The Branding Strategies of OTOBI

The Branding Strategies of OTOBI

December 15, 2015

“OTOBI – means forest and is a Bengali word chosen by Late Nitun Kundu, one of the most renowned artist and sculptor and also the founder of OTOBI Limited.” He started this organization with the urge to create products that none other could do. From humble beginnings in 1975 in the corporate furniture realm to the spectacular escalation into the lifestyle giant that it is now, OTOBI’s story of success spans over four decades.

OTOBI is a preferred lifestyle solution brand because of its best customer experience, constant innovations, advanced technological expertise, manufacturing capacity in the widest range of furniture categories, largest distribution network and time tested after sales support.

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With creative reinvention pulsating through the entire organization, OTOBI has integrated the entire furniture solution platform in home, office, industrial and interior design through its operation. OTOBI is the market leader in all categories of branded furniture with approximately 33% market share in Bangladesh. It has three manufacturing plants, which produce over 1,400 SKUs in different categories. OTOBI produces over 1 million pieces of furniture, doors, mattresses, and plywood each year.

Over the years, OTOBI’s excellence has been recognized by the Bangladeshi community and has been awarded numerous accolades. Company was pronounced Enterprise of the year at the Bangladesh Business Award in 2001. At the Dhaka International Trade Fair (DITF), it won the 1st prize for its Pavilion for several times. 

OTOBI was also recognized as the best furniture brand of Bangladesh in the recently held Best Brand Award 2015, organized by Bangladesh Brand Forum.

With diversified geographical distribution coverage, OTOBI maintain an extensive national distribution network through 18 exclusive showrooms and 288 dealers and 150 Other Business Initiatives (OBI) dealers catering to each and every districts of Bangladesh. OTOBI promulgates its global presence through multiple dealers and distributors across India.

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The marketing strategy of OTOBI stands on three dimensions of value discipline which are Customer Intimacy, Product Leadership, and Operational Excellence. OTOBI follows the same guiding principal for all of their projects which is “achieving breakthrough level of Operational Excellence to reach new height of performance which will ensure sustainable and profitable levels of Product Leadership and Customer Intimacy dimensions for business success’’.

OTOBI’s ultimate vision is to become a major global brand, and its current mission is to be one of the top three regional brands of Asia & Africa by 2025. As far as the management strength, technical know-how and business philosophy is concerned, the company is fully equipped to remain as the market leader in Bangladesh and is highly expected to accomplish its mission.

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