¶¶Òõ¾«Æ·

Effective branding and ensuring product quality are crucial for boosting the country's exports from the Cottage, Micro, Small, and Medium Enterprise sector, stakeholders and experts said. 

They also stated that weak branding and marketing crises are hindering the sector, which contributes 28 per cent to Bangladesh’s GDP, from realising its full potential in the global export market.

They were discussing at a seminar titled ‘Branding and Marketing Challenges for CMSMEs: Unlocking Export Potential’, organised by the Dhaka Chamber of Commerce and Industry at its office in the capital on Monday.

At the seminar, DCCI President Taskeen Ahmed presented the keynote, noting that Bangladesh has been unable to showcase its most promising products due to weak branding strategies.

He stated that nearly 90 per cent of Bangladesh’s industrial sector consists of CMSMEs, and approximately 11.8 million people are employed in this sector.

The sector faces export failure due to limited branding knowledge, digital marketing gaps, poor market research, and inadequate product positioning.

‘External factors such as customs procedures, logistic issues, absence of database, and poor importer selection are also responsible for export failure,’ he added.

Taskeen stated that perceived low quality, reliance on diaspora networks, and weak, inconsistent branding limit visibility and trust, also posing challenges to exports.

Restricted access to local and global markets, and slow adoption of new technologies continue to hinder the full realisation of Bangladesh’s CMSME potential, he added

‘The reciprocal tariffs imposed recently by the USA on Bangladeshi exports, particularly on readymade garments, would lead to higher production and export costs,’ he added.

He also stated that Bangladesh is expected to graduate from the status of a least developed country in 2026, which could pose new challenges.

‘US tariff, LDC graduation, and evolving global trade scenario could bring new challenges, higher tariffs, increased global competition,’ he added.

To overcome these challenges, he emphasised that local entrepreneurs should focus on enhancing innovation and efficiency in CMSMEs. 

The sector requires support measures, including certification and compliance facilitation, training, and incentives to enhance skills in sustainable technology adoption, product quality improvement, and branding. Additionally, government support is needed to expand exports to international markets.

He put emphasis on cluster development, integrated policy support, development of a CMSME database, attracting foreign investment to expand backward linkage industries and comprehensive support to the startup entrepreneurs.

He also stated that CMSME cluster-based branding, along with the GI status of 60 products, could offer unique branding opportunities for authenticity, premium pricing, and legal protections.

In his speech as the chief guest, Md Obaidur Rahman, secretary, Ministry of Industries, said that branding and marketing remain critically important yet challenging for Bangladesh’s CMSMEs. 

‘The absence of strong national brands in the global market has prevented the country from achieving its desired level of exports, and it requires urgent attention,’ he added.

He also said that Bangladesh’s diplomatic missions abroad are yet to play a crucial role in identifying trade opportunities and challenges in international markets.

‘The draft of the ‘National SME Industrial Policy 2025’ has been finalised and a comprehensive policy has been prepared incorporating all possible facilities for the CMSME sector,’ he added.

This policy would give priority to entrepreneurs, as many new issues have been addressed, including the use of artificial intelligence and opportunities for small entrepreneurs to engage in subcontracting, he added.

‘The policy would be placed before the cabinet next week,’ he added.

The ministry is working on strategies to enhance the export potential of Bangladesh’s GI products, he added, stressing a concerted effort among all government agencies is essential for the sustainable development of this sector.

Md Saiful Islam, chairman of the Bangladesh Small and Cottage Industries Corporation, stated that despite several institutional constraints, BSCIC has been providing support to entrepreneurs through the establishment of industrial parks, low-cost financial assistance, and training programs. 

‘We are working to exempt holding taxes for industries established within BSCIC industrial parks,’ he added, urging the urgent need to expand the presence of Bangladeshi products on international digital platforms such as Amazon, eBay, Alibaba, etc. 

The packaging and labeling of local products often lack attractive appeal; the entrepreneurs should look into this issue, he added.

Mohammad Hasan Arif, vice chairman and chief executive of the Export Promotion Bureau, said that consumer preferences, interests, and desires play a crucial role in product branding. 

He emphasised the importance of strengthening coordination between the public and private sectors.

‘To ensure comprehensive support for the entrepreneurs, EPB would establish an Export Ecosystem Platform as well as a CMSME Help Desk, where representatives from relevant government agencies would be designated as focal points,’ he added.

EPB would also arrange bilateral meetings to facilitate networking between Bangladeshi entrepreneurs participating in international trade fairs and their foreign counterparts.

Muhammad Mustafizur Rahman, additional director, SME and Special Programmes Department at the Bangladesh Bank, emphasised the importance of product logos and designing products in line with consumer demand.

Shamim Ahmed, president of the Bangladesh Plastic Goods Manufacturers and Exporters Association, stated that products should be designed with consideration for the tastes, culture, and environment of people in specific geographical regions.

Business leaders from various organisations, government officials, and DCCI leaders also spoke at the event.