthening the foundation of the enterprise. Guided by his belief in producing food of the highest hygiene and quality standards, he soon established a bakery as part of the growing operation.
During World War II, when Sri Lankans depended heavily on imported British biscuits, Hinniappuhamy set out to change this mindset by producing world-class biscuits locally. He acquired machinery from India and within six months, demand had surpassed the factory’s capacity.
This led to the adoption of mechanised production in 1954 with Baker Perkins machines from Britain, supported by expert consultant A. C. Paige. By 1963, the company’s growth required relocation of the factory to Ratmalana.
Through visionary leadership and relentless dedication, Maliban rose to become the market leader in Sri Lanka’s biscuit industry – an enduring legacy built from a simple tea kiosk and an extraordinary dream.
THE PRODUCT
Maliban offers one of the most extensive and trusted product portfolios in the FMCG landscape spanning biscuits, wafers, snacks, milk based products, confectionery and bakery goods, all manufactured under globally recognised certifications – including ISO and FSSC (Food Safety Certification Scheme).
The core biscuit range covers unsweetened Health Crackers; semi-sweet classics such as Gold Marie, Nice and Inguru/GingerNut; sweet cream favourites like Lemon Puff, Real Chocolate Cream, Chocolate Puff, Orange and Custard creams; as well as multiple wafer ranges, and popular savoury offerings such as Krisco, Cheesebits, Chickbits and Snackers.
Innovation remains central to Maliban’s consumer promise. Listening closely to the evolving preferences of the next generation, the company has pioneered several category first creations: Sri Lanka’s first street food inspired biscuit range (Maliban Tempo), the world’s first ramen biscuit (Snackers Ramen) and Sri Lanka’s first 30 percent less sugar biscuit range designed for modern wellness driven consumers.
These innovations, together with long-standing favourites, enable Maliban to serve a diverse audience from children and youth, to families and health conscious adults.
Maliban’s philosophy is rooted in the belief that if any ingredient, process, mechanism, safeguard or distribution touchpoint is compromised, the product cannot embody the brand’s promise of goodness. To uphold this belief, the company deploys rigorous testing at every stage from raw material approval to mixing, cutting, baking and packaging. Supplier reliability is scrutinised carefully, ensuring that only the highest grade ingredients enter production.
Advanced machinery, regular upgrades, metal detection systems and meticulous housekeeping reflect Maliban’s relentless pursuit of perfection. Future plans include further automation in packaging, reduced wastage, improved energy efficiency, and a transition from coal to gas for enhanced consistency in baking and improved sustainability.
Maliban’s production ethos is guided by two unwavering objectives: efficiency and uncompromised quality – the very principles that shape its legacy and future.
RECENT DEVELOPMENTS
Notably, the company has accelerated its strategic expansion and brand elevation efforts, strengthening its position as a modern future ready FMCG leader. A landmark development was the partnership with Reliance Retail, one of India’s largest and most influential retail groups.
This collaboration enables Maliban to manufacture and distribute products for the vast Indian market, opening new pathways for scale, innovation and regional dominance. It also marks a major step in Maliban’s vision
of becoming the most respected and successful food company in the region.
In parallel, Maliban has expanded its presence in the global sports arena. By becoming the first Sri Lankan brand to sponsor the New Zealand Under 85 kg rugby team, Maliban demonstrated its commitment to international sports marketing and youth centric brand building. This partnership not only elevates brand visibility beyond Sri Lanka but also aligns Maliban with values such as performance, teamwork and resilience.
On the local front, Maliban celebrated a major milestone at SLIM Brand Excellence 2025 with multiple category wins. These recognitions underscore the company’s leadership in innovation, brand strength and strategic marketing excellence.
Together, these achievements reflect Maliban’s strong momentum as it continues to evolve, adapt and lead in a dynamic FMCG landscape.
PROMOTION
Maliban’s promotional strategy continues to evolve, blending heritage and innovation. The brand’s long legacy is leveraged through communications that evoke trust, nostalgia and national pride, reminding consumers of Maliban’s decades as a household name.
Meanwhile, its recent campaigns underscore modern values: quality, wellness, sustainability and value for money.
Through its diversified business units – biscuits, dairy (milk), snacks and baked goods – under sub brands, Maliban leverages integrated marketing across multiple channels to reach a wide range of consumer segments including children, youth, families and health conscious individuals.
The group’s strong export presence and strategic partnerships – including with Reliance Retail – strengthen its international brand building efforts, positioning Maliban as a globally recognised Sri Lankan brand.
Internally, the company invests in consumer research and product testing to develop offerings that reflect evolving consumer preferences – innovations such as the Maliban 30 percent less sugar range, Brand Cracker, Maliban Digestive, street food flavoured biscuits.
BRAND VALUES
Maliban’s brand values are rooted in a legacy of trust, responsibility and unwavering commitment to excellence. At the heart of the company’s ethos is a strict adherence to quality and safety, upheld through internationally recognised standards such as ISO and FSSC. Maliban maintains rigorous quality controls at every stage of production, ensuring that only approved, safe and reliable ingredients enter its facilities.
The company does not compromise on raw materials, processes or supplier integrity – every component from sourcing to packaging is carefully monitored to protect the purity and goodness of the final product. This commitment extends to consumer and customer focus, where Maliban continually adapts to meet evolving needs across all age groups and lifestyle segments.
Innovation and adaptability drive the brand forward, supported by continuous research and development, and new product creations designed for both taste seekers and health conscious consumers.
Sustainability and responsibility remain integral to operations with Maliban embracing environmental stewardship, ethical governance and community upliftment. Anchored by more than seven decades of heritage, Maliban has earned deep rooted trust among Sri Lankan households, reinforcing its promise of consistency, reliability and uncompromised goodness across generations.
