Dr Gamini Abeywickrama, Chairman of Basilur Tea Export, is on a mission to change the global perception of tea from a simple beverage into a symbol of luxury and refinement. Transitioning from a medical career to the tea industry, he was driven by a deep passion for tea and now aims to build Basilur Tea as a global lifestyle brand. “Our goal is not just to offer high-quality tea but to redefine the way tea is enjoyed, celebrated, and perceived worldwide,” Dr Abeywickrama said in an interview. He begins by explaining what sets Basilur Tea apart from other brands:
Basilur Tea stands out due to our relentless commitment to innovation, excellence, and freshness, with some of our premium offerings processed and packaged within hours of plucking. Our blends are crafted to offer unique and exquisite flavours, catering to a wide range of preferences. Additionally, our packaging is designed to protect the quality of our tea and enhance its appeal as a luxurious gift. This attention ensures that every Basilur product offers a premium experience from start to finish.
Can you elaborate on the company’s global strategy?
Basilur Tea is now present in over 65 countries, with a diverse portfolio of nearly 1,000 products. Our expansion strategy includes the creation of flagship lounges in key global locations. These lounges are not just retail spaces but are designed to offer an immersive luxury experience that reflects our brand’s values. They serve as platforms to showcase the exceptional quality of our teas and provide customers with a refined environment to enjoy them. By establishing lounges in strategically chosen locations, we aim to elevate the tea experience and strengthen our brand’s global presence. This approach allows us to connect with consumers on a deeper level, offering them a taste of our luxury lifestyle and enhancing our market reach.
The opening of our new Basilur Lounge at One Galle Face Mall in Colombo is a milestone that embodies our core brand values of luxury, indulgence, connection, and freshness. This brings the total number of Basilur Lounges worldwide to twelve with nine in Seoul, one in Doha, and one in California.
What can guests expect when visiting the Basilur Lounge?
Guests at the Basilur Lounge can expect a range of unique and luxurious experiences. Our signature freshly handmade luxury tea, plucked, processed, and served within hours, ensures the freshest possible cup. We offer specially curated gourmet tea experiences, including live hand-rolling demonstrations, allowing guests to witness the intricate process of tea making. Additionally, our menu features a selection of gourmet global dishes crafted from the finest ingredients, perfectly paired with our teas to enhance the tasting experience. One of our standout offerings is the handmade tea served in an exquisite 22k gold porcelain set, elevating the tea experience to a new level of luxury. The ambience exudes elegance and serenity. Personalized service is a key feature, with our staff dedicated to tailoring each visit to the preferences of our guests, ensuring a memorable and exceptional experience.
What makes your handmade tea special?
Our handmade tea is special due to the meticulous craftsmanship involved in its production. The process begins with the careful selection of the finest tea leaves from our exclusive garden, picked at dawn each day and brought to our establishment within a matter of hours to ensure maximum freshness. These leaves undergo gentle withering and traditional pan-firing to develop their unique characteristics. Hand-rolling, controlled fermentation, and oxidation further enhance the tea’s quality. Each batch is foil-wrapped to preserve freshness. What sets our handmade tea apart is its ability to retain high levels of antioxidants, providing notable health benefits such as improved immunity. This traditional process not only preserves the tea’s exceptional flavour and aroma but also ensures a high-quality, health-boosting beverage.
How do the Basilur lounges fit into your broader business strategy and expansion plans?
The Basilur lounges serve as physical embodiments of our luxury brand, offering customers an immersive experience that reflects our commitment to excellence. These lounges act as a showcase for our high-quality teas and provide a space for community engagement and brand building. By establishing lounges in strategic locations worldwide, including the new one in Sri Lanka, we enhance our global visibility and attract a diverse clientele. Each lounge also plays a role in fostering brand loyalty through exclusive events and personalized service, which supports our expansion and helps us build lasting relationships with our customers.
How is Basilur Tea influencing the global perception of Ceylon Tea?
We are redefining Ceylon Tea from a regional beverage into a premium global brand with innovative product designs, high-quality blends, and a strong focus on gifting. Our strategic expansions and the creation of luxurious tea experiences have set new standards in the tea industry, broadening the global appeal for Ceylon Tea and establishing it as a prestigious choice for tea enthusiasts worldwide.