EghtesadOnline: Dilmah Tea, the world-renowned producer-owned tea brand, officially launched its latest signature t-Lounge by Dilmah at Tehran’s Sam Center on December 6.
This is the first of three tea lounges that are scheduled to be launched. The second lounge was launched on December 7 at Paris Center in Pasdaran, Tehran.
Merrill J. Fernando, founder of Dilmah, explains that the launch of the t-Lounge takes the brand one step forward towards its mission to strengthening its brand presence in the market and elevating tea appreciation, where tea is often considered a “humble” drink to complement a leisurely afternoon break
Fernando said, “We would like to introduce the notion that a good cup of single origin Ceylon tea opens up a whole new realm of possibilities. That is why Dilmah consistently comes up with innovative suggestions to consume a cup of tea: complimenting tea with food and cooking with tea.
The mind behind Dilmah’s innovative approach to build a new appreciation towards tea culture belongs to Mr. Dilhan C. Fernando who is the CEO, director marketing.”
According to Financial Tribune, Dilhan said, “We had few discussions in the last couple of years to bring this concept to Iran and finally we are happy to open this to Iranian customers.”
Going against the traditional style of most tea rooms, the t-Lounge finds its first home at Sam Center–to give the lounge a stylish, modern setting to immerse the guests in a lighthearted mood as they unwind from the day with a cup of tea or two.
“There are several dimensions to our collaboration with Damavand,” said Fernando, the son.
“One is the Tea Lounge and the second is related to products that are to be exported to Sri Lanka, including saffron and tea since you have great produce. There is also a collaboration in terms of packing and production here in Iran and it’s a social enterprise because our business is established on the philosophy that business is a matter of human service. In Sri Lanka, we have centers for children with different abilities like cerebral palsy, Down Syndrome and autism and so on. We are looking to establish a relationship which we have already begun discussing and preparing for, to found facilities in Iran in the same way we have in Sri Lanka.”
Mohammad Reza Omrani, the member of the board of directors at Damavand Market Development Company, said a contract was signed between the two sides around five months ago.
“As part of a joint venture and the first condition of this cooperation, Dilmah and our company will be establishing a charity center. Our contract encompasses the launching of t-Lounges, distribution as well as production of Dilmah tea in Iran and founding a joint company, which would produce a brand of tea that has been jointly registered.”
About Dilmah Tea
Sri Lankan family tea company Dilmah, founded by Merrill J. Fernando, the world’s most experienced tea-maker today, has championed quality, authenticity and variety in tea.
Dilmah pioneered the concept of Single Origin Tea in 1988 when the family company went against industry trends to declare its commitment to authenticity. Garden fresh, unblended tea is a hallmark of Dilmah and offers a unique taste of unblended Ceylon tea packed at source where it is grown.
Our range includes traditional Specialty Gourmet and Premium Tea, Herbal Infusions, Pure Green Tea and Funflavored Teas, Spiced Chais, Organic Tea, the Dilmah Exceptional range with its contemporary selection of teas, our boutique Watte and t-Series teas, the exclusive Tea-maker’s Private Reserve teas and the latest Dilmah 25th Anniversary Silver Jubilee Gourmet range and the vibrant and exciting Vivid tea selection.
Dilmah takes the lead in bringing innovation to a global tea category that has suffered decline as a result of commoditization. Signature events such as the Chefs & the Tea-maker and Real High Tea are innovations that seek to educate and inspire hospitality professionals to offer their guests a completely new tea experience. The events foster greater respect for this healthy, natural and versatile beverage.
The Dilmah School of Tea seeks to inspire passion in tea through knowledge of the artisanal aspects of tea among hospitality professionals, tea aficionados and consumers.
The emphasis is on the importance of real tea and the versatility of this natural herb in tea gastronomy, food pairing and tea mixology. www.schooloftea.org
Dilmah is Ethical Tea, in that all packaging profits are retained in Sri Lanka and fund the MJF Charitable Foundation and Dilmah Conservation. It believes that business is a matter of human service.