Many people around the world may not know where Sri Lanka is, but most of them know what Ceylon Tea is and have tasted a fine cup of it. Dilmah Tea, founded and led by Merrill J. Fernando, single-handedly did most of this public relations work. 

Fernando, who passed away on Thursday (20) morning, dedicated most of his life to taking Ceylon Tea to greater heights.

Dilmah, the brand name that now symbolises quality, pure Ceylon Tea in over 100 countries, was coined by combining the names of his two sons, Dilhan and Malik. 

The trial launch took place in 1985 in Australia, with a decent-looking but by no means impressive pack. This was well before the art of graphic designing and five-colour printing. Fernando designed his own pack and first called it ‘Dilma’. He was then 55 years old, close to the age when most people retire.

Dilmah had an intimate brand image, a face, a real man behind that face, and behind that man, a real family. The consumer was able to connect his morning cup of tea to a flesh and blood person. It was a unique concept of integrated connectivity, from beginning to end. 

Dilmah was the only tea brand that provided genuine ‘garden to cup’ answerability. In its totality, it spoke of association, authenticity, and accountability – perceptions of unquantifiable worth in any relationship, whether personal or commercial. 

The strength of Dilmah was its commitment to quality and authenticity, which is declared in every pack, supported by the family philosophy behind the brand. In a world of large traders, Dilmah was a farmers’ tea brand, overriding the middleman and going directly to supermarkets the world over. 

Dilmah is possibly the only internationally-marketed tea brand that buys its product only from the country where it is grown, is owned, packed, and marketed by the same country, all within one family, with the revenue flowing back to the country of origin. 

The surplus from that trade also stays in the country of origin. It is that surplus that enables the Dilmah contribution to social justice, environmental conservation, and other worthy causes that benefit the community. 

In the past couple of decades, the company has invested around Rs. 1.5 billion annually to promote Dilmah as a single-origin, pure Ceylon Tea. This extensive campaign has not only benefited the company but also enhanced the reputation of genuine Ceylon Tea as a desirable product globally. 

Market research conducted by a former tea market leader in New Zealand, dethroned by Dilmah, revealed that consumers preferred the taste of Dilmah tea. While other exporters attempted to capitalise on Ceylon Tea’s popularity, their flawed strategies of selling at lower prices only devalued the product and did a disservice to its quality image.

Fernando extensively addressed the proposal for importing cheap black tea and its potential threat to the national industry. He lamented the lack of long-term marketing strategies to promote ‘pure Ceylon Tea’ and the failure to capitalise on opportunities in specific markets. 

In his concern for the future of the tea industry, he often highlighted the detrimental impact of irrational, politically-motivated decisions on Ceylon Tea’s position in the global market. He emphasised the need for a united effort from both the State and private sectors to secure the industry’s future. 

Fernando also advocated for diversification and mixed crop cultivation to bolster mono-crop reliance in the producer sector.

He proposed a unified strategy for Ceylon Tea, with a non-aligned body overseeing its long-term development, regardless of regime changes, and called for special status for the plantation industry and industry oversight by independent bodies appointed by the State. 

Despite the impressive legacy left by the British who initiated the industry, he often lamented the missed opportunities in making the best use of that inheritance.

Fernando kept urging industry entrepreneurs to prioritise the sustainability and development of the industry as a whole over individual interests. He pointed out that the decline of the tea industry would have far-reaching consequences, affecting workers, growers, buyers, exporters, and supporting service providers. 

Merrill J. Fernando’s remarkable journey in the world of tea will forever be remembered as a tale of unwavering dedication and unparalleled innovation. Through Dilmah Tea, he not only introduced the world to the exquisite taste of Ceylon Tea but also demonstrated the power of a family-driven, socially-responsible brand. His commitment to quality, authenticity, and ethical practices set new standards in the industry and paved the way for a brighter future for Ceylon Tea.

As we bid farewell to this visionary tea business leader, we hope that inspiration from his legacy will continue to promote the rich heritage and taste of Ceylon Tea across the globe. 

The story of Merrill J. Fernando will forever remain an extraordinary chapter in the history of the tea industry, an ode to the remarkable impact one individual can have on shaping an entire nation’s identity through a simple cup of tea.

(This article draws extensively from Merrill J. Fernando’s autobiography ‘The Story of Ceylon Teamaker: Merrill J. Fernando,’ narrated by Anura Gunasekera)