Whiteline Industries is a family owned business that began its journey in 1995 as an importer of household plasticware and glassware in Sri Lanka. While also being the exclusive distributor for ‘Sholay’ plasticware and “Hello Angel” and “Rely On” diapers. The company ran all its operations from the buzzing CBD of Sri Lanka – Pettah. The primary focus was on the wholesale market of Sri Lanka which was the most feasible route, given the scarce resources available to the company at the time. The company continued to build its network of wholesaler’s and its image as a reputable company providing high-quality imported plasticware to the Sri Lankan retail market.
After 12 years of trading in this industry, having amassed a decent level of resources, a positive image among the local business network and industry experience, we established ourselves as a manufacturer of plastic cleaning tools in April, 2007. The company had shifted its focus from being an importer to a manufacturer. Initially production consisted of only one item, plastic brooms under the brand name ‘Feather’, functioning inside a small facility in Pettah. At a time when the Sri Lankan household was pre-dominantly used to the coir broom which was being mass produced, we capitalized on the government’s decision to increase import levies on brooms and brushes by manufacturing locally at a superior quality relative to imports. We were able to supply our customers on demand as it steadily grew over time, enabling us to extend our range by developing more molds.
Today, Feather plastic broom stands as the most popular choice among households (also known as ‘tile broom’ in the domestic market). Over the years, the Feather brand portfolio has grown from just one plastic broom to the range that exists today consisting of more than 25 products. As at the end of 2014, the company began to distribute its products directly to the retail market, a major shift from its existing wholesale distribution model.
Over these past nine years Feather has built a strong brand image for being the premier manufacturer and distributor of plastic brooms, brushes and other quality household cleaning tools in Sri Lanka to meet each and every consumer’s need.
Feather, the choice at each household for its dedication to Quality, Creativity, Environmental Concern and Honesty.
End user receives maximum value for their trust and investment in our brand.
Employee commitment is always recognized.
Ethical production process is maintained.