Srilanka, Oct. 3 -- Melwa Group has rejected the allegations that its new cement plant in Seeduwa is being built in an environmentally sensitive zone.

It suggested that some of the criticism could be driven by parties with business interests rather than by people living in the area.

Melwa Group Head of Sales and Brand Malik Kannangara took a lighter view of the controversy, remarking that the critics had given the brand publicity before it had even started production.

"As the person in charge of the brand, I must say they have given us some publicity even before we started. We should be very thankful to whoever started it," he quipped.

He added that the company intends to bring cement to the market "as strong as iron".

On a more s...