In the heart of Sri Lanka, a culinary legacy has been simmering, one that has not only captured the essence of Italian cuisine but has also woven it into the fabric of daily life. Roza Pasta, a brand under Diamond Best Foods, stands as a testament to this legacy, offering a range of pasta products that are synonymous with quality, tradition, and family.
Ali Jisthy, Group Director at Roza Pasta, attributes the brand’s expansion to various factors. “The increasing global population, particularly in Asia, coupled with rising living standards, has fueled a demand for clean, convenient, and high-quality food products. Roza Pasta has adeptly responded to this demand by offering a range of pasta products made from wholesome 100-percent durum semolina, providing nutritious, delicious, and affordable meal solutions to countless Sri Lankans”, explains Ali.
A Journey of Excellence
Roza Pasta's journey commenced several decades ago, rooted in the expertise of the P.M.M. Group, renowned for its proficiency in food production and distribution. Flourishing under the Diamond Best Foods banner, Roza Pasta has solidified its position as a household name within Sri Lanka and beyond. The brand's steadfast commitment to upholding the highest quality standards ensures that each product surpasses the Sri Lanka Quality Standard. “Excellence is ingrained in our ethos, originating from the owners and extending throughout our workforce”, adds Ali. This relentless dedication to food safety and continual improvement underscores Roza Pasta's noble mission of nourishing people.
Quality that Speaks Volumes
Roza Pasta's success lies in its meticulous attention to detail. From sourcing the finest durum wheat to employing traditional pasta-making techniques, every phase of production reflects the brand's unwavering dedication to excellence. This dedication is evident in the superior quality of the pasta, making it a preferred choice for both professional chefs and home cooks. Roza Pasta has also made strategic investments without compromising affordability. Besides utilizing only 100-percent durum semolina, Roza Pasta maintains an FSSC certified factory, ensuring consumers receive unparalleled quality without bearing a hefty price tag.
A Diverse Product Range
Roza Pasta's product portfolio caters to diverse palates, offering an array of pasta varieties tailored to suit every preference. From short pasta cuts to classic spaghetti, the brand ensures there's something for everyone. The introduction of innovative products like "Jumbo Shells Pasta' exemplifies Roza Pasta's commitment to making gourmet meals accessible and enjoyable for all. “Our R&D efforts serve as our pathfinder, helping explore new products that interest and add value to our consumers. This innovative spirit has led to the introduction of products like Jumbo Shells Pasta, thus expanding the culinary horizons of home cooks”, highlights Ali.
Roza Pasta adeptly navigates modern consumer trends, ensuring its products align with demands for quality and value. By offering superior quality at competitive prices, the brand has cultivated a loyal customer base that appreciates its balance of affordability and premium quality. In addition, Roza Pasta maintains a robust digital presence, boasting a user-friendly website that showcases its product range and provides culinary inspiration through a wealth of recipes and insights. The brand's Instagram page serves as a hub for pasta enthusiasts, offering quick and easy ideas to elevate dining experiences.
Staying Connected to Consumers
Distribution in Sri Lanka presents unique hurdles, with many consumers relying on sole trader groceries. Roza Pasta's sales staff work tirelessly to ensure every shop is serviced, spanning from bustling cities to tranquil hilltop towns. “We also prioritize consumer feedback, gathering insights through business partners, independent research, and consumer taste panels. We are committed to evolving with consumers, ensuring their voices shape product development”, mentions Farooq.
Roza Pasta adeptly navigates modern consumer trends, ensuring its products align with demands for quality & value
Roza Pasta's social responsibility initiatives form the bedrock of its values. Initiatives like the 'Diamond Poshana Sathkaaraya', which translates to 'Diamond Nutritional Care Initiative', provide vital nutritional support to marginalized communities. Under this initiative, Roza Pasta provided essential nutrition, particularly through its Diamond milk powder, to approximately 5000 beneficiaries from marginalized communities during a period of economic crisis.
A Vision for the Future
Roza Pasta is more than just a pasta maker. The brand represents a rich tapestry of tradition, quality, and community. Through its diverse product range, community involvement, and forward-thinking initiatives, Roza Pasta continues to leave an indelible mark on the food industry. As it continues to evolve and innovate, Roza Pasta remains a beacon of culinary excellence, bridging the gap between traditional Italian cuisine and the evolving tastes of Asia.
Looking ahead, Roza Pasta is poised for sustained growth. With a steadfast commitment to quality and value, the brand shall lead the culinary landscape, fostering connections and culinary delights for families worldwide.
Ali Jisthy, Group Director, Roza Pasta
Ali Jisthy serves as the Group Director at Diamond Best Foods, a leading food manufacturing and distributing company in Sri Lanka. The company is the market leader for pasta and one of the prominent brands of milk powder in the country. As the brand custodian for Roza Pasta, Ali is dedicated to maintaining the brand's integrity and driving its growth. As a third-generation business leader, Ali injects dynamism into the family business, spearheading its transformation into a corporate powerhouse. Outside of work, he enjoys playing badminton and listening to audio books, striking a balance between professional and personal interests.
.jpg "Technology in Cancer Care: A story of evolving paradigms")
.jpg "Bringing Shop Floor to Manufacturer's palm: Smart Factory Solutions for tomorrow")
