Safwan Bashundhara Global Launches Bashundhara Toiletries Venture in FMCG Market
Safwan Bashundhara Global (SBG), the country’s leading business conglomerate, has officially announced its entry into the fast-moving consumer goods (FMCG) sector with the launch of Bashundhara Toiletries Limited (BTL). The grand launch took place on Sunday at the International Convention City Bashundhara (ICCB) in Dhaka, signaling a bold move to strengthen the local market presence of Bangladeshi brands.
Boosting Local Brands in the FMCG Market
Speaking as chief guest at the inauguration, Safwan Sobhan, Founder & Chairman of SBG, emphasized the Tk 200 billion potential of Bangladesh’s toiletries market. He urged consumers to choose local toiletries brands, questioning:
“Why do we use foreign brands when our local companies introduce quality products?”
Sobhan stressed that supporting domestic toiletries companies not only helps families access high-quality and affordable products but also ensures capital retention within the country, fueling long-term economic growth.
Building on Global Success in Tissue Exports
Sobhan also highlighted the global success of Bashundhara tissue products, now exported to 25 countries worldwide. These exports contribute significantly to Bangladesh’s foreign exchange reserves and have already established Bashundhara as a trusted name in hygiene products.
With the launch of Bashundhara Toiletries, the company now aims to replicate this success in the FMCG and toiletries sector, combining international standards with affordability for local households.
Advanced Manufacturing Facilities
Mustafizur Rahman, Deputy Managing Director of Bashundhara Group, shared that the company has set up a modern manufacturing plant to produce a wide range of consumer goods, including toiletries, cosmetics, and oral care products.
He expressed optimism that Bashundhara Toiletries would soon begin exporting, further enhancing Bangladesh’s foreign exchange earnings and positioning the company as a serious competitor to multinational FMCG brands.
Product Portfolio: Toiletries for Every Household
At the event, Bashundhara Toiletries showcased its diverse range of FMCG and toiletries products, spanning home care, personal care, hair care, and oral care categories.
The lineup includes:
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Bashundhara Power Wash Detergent Powder – Removes stains effectively while keeping fabrics bright.
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Bashundhara Xtreme Toilet Cleaner – Ensures maximum hygiene and deep cleaning.
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Bashundhara Lit Dish Wash Liquid & Bar – Cuts grease and food stains while gentle on hands.
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Bashundhara Air Freshener – Long-lasting refreshing scents for homes and offices.
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Bashundhara Xtreme Plant Fiber Coil – Eco-friendly mosquito coil for safe indoor protection.
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Bashundhara Confident Toothpaste – Oral care solution for stronger teeth and fresh breath.
Each product reflects Bashundhara’s commitment to quality, hygiene, and affordability, making it a reliable choice for Bangladeshi households.
Leaders Behind the Launch
The launch event was attended by top officials, including:
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Mohammad Masudur Rahman – Chief Sales Officer
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Mohammad Kamrul Hasan – Chief Financial Officer
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Mohammad Majedul Islam – Company Secretary, Sector C
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Mohammad Alauddin – Head of Marketing, Sector C
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Shoaib Mahmud – Deputy Manager, Marketing
Their collective presence underscored Bashundhara’s mission to position itself as the best toiletries company in Bangladesh, backed by a strong leadership team and modern business strategy.
Why Safwan Bashundhara Global Launches Bashundhara Toiletries?
Safwan Bashundhara Global launched Bashundhara Toiletries Limited to strengthen the role of local toiletries brands in Bangladesh’s Tk 200 billion FMCG market, which has long been dominated by foreign companies.
The goal is to provide high-quality, affordable, and eco-friendly products such as detergent powder, dish wash, toothpaste, air freshener, and toilet cleaner while supporting local consumers with international-standard goods.
By producing toiletries locally, the company aims to:
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Reduce dependence on foreign brands
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Keep capital inside Bangladesh, boosting the economy
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Expand export opportunities, similar to Bashundhara tissue products already sold in 25 countries
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Create jobs and enhance local manufacturing capacity
Ultimately, the launch reflects SBG’s ambition to become the best toiletries company in Bangladesh, offering reliable products that meet both household needs and global quality standards.
Looking Ahead: Best Toiletries Company in Bangladesh
The launch of Bashundhara Toiletries Limited marks a bold step in Bangladesh’s FMCG market. With a focus on innovation, eco-friendly production, and affordability, the company aims to compete with multinational brands while delivering world-class products to local families.
By combining high-quality raw materials, advanced manufacturing, and strong distribution, Bashundhara Toiletries is set to become the best toiletries company in Bangladesh—a trusted name for generations to come.
