BBF: The ceramic industry has been one of the booming manufacturing sectors of Bangladesh. However, over-reliance on raw material imports poses a challenge. How does Akij tackle this issue?
It is true that the natural resources here in Bangladesh do not let us find all the raw materials locally. Almost 90 percent needs to be imported. Starting from the core element of clay to the glazing & shining agents, texturing factors and even the designing inks are imported.
Akij Ceramics is very much strong in its Supply Chain Management system. Analyzing the calls for materials in every time duration, we import a surplus amount at every batch. We always ensure the fulfillment of raw materials reserves. Considering raw materials’ unstable prices amidst the pandemic, we are recovering. Akij never faced any lack of effort. If you have a review of our business during Covid-19 pandemic, you will get to know how we were free from strains.
Dependency for raw materials will not shift from China and other European countries but we have to be prompt in making business decisions in terms of sourcing them.
BBF: As a successful marketer and leader with diverse experience from multiple industries, how do you foster a culture of innovation in Akij?
Akij’s creation and evolution is Innovation-Quality centric. So I found a culture of innovative approaches already in line with all the operations. Akij always has a brilliant Research & Development team on execution where we strongly believe in investing in knowledge building.
No hesitation to say, my responsibilities seemed much easier here when I joined. Because I did not need to start from the very beginning. Soon enough, I put more effort into making Akij Ceramics and particleboard operations more ahead than others. In the overall run, we have started moving faster more than ever.
BBF: How did Akij manage to thrive amidst local players as well as foreign brands?
At the time when Akij Ceramics got to work, 40% of ceramics product needs were hooked by foreign products. Today, that 40% dependency has come down to only 10% or less as we and other ceramic companies have developed our own product portfolios at par with the other foreign rival brands. Hence our local customers started depending on the companies like us where we strongly pushed the quality to the maximum and won our consumers’ heart.
BBF: The pandemic brought about a significant export downturn, how did Akij deal with this scenario and rise above?
Akij mainly focuses on the local market of Bangladesh with tiles, sanitary ware and board products. There is a periodic homework to innovate the trends in Bangladesh in parallel to the modern world.
This way, during the pandemic other manufacturers in Bangladesh were in a hesitation to start production, but Akij was in full form as always. Like any normal day, Akij retained its production capacity of course ensuring health-security aspects. Apart from the first two or three months’ preparation, Akij covered the market as the only in action.
In addition, now we are also the only in Bangladesh exporting sanitary ware to England and Middle-Eastern countries.
BBF: Inconsistent gas supply has been a constant red flag in embracing the industry’s full potential. How can this be solved?
Achieving the maximum production capacity, there is no replacement of continuous gas supply for now. Yes, it is pretty challenging to have the right amount of energy supply. But we have maximized the utilization of gas provided by the authority.
In the progression of our works, in 2012 we started with a capacity of 20,000 square meters per day and now it is 49,500. As the demand is increasing and the market is expanding at a much higher rate, we expect 1,00,000 square meters production capacity by the end of 2023.
We are coping up between this increasing demand and the gas energy supplement by the government. But our government is working to ensure the desired demand of gas for patronizing us. But the industry’s dependency on gas cannot meet the solution overnight. We need to be more straightforward in answering the gas crisis which is hampering current business scope and future expansion. Govt. should be aligned with the business objectives like ours with their support in infrastructure (energy).
BBF: The industry employs about five lakh workers, of which two lakh are women. Going forward, how do you envision creating more opportunities for the Bangladeshi population?
We are in a manufacturing business where we need human involvement very closely. The sophisticated phrases like processing, quality checking and overall looking after every piece of products from tiles or sanitary ware, even the evolving tableware require human interventions.
We believe women are more dedicated & effective to the quality control in special. Compared to men, they show more consistency and persistence during their duties. Our human resources have been strengthened with almost half of the portion covered by women workers.
You will be very happy to know that thinking of a new business approach, our honorable Managing Director Sk. Bashir Uddin firstly focuses on the as huge as possible number of employment rather than the profit outcome. Contributing to the socio-economic run of Bangladesh, Akij ensures every human engagement in the rightest way.
BBF: How would you define the Akij experience?
The day I started, I was given the opportunity to look after ceramics products of tiles and sanitary ware. As I am continuing delightfully with new challenges and tasks, achievements come up. Specially, valuing my leadership for Akij Board which has the largest production plant in Bangladesh.
Improvising myself to new challenges every day, Akij’s diverse portfolio inspires me. I love to be part of innovations to the upcoming products and concerns such as tableware and faucets from Akij.
BBF: Where do you see Akij in the future landscape?
As one of the largest conglomerates in Bangladesh, Akij is heading towards each scope within. Already we are in the market along with more than 30 concerns. Akij wants to be engaged with the lifestyle of each family in Bangladesh. We want to provide everything from necessary to luxury in hand. We hope everyday life will find all the solutions from a single point – The Akij.
As a part of Bangladesh being a developing country and developed so on, we are honored to contribute. We feel proud to be a company moving forward along with all the people. Our product portfolio is getting diverse every way resembling the overall development to all of us.
BBF: How has Akij managed to have a plethora of innovative and sustainable designs in such a short time?
The innovations come to our eyesight, it is just like a tip of an iceberg. Altogether times, energies, human involvements and overall efforts are the bottom actually. That counts on many instances!
Moreover, we always find inspiration from the best products in the world, focusing on modern cultures, trends and newest technologies. Our Research and Development team is brilliant in multiple assignments simultaneously.
BBF: During times of unprecedented change, what do you believe are key factors in sustaining a company’s legacy?
Changes often make a company find something new. Unprecedented change takes us to a new era. But to be in the core values and make the identity constant. Firstly, strong leadership to make the way. Secondly, the company motto which should not be voided anyway. Thirdly, taking care of employees all the way.
Akij is such a group of companies leaving footsteps successfully year after year. A legacy is upheld generation after generation. The nearest situation of Covid-19 pandemic, can be an example of such unprecedented change taken as the topic here.
Sk. Bashir Uddin, the honorable Managing Director inspired us with his leadership during this crucial time. The inspiration on staying united, remaining calm at the unstable time. Thereafter, we remained as a family with the single objective, “to sustain and face this period”. Alhamdulillah we got to the mark and revamped. Importantly, Akij carried on supporting all the stakeholders. As a result, we never stopped moving forward.
