The Challenges in Establishing Sustainable Supply Chain in Bangladesh: A Case Study on Square Toiletries Limited

Abstract

Square Toiletries Limited was established in 1988 as a subsidiary of Square Group, one of the largest and most diversified conglomerates in Bangladesh. It was founded by Mr. Samson H. Chowdhury and Mr. Anwarul Abedin, visionary entrepreneurs who aimed to address the growing demand for quality personal care and household products in the country. SQUARE Toiletries Limited (STL) works to create happy consumers by helping them ―look well & live well‖ with 20 renowned household brands and 50 quality products in Personal Care, Health & Hygiene, Fabric Care, Baby Care, Hair Care, Home Care and Oral Care categories. We are proud that every day 8 out of 10 Bangladeshi households use any of our products. Since its inception in 1988, the company has been symbolizing ―Quality‖ & ―Care‖. It has achieved Good Manufacturing Practice (GMP) Certificate and ISO 9001:2015 Certification for Excellent Process Management. Over the span of time, STL has transformed itself into one of the most respected and trustworthy companies of the country. As a caring company, we always prioritize the health of people. Senora being the first ever Sanitary Napkin in Bangladesh, is actively working to break the taboo regarding menstruation since 1989 by establishing the first Sanitary Napkin Factory in Bangladesh. More than 6 million girls are sanitized about menstrual health and hygiene by the initiative of Senora. The first ever quality sanitary napkin (Femina) at an affordable price targeting RMG workers in Bangladesh has been launched by STL. Babies are the country's future; they are unique in their own way and require specialized products. With this belief, Meril Baby & Supermom not only provides the highest quality products for babies, but also works to raise awareness about "vaccination" and "breastfeeding. Beyond business, we care. We have introduced first ever ―toll-free‖ telecare center for all Bangladeshi people where they can get free service from specialized doctors and psychological counselors under the supervision of renowned Psychologist Dr. Mehtab Khanom. Reaching rural customers with best quality products and empowering more than 1 lac rural women has always been a priority for us. We tagged with BRAC, ‗JITA‘ - a social business concern of CARE Bangladesh; Kollyani - anti social project, ‗Nirapod‘ - a Merrie Stopes project and many more which are aimed at ensuring daily essential products at rural doorsteps while empowering the rural women as an earning source. While our rural footprints are expanding, our products are also exported outside the country. We are currently reaching 30 countries around the world with our brands like Sepnil, Jui, Kool, Magic etc. Our brands Senora, Jui and Sepnil are recognized and awarded as top brands nominated by industry experts and loved by consumers. With our leading brands for instance Meril, Senora, Jui, Chaka, Magic, Kool, Revive, Sepnil, Zerocal, Supermom, etc. we are contributing around 10% of the SQUARE Group Turnover and we are committed to continue our journey for the betterment of people, environment and economy.