Large business groups show up at customers’ doorsteps

Big business groups have turned to e-commerce and home delivery to head off a collapse in sales amid the countrywide movement control order.

Square Toiletries, ACI Foods, Pran-RFL, Aarong Dairy, Transcom Digital, Rangs Electronics, Singer Bangladesh, Hurrier Baby Diaper, Dan Cake, Fresh and Golden Harvest are among the companies that are taking their products to the doorsteps of consumers.

"We have started home delivery as we want to ensure our consumers that we are with them in this crisis," said Ahmed Rajeeb Samdani, chairman of Golden Harvest Group, a frozen food giant.

Consumers' response has been good and it is convenient to supply the products due to low traffic on the roads.

This, however, is not a money-spinning exercise. "We are just keeping the ball rolling," Samdani added.

"We have no resources to reach consumers directly, so we are depending on e-commerce service providers," said Jesmin Zaman, head of marketing of Square Toiletries, which is currently delivering essential products such as hand sanitisers and sanitary napkins.

The home delivery system is getting significant response as the consumers benefit from the service, said Kamruzzaman Kamal, Pran-RFL's marketing director.

"Our outlets are doing the work of distribution with the help of e-commerce providers," he added.

Sadeeq Agro, which sells dairy and meat products, has taken the direct-to-consumer route amid the shutdown, said Mohammed Imran Hossain, its proprietor.

"Customer response has been so high that we can't fulfil their demand. It is clear that the marketing side needs more investment to ensure a good price for producers," he said.

The shift is not without challenges for the companies though.

Because of the small order bill and travel restrictions, Pran-RFL can't afford to supply products across the country, Kamal said.

"We are taking the risks because our products are being sold and people who are staying at home are also getting the supply," said Hossain, also the secretary general of the Bangladesh Dairy Farmers Association.