1. Can you share the story of CBL Group, focusing on how its core values have shaped Munchee’s journey and success in the Sri Lankan market?
For over half a century, the CBL Group has played a pivotal role in shaping Sri Lanka’s economic and societal landscape. It all began in 1968 when CBL revolutionized the way businesses contribute to communities with the CARE biscuit. This was a nationwide collaboration with the Government of Sri Lanka and Care of U.S.A., providing schoolchildren with the nutrition they needed. It also helped establish the value pillars of caring, quality, innovation, and integrity that still guide us today, 50 years later.
Today, we take pride in the range of biscuits and snacks CBL produces, all meticulously crafted to delight consumers worldwide. From wholesome and delicious biscuits to a variety of tantalizing snacks including Crackers, Cream biscuits, Puffs, Wafers, Rice crackers and more, each product stands as a testament to our commitment to quality and innovation.
What started as a small-scale biscuit manufacturer has grown into one of the largest food conglomerates in the nation, with a presence in 65 countries and manufacturing operations in Sri Lanka, Ghana and Bangladesh. Our sales and distribution network provides employment to over 6,000 direct and indirect employees, making CBL Group one of the largest sales organizations in the country.
Munchee, our flagship brand, is the largest FMCG food brand in Sri Lanka, available nationwide, solidifying its place as the most distributed FMCG product in the country.
2. How is CBL Group adding value to the sales industry in Sri Lanka, and what initiatives have been particularly impactful in elevating industry standards?
We take pride in providing ‘best in class service’ to our retailers and customers, ensuring frequent visits and that our products are well merchandised. CBL’s commitment to service and customer satisfaction, has set a benchmark in the industry. The development and progress of our loyal distribution partners is crucial, and collaborating as we foster mutual growth. Together, we invest in the market, supporting the growth of the SME sector and sharing the benefits of our efforts.
As CBL Munchee continues to expand its distribution network, our focus has been on creating more economic value for small retailers by reducing the additional margins that intermediaries like wholesalers would typically absorb. This approach has also brought more value to the micro-business sector. A key success factor has been the clear segmentation and prioritization of channels and categories.
In addition, we have developed proprietary tools that help identify granular opportunities, building on the ‘science of sales’ to create channel-focused growth plans. We have also infused shopper marketing investments to drive more shopper-centric growth. One of the recent initiatives is the “Munchee Excellent Store” program, which Uplifts merchandising and visibility standards to offer the right assortments to the right outlets. By analyzing shopper behavior and implementing the best planograms, this program helps build mutually beneficial relationships with our retail partners.
3. How has automation and technology transformed the sales industry in Sri Lanka, and what role has CBL Group played in driving this change?
CBL group was of one of the first few companies to introduce sales force automation in Sri Lanka and more recently, we’ve made significant improvement in data quality, accelerating the use of tools like Power BI, SAP, and data integration platforms to provide better information for decision-making. Digitalization is a key focus, although Sri Lanka is just beginning this revolution, our goal at CBL is to stay ahead of the curve. We are also making inroads with AI solutions, an area we plan to capitalize on in the future, ensuring that we continue to lead in innovation and technology.
4. What are the key challenges CBL Group faces in the current sales environment, and how is the company addressing them to maintain its competitive edge?
In the face of rapidly changing market dynamics, we understand the importance of gaining a deeper insight into markets, channels, customers, shoppers, and consumer behavior. Agile and data-driven planning is crucial to ensure that the best decisions are made. As distribution costs continue to rise, we are constantly looking for ways to infuse technology, automation, and innovative methods to reduce expenses and capture every opportunity.
In this challenging environment, there’s a pressing need to shift from traditional mindsets in the retail space, particularly with the rise of unethical price and trade competition aimed at winning over retailers. At CBL, we believe that building strong relationships and fostering the development of retailers is the most sustainable path to mutual success.
Few years ago we launched, “CBL Senehasin Jayamaga”, initially partnering with the International Finance Corporation (IFC), as a special development project to uplift the retail trade and promote women empowerment in Sri Lanka’s retail sector. Today, we are proud to say this initiative is fully funded by CBL as a continuing project, and we’ve positively impacted the lives of over 10,000 retailers since its inception.
5. What is your vision for the future of the sales industry in Sri Lanka, and how is CBL Group positioning itself to stay ahead of emerging trends and challenges?
Transformation is essential in traditional sales mindsets, especially in the FMCG arena. I believe that adopting a commercial mindset with diverse exposure is crucial for the future of the sales function. At CBL, we recognize that creating a channel-based ecosystem is key to unlocking new growth opportunities for FMCG companies. For instance, a few years ago we ventured into setting up an exclusive “CBL Food Solutions” business, specifically designed to meet the unique needs of the Horeca industry.
We are committed to developing well-rounded and diverse sales professionals. With the changing times and the rise of new generations, it’s critical to focus on recognizing and nurturing sales talent with the right skills and competencies. Our in-house ‘CBL Sales Academy’ is a key initiative to develop future-ready competencies. By partnering with institutions like SLIM, Local Universities, and development coaches, we invest in education and training, which not only drives business growth but also supports the personal growth ambitions of our sales professionals.
While sales must be viewed from a commercial perspective, we should always remember that it is a service we provide to small and medium retailers across the island. The CBL Munchee sales network plays a vital role in adding value to the rural economy and the micro sector. Moving forward, we know that FMCG sales in Sri Lanka will require rapid transformation to keep up with the ever-evolving external environment, and I am confident that CBL Munchee will continue to lead this exciting journey ahead.