FLORA

THE MARKET 

Pee Bee Management Services was incorporated in 1979 with the primary objective of introducing a wide range of soft disposable tissue paper products such as paper serviettes, facial and toilet tissues to Sri Lankan consumers under the brand name Flora Tissues.

For more than four decades, Flora Tissues has been the leading brand in the category and enjoys a dominant market share in Sri Lanka. As an industry pioneer, the brand is regarded as the preferred choice of purchase – it offers products that are unique, hygienic and innovative. Flora Tissues’ core strength lies in providing quality products that build strong bonds and satisfy consumer needs.

ACHIEVEMENTS 

Flora Tissues strives for excellence in every aspect of its operations and takes pride in maintaining the highest quality standards across its tissue products. Its continuous focus on quality objectives has resulted in Flora Tissues becoming the only organisation in the country to be recognised by the Sri Lanka Standards Institution (SLSI) under its product certification scheme, holding four SLS marks across the industry product category.

The brand has been recognised as a leader, earning numerous certifications and awards – from both local and global organisations. Among its accolades are the Superbrands certification in 2011, Asia Pacific Entrepreneurship Award in 2014 and Best Vendor award in the Tissue Paper Category from John Keells Holdings (JKH) in 2015.

In 2017, the brand was honoured with the Bizz Award by the World Confederation of Businesses (WORLDCOB), named a Top SME in Asia at the Asia Corporate Excellence and Sustainability (ACES) Awards, and recognised as one of Asia’s Greatest Brands and Leaders by URS – AsiaOne and UWG Media Consulting.

More recently, it was acknowledged as one of Asia’s Best Performing Companies at the 2024 Asia Corporate Excellence & Sustainability (ACES) Awards and was recognised with the title of Best Hygienic Disposables Brand of the Year 2024 at the Pinnacle Peoples Awards by MUGP International in 2025.

HISTORY 

In 1982, the focal attention was the need for change in providing unique personal hygiene solutions to Sri Lankans. It was the aspiration of the Founder and Managing Director Kishore Surtani to enhance personal hygiene habits locally and supply quality products to the hospitality sector at affordable prices.

With this vision, the Flora Tissues brand was officially born in 1983 with the goal of making fast-moving consumer goods (FMCG) accessible across the island. What began as a humble operation in a rented factory in Ratmalana equipped with only one machine and seven employees, has today grown into a state-of-the-art premises consisting of a 70,000 square foot production, warehouse and distribution facility in the U. D. A. Katuwana Industrial Zone in Homagama.

With a workforce in excess of 300 employees and an established islandwide dealership network of over 22 distributors, Flora Tissues continues to flourish. What’s more, expansion plans are underway to upgrade infrastructure facilities to international standards, and increase self-sufficiency by developing additional in-house facilities for storing raw materials and finished goods.

As a result of a better quality of life and improved personal hygiene practices among Sri Lankan consumers, there is an upsurge in the regular usage of various disposable tissue products in accordance with health guidelines recommended by global and local healthcare authorities. In response, Flora Tissues actively works to educate the rural population on essential hygiene practices and proper use cases of disposable products in daily life.

The organisation’s three main channels of distribution for Flora Tissue Paper products are modern trade; hotel, restaurant, cafe and catering (HORECA); and retail trade, which includes grocers and pharmacies. In addition, Flora Tissues is actively engaging a wider consumer demographic to purchase their hygienic products online to enjoy the convenience of islandwide doorstep delivery with just a few clicks.

THE PRODUCT 

Flora Tissues’ product portfolio today extends well beyond traditional tissue products. From cotton wipes to disposable gloves, the brand continues to expand its presence in the soft tissue and disposable product category, with a portfolio of over 50 products and an increasing emphasis on sustainability underpinning its operations.

Over the last decade, the brand has expanded to introduce the Flora Kitchen Mate range, designed to provide convenience for all kitchen needs. New product launches under this line include baking paper rolls, cling film, aluminium foil and more – each marketed under the Flora brand name with immense success, particularly among households and in the HORECA sector.

As technology advanced, the brand has kept pace with global industry developments. The management team actively monitors trends and adapts product growth strategies, drawing inspiration from best in class practices across the Southeast Asian region.

RECENT DEVELOPMENTS 

As consumer needs and the demand for continuously upgraded products grow, a dedicated in-house team focussed on new product development remain integral to the organisation’s future success. Through qualitative surveys and targeted focus groups, Flora Tissues engages with consumers to test awareness, demand and end user applications for new products before they are commercialised.

To illustrate this, the organisation recently launched Eco Plus, an eco-friendly bamboo based tissue range that promotes hygienic products that are softer, stronger and more sustainable. Consumers can expect a stronger focus on environmentally conscious products as the Flora Tissues brand continues to evolve and modernise.

The company maintains regular exports to the region and is determined to expand its export presence, particularly within the SAARC region. The journey thus far – and the countdown to the next successful decade – is mapped out with new members of the management team, Sheshaya Surtani (Head of Strategy and Corporate Development) and Shavinda Fonseka (Head of Finance) bringing fresh ideas to advance operations – both possess over 10 years of professional experience in the UK.

Further development plans are on the drawing board for 2026, targeting the upward trend in tourism and growing focus on sustainable living. These forward-looking decisions underscore the organisation’s mission to remain a market leader.

PROMOTION 

The role of marketing in creating brand value has been critical to the organisation’s success. Flora Tissues has invested in outdoor advertising, including billboards and vehicle branding, to enhance awareness and brand recall. The marketing campaign themed ‘over 40 years of quality, trusted by generations’ is prominently displayed on billboards across the island.

Consumer promotions and the evolution of packaging have played a notable role in sustaining brand loyalty, particularly in supermarket chains. Attractive product packaging is designed to instantly grab consumer attention with brand prominence being crucial in design. Upgrading remains a continuous process, as developing compelling designs augments the brand image and ensures it stands out from competitors in the long term.

More than 40 years since its inception, recent Flora Tissues marketing campaigns have focussed on engaging the next generation of consumers. To this end, digital marketing and social media platforms such as Instagram and TikTok are continually leveraged to connect with younger audiences.

BRAND VALUES 

Measuring brand performance is integral to Flora Tissues’ brand management policy. Striving to continually understand the needs and wants of its customers – and drive higher satisfaction compared to smaller competitors – Flora Tissues periodically measures brand performance through independent surveys on brand awareness, quality perceptions and price sensitivity.

Furthermore, over 300 staff across the production, sales and back office teams have enabled the continuous growth of the brand as a proud Sri Lankan corporate. The Flora family plays a key role in cultivating brand value. Beginning from the human resources department, where the employee journey commences, new hires are motivated to work towards the shared company mission and vision while upholding the organisation’s reputation as true brand champions.

The procurement team plays a vital role in ensuring quality standards of raw materials and packaging while the quality assurance team ensures compliance with SLSI product quality standards. Meanwhile, the sales and marketing team drives customer awareness and education on proper product use case applications.

At all levels, a supportive work environment is fostered to encourage professional growth through continuous learning and development programmes. Employees are engaged in community initiatives with several CSR projects organised annually by the ‘Smile Squad.’ Educational programmes and charitable events to support underprivileged communities remain a priority, fostering community spirit and active staff participation.