COLOMBO : Celebrating 3 decades of building Sri Lanka’s No.1 cleaning tools brand, Feather
looks ahead to export expansion and leadership in the HORECA sector.
Whiteline Industries Colombo (Pvt) Ltd, the company behind Sri Lanka’s leading cleaning
tools brand Feather, proudly marks its 30th anniversary on the 7th February 2026. The
milestone celebrates three decades since its humble beginnings transformed into market
leadership through a steadfast commitment to quality, innovation, and customer-centric
growth. The company also announced key strategic initiatives aimed at accelerating
expansion into the B2B hospitality and healthcare (HORECA) sector and the export market.
Founded as a family-owned business by brothers Mr. Rishad (Founder) and Mr. Haroos
(Chairman) Ismail, the company is now led by the second generation under Mr. Afzal Haroos
(newly appointed CEO/MD). Whiteline began its journey as an importer of cleaning tools
before evolving into a full-scale manufacturer. Today, the company produces a wide range of
essential household and professional cleaning products, including brooms, mops, brushes,
dustpans, scourers, and combs.
Key milestones include the successful launch of the Feather brand in the Pettah market, the
development of nationwide distribution channels, the establishment of local manufacturing
facilities, and the expansion into digital commerce through its own e-commerce platform and
Daraz. What sets Whiteline apart is its deeply rooted family values, unwavering commitment
to quality, and strong sense of responsibility toward community impact — investing in staff
development, educational support for employees’ families, and community upliftment
initiatives.
As part of its 30th anniversary celebrations, Whiteline is honouring the people who made this
journey possible — its customers, employees, management, distributors, business partners,
and the pillars behind it all, the families. Looking ahead, the company has set its sights on
opening its first retail outlet, expanding into major supermarket chains, and improving
product accessibility across Sri Lanka.
Expanding into the HORECA Sector
Whiteline’s continued growth and operational scale now position the company to serve the
evolving needs of Sri Lanka’s hospitality, healthcare, and commercial sectors. With the
capacity to accommodate large-volume orders while maintaining high quality standards,
Whiteline already serves leading institutions including Durdans Hospital, Nawaloka Hospital,
Shangri-La, Hilton, Cinnamon Hotels, Abans Cleaning Services, Domino’s, and several other
major restaurant and hospitality chains.
Its product offerings for the HORECA sector focus on durability, hygiene, operational
efficiency, and cost-effectiveness. Key advantages include reliable local manufacturing,
consistent quality, sustainability-driven practices, customisation to align with brand
standards, highly efficient logistics, and ongoing investments in research and development
to drive product innovation.
Feather: The Hero Brand
Feather, Whiteline’s flagship brand, stands as a symbol of trust, quality, and performance
across Sri Lankan households and professional environments alike. Designed with both
everyday users and commercial operators in mind, Feather products combine ergonomic
design, long-lasting materials, and modern aesthetics — making them the preferred choice
for homes, hotels, hospitals, and food service establishments. Feather continues to lead the
category through innovation, reliability, and a deep understanding of local and professional
cleaning needs.
Looking Ahead: Going Global
With ambitions beyond Sri Lanka, Whiteline is actively pursuing export opportunities across
South Asia, with a long-term vision of becoming the No.1 cleaning tools brand in Asia — and
ultimately, the world. The company’s global competitiveness is anchored in its strong
manufacturing capabilities, stringent quality control standards, scalable operations,
innovation-driven product development, and ability to offer value-driven solutions without
compromising on performance or reliability.
Leadership Quote
“Thirty years is not a finish line — it is a foundation. We will remain committed to evolving,
improving, and serving with the same values we began with,
” said Muhammad Rishad
Ismail, Founder of Whiteline Industries Colombo (Pvt) Ltd.
About Whiteline Industries Colombo (Pvt) Ltd
Established in 1996, Whiteline Industries Colombo (Pvt) Ltd is a family-owned Sri Lankan
manufacturer of household and professional cleaning tools. Best known for its flagship brand
Feather, Whiteline designs and produces a wide range of cleaning solutions for homes,
businesses, and institutions across the country. With a strong focus on quality, innovation,
sustainability, and community development, Whiteline continues to lead the industry while expanding its footprint locally and at international levels
